Online Recruitment Expo A Real World Case Study in Hispanic Recruiting

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Online Recruitment ExpoA Real World Case Study
in Hispanic Recruiting

• José Manuel Montenegro
• September 10th, 2008

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Agenda

• Introduction
• Hispanic Digital Landscape
• Case Studies

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Agency Profile

• Full service multicultural interactive agency
• Services We Provide
• Online Media Marketing
• Web Design Development
• Strategy, Analytics Planning
• Web Technology Services
• Headquarters Los Angeles, CA
• Full-time staff 25

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THE HISPANICDIGITAL LANDSCAPE

• A Real World Case Study in Hispanic Recruiting

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Hispanic Digital Landscape

• 23 million Hispanics are online
• 52 of the Hispanic population is online
• Hispanics under 35 spend more time online than
  watching TV, often doing both
• 57 of Hispanics use a cellphone regularly
• 27 text-message regularly
• 5 of Hispanic ad spending went to online

Source eMarketer
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Hispanic Digital Landscape

• Hispanics embrace new technology rapidly and use
  of all digital media will continue to grow.
• Young Hispanics
• Have iPods
• Instant message
• Text message
• Watch videos on mobile devices
• Visit social networks
• Share pictures

Source eMarketer
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Case Studies

• Hispanic Influencer (35-54)
• GoArmy.com
• Nested Content
• Web Profiles
• Hispanic Prospect (18-24)
• Online Media
• Social Media
• Nested Content
• Job Boards
• Lead Generation
• Mobile

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Case StudiesHispanic influencers

• A Real World Case Study in Hispanic Recruiting

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GoArmy.com

• Overview
• GoArmy.com is one of the most
• important recruiting vehicles for the
• U.S. Army
• Current Web site lacks comprehensive content
  tailored to Hispanic Influencer audiences
• All other military branches (Navy, Marines and
  Air Force) already have sections that are
  dedicated to Hispanics on their Web sites.

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GoArmy.com

• The Solution
• In recognition of the important role Hispanic
  parents play on a Prospects decision to join the
  military, a comprehensive Web site is currently
  being developed specifically for Hispanic
  audiences.
• The agency will leverage Army research to
  develop relevant, easily accessible/shareable
  content in Spanish with the end goal of creating
  a rich engaging experience for Hispanic
  Influencers.

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Nested Content

• The Challenge
• GoArmy.com lacks content tailored to Hispanics
• Hispanic Influencer audiences tend to be passive
  information seekers
• The Solution
• Bring content to the audience through a media
  partnership with a prominent Hispanic Portal

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Nested Content

• Orgullo En Alto
• Timing 7/1/07-01/31/08
• 11,813 unique users
• 31,513 page views
• 0.12 overall CTR
• Average engagement 158

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Nested Content

• Social Networking
• 35,505 profile visits
• 67,018 views
• 25,599 picture views
• 413 contest entries
• 124 picture submissions

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Web profiles

• Web profiles provide a great opportunity to
  engage audiences with deep content about your
  brand in a manner that makes it more relatable to
  the user.
• Our Strategy
• Real soldiers and real families, no script
• Showcase diversity
• Bilingual shoots

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Web Profiles
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Case StudiesHispanic prospects

• A Real World Case Study in Hispanic Recruiting

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Online Media

• Challenge
• Intercept 18-24 Hispanics at key points of their
  online experience
• Solution
• Implement a comprehensive online media campaign
  that reaches
• 18-24 Hispanics around their passion points

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Online Media Rich Media

• Leverage rich media placements to engage with
  consumers in a deeper fashion. Banners are
  increasingly becoming Microsites.
• Examples
• Interactivity
• Video
• Data transfer
• Downloads

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Social Media

• 88 of Hispanics have a profile
• Hispanics are more active on social networking
  sites
• Hispanics are e-fluential hypercommunicators
• 18-24 Hispanics are
• Social Networking
• Blogging
• Posting/sharing videos and pictures
• Instant messaging

Source eMarketer
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Social Media Top sites

• MySpace
• Blogger
• Facebook
• WordPress
• flickr
• hi5
• MSN Spaces

Source comScore, August 2008
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Nested Content

• Leaders Among Us
• Timing 6/1/07-01/31/08
• 167,798 unique visitors
• 209,564 pageviews
• 0.56 overall CTR
• 22,044 video views
• 851 contest entries

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Nested Content

• Qualitative Results
• An AdIndex study was performed to
• measure the effects the program had
• on key brand attributes. Exposure to
• the program resulted in
• Increased intent to visit GoArmy.com
• Increased brand favorability
• Increased intent in joining the U.S. Army

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Job Boards

• Diversity partners
• Leverage targeting technology

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Job Boards New Initiatives

• VIDEO
• Enhance creative
• Deeper engagement
• Improve ROI

• RESUME DATABASE
• Increase pool of candidates by targeting passive
  job seekers
• Refined searches improve quality of candidates

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Lead Generation

• Traffic generated by targeted
• media
• Refine leads
• Cost-efficient
• Programs
• Regular Army
• Army Reserve
• ROTC

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Mobile Hispanic Landscape
Sent photo / video
Source MMetrics Inc, May, 2007
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Mobile SMS

• Campaign Army Advantage Fund
• Market San Antonio, TX
• Challenge
• Generate awareness of test
• Traffic Drivers
• Out-of-Home
• Radio

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Mobile Planned Initiatives

• Mobile Video
• Run pre-roll creative
• Create WAP microsite with video
• Targeted to Hispanic media

• WAP advertising
• Banners
• Drive to WAP site
• Leverage targeting capabilities of social networks

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THANK YOU