Before the advent of social media, Monster.com was one of the few places where job seekers and employers could connect. Today, the job search landscape has radically changed. LinkedIn has stolen the spotlight as a professional networking site and job searches are fragmented across numerous websites.
Monster, however, is staging a comeback with a heavy focus on data and social media to help it better engage job seekers and employers. 1to1 Media spoke with Monster's Social Media and Content Director PatrickGillooly about the company's work with Hootsuite and other social tools to understand and meet its users' needs.
1to1 Media: How are you using data to engage job seekers and employers?
PatrickGillooly: On the customer side, it's about getting the right people in front of the right jobs. We have a number of ways that we're utilizing data. We've got data from the traditional resume that we ask our users to upload. We also have a product called TalentBin in which we take social profiles and information on the Web about you and aggregate it into a database that employers can search to find people with specific skills. We're also using social job ads where we can serve people job ads on Twitter.
From a marketing perspective, we also want to acquire users and customers. That's what my team is primarily responsible for. How can we discover the people who might need our services and how do we engage them on a one-to-one basis?
We're looking for those nuanced moments in time when people are talking about Monster the job board, or people who want a job or a candidate or recruiter. We want to hone in on all those signals that people are giving off every day on social media.
Can you give me an example of how your team reaches out to people on social media?
PG: For example, we might see someone write "I'm hiring" on Twitter, and so we'll look back at their previous tweets, see where they work, and then try to start a conversation about the types of candidates we have in our databases. My team is also responsible for social advertising. We'll use the data to craft something that's appropriate to you at the right time.
And with a growing number of Millennials entering the workforce, we need to make sure that they think of Monster when they look for jobs. I talk a lot about Twitter because it's the most data centric and the most fast-paced social platform. But we're also on other platforms like Instagram, where we'll do a [keyword] search for people who have a job interview coming up. You'd be shocked to see how many people take a selfie before their job interview. We'll engage with those people and wish them luck, for instance. We know many job interviews don't work out, so we want people to remember Monster when they restart their job search.
What else are you using besides hashtags to listen in on conversations?
PG: Two of the platforms we're using are Hoosuite and Brandwatch. We use Brandwatch for hyperlocal or non-hashtag searches. But Brandwatch's pricing model is based on the number of queries or responses you get on a monthly basis. And so we have to be careful about the number and type of matches we get. Hootsuite helps us fill in the gap and listen to everything we want to.
We want to focus on hashtags, but we know the average consumer is starting to move away from that, so we also listen for phrases and broader markers. For example, not everyone who has a job interview on Instagram is using the hashtag #jobinterview. On Twitter, someone might use #todayIhaveajobinterview. They can write any number of things, so being able to have more ways to parse that data with both tools is really helpful.
What are the key things that differentiate Monster from LinkedIn?
PG: A big difference is we're focused on the passive seeker. We have tools like TalentBin that utilize a much larger set of data to find the connectivity between employers and job seekers.
Using our social job ads product as an example, we can leverage data from TalentBin as well as our Monster resume data. For instance, say I'm Patrick and I'm on Twitter. Maybe I've never said publicly on Twitter that I know how to use [programming language] C# [pronounced as see sharp] but I have a resume on Monster that says I know how to use it really well. And say we have a job listed on Monster looking for that type of employee. I could get an ad on Twitter from a customer of ours through Monster about the job. We can do that by comparing our data sets to Twitter's data sets as an API partner that allows us to combine more sets of data better than some other recruitment platforms.
Where does email fit in with your engagement strategy?
PG: We still have a robust email program. Our CRM team, which is predominantly email-based, is the largest team in marketing. Social has and always will be more of a brand activity, rather than a direct response activity. So some of our goals are different [between email and social], but we work hand in hand to make sure the messaging is consistent.
What else is on your road map?
PG: For Monster as a platform, it's about being mobile-first. We know that job seekers are very active on their mobile devices. Making sure that our entire experience is optimized for a mobile device is critical. There's also a huge opportunity for us to help companies that don't have a mobile recruiting strategy yet develop one. And since we're making sure we understand how to market to Millennials we're also beginning to provide feedback to employer customers about how to attract Millennial talent.
What's your strategy for keeping users engaged after they find a job?
PG: We're working toward understanding how to keep people in the Monster lifecycle even if they're not active job seekers. I don't know if Monster is a lifestyle brand, but we're working toward a new content model. In fact, we've revamped our content team in the last month to start to help understand how we can put ourselves into other conversations. We want people to understand that their Monster resume is as important as a LinkedIn profile and that staying active on Monster is easier than ever before.