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Can we learn from Google’s “Zero Moment of Truth” analysis?
Last year I posted to LinkedIn about ‘Why Social Media Works’ based on my reading an article in the LA times discussing a book by Mikolaj Jan Piskorski “A Social Strategy – How we profit from Social Media“.
I came across a Google research handbook , which I had downloaded a few years back and indented to read it to learn more. Like many good intentions, this just slipped further back in my to-do list and eventually it never got done. Since my LinkedIn article, I saw the need to re-visit this PDF (A Copy of the ZMOT PDF for You) and see how it might open up some insight for our industry and in understanding the Talent (Candidate) Consumer.
The Handbook covers the principles of ZMOT and highlights how consumers’ habits have dramatically changed from a need to see online info and then go to a physical place to learn more about what you might be offering. Now, once a consumer knows about your company or product and they want to learn more, identify best price, read reviews on your company or product. This is Google’s point in time when they state it is the ZMOT.
The very instant a consumer powers up their device, opens the lid of their lap top or clicks their browser app on their iPad and starts a search to learn if what you have or do meets their needs. This search is specific to the individual and so they could be looking for a, discount coupon, a free trial, a product or service review or a user instruction video. Google States;
“Brands who win the Zero Moment of Truth gain a competitive advantage over those who ignore it”
So it is fair to assume all consumers at a number of points in their lives are also candidates in search of a job, which includes everyone who reads this post. If you also agree with the Y-Gen stat that this group’s average employment duration is somewhere between 2/3 years per job and in 2015 this generation makes up circa 50% of the working population and getting bigger over time, you can see they will be directly impacted by a Talent ZMOT experience 16 to 20 times over their career. This begs two important questions that need to be asked:
- How much different then will their strategy be when they choose to research and find a new career opportunity to that of sourcing a new product or service?
- How will you – a company unknown to them at this point, get on their radar at this critical ZMOT moment?
I will pull out some of the vast amounts of info this handbook discusses and look to link it to a Talent ZMOT but in reality you need to read the PDF yourself and see how it might inspire some ideas in your case. It is not a short read with some 74 pages. This post is to give you a flavour of what it might offer you.
Understand the multi channel journey of a prospect Consumer
(will now refer as Active Candidate)
Remember this Journey is not a really a funnel but a flight map.
- Moving from one information hub to another in their research journey about your company
- Each Active Candidate will take their own unique flight path
- The most common hub they all visit is the online hub, regardless where the journey starts
- At the ZMOT, Active Candidates make personal choices and are unpredictable
- The number of paths they can choose to a final opportunity has increased massively
What we must know how to do, is: How to prepare touch-points (experiences) with active candidates in their way – at their time of choosing!
The ZMOT Journey for today’s active candidates is at high speed and quick comparison based and very – very mobile. They can quickly compare one job opportunity to another, by content interest, by benefits, by diversity, by company online reputation, by ease of use experience and many more. In the online environment it’s very easy to give them a reason to walk away and go to the next opportunity.
Question: How many of you know and measure accurately the job-apply abandonment rates of all of your online apply processes?
The Key take-away here is; if you are not measuring the ZMOT journey and your own flight path hubs, how then can you be better than your competing company peers by influencing your prospect ‘active candidates’ before anyone else?
You must know how to offer a place to land for the active candidate and offer it at the right time in their unique journey to a new career.
This is really just a highlight of the full document; I think I have layered the active candidate view over the first 16 or so pages of the full 74 page handbook. I think it proves there is more to get out of this guide for use in our industry sector and its ‘talent consumer’ experiences.
Although this PDF is all about consumer purchase behaviours and how to influence them at the purchasing ZMOT, like I mention above, these are the common and natural behaviours of a changing generational population who see the digital space as a tool to be used in a way that suits them. The strategies employed by these consumers when searching for a house, new car or TV are the same strategies they will employ when searching for a new job.
So let us know some of the ideas you get for your Talent ZMOT strategy?
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