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.
Voltage X has transcended the socio-economic turbulence in the last few years with an integrated marketing strategy. In the midst of COVID-19, Voltage X launched an e-dining campaign with Henderson Land Development since 2021 for three consecutive years with remarkable success.
In 2022, when the local F&B Industry was still largely grappling with the pandemic recession, Voltage X kicked off “E-dining Campaign 2022 – The Art of Gourmet Flavours” to transform the downturn into a rare opportunity to promote dine-in experiences at upscale bars and restaurants.
Capitalising on the second phase of the Consumption Voucher Scheme, the campaign joined hands with 25 participating premier restaurants and bars (from H Queen’s, H Code, H Zentre, and 18 On Lan) to offer HK$400 worth dining vouchers at a mere HK$200. With the aid of Voltage X’s result-driven bespoke solutions, all vouchers were sold out within hours. The following year saw similar success with all vouchers sold out within 5 hours with 28 participating restaurants and bars.
Over the last three years, Voltage X witnessed shifting customer behaviour and saw potential beyond the apparent economic challenges.
Content is still king, so is offline marketing
In a highly digitalised era, it is easy to over-rely on eye-catching presentations and overlook the roles of quality content. Gimmicks may create a one-hit wonder, but outstanding content is what makes goodwill last.
Voltage X considers quality content as an effective means to build and consolidate brand values and culture. Brand loyalty will naturally follow genuine communication. “Constant and consistently good campaigns remain an efficient tactic for a brand to gain exposure,” said Dan Lun, CEO of Voltage X. The Rule of 7 in traditional marketing suggests it takes an average of seven interactions with a potential customer before a purchase takes place. In today’s social media marketing the Rule of 10 or more would ring truer. Excellent content is even more crucial when your brand’s messages are spread in repetition.
Against popular belief, offline retail in Hong Kong is still the mainstream. According to provisional statistics from the Census and Statistics Department, Hong Kong’s online sales accounted only for 6.7% of the total retail sales value in June 2023, which is 3.3% lower than June 2022, with the value of total retail sales increased by 19.6%. “In the post-pandemic period, online-merge-offline (OMO) approach is even more relevant,” said Lun. “A one-stop, all-round marketing strategy is essential to trace new clients and retain existing ones.”
In an all-round marketing strategy, public relations plays a pivotal role to align and leverage both online and offline coverages. With consumers getting increasingly sophisticated, brands have to articulate their messages astutely to resonate with their target audiences. Voltage X’s PR team comes in to monitor the process for a compelling and risk-free delivery, while maximising the power of soft-selling through influencer marketing.
What lies ahead for digital marketing?
The rise of Xiaohongshu is changing the social media game in Hong Kong, thanks to the influx of mainland Chinese visitors. In July 2023 alone, out of 3.6 million arrivals, nearly three million came from Mainland China, according to the Hong Kong Tourism Board. In the same month, 4.68 million departures from Hong Kong people to the mainland China were recorded by the Immigration Department. Voltage X has geared up for these shifts by specialising in Xiaohongshu, while connecting with Shenzhen for campaigns targeting Hong Kong visitors.
With volatility becoming the marketing norm, brands and marketers alike have to equip themselves with the fitting tactics. An integrated marketing strategy is no doubt one of them.
Originally published on Marketing-Interactive:
https://www.marketing-interactive.com/voltage-x-employs-integrated-marketing-strategy-to-harness-the-ever-changing-market
WhatsApp: +852 9168 8209
電郵： Marketing is all about understanding consumer behavior and decision-making. To create more effective marketing strategies, it’s essential to tap into certain psychological triggers. Here are some of the key factors that may influence buying decisions.
Case Study: Sixes Hotpot
Sixes Hotspot incorporated psychological triggers into their marketing campaign by offering a limited time summer discount that varied based on the temperature. This created a sense of urgency and exclusivity, driving results and increasing sales.
Understanding these psychological factors not just helps create a new PR angle for promoting the business, it can also assist on formulating an effective marketing campaign that showcase your brand’s unique values and messaging.
