Digital Marketing – Voltage X

Live Commerce: The Next Stage for E-commerce

Voltage X — Wed, 19 Feb 2025 09:23:57 +0000

Online shopping has undeniable advantages over traditional offline shopping, such as convenience and speed. However, it cannot provide the real interaction and try-on experience that offline shopping offers. The rise of live commerce has effectively addressed these shortcomings, becoming a bridge between entertainment and online shopping. It is widely welcomed and loved by consumers, with immense potential to change the current landscape and become the new norm in China’s e-commerce.

What is Live Commerce?

Live commerce combines online shopping with live streaming to showcase products and answer consumer questions in real-time. It offers a new type of shopping guide service. First launched by Taobao Live in 2016, live commerce gained rapid momentum after 2019, as the pandemic and lockdowns led more people to shift from offline to online shopping. According to Statista, by 2023, the number of live stream viewers in China reached 765 million, with shopping-related content being the most popular. The market size grew to nearly 5 trillion yuan, a significant jump from 420 billion yuan in 2019, and is expected to surge to 8.16 trillion yuan by 2026.

The Possibilities Brought by Live Commerce

Intuitive Product Display

Unlike traditional e-commerce platforms that rely on images and text, live commerce offers a more direct way to view products. Viewers can see details, understand how to use them, and even experience them through the host’s personal demonstration. This creates a more authentic shopping experience, reduces uncertainties, and encourages purchases.
Interaction and Emotional Connection

Viewers can ask questions and receive personalised shopping advice in real time, enhancing their shopping experience. Through these interactions, the host establishes an emotional bond, making the experience more personal and enjoyable. This connection fosters loyalty, with many viewers returning to purchase products recommended by the host.

What the Brand Should Do?

Leverage Multichannel Partnerships to Boost Sales
By expanding live commerce across multiple platforms (such as Douyin, Taobao Live, Xiaohongshu, etc.), brands can broaden their audience and maximise exposure. Partnering with influencers or celebrities, who have extensive fan bases, allows for quick viewer engagement, enhancing both the credibility and appeal of the product. This strategy not only drives sales but also strengthens the brand’s visibility and appeal, particularly among younger consumers.
Manage the Entire Process to Maximize Live Stream Impact

Brands should begin by selecting hosts or partners whose image and style align with the brand’s identity. During the live stream, it’s essential for hosts to focus on showcasing the product’s key selling points—especially those that resonate with consumers, such as practicality, uniqueness, or value for money. Post-live commerce support is equally important since excellent after-sales service can boost customer satisfaction and foster long-term brand loyalty.
Ensure Product Quality to Build Trust
Consumer trust and loyalty stem from the quality of a brand’s products. Therefore, brands must prioritise quality, winning over customers with exceptional products and a sincere approach. Each product featured in live commerce should be meticulously selected and tested. By offering products that meet consumer expectations in both appearance and functionality, brands can reduce return rates, strengthen their image, and drive long-term sales growth.

總結

Live commerce presents exciting opportunities for brands to engage consumers in innovative ways and expand their reach. While there are challenges, such as staying ahead of trends and ensuring quality, brands that embrace this model have the potential to strengthen their connection with audiences and drive meaningful growth. The key lies in exploring, adapting, and making the most of this evolving landscape.

The Growing Power of Podcasts in the Chinese Market

Voltage X — Fri, 17 Jan 2025 04:59:00 +0000

While smart electronic technology has brought us convenience and entertainment, it has also fragmented information and shortened attention span. In recent years, the noisy, fragmented virtual world has given rise to a more profound alternative: podcasts. According to the programme Podcast New Voices, the number of Chinese podcasts has increased sixfold since 2021, with the audience now exceeding 220 million. The revival of the audio market has become both a spiritual resource for many and a promising new channel for brand promotion.

What are Podcasts?

The term ‘podcast’ is a combination of ‘iPod’ from Apple and ‘broadcast’. When podcasts first emerged, they were seen as a form of traditional radio adapting to the internet era, closely linked to Apple’s development of iPod and iTunes app.

