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The post Direct vs Programmatic Advertising: How to Choose the Best Strategy for Your Brand appeared first on MassLive Media Group.
]]>Direct advertising with premium publishers brings trust, credibility, and a laser-focused audience to the table. On the flip side, programmatic advertising offers efficiency, scalability, and bang-for-your-buck cost-effectiveness. By understanding the key differences between these strategies, you can make an informed choice that aligns perfectly with your brand’s goals. MassLive Media Group will dive into the specifics of each approach to help guide your decision-making process.
Direct Advertising with Premium Publishers
Advantages:
Challenges:
Programmatic Advertising
Advantages:
Challenges:
Conclusion:
Both direct advertising with premium publishers and programmatic advertising have their unique strengths and challenges. Direct advertising offers trust, credibility, and a targeted audience, making it ideal for brands looking to build strong relationships with their audience. Studies have shown that ads displayed on premium publisher sites outperform those on non-premium sites in terms of user attention and positive brand perception. By delivering ads within a contextually relevant and user-friendly environment, you can capture the attention of your target audience and leave a lasting impression.
On the other hand, programmatic advertising provides efficiency, scalability, and cost-effectiveness, making it suitable for campaigns that require broad reach and real-time optimization.
Ultimately, the best approach depends on your brand’s specific goals, budget, and target audience. Whether you’re looking to build trust and engagement through direct advertising, leverage the efficiency of programmatic advertising, or a combination of both, MassLive Media Group has the expertise to maximize your campaign’s success. Reach out to us today to get started!
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]]>The post Google announced cookies are here to stay (at least for now) appeared first on MassLive Media Group.
]]>The announcement included “Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time,” wrote Anthony Chavez, VP of Privacy Sandbox. “We’re discussing this new path with regulators and will engage with the industry as we roll this out.”
This is only a temporary delay in the eventual decline of targeting using 3rd-party cookies. It’s important to note Google announced they would introduce a consumer choice. What is not understood yet is whether it’s opt-in or opt-out interaction. If it goes the way of Apple and their app tracking transparency call-to-action, we’ll see significant decline in users opting-in to third-party cookies.
The continued push to privacy-centric, non-cookie targeting is the right path forward. Advertisers with a focus first-party data strategy and partnerships will be in strong position to flourish in a post-cookie world.
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]]>The post The Double-Edged Sword of AI in Digital Marketing appeared first on MassLive Media Group.
]]>In May 2024, Meta rolled out enhanced Gen AI features to help with image and text creation. This followed Google’s announcement in April of Gen tools designed to do the same thing within Google Ads for Demand Generation campaign. The launch of these Gen AI tools complemented many of the already established AI campaign optimization features already in place. While these features undoubtedly are a time-saver, the proper use of Gen AI in digital marketing is a double-edged sword, presenting both opportunities and challenges. Let’s explore the pros and cons of using generative AI in digital marketing.
New AI tools will continue to be introduced to help make creative creation and campaign management easier. As a marketer, ask yourself the following questions when evaluating how best to use those tools:
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]]>The post NPI Targeting: Why It’s Essential in Healthcare Marketing appeared first on MassLive Media Group.
]]>Creating a personalized and effective campaign has always been a challenge for digital marketers in the healthcare industry. National provider identifier (NPI) targeting has made it possible for healthcare advertisers to achieve a 1:1 relationship with healthcare professionals (HCPs).
With NPI targeting, advertisers can now target HCPs based on their American Medical Association (AMA)-recognized specialty, subspecialties, and more. This feature has made NPI targeting a must-have for healthcare advertisers. Here, MassLive Media Group explores this topic further and provides additional reasons why NPI targeting is a healthcare advertiser’s best friend.
An NPI is a unique 10-digit number assigned to covered healthcare providers by the Centers for Medicare and Medicaid Services (CMS). The Health Insurance Portability and Accountability Act (HIPAA) makes NPIs mandatory for HCPs, health plans, and healthcare clearinghouses.
For healthcare brands, implementing NPI targeting should be an essential aspect of their marketing strategy. Doing so can prevent campaigns from squandering resources on an unidentified audience. Nevertheless, while NPI targeting provides marketing professionals with several advantages, relying exclusively on it can restrict the available options.
