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Recruiting with Web 2.0
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Today’s Host ‐@jjbuss
Jason BussAmeriprise Financial
VP, Talent Acquisition & Diversity#recruit
Agenda:
‐ Why Transform Your Recruiting Budget
‐ Web 2.0 Projects & Results To Date
‐ Estimated Web 2.0 Budgets & Transformation
‐ Measuring Effectiveness & Results Achieved
Pre Web
The Talent ShiftWeb 1.0
August 2009CareerBuilder.com24 Million VisitorsSource: comScore Media Metrix
August 2009Google.com226 Million “Job” SearchesSource: Google Adwords
Web 2.0
Career Site
Benefits
Culture
Diversity
College
About Us
Search Jobs
ATS Req Management Job Search
ApplicantsReporting
Marketing
Paid Job Boards
Job Distributors
Print & Offline
Niche Boards
Campaigns
Events
Sourcing Tools
Email Marketing
Micro Sites
Resume Search
Spending $$$With Each Job
Not Recycling OrRemarketing To Candidates
No Search Engine Traffic
No Web 2.0 ToolsOr RSS/XML Feeds
Minimal Reporting
Not Capturing PassivesOr Brand / Future Interest
Not Driving Employee / Viral Referrals
Minimal/Manual Social Network Recruiting
Old RecruitingModel
$ $ $ $ $
Why Web 2.0?
300,000,000 Million “Job” Searches Per Month
Why Web 2.0?
Why Web 2.0?
Why Web 2.0?
1.5 MillionNing Communities
Why Web 2.0?
4 Billion SMSMessages Sent Daily
Hire Me Now!
Recruiters Everywhere
Why Web 2.0?
1 Billion VideosViewed Per Day
Why Web 2.0?
Why Web 2.0?
Latest LinkedIn Facts• LinkedIn has over 48 million members in over 200
countries and territories around the world.• A new member joins LinkedIn approximately
every second, and about half of our members are outside the U.S.
• Executives from all Fortune 500 companies are LinkedIn members.
Post Apply(Employees & Alumni)
Expanding Your Reach & Engagement
• Apply
• Email Subscribe/Job Alerts• Join Talent Community• RSS Subscribe• Follow On Twitter• Join Linked In Group• Become A Fan/Facebook• Join Private Community
• No Capture Tools• Recruiter Contact
• CRM Capture
• Apply
• Recruiter Manually Driven
• Job Alerts/RSS/Tweets• Repeat Visitors/Applicants• Referral Email Agents• Social Sharing With Friends• Social Profile Applications• Group/Fan Involvement
Web 1.0
Web 2.0
Passive Candidates65% to 75% Of Market
ActiveCandidates
90% Of Career Site Visitors
30%to 50% IncreaseIn Referral &
Repeat Visitors
50% Fall Off
Web 2.0 Projects / Areas To Consider
Search Engine Marketing(SEO & SEM)
Social & Professional Networks(Facebook, Twitter, LinkedIn)
Job Aggregators(Sponsored Feeds/PPC)
Building Talent Community(Email Capture & Marketing)
Social Media(YouTube, Flicker, Skype, Blogs)
Career Site (RSS Feeds, Site Widgets)
Web 2.0 Metrics / Measurement Platform
Search Engine Optimization & Marketing
Search Engine Optimization & Marketing
• Approximately Google 33,000 Searches Monthly For “Financial Advisor Jobs”• Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month• Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)
Social & Professional Networks
Social Media Marketing
Social Network Marketing
Social Network Marketing
Career Site Enhancements
Career Site Enhancements
Building Your Talent Community
Capture Passive
Candidates
Automates Job Marketing
Cultivates Your Talent Community
Bill [email protected] AnalystChicago, IL
Jane [email protected] DeveloperMinneapolis, MN
Stan [email protected] ManagerBoston, MA
Leslie [email protected] TesterSan Diego, CA
Jodi [email protected] DesignAustin, TX
Jeff [email protected] AdminPortland, OR
Your Career Site
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Finds Matching Members
Emails Job Alert
Drives Them To Site
Automates Job Marketing