Unlike traditional radio, podcasts have the following characteristics:

Grassroots Nature: Radio programmes are typically produced by media ‘elites’ from radio stations aimed at the general public, whereas podcasts are created by ordinary people, often catering to niche audiences, making them more private, individual, and free-spirited.
Flexibility: Unlike the strict scheduling and programming of traditional radio, podcasts offer more flexible content choices and listening patterns.
Personalisation and Diversity: Radio emphasises authoritative, ‘one-to-many’ broadcasts, whereas podcasts create customised, specific experiences for listeners, addressing to various interests, topics, and cultural needs.
Emotional Connection and Companionship: Podcasts are often longer than traditional radio, allowing for more in-depth discussions. This makes it easier to resonate with listeners, providing continuous companionship and emotional support.

Benefits of Using Podcasts for Brand Promotion

The low-cost and personalised nature of podcasts provide brands with a convenient and powerful way to convey their messages and tell stories.

High Audience Acceptance of Ads

To ensure a steady flow of quality content, listeners generally support podcasters by accepting advertisements. Moreover, when listening to podcasts, listeners tend to multitask, making it difficult to skip ads. Many podcasters, on the other hand, integrate ads naturally into their shows to make them less intrusive and more engaging. This approach increases audience acceptance and improves the overall listening experience.
Low Promotion Costs

For brands, the cost of either choosing the right podcast for advertising or creating their own branded podcast is relatively low. The development of digital technology, especially the rapid advancement of AI, has further lowered the technical barriers for audio production. Well-known brands such as Nike and Louis Vuitton have launched their own branded podcasts to share their brand stories on platforms like Apple Podcasts and leading Chinese podcast platforms such as Himalaya and Xiaoyuzhou.
Telling Long-Lasting Brand Stories

Unlike the quick, straightforward content delivery on other platforms, podcasts offer a long-lasting, in-depth way to share brand culture and corporate stories. This creates a softer, more subtle form of communication that is not only rich in meaning but also enduring. For example, tennis player Zheng Qinwen participated in Nike’s podcast when she was still not widely known. After she won the Olympic title, the podcast was revisited and spread again. As listeners gained a deeper understanding of the champion, more listeners were drawn to Nike’s podcast out of curiosity and interest.

總結

Podcasts offer a unique opportunity for brands to connect with audiences in a more personal and meaningful way. As the podcasting landscape grows, it’s a great time for brands to tap into this platform to build stronger relationships and stand out.

Virtual Event Marketing Strategies in the Digital Age

Voltage X — Mon, 16 Dec 2024 04:14:27 +0000

Virtual events have become a cornerstone of modern marketing, offering businesses a cost-effective, scalable, and engaging way to connect with their audiences. With advancements in technology and the increasing demand for digital-first experiences, mastering virtual event marketing strategies is more important than ever. Here’s how you can elevate your virtual event marketing in the digital age.

1. Set Clear Goals & Choose the Right Format

Every successful virtual event begins with a well-defined purpose. Are you aiming to generate leads, boost brand awareness, engage customers, or drive sales? Your goals will shape the format, content, and promotional strategies for the event. For example, a webinar is ideal for educating attendees and sharing expertise; virtual conferences work well for multi-session events with networking opportunities; and a virtual product launch or live stream, such as Taobao or Douyin (the Chinese TikTok)’s Live Commerce, prioritises creating buzz and conversions, perfect for real-time engagement.

2. Create Engaging Content

Compelling content is the heart of any virtual event. Try to focus on providing value through relevant topics with relatable story angles, expert speakers or celebrities and influencers, and dynamic presentations. Use multimedia elements like videos, slides, and live demos to keep sessions engaging. Incorporate interactive features like live polls, Q&A sessions, videos and live demos to foster participation. Storytelling is particularly effective in making your content memorable and relatable.

3. All-Round Digital Event Promotion

A comprehensive marketing plan is key to driving attendance. Use email marketing to send personalised invitations and reminders. Leverage social media to create event pages, share teasers, and use targeted ads. Partner with influencers or industry experts to expand your reach. A well-designed landing page with clear event details and a strong call-to-action can also boost registrations.

4. Stay In Touch Post-Event

The event doesn’t end when the session closes. Send follow-up emails with further subject details or additional resources. Repurpose event content into blog posts, social media snippets, or on-demand videos. Use feedback surveys to improve future events and nurture leads through personalised campaigns.

