In 2011, exactly one year after the launch of the very first iPad. Google introduced the Zero Moment of Truth (ZMOT).
The model outlined how the way consumers search for information online and make purchasing decision had changed forever. As an always connected, mobile first consumer. This offers huge opportunities for organisations to stand out with creative and innovative ways to encourage people to purchase or complete an action.
ZMOT was designed with the consumer in mind. With the boundaries separating the way organisations view customers, employees and candidates changing, i.e. ‘They’re all the same = People’.
I’ve always maintained, there’s plenty of learnings to be taken from the retail and consumer market. Translating the Zero Moment of Truth to engaging, attracting and converting candidates to employees is no different.
Let’s take a look at the traditional 3-step marketing model from a “Consumer” versus “Candidate” perspective.
Introducing the Zero Moment of Truth (ZMOT)
Thanks to the web, these interactions, where people research for products, services or ‘jobs’ is where the battle ground is won or lost, particularly when considering how you attract talent to your business.
ZMOT happens purely online. Candidates will typically start with Google, Yahoo, YouTube or other search tools.
It happens throughout the day, in real-time and on the go, with mobile searches continuing to increase at breakneck pace. Smartphones alone, will cross four-fifths of mobile data traffic by 2020.
People are in complete control, accessing the information they want. It’s emotional. Candidates have specific needs they want to satisfy and an emotional investment in finding their next career move.
The conversations and research is diverse: Friends, Glassdoor, LinkedIn, Job boards, Social Media, Career sites. Comments left behind from other people’s experiences, having their say, helping form an opinion and ultimately a decision to apply.
In a recent report, candidates are engaging between 6 to 8 sources before making a decision on applying for a role.
Typically, candidates want one of three questions answered.
- What’s it really like to work there?
- Does your culture / purpose / values align to me?
- How can I progress my learning or career?
Thinking about your candidate journey at the Zero Moment of Truth can seem really daunting. I won’t lie, it can be hard. The landscape is now so diverse, however it’s real and has an impact on your ability to influence people towards your business.
If you want to start winning at ZMOT, here’s a few things to think about:
- Find your Zero Moments in your candidate journey.
- Pin point which channels are utilised the most when people search or research.
- Answer the questions people are asking – review what content is being released and when as people research your business.
- Don’t forget about Mobile video traffic now accounts for more than half of all mobile data traffic. This is set to increase to two thirds by 2018.
- How well is your career site performing? It’s a key channel and should be easily searched and accessible. Providing visitors with lots of relevant content
- How are you managing conversations and interactions with people on social media and review sites (Glassdoor)
Steve Usher is Director of Koppla, whose primary objective is to help connect brands with candidate journeys, processes with technology, people with knowledge, candidate insight with improvements and companies with the right talent.