Can your niche job board afford to take the top executives in the Nation to Pinehurst Golf Resort
for an all expenses paid "Executive Golf Trip
Oh the fine tradition of greasing the palms
continues in the recruiting space. (insert deeply rooted sarcasm here)
But, after spending years in advertising and working at Monster I've become accustomed to these types of "Marketing" tactics. And would be a liar if I said I haven't used them myself. Although if I'm a CareerBuilder customer am I happy they are spending their marketing money in this fashion or would I rather they focus on tapping into better/more targeted markets or maybe driving innovation to provide better ROI to market? Over the years ROI has gone down dramatically for employers, so I'm not entirely sure, my biased opinion, that this would be perceived as "smart marketing".
And it gets people's attention and gets them talking. It's a grand gesture that gets them noticed...perfect example is you posting it here for a whole community of hr folks to see. That's an added benefit of the marketing, now it's going viral. Never underestimate positive word of mouth. :)
So you seriously believe this type of expense is in YOUR best interest.. Wow.. Okay.. Thanks for the angle.. and glamor shot, you're marvelous dear!
I've been in marketing as well, and this stuff works. It's quite powerful. It helps build loyalty and generates incredible good will for the product and company and increases referrals.
To be totally clear.. You believe an all expense paid weekend trip to Pinehurst for select executives is in the best interest of CB clients. Noted..
I think you're way off base.. Just my opinion ;o)
No argument from me regarding the commonality of this type of marketing or in a stretch "gratitude".. Although my point, which seems to continually get lost in the "This is the norm" conversation, is... does this give clients what they really need.. Better ROI? And really does the "norm" play well in this economy when dollars should be tight and focused?
You know how to keep your best clients happy? DELIVER at a better cost and more efficiently.. Ask any CEO what he would rather have and I think I'd win on this one hands down..