5. Measure Success

Track metrics like attendance, engagement rates, lead conversions, and audience feedback to evaluate your event’s impact. Analyse ROI by comparing costs with the value generated, such as leads acquired or sales closed.

總結

Virtual events are here to stay, and mastering their marketing is essential in today’s digital age. By adopting these strategies, you can deliver impactful events that resonate with your audience. With innovation and strategic planning, virtual events can become a powerful tool to build connections, drive engagement, and achieve your business objectives.

Sustainability and Ethical Marketing in Today’s Conscious Consumer Market

Voltage X — Wed, 27 Nov 2024 03:57:30 +0000

In today’s market, consumers are increasingly aware of the impact their purchasing decisions have on the environment and society. As a result, sustainability and ethical marketing have become essential for businesses aiming to build trust and loyalty among conscious consumers. These approaches focus on promoting products and services in ways that are mindful of environmental, social, and economic factors, ensuring that business practices do not harm the planet or society and providing real value to consumers.

What is Sustainability and Ethical Marketing?

Sustainability marketing involves promoting products and services that have minimal impact on the environment. This includes using eco-friendly materials, reducing carbon footprints, and supporting sustainable sourcing practices. Ethical marketing, on the other hand, emphasizes fairness, transparency, and social equity. It ensures that business practices are honest, and that marketing messages are truthful and not misleading. Together, these approaches highlight the importance of eco-friendly practices and social responsibility, ensuring that businesses operate in a way that benefits both consumers and the wider community.

Business Examples

Embracing the trend, the list of corporates that have successfully implemented sustainability and ethical marketing strategies goes on and on. Take one of Voltage X’s clients, Pacific Place, as an example. Pacific Place’s V Cycle Programme encourages consumers to recycle by providing in-mall apparel and empty cosmetic bottles drop-off stations and promoting the benefits of recycling on and offline. This initiative not only reduces waste but also raises awareness about the importance of environmental responsibility.

Another client of ours, The Twins, receives BEAM Plus Platinum Rating for their building project, an assessment scheme that recognizes Hong Kong new builds that meet high standards of environmental performance and sustainability. By achieving this rating, The Twins demonstrate their commitment to sustainability and set an example for other businesses in the industry.

The Body Shop’s community fair trade practice is yet another example of ethical marketing. This practice ensures that the ingredients used in their products are sourced from suppliers who provide fair wages and safe working conditions. By supporting these suppliers, The Body Shop promotes social equity and helps to improve the lives of workers in developing countries.

Benefits of Sustainable and Ethical Marketing

Adopting sustainability and ethical marketing practices offers several benefits for businesses. Firstly, it helps build trust and loyalty among consumers who value these principles. By aligning business practices with the values and expectations of socially and environmentally conscious consumers, companies can foster long-term relationships with their customers.

Secondly, these practices create a positive impact on society and the environment. By promoting eco-friendly and fair practices, businesses can contribute to a better world and help address important social issues. This not only benefits the communities they operate in but also enhances their reputation and brand image.

Moreover, sustainable and ethical marketing raises awareness about social and environmental issues. By highlighting the importance of these practices, businesses can educate consumers and encourage them to make more conscious purchasing decisions. This, in turn, can lead to a shift in consumer behaviour and drive positive change on a larger scale.

Final thoughts

In conclusion, sustainability and ethical marketing are essential in today’s conscious consumer market. By focusing on eco-friendly practices, social equity, and transparency, businesses can build trust and loyalty, create a positive impact, and raise awareness about important social issues. As more companies adopt these practices, we can look forward to a future where business success goes hand in hand with social and environmental responsibility.

Leverage Instagram Reels’ Transformative Marketing Power

Voltage X — Wed, 23 Oct 2024 10:03:17 +0000

In an era where attention spans are dwindling, social media platforms have to adapt to cater to the ever-evolving preferences of digital consumers. Enter Instagram Reels, a feature that has taken the platform by storm, offering brands and creators a unique opportunity to captivate audiences with short-form, engaging video content, showcasing their creativity and amplifying their reach.

What are Reels?