Healthcare advertisers can incorporate NPI targeting into their marketing strategies in several ways. The specific approach will depend on the HCPs being targeted, as well as the products or services being offered. Some examples of NPI targeting in real-life scenarios include:
Healthcare advertisers continuously search for the most effective and efficient way to connect with HCPs. NPI targeting allows them to do this in the following ways:
Healthcare marketing is a very competitive space. Medical companies and wellness brands are investing in digital advertisements at record-setting rates and are projected to spend $19.66 billion by the end of 2024. With the amount of resources being pooled into this approach, healthcare advertisers must utilize refined targeting strategies to maximize efficiency.
For healthcare advertisers, an NPI number is the ultimate identifier and should be a go-to tactic for HCP campaigns. While NPI targeting may not be essential for healthcare campaigns, it is a necessary resource to determine which HCPs interacted with the targeted ads. NPI targeting allows advertisers to engage with HCPs more effectively. Therefore, by targeting only their identifiable audience, healthcare advertisers will see a better return on their ad spend (ROAS).
Healthcare advertisers face difficulties in optimizing and scaling their campaigns without NPI-validated reporting. Inefficient targeting makes it harder to analyze performance, both during and after the campaign. This means that optimizations are mostly guesswork and may not be effective in creating more targeted messaging. Advertisers who use NPI targeting, on the other hand, bypass this issue. By using reliable data as the basis for their targeting strategy, they can confidently make performance-focused optimizations, helping to meet their marketing goals.
Even though NPI targeting is recognized as an effective marketing strategy for targeting HCPs, is it sustainable? Reassuringly, NPI targeting is well-positioned for the future of digital advertising. Additionally, it will remain a useful method for reaching evolving HCPs.
Much like everyone else, HCPs utilize various digital devices and channels more than ever before, both in and out of the office. These include mobile devices, tablets, and more. To create compelling healthcare campaigns, advertisers must consider all of these touchpoints and the role they play in an HCP’s path to conversion
With NPI targeting, advertisers can follow HCPs across all these digital touchpoints. This incredible insight helps them deliver targeted healthcare campaigns across premium lifestyle websites, mobile apps, social media, CTV/OTT, and more. These hyper-focused optimizations are only feasible using NPI targeting.
Advertisers in the healthcare marketing space understand its unique challenges. Because of regulatory requirements and the need for brand safety, healthcare marketing requires a strategic approach. For medical companies and wellness brands to reach their desired HCPs effectively, they must use NPI targeting.
MassLive Media Group serves medical facilities across the U.S. Our capabilities help clients find success through the latest trends and techniques for effective marketing, including NPI targeting. To learn more about our services, contact us today.
References
https://www.cms.gov/regulations-and-guidance/administrative-simplification/nationalprovidentstand
https://nogood.io/2023/01/31/npi-targeting/
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]]>The post How AI Writing Tools Fall Short appeared first on MassLive Media Group.
]]>Whether we realize it or not, artificial intelligence (AI) has changed our lives in many ways. Thanks to this innovative technology, we hardly have to lift a finger to accomplish certain tasks. So why not utilize AI to create digital healthcare marketing content?
While AI might seem like a viable option for this time-consuming and resource-intensive process, it’s not a foolproof system. Here, MassLive Media Group discusses why AI writing tools might seem appealing, but aren’t a credible substitute for humans.
AI writing tools, also referred to as AI content writers, are software that generate text to create a wide range of digital marketing assets. Powered by AI, this tool can be used to write search-optimized meta titles, blog posts, emails, web pages, and more. The applications of AI writing allow it to create marketing content that spans all industries.
AI writing tools work by users providing the software with critical information, such as the topic, some starter sentences, and keywords. Much like how human writers conduct research before writing fresh content, AI’s machine learning scans existing content on the web for content matching the instructions given by users. The software then processes the gathered data to generate new content.
Although utilizing AI writing to generate healthcare marketing requires less time, placing the work in the hands of an algorithm has consequences. Wellness brands and healthcare providers would be better served leaving the content creation process up to human writers. Here’s why:
In most cases, the people online searching for health information are doing so because they’re concerned about their well-being or the well-being of a loved one. They may be feeling anxious about their symptoms and the unknown of their condition. Therefore, the content must be empathetic.
