by Prominence Recruitment Digital Marketing

What the Recruitment Industry Can Learn from PwC’s Oscars Mistake

Unless you’ve been living under a rock for the past week, you’ve probably heard about PwC’s epic mix-up at this years’ Oscars. The mistake, and its resulting actions, have highlighted just how much damage one small slip up can cause to your brand, and how it’s nearly always best to take accountability and try to move the message on.

PwC has been counting the Oscars ballots on behalf of the Academy of Motion Pictures and Arts for over 83 years, but this one small mistake was it all it took to eliminate all the positive branding and credibility they’d built around that. This is just one recent example of many that are out there, that shows just how fragile your brand can be.

The lesson to be learned here is of course to always be careful with your marketing activity, but also to acknowledge that mistakes can and do happen. In recruitment, all it could take is for one candidate to meet a recruiter on an off-day, have a bad experience and then write a negative review on Google, the first place most people search to find businesses, or leave a negative comment on social media.

Competition is so fierce nowadays that the way you approach these inevitable mistakes can define your relationships thereafter. In this position, we’d advise to take a leaf out of PwC Chairman, Tim Ryan’s book and own the mistake: “What was going through my head at the time was, ‘We have to get to the bottom of this, and if we made a mistake, we’ll own up to it. My philosophy in life is, bad news doesn’t age well.”

If you do receive a negative review, then the best approach is to respond to it and let people know you’re proactively taking action, and then contact the reviewer themselves. If it’s something more significant then make sure you’ve got a PR plan in place to handle the response.

Prominence Recruitment Digital Marketing

As Director of Prominence, Chris is the first person recruiters speak to when trying to get a handle on their marketing activity. He is also highly involved in the day-to-day delivery on all client accounts, but is slowly learning to let his fantastic team take care of business and to only interfere when needed! Based in Auckland, Chris travels to Australia monthly, meaning he has a lot of air miles and has also seen every new film. However, he is the first to tell you that the life of a frequent traveller isn’t quite as glamorous as it seems! Chris is inspired by people that break the mould and try to make things better.

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Conversion Rate Optimisation

It’s the most important element in a successful campaign and the old saying ‘you snooze, you lose’ is very apt and it’s where most fail. Using the analytics data we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

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A large percentage of both Display and SEM generates phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

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Advert Design & Copywriting

The success and failure of a digital advertising campaign often relies on the quality of the advert itself. Using our in-house design and copywriting teams we’re able to create the very best visual and copy based adverts. This is across a range of mediums, from text and static images to moving GIF/HTML5 files and even video.

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We use all the available tools and our recruitment industry experience to ensure we fully understand your business goals. As a certified Google Partner we are also able to produce industry insights created by our dedicated Account Managers within Google, which are directly passed on to you.

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Tracking & Measurement

Monthly analytics reporting on campaign performance through platform analytics, data includes impressions, click rate, conversion rate, specific advert performance, landing page results and call metrics.

×
Conversion Rate Optimisation

It’s the most important element in a successful campaign, and the old saying ‘you snooze, you lose’ is very apt, and it’s where most fail. Using the analytics data, we continue to test and refine the campaigns to increase conversation rates and therefore the results for your recruitment business.

This includes:

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Phone Call Tracking

A large percentage of Social Media Advertising campaigns generate phone calls to your recruitment business or individual recruiters. Because of this, usually this is where the ability to track return on investment ceases. However, on all of our campaigns we enable a proprietary piece of technology that tracks and records each phone call. Not only can we now track the success of each call, we can give you access to the call recording platform to use the calls as training and service improvement tools.

×
Customised Landing Pages

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×
Advert Design & Copywriting

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