Launched in 2020, Instagram Reels are vertical videos ranging from 15 to 90 seconds, featuring a seamless integration of music, video effects, and advanced editing tools, similar to the immensely popular TikTok. According to Forbes India, reels have driven a remarkable 40% increase in time spent on Instagram since their global introduction. This surge in user engagement has opened up a world of possibilities for businesses and content creators looking to reach massive audiences through targeted advertising, influencer partnerships, and viral campaigns.

Benefits of Reels:

The Instagram Reels algorithm delivers content to users based on their previous interactions, tracking the types of Reels they view, like, and comment on. This targeted approach increases the likelihood of engagement from your target audience.
Reels provide a dynamic medium for conveying your message, combining video, captions, voiceovers and music to create an immersive experience that captivates viewers.
Reels can appear on the Reels feed for users who don’t follow you, expanding your potential reach.
Reels tab ads allow you to integrate content into your website, offering a powerful form of cross-promotion.

Reels and Influencer Marketing

Instagram Reels have become a valuable tool for established influencers and brands to diversify their content offerings. Creators with an existing presence on the platform can seamlessly integrate Reels into their content strategy, leveraging their follower base and the platform’s monetisation opportunities. In March 2023, Meta (the parent company of Instagram) announced the ‘Made on Reels’ programme, which connects brands with creators to enhance Reels monetisation, further solidifying the feature’s importance in the social media landscape.

TikTok vs Instagram Reels

While both TikTok and Instagram Reels offer unique advantages, the choice between the two platforms ultimately depends on the goals and priorities of content creators. TikTok’s platform excels in fostering creativity and virality, making it an unparalleled choice for those seeking rapid growth and global exposure. On the other hand, Instagram Reels provide a seamless integration into the broader Instagram ecosystem, allowing creators with an existing presence on the platform to leverage their follower base and monetisation opportunities.

Final thoughts

As the social media landscape continues to evolve, the importance of video content, particularly short-form formats like Reels, cannot be overstated. This dynamic feature on Instagram offers brands and creators a powerful tool to build an organic presence, engage audiences, and explore new avenues for advertising and monetisation. By mastering the art of Reel creation and leveraging its unique capabilities, businesses and content creators can unlock a world of opportunities and stay ahead of the curve in the ever-changing digital landscape.

To harness the full potential of Instagram Reels and stay ahead of the competition, reach out to our team at Voltage X. We specialise in crafting tailored, innovative social media strategies, including the creation and optimisation of Reels content. Let us help you unlock new growth opportunities and drive meaningful engagement with your target audience.

The Amplifying Impact of Long-Term Influencer Collaborations

Voltage X — Wed, 17 Jul 2024 10:12:06 +0000

In a world of fleeting trends and relentless marketing saturating social media, the digitally savvy have honed their ability to distinguish genuine endorsements and partnerships from deceptive sales gimmicks. This discernment has prompted brands to embrace long-term influencer collaborations as a means to differentiate themselves from gimmick-driven counterparts.

Long-Term Influencer Collaborations

Influencer marketing has evolved into a powerful tool for brands to engage their target audience and drive business expansion. To adapt to the evolving landscape and emerging trends, an increasing number of brands are embracing long-term influencer collaborations as a strategic response, forging mutually advantageous partnerships that extend beyond one-time promotions. These partnerships enable brands to cultivate deeper connections, harness the influencer’s authentic voice, and generate a lasting impact that resonates with their audience. By embarking on long-term collaborations, brands can position themselves at the forefront of this dynamic industry.

Impact of Long-Term Influencer Collaborations:

1. Authenticity
Authenticity is paramount in influencer marketing as brands recognise the significance of partnering with influencers who align with their values and connect with their target audience. Long-term collaborations cultivate a profound bond by allowing influencers to share their genuine opinions and real-life experiences. By collaborating with influencers who wholeheartedly believe in the brand, companies can foster authenticity and credibility, ultimately resonating with their followers.

2. Building Trust and Brand Awareness
Long-term partnerships contribute to building brand awareness and trust. Over time, influencers become familiar faces associated with the brand, which helps in establishing a strong reputation. The trust from the influencers’ promotion can set the brand apart from competitors and create a lasting impression on the target audience.

