This week, I was able to speak with Rob Mason, founder of ExecutiveJobspro.com. He provided several tips for marketers who are entering (or in) saturated markets and explains why email marketing is essential for success.
What is Executive Jobs Pro, where are you located, and how did you get your start.
We are a career matching service (10 different sites for different job categories), helping job seekers take control of their search and shorten the time it takes to finding a great new job or career path. Our HQ is in Newport Beach, CA. However, we have Account Managers throughout the country. I am the only member of our services group that doesn’t come from staffing. I was an out of work producer that decided to do a documentary on the job market. I was so frustrated with my search. What I was doing felt like I was handing control of my future to someone else. I went for it and after meeting a ton of corporate recruiters I realized that what they look for in winning candidates was not information I had as a job seeker. A business was born. I built a team of insiders with connections and knowledge that I believed job seekers didn’t have.
Your business seems to focus on two groups: employers and employees. What are some of the unique ways you approach marketing for each individual group?
The key to a successful job search is an actual job search strategy. Most employ the least effective tools to land a job (job boards, waiting for headhunters to call). Our marketing is designed to spark a conversation, a personal and informed interaction. Once a prospective member has a chat or phone conversation with us there is an “aha” moment. This is typically followed by the realization that they have been using the worst practices to find a job. But, this feeling is tempered by the realization that now they have an effective partner for their search. We drive all marketing to this one-on-one interaction. After all, our service is not a software system. For us, it’s about a deep personal connection with our members.
Has email marketing always been apart of your marketing model or is it something that was added in to the mix over time? What made you decide email marketing was a useful tool for your business?
Email marketing is the most effective marketing for us behind word-of-mouth marketing/referrals. It’s about delivering a message to your audience in a specific moment, when they are ready for us. If we relied on ad marketing we would not be able to deliver messages over an extended period of time with consistency. Email marketing is about being consistent and showing your audience that you have what they need. It’s also an excellent conversation starter. We have been using email marketing for 9 years.
It seems the job website market is fairly saturated. What are some of the things you have done to set yourself apart?
We provide a service that we believe no other company can, actual contact with former Fortune 1000 recruiters. Our Account Managers have corporate recruitment contacts that they leverage to find the right jobs for each of our members, while these jobs are in the all important network and referral phase. Additionally, these talented staffing vets are available to guide our members and non-members with job search strategies, resume help and, most often, a boost of confidence for their search. From the time you arrive on our site and chat with an account manager (again, an actual former Fortune 1000 corporate recruiter) through the sign up process where you are writing to us about your search (we don’t use pull down windows or automation) there is a human being receiving your information and working for you at every step. Again, it’s a very personal and human experience. By the way, you guys provide the same level of personal experience which is unlike the other email services we have worked with. It makes a big difference.
What are 3 tips you can offer to ActiveCampaign users who are either getting ready to or have recently entered into a market which has a lot of competition?
- Read customer reviews on competitors.
- Have folks you know sign up with competitors and let you know what they loved and what they loathed.
- And, the biggest treasure, ask potential customers what they want from a service. Every change we have made that has worked for us came from what the customer told us they needed vs. what we wanted them to experience. My biggest lesson, take my ego out of the equation. The customers make the service.
In regards to email marketing, what are a couple of your favorite features and why?
- Live stats are huge. I know what we are going to do in a day in terms of revenue within two hours of the launch of our morning campaigns. ActiveCampaign offers a really cool interface that allows me to see what’s happening with the campaigns. This sets up my day and has made us more efficient as a company.
- My favorite feature is your online chat. When we have questions or hit a snag with campaign performance you guys are ready and I don’t have to sit on hold forever.
- Lastly, the deliverability of your service has the others we have used beat by at least 20%, that adds up. Thanks!!!
Why do you consider email marketing to be value adding to the job finder industry?
Yes, all of the services out there use it. We know because we are signed up with most of them…gotta know what your competitors are doing.