Everything HR Needs to Know About Geofencing

A
couple of years ago, I was invited to attend the TAtech Conference. TAtech
is a trade association for organizations that provide technology-based recruiting
tools. It’s a great event and I really learned a lot. One of the concepts that
the group was very focused on was geofencing.

According to a
report from MarketsandMarkets, the geofencing industry is expected to grow over 27% by
2022, citing “technological advancements in use of spatial data and increasing
applications in numerous industry verticals.” While all of this isn’t focused specifically
on recruitment marketing, it does send the message that geofencing isn’t going
away any time soon.

What is geofencing?

In
the article “What is
Geofencing and How Can You Use It to Attract Qualified Applicants?”,
the author describes geofencing as “the practice of providing specific content
to individuals based on their physical location, as determined by either their internet
protocol address (i.e. IP address) or a function of their mobile device, such
as radio-frequency identification (also known as RFID). The physical location
can be as specific as an organization, or as broad as a zip code, state, or
country. How broad you set the parameters depends on your particular goals, and
where research shows your target demographic is located.”

So geofencing is about using technology to send a targeted
message to a specific location. Think of it as putting a fence around a
location and only sending your message to the individuals within the fence.

An example of geofencing
would be if you’re trying to find talent acquisition professionals. You know there’s
a big HR conference coming up in San Diego. Geofencing would be
identifying (i.e. creating a fence) around the location of the conference (San
Diego) and then planning to send messages to HR pros who are in the “fence” during
the conference timeframe.

How does geotargeting differ from geofencing?

In
the same article, geotargeting is defined as “adding the additional capabilities of
being able to deliver ads not only to people within a specific geographic area,
but also people who meet certain criteria, like behaviors, interests, and
demographics.”

Using our previous
example, geotargeting would be identifying the HR pros at that big conference
in San Diego who have talent acquisition experience and specifically sending
messages to them instead of all of the HR pros. The key to using both
geofencing and geotargeting successfully is understanding your audience. The
more you can identify the ideal candidate, the better you can target your
messaging.

Give me some more
examples of how to use geofencing for recruitment.

Okay, let’s say you’re
at a career fair. You want to get in front of as many qualified candidates as
you can. One thing that can help bring candidates to your booth is your
employment brand. In the article, “Geofencing for Recruiters: Reach The
Right Job Candidates For Less”, they mentioned a statistic
that I found interesting. “According to a study by CareerArc, 75% of candidates
consider an employer’s brand before applying for a job. With geofencing, you
can ensure that candidates have seen your company’s name and logo before coming
up to your table.”

Organizations can also
use geofencing in their diversity and veterans recruiting efforts. It’s one of
the “4 Ways to Use Mobile Geofencing for
Recruitment” that ERE mentions in their article. Geofencing can be used to
target diverse communities to reach desired populations or maybe even deliver
your message on military bases.

But what about privacy.
Is geofencing safe and secure?

It’s a great question. I found a good article
on CIO.com titled “What
is geofencing? Putting location to work.” that talked
about security. Remember for most technologies there is certainly the
opportunity to overreach, but it can also bring benefits. For example, the
technology behind geofencing is the same as the one that allows us to get an
alert when someone enters or leaves our home.

Some
states are starting to consider consumer protection laws that include
location-based advertising. If you’re considering any type of geofencing or
geotargeting as part of your recruitment marketing strategy, you’ll want to
make sure that you’re following the law.

If your organization hasn’t considered geofencing in the past, this might be something to think about. It does take some research to understand where to target and who is your ideal audience. But in a highly competitive recruiting market, the benefits may be significant.

Image captured by Sharlyn Lauby while exploring Walt Disney World in Lake Buena Vista, FL
The post Everything HR Needs to Know About Geofencing appeared first on hr bartender.
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Author: hrbartender
Date/time: 8th March 2020, 18:02

About Christian

Talent Scout, Human Resource Management, Talent Management , Learning & Development, Organisational Development, Change Management, Psychology, Neuropsychology.

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