Our Director, Giles Guest, has over 20 years of online recruitment experience, putting him in a fantastic position to talk about what the future holds for our industry. Giles acquired Enhance Media in 2007, since then it has grown by 80% year on year, achieving a market leading position in the industry. Giles has taken some time out of his busy schedule to talk about what 2017 could bring.
What was the stand out event of 2016?
The purchase of LinkedIn by Microsoft was a key event in 2016. I think this will give more opportunity for other platforms in the digital recruitment market as LinkedIn will move towards providing consumer based products and follow Microsoft’s vision. If I was a recruiter or job board I would seize the opportunity to do and try something new as it could mean that LinkedIn will focus their attention away from recruitment.
What is Enhance Media’s mission for 2017?
Our focus for this coming year is around data and I’m sure this won’t come as surprise to those that know us well. We’ll specifically be looking at those most important metrics and the development of data in the marketplace. Going from a lack of data to too much data in a few years could potentially confuse decision making and the key is getting good, accurate data that can be understood. If you can get this quality of data, it will enable good decision making where insight and analysis is key.
What do you hope to achieve in your role as Director this year?
My aim this year is to understand more about conversion rate optimisation, which is in short how to generate more conversions from the traffic you already have. There is a huge opportunity for recruitment agencies to follow the model that comes from E-commerce and we look to this marketplace to understand what the future holds.
We’ve been successful at this in the past and the key driver in E-commerce at present is the maximisation of conversion. With only 7% of visits to a recruitment site resulting in an application, the potential of doubling this would mean that a company could potentially reduce their attraction marketing spend.
The biggest challenge for Enhance Media this year?
2017 looks to be an exciting year for us, 2016 was our best year ever in terms of winning new clients and existing clients adding new projects. The challenge will be to maintain our level of excellence in order to deliver these projects as promised. We’re lucky that this is an extremely exciting challenge to have!
Thank you for reading and I hope that 2017 is the most successful year for your business.