3. Improved Customer Connections and Audience Expansion
Long-term collaborations enable brands to develop stronger relationships and improve customer connections with their target customers. By partnering with influencers who share similar values and target demographics, brands can reach new audiences that are more likely to be interested in their offerings. This organic growth in audience can lead to increased engagement, loyalty, and ultimately, sales.

4. Valuable Insights
Sustaining long-term collaborations offer brands a valuable opportunity to gain profound insights into their target market and feedback on audience preferences, behaviours, and purchasing patterns. This wealth of information can inform product development, shape marketing strategies, and drive overall business decisions. Moreover, repeat customers fostered through long-term collaborations provide meaningful data on customer loyalty and satisfaction, further enhancing the brand’s understanding of its audience.

5. Shortened Sales Cycle
Influencer marketing accelerates the sales cycle by leveraging the personal connection influencers have with their audience. Through consistent brand endorsements, influencers provide genuine recommendations that are trusted by their followers. This social proof reduces the need for extensive customer research, enhances brand credibility, and leads to higher conversion rates.

CONCLUSION:

Long-term influencer collaborations are proving to be a powerful strategy for brands, providing numerous benefits. By establishing strong partnerships with influencers, brands can enhance their overall marketing efforts and drive long-term success.

At Voltage X, we understand the power of influencer marketing and can help your brand navigate the ever-changing landscape. We provide bespoke PR services and strategic influencer partnerships, ensuring your brand connects with the right influencers for long-term collaborations.

The Rising Influence of AI on Content Marketing

Voltage X — Wed, 26 Jun 2024 07:42:49 +0000

Artificial intelligence has made significant strides in content generation. Advances in natural language processing have helped AI generate more human-like communications. Constant improvements in machine learning has also made AI outputs more dependable. Rather than seeing AI as a rivalry, marketers can adapt it flexibly as an efficient tool.

AI in Content Creation

Artificial Intelligence in content creation involves algorithms that autonomously produce textual, visual, and audio materials without direct human intervention. AI content systems leverage diverse technical approaches, including machine learning, natural language processing, and neural networking.

The Potential of AI-Generated Content

AI-driven content has three distinguishing features:

1. Efficiency: AI content generators improve efficiency by speeding up content development and allowing marketers to focus on value-added areas.

2. Multilingual: AI’s analytical skills assess user interactions, customise content strategies, and adapt to global companies’ multilingual requirements.

3. Accuracy: Since AI is able to avoid grammatical and typing errors and adapt a consistent tone of voice, AI-generated content ensures quality and reliability.

The Limitations of AI-Generated Content

Nevertheless, there still areas AI can’t compete with humans:

1. Lack of originality: AI falls short when it comes to generating new and innovative ideas. AI algorithms are limited to what they have been programmed to do.

2. Lack of context: AI is largely unable to comprehend context, particularly cultural nuances and social references. The limited understanding of cultural references restricts AI’s ability to include them, even though they play a crucial role in making communications relevant, engaging, and effective.

3. Ethics and bias concerns: While algorithms themselves do not possess opinions or preferences, they can unintentionally produce biased, harmful, prejudiced, or discriminatory content. In the absence of critical thinking, AI content generators just mindlessly reproduce and amplify existing information.

CONCLUSION:

The bad (and good) news is humans are still generally more intelligent than artificial intelligence. As inherently creative beings, we are adept at recognising imaginative linguistic elements, such as wordplay and slang. Our judgements and perspectives are valuable and essential, when it comes to incorporating AI-generated content. Inputting creativity and addressing bias are still very much our job.

Voltage X offers creative content creation and visual design services, integrating AI and human intelligence, to suit your brand’s specific needs.

The Unfading Relevance of Offline Marketing

Voltage X — Fri, 15 Mar 2024 09:04:35 +0000

With the dominance of digitalisation and the prevalence of fragmented reading, it is only logical for brands to jump on the bandwagon of online marketing. While enjoying the many advantages of e-marketing, it is easy to overlook the irreplaceable significance of offline marketing.

What is offline marketing?

