Zero Moment Of Truth (ZMOT) for Recruiting? I think so.
Joe Montgomery, ACS Advertising Digital & Social Strategist
As the Digital & Social Strategist at ACS Advertising, I spend copious amounts of time researching the various digital behaviors of Americans and how I believe those behaviors are impacting recruitment. Recently, something caught my eye: Google’s ZMOT (Zero Moment of Truth) program and how it’s changing the standard marketing model. As a result, big brands are staffing people whose sole focus is on helping their brands win the moment after a consumer gets a stimulus (advert) about a brand and want to learn more. Google commissioned a survey to discover how consumers approached decision making when they considered making a purchase. You can download the eBook from Google; it’s free [ZeroMomentOfTruth.com].
So what did they find?
- In 2011, the average shopper used 10.7 sources of information before buying.
- 70% of Americans now say they look at product reviews online before making a purchase.
- 79% of consumers now say they use a smart phone to help with shopping.
- 84% of Americans engage in ZMOT behavior before making a purchase.
Ok, but what does this have to do with recruitment?
If the average American consumer will go through the ZMOT behaviors listed above for a $600 washing machine, I believe we can expect that same level of behavior (or greater) when thinking about making a career change. For example, when John Q. Trucker is looking for work based out of Louisville, the most likely behavior is he will visit Google or Bing and search, before ANYTHING else. There is our ZMOT in recruitment. After he hits “Enter” to start the search, who is present in organic and PPC results? How does that search look from a mobile device, where the digital shelf is much smaller? Did Google serve up a YouTube video with that keyword targeted … is that you? What are other people saying about XYZ Trucking in forums? What is the conversation like on their Facebook Page (since it has such high SEO)? Is there a website dedicated to how horrible XYZ Trucking is? If arriving to their website via a mobile device, does he get an auto-redirect to a site design to fit his device?
Step and repeat this process for any job type, from customer service jobs in El Paso to sales jobs in Milwaukee. Successful recruitment today means being present at the ZMOT, when a potential employee responds to advertising stimulus or generates a search based on other motivating circumstances (i.e. I moved, I was downsized, I want a career makeover) and making sure you are setting yourself up for success there.
Ask yourself, “Are we here at MY COMPANY considering how search (SEO), websites, mobile sites, online ratings and reviews, social media-based peer reviews, videos, and other information points are being leveraged to help us tell our story to job seekers?” You might want to follow up that question by replacing “MY COMPANY” with your top competition. As we acknowledge that the marketing model has changed before our eyes, remember, you must be present to win.