Communicating with Employees and Candidates During a Crisis, the Three Phases
Your creative may look amazing and sound great. But does it work?
Testing is an excellent way to assess how your creative is working and, perhaps more important, how it isn’t working.
Focus groups and A/B testing are two ways to hone creative strategies and boost effective communication.
Imagine you want to determine how your creative resonates with a particular audience or job type. Assemble a small group of participants to review your campaigns in general, and your words and images in particular. Their insight provides valuable feedback on what stands out … and what falls flat.
Compare and contrast your creative iterations against each to see which performs better. With A/B, or split, testing, participants review an “A” version and a “B” version to test such performance items as design and imagery, conversion and click-through rates, CTA and subject lines, content, and more.
As is often the case, you may be part of or accountable to a group of stakeholders as you’re building out, say, your employer brand or a creative campaign. Preferences about creative output can be highly subjective, and it’s natural to have varying opinions when it comes to design and execution. This variance in opinion is ideal criteria to help determine what should be tested.
At Shaker we can identify a database of participants to survey, or A/B test, and allow respondents to weigh in and share their opinions on varying creative executions. This collective input allows us to identify trends in preferences, which helps us to define the higher-performing creative executions. This provides the assurance that we are being strategic about our creative approach, rather than executing solely on guesswork and personal preferences.
Effective recruitment marketing outreach as a whole is based on analyses of your highest-performing strategies, and when we apply this same thought process across the creative realm, you’re taking a truly holistic approach to growing and amplifying your organization as an employer.
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