• Fully Automated• Candidate Controlled• Branded To Company• Full Bounce Handling• All Results Tracked
Social Media Marketing
Financial Advisor Careers @ Ameriprise
Job Aggregators (Sponsored Feeds)
Sponsored Area Of Sites
Direct Feeds To Career Site
• Budget $20 per job per month for sponsored / hard to fill jobs• Drive direct to branded / measurable version of your jobs – versus ATS view• Watch for job‐jacking, and competitor keyword targeting
Agenda:
Web 2.0 Budget Estimates & Transition Planning
Beware Of Sacred Cows
Print Ads
Job Boards
Headhunters
Setting Up Pilot Programs
• Identify Early Adopter Hiring Managers/Groups
• Benchmark Pilots Against Traditional Programs
• Avoid Anecdotal Data If Possible
• Set Reasonable Expectations
• Get Internal Champions To Share Excitement
Budget SuggestionsProject/Pilot Suggested Budget Possible Budget Areas
Search Engine Optimization (SEO)
$50K ‐ $100K(Annually)
• Job Board/Resume Subscriptions• Headhunter/Agency Fees• Career Site Makeover/Marketing
SEM/Pay‐Per‐Click $5K ‐ $20K(Per Campaign)
• Job Board Subscriptions• Offline Media Costs• Diversity Budgets• Job Fairs & Events
Social Networks
Facebook: ‐ Fan Pages: $10K ‐ $20K‐Ads: $5K ‐ $10K (Per Campaign)
‐ Job Search Tools: $5K‐$10K
• Career Site / Employer Branding• Job Board / Resume Search• Headhunter/Agency Fees• Business Unit Hiring Budgets• Campus Recruiting
LinkedIn Groups: Recruiter/Time • Job Board Subscriptions
Twitter: $3K ‐ $5K • Campaigns / Business Unit $$
Social Monitoring: $5K ‐ $10K • PR / Marketing /Employer Brand
Budget Suggestions
Project/Pilot Suggested Budget Possible Budget Areas
Job Aggregators(Sponsored Feeds)
• $10K ‐ $20K Per Site• $20 Per Job Per Mo
• Job Board Fees• Job Distribution Fees
Social Media • Video/Picture Production• Skype Video Interviews
• Job Boards & Resume Search• Sourcing Subscriptions Tools• Candidate Travel Fees
Talent Community • $10K‐$20K • Job Board Fees / Resume Search• Employee Communications• Recruiter Headcount• Internal Mobility / Retention• Employee Referral Fees• CRM / Email Marketing
Career Site Tools & Upgrades(Job Search & Social Sharing)
• $10K ‐ $25K • Career Web Site Marketing• ATS Upgrade Costs• Recruiter & Manager Training
Measurement Platform & Tools • Free to $10K • Job Distribution Costs• % Of Each Campaign• ATS Reporting Costs
Agenda:
Measuring Effectiveness & Results Achieved
Drive Efficiency And Cost Savings
Web Analytics:• Shows Visitors:‐ Person Level‐ By Referrer/Talent Type
• Keywords (By Referrer)• Campaigns (Person Level)• Apply Starts (CRM/Referring Sources)
• Geographical (By Type)• Time/Date (By Type)• Search/Social Footprint
ATS System:• Completed Applicants• Apply Sources‐ Dynamically Set By Jobs2Web‐ All Online Sources
SEO Pilot Results
• Started in 2007, for 6 months
• Search engine traffic went from 2.2% to 11.3%
• Visitor to candidate conversion doubled
• Career Site ROI tripled
• Time on site went from average of 3 minutes to 8
• Site traffic and leads increased by 300%
Year 1:100% Spend
Job Boards & Print65%
Headhunters 10%
Referrals 15%
Sourcing 10%
Year 2:80% Needed
Job Boards & Print30%
Headhunters 5%
Referrals 20%
Sourcing 10%
Social Networks 5%
Direct Hires 20%(SEO & SEM)
Year 3:60% Needed
Job Boards & Print 10%
Referrals 30%
Headhunting/Sourcing 10%
Direct Hires 30%(Search Engines, Career Site)
Social Networks 10%
Drive Efficiency And Cost Savings
Talent Community 10%
Talent Community 10%
Closing Thoughts
• Connect with Jason@jjbuss
facebook.com/jasonbuss
linkedin.com/in/jbuss
TheTalentBuzz.com
• Continue the Conversation– twitter
• #hci
• @jjbuss
– TheTalentBuzz.com
Q&A
Jason BussAmeriprise Financial
VP, Talent Acquisition & Diversity