Email Blast or Direct Mail for Recruiting?
Posted by Theresa Hastings in The Daily UpdateDebating an email marketing campaign vs. the old familiar direct (snail) mail approach? Let me give you a few good reasons why an eblast may be the way to go.
First, let’s get the big question out of the way: Isn’t this approach just creating more spam? We’re an information and technology driven society. People opt-in (and have the ability to opt-out) to receive these messages – messages that are proven highly effective.
Effectiveness: An Ad Effectiveness Survey commissioned by Forbes Media in 2009 revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO.
Reduced Cost: We are always looking for ways to reduce costs, aren’t we? Most email blasts are considerably less expensive than direct mail – no postage, no printing. (Plus, it’s Green!: No postage, no printing = a paperless solution.) According to the Direct Marketing Association, advertisers are likely to spend $700 million on email marketing campaigns in 2010. That number jumps to a projected $45.5 billion for traditional direct mail efforts in 2010. (Makes you wonder, is there more “spam” in your mail box, or your in-box?)
Ability to Measure: When building a strategy on budget the ability to measure ROI becomes essential. Stats on open rates, click thrus and applies are made relatively easy with an electronic approach. This is valuable data that can be further used to refine your message and approach.
Highly Targeted & Personalized: Email blasts are an excellent way to target both active and passive job seekers in very specific skill sets and geographies. Plus, there may be an opportunity to personalize the message with the subscriber’s name – you can increase click-thru rates tremendously this way!
I know from experience that email marketing works. Want to learn more about how an eblast may be thie right solution to fill your next “hard-to-fill”? Drop me a line here, or send an email to: blog@alstin.com.
What I didn’t expect was just
The Internet is evolving faster than anyone can imagine. Web 1.0 (1991 – 2003) was all about the availability of information. Everyone who was anyone had a website; .com, .net, .org, however viewers were unable to participate or contribute to the available content on the Web. Web 2.0 (2004 – present) is a version all about Social Networking - user-generated content, building connections and socializing. What’s next?
If I asked you to name your favorite search engine, I am sure Google, Yahoo and Bing would rank right at the top. How about your favorite Job Aggregator (
Not familiar with the term behavioral targeting? It is a technique used to collect information on an individual’s web browsing habits (pages visited, searches made, etc.) or geography and demographics to display relevant content in the form of online ads. Many of us have pretty much learned to ignore this type of advertising, but behavioral targeting ultimately works by showing content to people who are more likely to take notice and click through.
It used to be: job opening + job posting = hire. This formula, in the not so distant past, often equated to a posting on one, or all of the “big three” general job boards: Monster, CareerBuilder or Hot Jobs. With aggregators like Indeed, SimplyHired and LinkUp, social networking and many other factors at play (particularly the economic climate), are job postings even relevant anymore?
Is your company using Social Media as part of their recruitment strategy? If not they are missing a chance to communicate and connect with top talent. Alstin has developed a Social Media starter pack – ‘sociability’ to help you get started.
If you need information about a subject – just Google it! Search engines are now the first place the majority of us go to when we need information, including information on hiring organizations and their career opportunities. Search Engine Marketing makes advertising on the Internet easy and very affordable. With this approach, you will have the opportunity to target a passive audience who may not otherwise see your advertising efforts. Want to learn more about how this can all work for you?
An online degree on a resume may have raised a questionable eyebrow by recruiters in the not so distant past. However, today’s lifestyle combined with more distance learning opportunities offered by “mainstream” colleges and universities have changed that perception.
Those who call into Alstin Communications are surprised that
To the Obama administration, workforce education is an essential part of the economic recovery plan. There’s 3.5 billion stimulus dollars dedicated to job training. The administration has further revised rules to now allow the unemployed to continue collecting benefits while attending school. The prior rules stated that someone collecting unemployment must actively look for a job, forcing the person to give up their unemployment benefits if they were to continue their education. “The idea here is to fundamentally change our approach to unemployment in this country so that it’s no longer just a time to look for a new job, but is also a time to prepare yourself for a better job,” Obama said.
Do you allow employees to go on their Facebook, Twitter or LinkedIn accounts? Many employers block social networking sites for fear of losing productivity. Others allow access with the mind-set that these sites aren’t a problem just as long as the work gets done accurately and on time. We all need a little break from work, but for HR, this issue needs to be managed properly. For more on policies, practices and a survey of what other organizations are implementing,
I recently read an article about two New Jersey restaurant employees who created a forum on MySpace and trashed their company, customers and supervisors. They invited other coworkers (who used personal computers/email addresses) to join the forum. Well, you can guess what happened next – the employer discovered the forum.


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