Mind-states are intuitive states our minds enter and exit throughout the day. We have many idle moments during our waking hours and as humans have become restless and impatient, we have a growing tendency to fill up these moments.
For us to learn to fill those micro-moments in talent marketing, with our content, we need to understand how our target audiences are turning out to their smartphones throughout their typical day. Some of these five mind-states recognized by Think with Google propose great talent marketing opportunities for us.
The 5 mind-states
Think with Google has identified the following five mind-states as very typical scenarios when we intuitively turn to our smart devices.
#1 A spark
A spark is an instant moment when something pops into your head and you instantly take your phone out and to get an answer.
- What was the name of the person working for [company x] again I met yesterday at that event?
- What was the link to the event [person’s name] promoted on their Facebook profile?
- I saw those cute boots on Instagram on that keynote speaker. I wonder if she mentions on her profile what make they are?
- That company has a cool name (standing at the traffic lights and looking around while you wait). I wonder what they do.
Is it easy to discover the names and faces behind titles in your organization?
If your target talent makes a keyword search about something very relevant to your business, are they going to land on your website?
#2 An urgent need
You are on your way to a recruitment interview or a sales meeting with a new company and you get lost. What do you do? Turn to your smart device to check out the map where you are and the directions to where you need to get to.
When people Google the directions to your business, what do they get as search results?
Is it your website? Is it something uniquely put?
It’s all branding.
Standing out, creating emotions, inspiring and sticking to ones mind like a glue.
#3 In-store assistance
This is very common for us consumers but is probably relevant only to those talent marketers and employer brand marketers who work for companies with actual retail stores.
What you do during this micro-moment is you turn to your phone to:
- Check how the prices compare online or with the shop next door.
- Fancy baking or cooking something specific and look for what ingredients you need.
- Google a person you see at the shop or on a cover of a magazine.
Albeit, what if your company was well known for employee bake-offs or cook-outs and you regularly posted about your favourite recipes and ingredients?
I mean, if your team loves to cook and it is in your culture to eat together, you are likely to attract those target talents who can relate and also enjoy cooking. So why not take the opportunity and end up as in-store assistance search results for your target talents!
This mind-state refers to those idle moments when our target audiences are sitting on a tram, waiting for the next bus or train at the station, traveling at the back of a taxi or driving their own car, or just walking a longer distance between A and B.
These are the easiest micro-moments to fill up with employer branding content. Just imagine how to fill up their time with inspirational and helpful video and podcast content or blog posts, social media content or micro-conversations on social media.
What makes this relevant to micro-productivity is how your content is able to help them to plan ahead their next task, or research a topic they need to talk about when they reach their destination or help them to create a presentation while they sit in the train.
This goes also for talent acquisition.
How easy is it for your applicants to actually apply for your jobs? Could they use this micro-moment productively and send their application to your vacancy from their smartphone?
#5 Planning ahead
We all use our smartphones also for planning our vacations, weekends, excursions, booking appointments and so on. We might also book tickets for events such as recruitment fairs, webinars and job interviews.
Or we might educate or inspire ourselves to fork out what restaurants to try out this weekend or where to meet friends for lunch.
What if your company was known to share your employees’ best evening out tips or favourite lunch spots or organize after work for people in your profession?
What you want to know about the mind states and how your talent audiences are also implementing them regularly in their lives is to understand the concept and think about whether your company has something relevant to say as a ”search result”.
Think about how your content and posts could be relevant and useful during these idle moments we all have every day.