Offline marketing refers to marketing techniques that are not reliant on the Internet for their dissemination. It encompasses a diverse array of media and formats, spanning from television and radio commercials to billboards and print advertisements, among various offline campaigns. As digital advertising reaches saturation, offline marketing can be as important to draw attention. It can be flexibly adopted side by side with various online campaigns to bring more impacts.

Why does offline marketing still matter?

1. Building Trust

Seeing is believing. Physical advertising is powerful in connecting with audiences instantly. The connection between people and physical objects is similar to the interaction between people. If your brand only communicates with the public online, it is difficult to establish trust and an emotional connection in a sea of competitors where browsers are tempted to swipe your post away. Moreover, traditional advertising relies on well-known local media. When local consumers see advertisements in media they trust and are familiar with, their trust in the product will also increase.

2. Experiential Marketing Matters

Experiential marketing goes beyond traditional marketing methods to create a deeper impression on potential customers through participation. Unlike traditional advertising where audiences passively receive messages, experiential marketing endeavours to provide in-person experiences that forge a personal connection with the brand.

3. A Strong Local Impact

For local businesses and global brands to address local audiences, advocacy in the community is crucial. Traditional advertising can be customised by analysing the interests, preferences and needs of local communities. By focusing on the local market, businesses can more easily establish solid connections with consumers who are interested in and in demand for their products. Marketing that focuses on local markets can also easily create a word-of-mouth effect.

The synergy of online-merge-offline (OMO) campaigns

What is OMO?

OMO is an advanced version of Online-to-Offline (O2O). O2O focuses on diverting online customers to offline, whereas OMO puts an emphasis on the integration of online and offline customer data to more accurately grasp the audience profile and provide personalised sales services for different consumer groups. In other words, OMO can achieve precise marketing according to the needs of different consumer groups.

Why do we choose OMO campaigns for marketing?

The OMO model provides a consistent consumption experience across all channels. This means both online and offline consumers can enjoy a similar shopping experience and services. Consumers can flexibly choose purchasing methods based on their actual needs and situations, and enjoy more convenient and personalised services. By integrating data, brands can understand members’ consumption behaviour across online and offline channels, and analyse consumer preferences and profiles from a comprehensive perspective through a single platform.

Conclusion:

While the digital realm reigns as a primary meeting place for many, more traditional forms of promotion retain their rightful role to play. Wisely leveraging the breadth of communication channels available maximises any marketing initiative’s chance of success.

Voltage X offers an all-round advertising strategy, along with seasoned PR services, that flexibly markets your offline, online, or both.

The Power of User Generated Content (UGC) in Content Marketing

Voltage X — Tue, 28 Nov 2023 04:59:01 +0000

Ever thought your customers’ selfies could bring valuable (and effortless) advertising opportunities? Images, videos, text, and even podcasts created and shared by customers across different public platforms can all be forms of user-generated content (UGC). Given its organic nature, UGC often surpasses the social engagement levels generated by official brand representatives.

Why is UGC getting popular?

In the age of artificial intelligence, authentic content that features experiences of real people is particularly captivating. Thanks to the prevalence of social media, most users have become habitual voluntary content creators. The extensive usage of reels and hashtags has also significantly simplified the creation of UGC, making the content easily accessible. More importantly, UGC helps nurture a virtual community that gives users a sense of belonging, especially among Gen Z. According to a recent research by InMobi, 61% of Gen Z prefer UGC over other content formats*.

The Many Benefits of UGC

Simply said, UGC is a digitalised version of word-of-mouth marketing. Similar to traditional word of mouth, UGC is a powerful form of marketing with the potential to bring maximal effect at virtually zero cost.

1. Authenticity & Relatability

Since UGC is generated by real-life users, it establishes a sense of trust and credibility among prospective customers. As the creators are genuine customers of your products, they are more capable of resonating with fellow customers and putting your products in an everyday context.

2. Organic Engagement

Since UGC creators are not obligated to endorse the brand, their presentation is often less in-your-face than conventional advertising, evoking interest more spontaneously. Some UGC creators may have substantial social media followings, which enable you to reach a broader spectrum of audiences.

3. Endless Possibilities

Your marketing team is no doubt talented but admittedly they can’t beat thousands of netizens active around the world and around the clock. You are likely to discover innovative ways to present your brand and products.

