October 16, 2015

Tech news was abuzz this week with the announcement that Twitter CEO Jack Dorsey laid off over 300 employees. Many of those employees took to Twitter to unleash their frustrations, and their availability—accompanied by the hashtag #Twitterlayoffs.

Twitter layoffs job seeker RelateSee source here

And then a funny thing happened.

The hashtag that started out as a badge of honor for those let go, suddenly became a signal flare for a different group of people—tech recruiters. Within hours of the announcement, recruiters from the Bay Area and beyond used the hashtag to identify potential candidates and to post job opportunity links. It was a candidate feeding frenzy that one Twitter user likened to the game Hungry Hungry Hippos.

Twitter layoffs Shopify RelateSee source here

If these recruiters seem too hungry, callous, or downright desperate, hold your judgment. They’re simply banking on the belief that it pays to be in the right place at the right time. It’s no different from an ice cream truck showing up to a Little League game or a sales associate handing you alternate clothing choices from outside your dressing room. Knowing the customers’ needs (sometimes before they do), relating to their situation, and proactively offering a solution makes it easy for the customer to say “Yes.”

The same goes for engaging with customers online. Imagine that an online shopper has loaded up their cart and then pauses at checkout for 10 minutes. They could have a question about sizing, shipping, or coloring. Or it could be something totally different. Chances are good though that they need assistance. If the company is not there at that very moment, the sale could fail. In fact, U.S. customers who chat with a business during the point of purchase convert at nearly 3.5 times the rate of those who don’t.

Thanks to online channels and readily available customer data, businesses of all types have a growing opportunity to engage with their customers in unexpected ways. It’s getting easier and easier to be in the right place at the right time. Meet your customers (or tweet them) when and where they need you the most.