To start, you’ll need to identify your brand’s unique selling proposition (USP) and tailor your messaging to appeal to your target audience. This can be achieved through customer research, competitor analysis, and market trends. Once you have your USP and messaging, you can begin to incorporate the following psychological triggers into your marketing strategy:
7 Factors that Influence Buying Decisions
- Scarcity
Imposing time limits, limited stock, or exclusive access creates a sense of scarcity, making people perceive something as more valuable and prompting them to act fast before it’s “gone.” - Social proof
Highlighting positive reviews, recommendations, and endorsements from influencers signals that a product is popular and worth buying, giving consumers social permission to buy. - Liking and familiarity
Repetition through consistent branding, jingles, slogans, and promotions makes products feel familiar and more attractive over time. - Authority and expertise
Highlighting credentials, celebrity/KOL endorsements, awards and accolades, positions products as trusted choices backed by legitimate authorities, engendering customer confidence. - Stories
Marketers use stories to create an emotional connection with consumers, tapping into feelings like joy, nostalgia, empathy, and aspiration to make products desirable. - Self-image and identities
People make purchases to express who they are and the type of person they want to become. Marketing that positions products as a means of fulfilling aspirations, ideals, and desired identities will have greater resonance and influence buying decisions. - Habit formation
Marketers build habits through loyalty programs, reminders, defaults, and easy access – making their products the “default choice” that comes to mind automatically.
Incorporate psychological triggers into marketing campaigns
To create marketing that resonates with your audience and drives results, it’s important to segment your audience and tailor your messaging based on the psychological triggers that are most relevant for each segment. Test different strategies, creative elements, and campaigns to see what works best in inspiring purchases, and always measure key metrics to continually improve your marketing approach. By understanding the psychological triggers that drive consumer behavior, you can create more effective marketing strategies that resonate with your audience and deliver results.
