EveningClassifieds.com has two very demanding customer bases: job seekers looking for open positions, and hiring managers reviewing the number and quality of applications. Aligning the right candidate with the right company at the right time is crucial.
To accomplish this, EveningClassifieds.com had been using an email newsletter. When prospective employees signed up to receive job alerts, they also received a survey about their job preferences. This survey ensured that candidates received email alerts tailored to their job preferences, which in turn helped recruiters find qualified candidates.
But a single-channel approach had challenges. “Subscription forms can be difficult to get completed with the visitor just wants to search for jobs,” Alexander explained.
Job seekers tended to jump immediately to the job postings, instead of filling out the survey. EveningClassifieds.com needed a marketing channel that its customers could opt into; one that spoke to them immediately and powerfully, and allowed them to act quickly.