Imagine a situation where an audience of 800 or so candidates patiently listen to you sell the benefits of working for your organisation. During this presentation you could engage directly with your audience and answer questions without interruption and afterwards you could walk away with the full contact details of every candidate who attended. This is an event where, even the most nervous public speaker could feel completely comfortable and which even the most modest of marketing budgets would cover.
All you had to do to create this miraculous occurrence, was choose a suitably alluring title for the event and record a presentation in the comfort of your own office.
Sound too good to be true?
It’s called a careers webinar and it’s an option widely available to anybody in the business of candidate attraction, whether that be direct employers , CRO’s, RPO’s or recruitment consultancies.
Webinars are one of our fastest growing revenue streams here at Wiley, as our clients look to promote their commercial services in a more cost effective and measureable way, but it hasn’t yet been widely adopted by recruiters in the science and healthcare arenas. Why is this?
I believe it’s a simply a matter of awareness, so let’s get the big question out of the way from the beginning, because in my experience, a surprising number of people don’t know the answer:
“What on earth is a Webinar…????”
The most interesting thing about the development of digital media is, not how much things have changed but, how much things have stayed the same! Just as Google search algorithms essentially categorise content in the same way that journal publishers have for decades (reciprocal links are essentially a form of impact factor index), the webinar is really just the same as a traditional live event. The speakers and brands attract an audience, who then take time out of their busy schedules to sit and listen to them speak, whilst being taken through a power point/ video presentation.
What has changed is the cost, the audience engagement, the ROI and how this can be measured.
Whereas holding a traditional event would involve significant investment on marketing, venue/ equipment hire and transport costs, this is considerably reduced by taking the webinar route. The marketing is usually done at a considerably reduced rate by the publisher, equipment hire is limited to the cost of subscribing to the webinar service (usually absorbed by your media partner) and transport costs are non-existent; nobody actually travels anywhere! Webinars begin and end at the speaker/ attendee’s desks; the only equipment needed is a computer and a set of headphones!
So they cost less which is great but, the best part is, what a webinar can offer in terms of return on investment. Every prospective webinar attendee who registers does so by leaving their full contact details; job title, company, e-mail address, phone number and any other pertinent information the host may wish to have access to.
This registration is the only ‘cost’ of the webinar to the attendee, providing the host with this incredibly useful information, regardless of whether they actually turn up to view the event or not. With the use of social media (normally twitter) and the webinar provider’s Q&A system, questions can be asked and answered in real time throughout the course of the webinar – even whilst your speakers are still talking (pre-recorded events give the speakers time to field these questions, or alternatively an individual can be designated to deal with this aspect of the event). This allows for more audience engagement with the audience and creates a record of who asked what, enabling follow up even after the event has ended.
Finally – it’s the gift that keeps on giving! Webinars are usually archived on your publishing partners host site, and you can continue to market them out long past the event has ended. As people register and view the content online you then have access to their contact details and are able to follow up with attendees directly, via phone, e-mail, social media or (if your still a fan of traditional media) post!
If you want to have a more detailed discussion about the benefits of webinars, feel free to contact me directly on: email@example.com, or call me: 01243 772 016.
UPDATE: It seems Roche Pharmaceuticals are running a Career’s Webinar! Finally!