總結
At Voltage X, we don’t believe in a one-size-fits-all approach. Our team segments your audience and tailors messaging based on the psychological triggers most relevant to each group. By harnessing the power of psychological triggers, we create resonant marketing that drives results and fosters stronger consumer connections. Ready to dive deeper into the psychology of your consumers and create more impactful marketing campaigns? Let’s create marketing that not only speaks to your audience but also compels them to action.
從媒體監測和個人化訊息傳遞，到公關危機管理和預測分析，人工智能（AI）漸漸地改變了公關從業員處理媒體關係、分析數據和與目標受眾接觸的方式。人工智能賦予從業員工具去提高工作效率、精確度和決策力。本文將淺談人工智可怎樣改變公關處理方式，日後如何影響大眾傳播。
1. 媒體監測和分析
人工智能工具通過自動跟踪品牌提及（brand mentions）、情緒分析（sentiment analysis）和競爭情報（competitive intelligence）的過程，改變了媒體監測。精密演算法可掃描分析大量的新聞文章、社交媒體帖文和線上內容，提供對公眾情緒的實時見解，並幫助公關從業員掌握趨勢和問題。
2. 危機管理和輿情監測
人工智能技術通過檢測早期預警訊號，和分析危機中的情緒來幫助危機管理。通過實時監測和分析，公關團隊可以識別新出現的問題，評估公眾情緒，並迅速做出適當的反應，減輕潛在的聲譽損害。
3. 內容創作和策劃
人工智能的演算法可以根據預定義的模板生成內容，讓公關從業員將更多時間用於策略規劃上。通過輸入關鍵訊息和提供一個大綱，人工智能演算法試著產生連貫和吸引人的文案，遵循特定的寫作風格或品牌聲音。這些模型從大量的數據中學習，生成與人寫的內容非常相似的文案。
4. 識別相關網紅KOL 和 PR 合作
人工智能通過分析社交媒體數據和互動指標，簡化了識別相關網紅/KOL的過程。人工智能演算法可以根據受眾的人口統計學、興趣和參與程度將品牌與網紅/KOL配對，幫助公關從業員建立有影響力的PR合作關係並放大品牌訊息。
5. 預測分析
人工智能的預測能力協助公關從業員預測趨勢及潛在危機，並修改活動策略。通過利用歷史數據和機器學習（machine learning）演算，公關團隊可以進行數據分析預測，改善資源分配，並在快速發展的媒體環境中搶佔先機。
總結
人工智能技術正徹底改變公關領域，為公關從業員提供強大的工具，以簡化流程，提供個人化的體驗，並做出有數據支持的決策。通過利用人工智能得出解決方案，公關從業員可以提高他們的效率，精準定位目標受眾，並在一個日益數碼化和相互聯繫的世界中保持競爭優勢。擁抱人工智能的變革潛力，可以釋放新的可能性，並在不斷發展的公共關係領域保持優勢。
無論是大機構或中小企，營銷推廣是企業的重要一環。它幫助企業接觸目標受眾，建立品牌意識，並最終推動銷售。然而，隨著不同營銷渠道的出現，為企業製定有效的營銷策略可能是一個挑戰；廣告代理的全方位營銷服務便能發揮有效作用。在這篇文章中，我們將淺談全方位營銷服務為企業帶來的好處。
全方位營銷服務是甚麼？
全方位營銷服務是指巧用營銷策略的組合來實現企業的目標。這些策略可以包括廣告、公共關係、活動管理、數碼營銷等等。全方位營銷服務的目的是在所有營銷渠道中創造一個統一和一致的品牌形象。
全方位營銷服務如何幫助你的企業？
1. 一致的品牌形象
廣告代理的全方位營銷服務，藉以不同的營銷渠道創造一致的品牌形象。這種一致性能推動客戶的忠誠度和信任，在建立品牌認知方面是至關重要。
2. 增加觸及率和參與度
通過使用不同的營銷渠道，如YouTube廣告或Facebook廣告，你可以接觸到更多的受眾，並以一種有意義的方式與他們接觸。
3. 提高成本效益
透過全方位營銷，可以以較少的預算獲得更多的價值：你可以僱用一間公司代辦所有營銷活動，而非分別僱用不同的廣告、公共關係和活動管理公司，從而節省成本。
4. 更好地了解你的受眾
通過分析來自不同營銷渠道的數據，你可以對客戶的行為、偏好和需求有更全面的了解。然後，這些訊息可以用來創建更有針對性和有效的營銷活動。
5. 改善目標受眾的體驗
通過全方位營銷，你可以在所有接觸點上為你的目標受眾創造一個無縫和一致的體驗。這可以導致客戶滿意度和忠誠度的提高。
總結
全方位營銷服務可以為你的企業提供許多好處。當選擇全方位營銷服務時，有幾件事需要考慮。首先，你應該尋找擁有行業相關的營銷經驗的廣告代理，確保他們了解你的目標受眾，並能製定出能與目標受眾產生共鳴的營銷策略。
你亦可尋找過去客戶的評論和推薦，以了解他們的專業水平和工作質量。
最後，選擇一個讓你感到合作愉快的廣告代理。溝通是關鍵，所以要確保廣告代理反應迅速，易於合作。
