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Caroline Evans and Alan Walker discuss how some of the techniques used in consumer marketing can be equally successful in recruitment marketing – and why those two things are so similar.

In this conversation with Caroline, we talked about:

How the techniques used in non-recruitment B2C marketing can be used in recruitment marketing

Personas – what they are, and how they are used to inform a B2C marketing strategy

How personas can be used in recruitment marketing

How to start building out personas, and techniques used to define them

The number of digital touch-points it takes to convert a customer, and how retargeting is an essential part of a marketing strategy

The challenges around attributing the source of leads, and the relationships between channels

How “offline” (i.e. non-traditional digital) can be an effective addition to digital marketing channels

The importance of tracking every stage of the customer journey

Automation, and how it complements the art of marketing

How personalisation is key to brand differentiation

Measuring the success of marketing in a B2C environment, and KPI’s that can be used

Building brand awareness, its importance, and checking whether people understand it

Caroline Evan’s Contributor Profile


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