As humans, it’s natural to feel overwhelmed in times like these. Unfortunately, AI writing tools can’t relate to these feelings. It can’t understand the touch that’s required to communicate sensitive topics, such as palliative and end-of-life care. Even though AI can provide readily available information about the condition, it can’t deliver a warm, reassuring tone to help calm a panicked patient.
Furthermore, AI is great at providing content about symptoms and treatment options, but it falls short of anticipating the questions patients desperately want answered or explained.
Several healthcare companies and brands have an established tone on their websites to accommodate their intended audiences. They expect new content to reflect their unique writing style. AI writing tools aren’t capable of seamlessly matching tone and style. As of right now, AI writing tools are limited and can’t adhere to client-specific style guides. This is dangerous for healthcare providers as publishing tone-deaf content will turn away prospective patients instead of welcoming them.
In addition to creating compelling, empathetic content, human writers can follow along with clients’ style guides and writing preferences. They understand a client’s unique instructions and apply them to the content. AI writing cannot accomplish this feat, making human writers the more efficient choice.
AI writing tools rely heavily on content that already exists to generate output. It can easily create content on medical topics that are widely researched and routinely discussed. But what about emerging healthcare themes and newly discovered research?
When the COVID-19 pandemic was at its height, many concerned citizens flocked to medical websites to learn more about the virus. The pandemic created the need to discuss topics that rarely were before, such as COVID-19 vaccine education and social distancing. The limited amount of information online about these topics made it difficult for AI writing tools to create thoughtful, informative content on the matter.
Because they’re living in the moment, human writers can write about pressing matters in the healthcare industry without relying on existing content.
While AI writing tools bring some value, they fall short in many ways. Successful healthcare marketing content must convey empathy, establish trust, and help people feel hopeful. This requires a human touch.
MassLive Media Group serves medical facilities and wellness brands throughout the U.S. Our team of writers utilizes the latest trends and most effective capabilities to create award-winning content. Our marketing strategies and solutions are backed by reliable healthcare market data – taking the guesswork out of creative messaging, content creation, audience segmentation, and media selection. To learn more about our services, contact us today.
References
https://www.ibm.com/topics/machine-learning
https://ahamediagroup.com/blog/ai-writers-healthcare-digital-marketing-benefits-drawbacks/
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]]>The post Nano-Influencers: Who They Are and Their Advantages appeared first on MassLive Media Group.
]]>We live in a world where endorsements from influencers can hold as much weight as recommendations from family and friends. Given the prominence and reach of social media, the influencer market is booming. As consumers look for new resources to authenticate credibility, they’re quickly turning their attention toward nano-influencers. Companies occupying many industries, including recruitment, healthcare, travel, and education, can utilize nano-influencers and make them a crucial component of their marketing strategies. Here, MassLive Media Group discusses the advantages of this approach.
A nano-influencer is a social media personality with a following between 100 and 10,000 active users. Their feeds typically contain posts of loved ones and other common uploads. The less polished nature of their feeds makes nano-influencers very relatable. In essence, they’re just like everyday users on social media platforms.
While their reach is small compared to micro or macro influencers, nano-influencers are known for their authenticity. Their high level of engagement gives them credibility amongst their followers. They are seen as trustworthy and relatable. Therefore, their recommendations carry weight. As a result, a nano-influencer’s influence is highly impactful.
What’s more, nano-influencers tend to make it a point to produce high-quality content for their followers. The content that nano-influencers create is intended to speak directly to a niche audience. Because they don’t want to disappoint their followers or tarnish their reputations, nano-influencers may be more careful about their online presence.
Working with a nano-influencer allows companies and brands to tap into a wide range of desirable benefits. The advantages of this partnership include:
A nano-influencer’s following is typically comprised of close friends, family, and acquaintances. The size of their following allows them to easily read and respond to messages and comments and provide real, personalized answers. Therefore, their interactions are often more meaningful. Brands can build upon that to create trust with a nano-influencer’s audience.
You may think that the larger the following, the higher the user engagement. However, the engagement rate of influencers begins to decrease once they’re following becomes too large. Studies show that nano-influencers have an average engagement rate of 3.69%. That’s over twice the engagement that macro-influencers have.
