1. Creating & Sustaining Customer Loyalty
By Aaron Matos, PHR
Founder/CEO Jobing.com
@jobing

2. Agenda Discussion on Loyalty Loyalty in Our Industry Opinions*
*Peter said I had to

3. What is a customer?

4. Who is your customer target?

5. What is loyalty?

6. Satisfaction vs. Loyalty?

7. Satisfaction vs. Loyalty?

8. Why is loyalty important to your business?

9. Customer Growth Example
10,252
10,000
Total Numbers of Customers
2006
2007

10. Turbulence Below the Surface
10,252
10,000
5,722
Total Numbers of Customers
(5,470)
2006
+ NEW
- LOST
2007

11. How much is a customer worth to your company?

13. Tiny link: http://t.jobing.com/xek6

14. Job Boards are dying. The obligatory 2009 conference slide:
*it must be true, I read it on twitter

16. What actually is happening?
1. “It’s the economy, stupid.” James Carville

17. Recruitment Advertising Market Share Dollars
Barclays Newspaper Fact Book + Jefferies

18. Recruitment Advertising Market Share Percentage
Barclays Newspaper Fact Book + Jefferies
2. Shush, don’t tell anyone. Job Boards are taking real market share.

19. Market Share Projections

20. What are the Implications of the “Great Recession” to our industry?

22. Job Boards* are going to be just fine
They are taking real market share
They have a cost advantage
They have experience, reach, and adaptability
They add value to job seekers and employers – finding the right employees is hard, and incredibly valuable to firms
Price to value is still high**

23. Stop throwing stones. Monster & Careerbuilder
Prediction: Both will be bigger in the next few years than they ever have been before.

25. Where is the focus? Market Share Strategy Loyalty Strategy Goal
Buyer Switching
Buyer Loyalty
Focal Point
Competition
Customers
Measure of Success
Absolute Growth
Share of Customer, Retention Rate

26. What can “employment websites” do to create loyalty?
Focus on a specific customer segment.
Focus on customers – not on competitors.
Focus on customers – not on products/technology.
Solve your customers’ problems.
Obsess about your customers.
Be different.
Create value – and charge for it. Proudly.

27. Keep your focus on your customers.
Aaron Matos
Text: AMATOS