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Bluetooth Marketing for Career Expos/Job Fairs

Posted By: Thomas Shaw, 1:54pm Friday 09 January 2009    Print Article

Have you ever used bluetooth for marketing purposes? http://en.wikipedia.org/wiki/Bluetooth Nearly all mobile phones and laptops have bluetooth installed by default, and we use it to transfer images, ringtones, documents, connect to one another or to other hardware. Feb/March is always around the time Universities and organisations hold Career Expos or Job Fairs. But did you know you can use it as a marketing medium to attract candidates?

Around this time last year, I initially approached a number of employers to see if they were interested in trying out an idea...

The expo was held at a major university in Melbourne during April 2008. Which, 5 employers collectively engaged me to help them attract graduates to their respective brands.

2 x Engineering
1 x Bank
1 x Professional Service
1 x Government Agency

If you have been to a careers expo or job fair before, all employers are pushing freebies, flyers and so forth. As you would be aware - these expos can attract hundreds/thousands of Graduates wanting to work for these organisations. There are usually 2 or 3 staff for each stand, and they just cant talk to each potential candidate at once. There is so many information sheets being handed out to each person most of which just ends up in the bin!

The process was quite simple, I set up a recruitment message (campaign) for each employer and then put it into some "bluetooth push marketing software" I have and left it on a computer in the expo hall. I made the assertion that every university student had a mobile phone.

We had some posters on each employer stand which read "Want to find out about the application process? Turn your mobile phone bluetooth on to receive the information" Every campaign had the online careers page URL for users to either find out more information or apply for the Graduate program.

The software sends out the campaigns automatically pinging any mobile device in the area - it also has a reporting system that records how many/who it was sent to. It locates mobile phone devices within 20 meters from a dedicated hotspot.

The results from the trial were varied. I canít split the results for each employer's campaign but here are the totals for the expo
  • 1400 phones found
  • 980 accepted the message
  • 420 rejected the message
  • 78 failed (but then tried again)
Overall I think it went very well. The demographics was 90% Gen Y and the employers were more than happy with the integrated marketing approach.

Total cost of the project was quite low, and certainly it attracted candidates to their respective brands. The challenge is how to use this innovative tool wisely, and certainly add value to the users. This marketing medium has a lot of impact on end users, so it should be used with wisdom.

Unfortunately I can't give any details to who the employers were, but certainly contact me if you want to find out how you can do this for your recruitment campaign in 2009!




Article URL: http://www.recruitmentdirectory.com.au/Blog/buletooth-marketing-for-career-expos-job-fairs-a62.html

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Comments Hide Comments (5)

Feel free to join in on the conversation. All comments are moderated before publishing. Comments posted by subscribers don't necessarily reflect the views of Recruitment Directory.

 Geoff (5:26pm Friday 09 January 2009)

Very innovative Thomas. In that environment the message would be well received. How long did the phone take to detect and receive the message?


 Thomas Shaw (8:15pm Friday 09 January 2009)

Hi Geoff. It amazes me at the amount of money employers are willing to spend on career expos and job fairs - but again, they are searching for the best and brightest talent.

I would assume that you have been involved in these expos before with your previous experience. Each advertiser is trying to outdo the next one. Free gifts, lollies, stickers, magnets, showbags, music and so forth. But do people actually remember the main reason they attend these expos???

Bluetooth is not a new technology, but everyone has forgotten about it with the emergence of wifi and other hardware.

I will send you an email with a link to the software I used. I believe it dose cycles for any new phones every few mins (you can change the settings) and the message is received within a few seconds.

It's not just text messages you could send - but videos, images, business card?

I can think of other scenarios where you can use this technology. Conferences, Shopping Centers, Schools/Universities, Cafes etc.


 annareckers (10:59pm Monday 20 July 2009)

Hey Thomas, I've heard about this idea lately and found your article now. We're thinking of trying it out on our next exposition. Do I need anything else than a computer and the "some bluetooth push marketing software"? Thanks for any information! Anna


 Andrea (5:56pm Thursday 11 March 2010)

We tried that last year in Australia and found that there had to be far too much education in how to use it and turn it on. Few students utilised it and those who did try, found it frustrating as bluetooth doesn't work with all phones and they have to turn it on in most cases. We still have the units and feel it would be a great excercise in numbers for both students and employers to receive wanted content without having to fight their way through crowds at rush pace, but bluetooth is a bit too old school for our users here.

Any advice on how to increase the benefit without the need for such significant marketing around how to use it - would be greatly appreciated.

Andrea
Unimail
http://www.unimail.com.au/


 Steve (11:33pm Tuesday 11 May 2010)

Give it another go. A year is a long time. Bluetooth is not old school The applications for this technology are vast and evolving.

Would like to hear from you Andrea if you are interested in getting this working effectively. I would like the assist you with this.

Regards,

Steve
http://www.proximitysky.com.au


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