The Rising Need to Track Employment Leads in the Gig Economy

by Jonathon Byrd June 20, 2016

June 20, 2016

 The Rising Need to Track Employment Leads in the Gig Economy

The gig economy has become a rising star of the service marketplace by leveraging new technology to offer convenient on-demand services to the consumer, which are being serviced by independent contractors. Companies like Uber, Q, HomeAdvisor, and WashClub have grown in popularity because they can provide rides, maintenance, and other services to consumers who do not have the expertise, resources, or time to perform such activities. As more consumers adopt these on-demand services, organizations will need to quickly meet demand by hiring more contracted employees if they want to continue offering a service that’s built on expertise and convenience.

How Does the Gig Economy Hire?

With the rise of this unique industry, marketing organizations within these service companies are striving to obtain new employees and/or contractors. They need help to meet the increasing demand of a marketplace that’s quickly adopting these services. To obtain these new employees, their marketing organizations are advertising employment opportunities across all digital channels. People interested in applying to become a new Lyft driver or contracted plumber, for example, interact with these employment advertisements and contact these “gig” organizations for opportunities.

Imagine a company uses forms to obtain background and employment information from the interested party. It’s very easy for the marketing team to attribute that employment lead back to the digital source that drove the person to fill out the form. Now imagine a potential employee were to pick up the phone and contact the company for more information related to a certain job. The marketing team is unable to connect that person’s employment to the marketing that drove the employee to apply.

What’s the Solution?

Early adopters in the gig economy have begun to invest in call attribution software to resolve this blind spot in their marketing and attribute their calls to the ads and keywords driving people to apply for work. Depending on the size or popularity of a company, or the service employees and contractors are providing (e.g., ride sharing), there may be a lot of applicants. To help with the influx of applications, companies are pre-qualifying applicants using easily manageable and configurable IVRs (interactive voice response systems). They then route the most qualified persons to the HR representative that will help them continue the process.

In the gig economy and interested in learning more about call attribution? Download our guide, The Digital Marketer’s Guide to Call Attribution.

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