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Mousey Recruiting I (April 21, 2005) - To catch mice, you put cheese in a trap...or make a place that they walk regularly very sticky. That's the premise behind a couple of interesting campaigns/techniques we've seen recently. Target the mice, leave some bait, collect the catch. Not all great ideas are complicated. In fact, most are so simple that when you see them you go..."I coulda done that." The difference is in execution. We love True Careers' targeted newsletter. Straight and to the point, this is your basic traffic acquisition tool. A bulk version is emailed to some targeted list. Some percentage of the list opens the note and clicks into the sender's desired destination. Each link on the page is a reinforcement of the others. While True Careers gets branding and traffic, so do each of the branded employers whether they've purchased a link or a display ad. It's really a remarkable job. In normal, non-web, marketing thinking, you'd expect each link to take you to a different place. Instead, all roads lead to Rome, so to speak. The link redundancy actually increases the effectiveness of the overall marketing piece. If you are building a community, talent pool or direct response methodology, the professional quality and structure of this True Careers' targeted newsletter bear your close attention. This is one that works. Tomorrow: Sneaking-Up on the mice. John Sumser
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