Operating in highly competitive markets, companies do themselves a disservice by not considering all options to gain an edge over their competition. Because of the value they provide, many brands are shifting their focus to small-scale content creators. This move helps businesses stand out in oversaturated markets.
Many companies have already begun to realize the power of working with nano-influencers. One study found that 70% of brands are already partnering with small creators. This means that your competitors have most likely already begun tapping into the advantages. It’s essential to do the same to not fall behind.
One of the biggest appeals of working with nano-influencers is that they charge less for their services than peers with a larger following. Additionally, unlike influencers who’ve established a much bigger following, small-scale creators most likely aren’t bombarded with collaboration requests. Thus, they may be willing to take the opportunity for a lower rate or free products. This advantage allows businesses to reduce their marketing costs while still meeting their goals.
Still, some nano-influencers may expect monetary compensation. The exact cost of partnering with a nano-influencer varies. Several factors contribute to this number, including the number of followers, the level of work expected, and the social media platform being used to promote. Studies indicate that businesses will typically spend between $500-$2,000 working with a nano-influencer.
Working with an influencer can be highly beneficial for brands, provided their followers align with the company’s target audience. To maximize reach and effectiveness, companies must partner with the right creator.
Nano-influencers who focus on category-specific content make this process easier because they have established a niche-oriented following. This allows businesses to better position their brands in front of their ideal audience.
In today’s technology-driven world, collaborating with nano-influencers is a powerful and cost-effective marketing strategy for businesses wishing to gain a competitive edge. Partnering with the right influencer can help your business broaden its reach, increase brand awareness, and establish new, meaningful connections with consumers.
At MassLive Media Group, we provide businesses with marketing solutions that meet their needs. Our expertise spans a wide range of effective marketing tactics, including social media. For more information about nano-influencers and their benefits, contact us today.
References
https://www.linkedin.com/pulse/6-fantastic-benefits-working-nano-influencers-monica-garrett
https://www.getambassador.com/blog/survey-says-referral-practices-of-todays-consumers
https://www.aspire.io/blog/influencer-marketing-statistics
https://impact.com/influencer/how-much-do-influencers-charge-per-post/
The post Nano-Influencers: Who They Are and Their Advantages appeared first on MassLive Media Group.
]]>The post A Guide to Conversational Marketing in Education appeared first on MassLive Media Group.
]]>Much like seemingly every other industry, the world of higher education is continuously evolving. Today, universities must figure out how to attract prospective students while offering engaging and personalized experiences.
With access to more information at their fingertips, students are controlling their education journeys more than ever before. They want to communicate with schools on their terms and in their way. Conversational marketing is a useful approach for academic institutions aiming to increase their exposure and improve their recruitment efforts. Here, MassLive Media Group discusses the power of this marketing tactic further and explains why those in the higher education space should consider it.
The present landscape of higher education recruitment has significant flaws. Current university recruitment strategies have failed to establish effective communication amongst prospective students, creating the following drawbacks:
Conversational marketing has proven to be an effective marketing tactic for companies across all sectors. The method involves taking a dialogue-driven angle to market to an intended audience. It utilizes real-time conversations to engage users and improve their overall experience.
For education, conversational marketing can be especially powerful. Given the magnitude of their decisions, prospective students and their families crave an authentic experience. Conversational marketing, combined with other marketing strategies, helps to build this type of relationship.
Many of the current pitfalls of today’s higher education marketing strategies can be improved with conversational marketing. The following are some reasons marketing professionals in the education space should consider conversation tactics:
Universities and other educational institutions can significantly improve response rates to student inquiries. This ensures that no prospective student goes unnoticed or feels overlooked.
Conversational marketing solutions are advanced enough to engage in warm, welcoming conversations with users. While still highly informative, these conversations bridge the gap between institutional formality and student expectations. This strategy fosters a sense of comfort and trust between prospective students and their desired higher educational institutions.
Prospective students or their families are communicating with universities for a reason. To get a better sense of campus culture without visiting the university, they will search for the answers to pertinent questions.