Key Points to Note When Using UGC

While the use of UGC is practically free, there are things to keep in mind when utilising it.

1. Quality Control

Due to UGC’s spontaneous nature, the presentation and quality can vary drastically. It may not be consistent with your brand values or match your current campaigns, bringing unpredictability to the picture.

2. Time Cost

While you can save time producing the content, it takes time to locate the suitable UGC for your products. It may also be time-consuming to obtain permission from users.

3. The Right Campaign

To regulate the vast realm of UGC, it is more effective to initiate a campaign with fitting hashtags to invite target campaign-specific content.

總結

UGC speaks for itself as a precious piece of customer loyalty. Despite the time and effort required to collect and monitor the relevant UGC materials, it is more than worth it to harness their marketing potential.

Voltage X has been assisting clients to source and manage UGC on social media. Iconic boutique hotel The Fleming, for instance, utilises photos from guests, complemented by our insightful copywriting, for its entire Instagram account. Let us know about your marketing objectives and we can develop campaigns by leveraging UGC in innovative, impactful ways.

Seize on the Emerging Recruitment Marketing Trend

Voltage X — Wed, 04 Oct 2023 04:15:46 +0000

Rewind the clock to the time when you were still a fresh graduate. Would you be drawn to a serious recruitment ad with an overwhelming job description? Or would an ingenious recruitment campaign that reflects the company’s character win your heart?

Employees are one of a company’s greatest assets. This holds even greater truth amid the latest ‘competition for talents’ phenomenon. With a growing preference for working as slashers or digital nomads, the struggle to recruit and retain top candidates has become even more intense among corporations.

Now is the best time to rethink your recruitment approach, and recruitment marketing is something worth giving a serious thought.

What is Recruitment Marketing?

Recruitment marketing involves adopting marketing strategies to promote your company as a desirable employer. Similar to product marketing, the tactics can be as diverse as your creativity goes, from social media advertising to offline guerrilla marketing – just that the ‘product’ you are selling is your own company.

While recruitment marketing is still a new concept in Hong Kong, it has been prevalent for years around the world. OgilvyOne launched ‘The World’s Greatest Salesperson’ campaign in 2010 and invited applicants to sell them a brick. In 2007, Volkswagen hid their recruitment message physically under cars to be repaired targeting skilled mechanics.

Earlier this month, a major bank in Hong Kong initiated an online and offline 24-hour campaign to recruit frontline staff. By answering five simple questions on an Instagram story, applicants could gain a chance to get shortlisted. The unconventional recruitment approach not only appeals to potential candidates but also helps build the bank’s image as an open-minded employer.

Tips to Initiate Your Recruitment Marketing

There is no hard and fast rule to recruitment marketing but a few essential elements can get you started.

1. Think like your target candidates:

Bear in mind your recruitment is not speaking to just anyone, but your target audience, i.e. top candidates. Bright applicants would not settle for less. With more options than an average candidate, they tend to be pickier. Yet, try not to please by saying something high-flown. More often than not, telling candidates what your company truly is would be the best tactic. In fact, emphasising that your company adheres to stringent standards is a selling point, for top candidates are looking for top employers too.

2. Connect emotionally:

You are not offering a job, but a career prospect. Present the company benefits with reasons addressing candidates’ personal needs. Show them you genuinely care. Many corporations sponsor employee’s further education but your rationale behind it could be different (i.e. more meaningful). Trust us, your package will sound even more attractive.

3. Dare to be creative:

Based on the qualities of your ideal candidates, think out of the box and develop tailored approaches to reach out directly to your target candidates. Offline recruitment campaigns, for instance, may give that extra human touch to exemplify your company image. As recruitment marketing is still new in Hong Kong, you have a lot of space to be original.

總結

Recruitment marketing is basically a way to show the world who and what your company is. In other words, you are consolidating your brand identity while looking for prospective colleagues. Be one of the very first companies to impress job-seekers in your industry with an outstanding recruitment campaign and talented applicants will naturally come forward.

Voltage X is keen to create bespoke recruitment marketing campaigns with you. Our integrated strategies encompass online, offline and online-merge-offline (OMO) approaches to engage with your target candidates. Let’s explore the possibilities of recruitment marketing together.