我們都見過網紅、名人和公眾人物向公眾推薦產品並説明產品的購買來源。從支持產品到試用影片，或一切針對最新潮流和大勢的討論，你所體驗到的就是聯盟行銷。 聯盟行銷（affliate marketing）是一種廣告模式，當中由廣告客戶透過向聯盟夥伴支付費用，從而透過夥伴推廣該公司的產品和服務，以吸引流量和潛在客戶。從知名品牌到電子商務創業家，企業總有更多方式來促進業務發展，聯盟行銷則是其中方法之一。
聯盟行銷是一種有利品牌和營銷人員的推銷策略，旨在推動銷量並產生收益。聯盟夥伴通過為其他企業或產品作營銷，從中賺取佣金，並按照特定的營銷結果，向該廣告客戶收取報酬。營銷結果大多按照銷量計算，但因應不同計劃，亦可按照所吸引的潛在客戶數量、免費試用用戶數量、網站點擊率或應用程式的下載數量計算。
聯盟行銷的運作
聯盟行銷涉及聯盟夥伴在網誌、社交平台、網站等上分享並推薦廣告客戶的產品或服務。每當有人通過聯盟夥伴所提供的鏈接進行購買時，該聯盟夥伴就能夠獲得佣金。
聯盟行銷的營銷收益，可以透過五種方式計算：按點擊量付費、按潛在客戶數量付費、按安裝數量付費、按特定行動數目付費、按銷量付費。
按點擊量付費：每當有人點擊聯盟夥伴所提供的連結時，該聯盟夥伴就能獲得佣金。這種計算方法通常由旨在建立品牌知名度的大型企業使用。
按潛在客戶數量付費：每當有客戶前來申請或參與某些東西，例如計劃、賬戶等時，聯盟夥伴就能獲得報酬。由於企業能藉此進行抽獎、派發贈品、產生潛在客戶等活動，這種計算方式很受企業歡迎。
按安裝數量付費：每當有人通過該聯盟夥伴的網站進行安裝時，該聯盟夥伴便可獲得報酬。其目的是為了推動應用程式的下載數量和軟件的安裝數量。
按特定行動付費：特定行動可以包括訂閱電子報章、申請聯絡、提交表單等，聯盟夥伴會根據成功吸引的行動數量獲得佣金。這種計算方式十分廣泛，許多計劃都使用此模式收費。
按銷量付費：每當產生銷量時，聯盟夥伴就能收取報酬。對電子商務而言，這是最常見的計算方式。
聯盟行銷的總類
聯盟行銷分爲三種主要類型。透過好好理解這些類型，可以知道聯盟夥伴是純粹爲了炒作而營銷產品，或是真的關心/使用產品而作營銷。這三大類型包括獨立聯盟行銷、相關聯盟行銷及參與聯盟行銷。
獨立聯盟行銷： 指聯盟夥伴並非該產品領域的權威，與營銷人員和客戶之間也沒有聯繫，通常透過進行帶有聯盟連結的推廣活動，按點擊量賺取收益，例如通過Google AdWords或Facebook廣告等添加聯盟連結。
相關聯盟行銷： 指聯盟夥伴本身雖沒有使用該產品或服務，卻與產品領域相關，擁有一定的受眾（例如透過YouTube、TikTok等）和影響力，使他們成為產品推薦的可信來源。相關聯盟行銷可以通過網誌、視頻、社交媒體等方式添加聯盟連結。
參與聯盟行銷： 指聯盟夥伴推薦自身使用並真實信任的產品或服務，利用影響力推廣其追蹤者可能實際需要的產品或服務，而非單純通過橫幅廣告的點擊率收費。要建立這種可信度雖然需要一段時間，但對於持續發展業務而言是非常重要的。聯盟夥伴需持續提供內容，當中可通過社交媒體或視頻形式呈現，其中以展示產品和使用產品的内容最受歡迎。
聯盟行銷的優缺點
聯盟行銷是指與知名企業建立合作夥伴關係，共享消費者網絡，提高品牌知名度。當然，這種廣告模式也有其優缺點。
優點： 幾乎任何人都可以加入、可以同時間擁有多個聯盟夥伴、小投資、有助於推廣品牌知名度等，這些優點可以吸引常客和影響者（influencer）參與。在計劃中有多個聯盟夥伴的情況下，品牌可以多種方式擴大客戶覆蓋範圍和提高參與度。
缺點：結果不一致、品牌風險、潛在欺詐風險、需要時間建立信任和關係等。聯盟夥伴之間的激烈競爭可能會淹沒品牌，倘若在擁有多個聯盟夥伴的情況下，彼此的營銷内容不一致，可能會使整個品牌形象受損。對客戶而言最重要的是要建立信任，如此才會衍生品牌的忠誠客戶，吸引和獲得新客戶亦是如此。
想要好好透過聯盟行銷為您的品牌帶來收益，最好的方法是選用合適的聯盟夥伴。品牌和聯盟夥伴之間的關係如何，對受眾而言影響很大。
總結
聯盟行銷是推動業務的一種非常好的方式，可以通過廣告建立品牌知名度，帶動業績增長，擁有建立穩固基礎的潛力。與使用產品的聯盟夥伴建立合作關係，並向他們的追蹤者分享，是一個很好的機會。由於企業和品牌需要建立可信度並與客戶維持信任，使用聯盟夥伴可以是其中一種方法。
影響力行銷活動雖然已經存在數十年，但此時此刻，在幫助增加您的品牌知名度、獲得潛在客戶並推動銷售方面，這項強大的營銷策略比以往任何時候都更加重要。
以下將有三個簡單的步驟，來幫助您的業務開始影響力行銷。
為了更好地了解微影響者，我們想首先分享我們的客戶—— Avobar的成功故事：
目標： 透過更具體地增加品牌的整體知名度來在短時間內增加網上曝光率。
行動： 我們選擇了一些微影響者（在Instagram上擁有5K-15K的粉絲數量），邀請他們來Avobar品嚐我們的餐廳美食，包括招牌抹茶班戟和拿鐵，為我們的餐廳產品作宣傳。
成果： 我們通過Instagram、Tik Tok、Facebook和OpenRice等平台獲得了大量報導，成功為Avobar創造了品牌知名度。
現在，我們將這個行動過程縮小為三個簡單的步驟，供您參考：
第一步：訂立明確的目標
明確地訂立您的影響力行銷活動的目標是什麼。您是希望增強品牌形象？推動銷售？還是瞄準新的受眾？
第二步：尋找最適合的微影響者
收窄您的影響者名單，尋找那些活躍於與您的品牌產品和服務密切相關的領域的微影響者。為了使這個過程更有效率，您可以尋求公關公司的幫助。
第三步：讓影響者發揮
倘若希望增強品牌形象，您可以讓微影響者在他們的賬戶上為您的公司作宣傳，或者請他們在您公司的網站上撰寫帖文，以提高品牌知名度和可信度。
總括而言，微影響者或許值得您的投資，以增強您的整體品牌策略。與此同時，我們亦建議尋找更多方法，透過創建一個全面的營銷策略來獲取長遠的成功。
如果您對如何實現您的營銷目標感興趣，歡迎隨時聯繫我們！