With conversational marketing, universities can leverage students’ curiosities by highlighting unique aspects of their academic programs and campus life. This is a great opportunity for colleges to showcase what makes them different from other higher education options. It helps universities to enhance their persuasiveness, thus improving their appeal to prospective students.
Universities must face that they are on students’ time. Many incoming students are recent high school graduates. These 17 and 18-year-olds may reach out with inquiries at various times. Through conversational marketing solutions and automated messaging systems, universities can provide constant support and information to students. This feature is especially beneficial for students spanning across different time zones, eliminating the frustration of waiting for responses.
Students desire a personalized experience during their higher education recruitment journey. While a FAQ section of a college’s website can supply students with the relevant information they’re searching for, it doesn’t necessarily cater to a desire to feel wanted.
Conversational tools allow universities to deliver more personalized experiences for students. Based on the specific interests and preferences of each student, conversational marketing creates customized interactions with users. This feature mirrors the level of personal touch of a campus visit.
Accommodating prospective students and reaching a wider audience requires out-of-the-box marketing tactics. Conversational marketing is one of the most effective tactics for universities wishing to build trust and showcase their unique aspects.
MassLive Media Group serves higher education facilities across the U.S. by enhancing marketing efforts to increase the number of students who enroll. Our team uses advanced techniques, capitalizing on the most up-to-date trends, including conversational marketing. To learn more about our services and capabilities in the higher education marketing space, contact us today.
References
https://element451.com/blog/why-conversational-marketing
https://www.drift.com/conversational-marketing/
https://www.linkedin.com/pulse/enhancing-university-recruitment-conversational-marketing-guide-jieye
https://www.linkedin.com/pulse/navigating-future-new-trends-student-recruiting-president-ceo-1s6oe
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]]>The post The Impact of Virtual Tours for Travel Marketing appeared first on MassLive Media Group.
]]>In today’s overly competitive hospitality industry, travel businesses and brands are looking for new ways to entice guests and maximize revenue. The evolution of digital technology has presented several opportunities for those in the hospitality space wishing to set themselves apart from their competition. Virtual tours are an emerging transformative force. Here, MassLive Media Group dives deeper into the advantages of virtual tours, as well as ways to effectively implement this approach into your marketing strategy.
Virtual tours are interactive multimedia presentations that hotels, attractions, and travel agencies can use to showcase their facilities or specific locations to potential guests. These tours leverage technologies such as 360-degree photography, videography, and virtual reality to create a realistic and immersive experience without needing to be on the property. By taking these tours, guests can get a feel for the amenities or locale before booking.
Hotel resorts and travel brands can use virtual tours in a multitude of ways, such as providing virtual walkthroughs of their properties, showing detailed room tours, and offering interactive maps. These virtual tours are accessible through the company’s website, social media channels, and even virtual reality devices.
Virtual tours in the hospitality space are becoming increasingly popular because of the advantages enjoyed by potential guests and the resort. The reasons why travel companies are choosing to rely more on virtual tours are as follows:
Consumers today are more informed than ever. Before booking a travel experience, they research their options and make informed decisions based on their evaluations. Because of this, travel brands must provide engraining content to captivate potential guests.
Virtual tours offer an immersive and interactive experience for users. While going at their own pace, visitors can explore a travel destination, focusing on specific areas that align with their interests. Virtual tours even allow guests to interact with various objects to learn more information. This newfound user engagement can lead to increased interest and drive bookings.
Technology and virtual tours have broken down geological boundaries, enabling guests to tour a potential travel destination from seemingly anywhere. Anyone with an internet-connected device has access to virtual tours. This accessibility is especially important in today’s world where travel restrictions may be in place, making virtual tours a valuable tool for businesses and global audiences alike.
In a space as crowded as the hospitality sector, businesses are all fighting for the attention of the same prospective guests. Virtual tours offer a unique way to engage people, helping travel brands stand out. Unlike traditional travel marketing approaches, virtual tours are different and much more interesting. These elements increase a brand’s exposure, leading to further interest.
Additionally, virtual tours are easily marketable. Their interactive nature makes them highly shareable on social media platforms, broadening a travel company’s reach and boosting customer engagement.
