What is web marketing?
In
the explanation, from the purpose to the necessity and specific measures
, we touched on web marketing and its benefits. This time, we will focus on
the HR (human resource) industry
and explain its advantages and disadvantages.
Benefits of web marketing for HR industry
◆Good compatibility with HR-related services such as recruitment, education and training, and labor.
HR-related services such as recruitment, education and training, labor, and systems are intangible products and have no physical form.
In our approach from acquiring leads (prospective customers) to receiving orders, we rely on information (content) to elicit the latent needs of leads, attract their interest in our services, and trigger them to take action to request materials or make inquiries. Masu.
There are many ways to come into contact with information, such as the Internet (whether through searches or advertisements), events such as seminars or exhibitions, word of mouth from other companies, or information from subordinates.
Among these, the Internet is the most widely used means of gathering information.
That’s why web marketing using content is extremely compatible with HR-related services.
◆Detailed targeting and cost reduction possible
Using mass advertising such as TV commercials and newspaper advertisements to target the human resources department of a company is extremely inefficient due to the scope of the target and its cost.
With web marketing, only those who are interested in the content you create will gather, so you can naturally narrow down your potential customers.
Being able to attract potential customers with pinpoint accuracy also helps keep costs down.
In addition, programmatic advertising allows for detailed targeting using keywords and segments, and because it pays for results, it is possible to reduce costs.
◆PDCA can be implemented in a short period of time
Not only in the HR industry, all web marketing results remain as data and can be corrected immediately on a computer without having to be reprinted like in paper media, making it possible to turn around the PDCA cycle in a short period of time. Compared to other measures, it is easier to improve effectiveness.
Disadvantages of web marketing in the HR industry
◆Requires specialized knowledge and skills
Even if you choose programmatic advertising, you will need knowledge and operational skills for each type of advertising, such as listing advertising and DSP.
In addition, SEO requires specialized knowledge and skills such as keyword selection, content creation, and crawler countermeasures (internal measures).
Furthermore, these specialized knowledge and skills in web marketing are said to be outdated after two years, and new ones are coming out all the time, so it is important to constantly catch up on new knowledge and skills.
In addition to this, you will also need the necessary knowledge to understand the environment and issues faced by the human resources department of your target company, as well as the skills to communicate with sales staff.
◆Effectiveness varies depending on each measure.
There are listing ads and DSP that can be expected to produce results relatively quickly, and SEO that require a certain period of time to see a certain effect.
Additionally, the process by which the effects are produced differs depending on the measure, such as those that cannot be controlled such as SNS, and it is necessary to understand the characteristics of each measure.
◆Do not accept orders immediately
Even if your web marketing is effective and you acquire leads (prospective customers), most leads do not turn into orders right away.
Nurturing acquired leads (customer development) takes time and effort.
How to think about web marketing in the HR industry
After understanding the advantages and disadvantages, in order to conduct appropriate web marketing in the HR industry, it is important not to lose sight of what you should be aiming for.
Although it is easy to focus on implementing various web marketing measures, the real purpose is to obtain leads (prospective customers) for the human resources department, which will lead to business results.
Web marketing is only a means to achieve a goal, so it is important to combine each measure and verify its effectiveness.
summary
◆HR-related services such as recruitment, education and training, and labor are intangible products, so they are compatible with web marketing that uses information (content).
◆In conducting web marketing, it is necessary not only to have specialized knowledge and skills for each measure, but also to understand the issues faced by the company’s human resources department.
◆While it is easy to focus on implementing various web marketing measures, the real purpose is to obtain leads (prospective customers) for the human resources department that will lead to business results.