By Capt. Jessica Rovero
USAREC Public Affairs
December 15, 2016
FORT KNOX, Ky. -- The U.S. Army Recruiting Command’s electronic Business Reply Card received a program update Dec. 15 here.
The platform, previously accessible through Android or IOS mobile devices only, can now be used on Windows operating systems.
“(The new system update will) have it fixed to where it doesn’t matter what device you use it on, so laptops, tablets, phones…” said Doug Schmidt, command Enterprise Market Management system subject-matter expert.
The eBRC is a web-based application accessible to the general public through the internet. This mobile-friendly platform is a tool providing recruiters the opportunity to capture potential applicant information during marketing events, producing a near real-time return on leads captured. Schmidt stated it will allow the command to get away from paper leads and offers a quicker process.
When the eBRC first launched there were challenges in learning the system. The eBRC wasn’t compatible with Windows platforms. Therefore, eBRC lead submissions originating from Windows platforms were not saved into the system. Work put into capturing potential applicant information yielded no results and lost lead data.
We lost hundreds of leads in the beginning which detracted from the impact of the tool, we wanted everyone to believe in it Schmidt said. But when they used it, it wasn’t working.
According to Schmidt, paper leads have to be bundled and shipped to a company out in Utah, where they are entered into the system digitally and then submitted to internetworking companies for processing. That whole procedure can take at least a week before the leads captured become accessible in the system.
“With the new eBRC, it’s in the system no later than two hours and as quick as seven minutes, depending upon when internetworking company is processing,” said Schmidt, “It’s faster. It’s more efficient. You’re not relying on somebody being able to read handwritten information.”
Schmidt also stated, in addition to being timelier, the benefit of the eBRC is that every time a lead is submitted into the system it’s linked to that event, so it provides the data to support the return on investment. This supports justification for the event expenses.
Recruiters have also incorporated use of the eBRC into face to face, known as P3 prospecting. They’ll create an event for P3 prospecting for their center and then use the link as a prospecting tool to capture leads, as well as posting it on Facebook and Twitter. This has been a very successful tactic.
“Trust it. It works,” said Schmidt.
Getting an eBRC is a simple process. The brigade or battalion advertising and public affairs specialist can create an event in the Enterprise Marketing Management system and request the Marketing Activity Code and eBRC. The agency then assigns a MAC and provides the hyperlink for the eBRC, which will be associated with the EMM event. The advertising and public affairs specialists then emails the link, MAC and optional QR code to the recruiters conducting the event.
Recruiters can find further information about the eBRC in the Mobile eBRC SOP, which is found under the hot topics section in IKrome.