In addition to enhancing user engagement and increasing exposure for travel brands, virtual tours are effective because of their versatility. Travel companies can incorporate virtual tours into their marketing strategies in the following ways:
Short-form video is one of the most popular content formats and is used across all platforms. Travel businesses can create short-form virtual tours to transport the viewer to a new destination and help them imagine themselves there.
Although pictures and written descriptions are still valuable for travel marketing, businesses can take this a step further with 360-degree views on a virtual tour. This capability gives potential customers the power to navigate every angle of space. This immersive and engaging experience helps inspire more of a desire to visit.
A great way to utilize virtual tours is by partnering with an attraction that links to your travel brand. Examples include event venues, historical attractions, or excursions. Creating a virtual experience will benefit your travel brand and potentially the partner as well.
Virtual tours have become go-to strategies in the travel marketing space, revolutionizing how guests explore and book accommodations. MassLive Media Group assists businesses in creating successful marketing campaigns that attract customers and increase profitability. Our capabilities include interactive 3D tours to showcase your destination more engagingly. To learn more about our services, contact us today.
References
https://www.techopedia.com/definition/4920/virtual-tour
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]]>The post The Benefits of Writing Engaging Job Descriptions appeared first on MassLive Media Group.
]]>Recruitment involves many processes and moving parts to keep operations running efficiently. However, many overlook the power of a detailed job description. Poor job descriptions may contribute to confusion about job expectations, increased turnover, and less qualified job applicants. However, updating job descriptions, using enticing, inclusive language, and better-detailing job descriptions can boost recruitment efforts and streamline candidate selection. Here, MassLive Media Group Recruitment Marketing discusses the benefits of writing engaging job descriptions and tips for enhancing this area.
When it comes to recruitment, many offices forget about one very important element – their job descriptions. Job descriptions introduce a job and highlight the expectations of employees. However, they can also say much about a company and what it may be like to work for them.
For example, dull job descriptions may show employees that your office is a boring place to work. To avoid this and show off what it’s truly like at your company with success, you should have job descriptions that reflect your company’s culture and values.
Some benefits of writing captivating job descriptions include:
While many companies think they can only show off their brand through designs, logos, and colors, a company’s brand also includes its values and workplace culture. While many offices can share these aspects through their web design and content, they often forget about the most important place to show off office culture – their job descriptions.
Showcasing what it’s like to work at your company through enticing job descriptions can give future employees insights into what to expect from their job experience. Showing off positive workplace experiences can encourage application.
Vague, unclear job descriptions may attract the wrong candidates. While the candidate may believe they are a good fit, you may want someone with specific experience. Clear, detailed job descriptions can avoid having to sift through unqualified applicants. It can also allow qualified candidates to see your position and understand your quality of work.
On the other hand, writing clear job descriptions can also open up your candidate base to more diverse potential employees. Including inclusive language in your job descriptions can allow candidates to resonate with your message and goals, encouraging employees from many backgrounds and experiences to work with you and add diversity to your workplace.
While many companies already use job descriptions to highlight employee expectations and requirements, the type of language they use makes a difference in the recruitment process. By creating detailed, clear job descriptions, potential employers can better prepare for job interviews and the position. They can also allow future employers to see how they fit into your company and if they are a good candidate for the position.
Your job descriptions may be performing well regarding getting recruits in the door and hired. However, you may not think about how your job descriptions contribute to high turnover rates.
With vague and unclear job descriptions, potential employees may think they are a good fit during application and interviews but find that actually working there is much different and not what they expected. This can cause some employees to quit, increasing the turnover rate for a business. You can avoid this early by writing clear, engaging job descriptions.
While job descriptions should hold much detail about the position, they should also be short and compelling. Long, drawn-out job descriptions can deter candidates from applying, but short, clear descriptions make it clear what’s expected of employees. Recruiters should also ensure that job descriptions are unique. This allows you to stand out among job roles from competing companies, which can improve recruitment efforts.
Job descriptions should always highlight the specific skills required for the job. Outline which skills are necessary for the job and which ones are not required but can give candidates a leg up. Businesses should be mindful not to overload information in a job description to prevent overwhelming potential candidates.
It can also help employers to speak with current employees about their roles when crafting job descriptions. This allows you to gain a realistic view of the job and expectations of new employees. Have your current employees review job descriptions so they can give feedback and help make them more accurate. Employers should also update these job descriptions consistently to ensure future employers get the correct job information.
Recruiters already have enough on their plate when finding and hiring the right candidates for a workplace. MassLive Media Group Recruitment Marketing is here to help make recruiting efforts easier through marketing. The right recruitment marketing strategy and capabilities can improve business processes and create better workplace experiences. To learn more about our services in the U.S., contact us today.
References
https://www.linkedin.com/pulse/importance-creating-clear-concise-job-descriptions-attract-zoldan/
https://www.linkedin.com/advice/3/how-can-job-descriptions-improve-your-interview
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]]>The post Adjusting Recruitment Marketing to a Gen Z Audience appeared first on MassLive Media Group.
]]>Businesses have been preparing for Gen Z to enter the job market for a while. But the wait is over, and Gen Z is quickly trickling into the workforce. This means businesses must begin strategizing ways to cater to this next generation of workers. Here, MassLive Media Group Recruitment Marketing discusses Gen Z, their workplace needs, and how recruiters can market their job listings to these unique employees.
Many businesses believe Gen Z is still far removed from the workplace. However, Gen Z is quickly making its mark in many industries. Gen Z covers individuals born anywhere from 1997 to 2012. This means the oldest Gen Z workers have already been in the workforce for a few years. Companies must shift their recruitment efforts to meet this unique generation’s needs.
Generation Z has much different requirements and expectations of their careers than their Baby Boomer and Millennial counterparts. They are passionate about social issues like climate change, sustainability, and inclusion. They also understand technology differently than past generations. Gen Z is the first generation to have grown up through the internet and social media. This means they are tech-savvy individuals with a passion for creativity.
Despite this, Gen Z wants to create meaningful, in-person experiences, especially when it comes to their work. Although this generation relies heavily on technology, they still value human interaction and understand that social media is a tool for building human relationships.
Recruiters must cater to Gen Z now to get ahead of competing job markets. Doing so keeps recruitment efforts updated and modern but can also make the recruitment process easier and more efficient. Businesses can target Gen Z in the following ways:
Gen Z values diversity and inclusion in all spaces of their lives, including their workplace. They also hold businesses accountable for social responsibility. Businesses must highlight ways they add diversity and inclusion to a workplace. They should use attractive, inclusive language to gain the attention of Gen Z workers. They should also showcase larger social initiatives, like sustainability and environmental preservation plans.
Because Gen Z grew up in a digital age, they expect information to be readily available and accessible online. This includes workplace hiring processes. Gen Z wants to stay updated during every step of the application process, ensuring they have all the insights needed to start the job efficiently. Businesses should digitize their job hiring process and give Gen Z workers ways to check on hiring statuses.
As stated before, Gen Z is tech-savvy in social media and cell phones. While they value human interaction, they also expect modernized hiring and work practices with technology. Businesses must accommodate these expectations to gain attraction among Gen Z workers. Consider implementing an online hiring portal where Gen Z candidates can communicate with recruiters during every step.
Gen Z wants more from their employees than just a place to work. They want to cultivate meaningful relationships, make a difference, and maintain a healthy work-life balance. To gain the attention of Gen Z and keep them working at your company, you may have to make some changes to your workplace environment.
For example, many companies should consider switching to hybrid or remote workplace formats because Gen Z values a positive work-life balance. Many Gen Z workers are already looking for work-from-home positions, as it gives them unique and flexible work capabilities and can accommodate mental health concerns and other restrictions. Businesses must understand these trends to hire Gen Z employees, as well as avoid increased turnover.
MassLive Media Group Recruitment Marketing can help businesses across the U.S. shift from Gen X and Millennial recruitment marketing to Generation Z with success. Gen Z offers a humanity and personalization to the workplace that many haven’t seen before. They hope to change the status quo of normal workplaces to create a fun, exciting, and engaging environment.
The team at MassLive Media Group Recruitment Marketing understands how to take these ideas and use them in recruitment marketing efforts. To learn more about how to recruit to Gen Z, contact us today.
References
https://www.indeed.com/career-advice/finding-a-job/generation-z
The post Adjusting Recruitment Marketing to a Gen Z Audience appeared first on MassLive Media Group.
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