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If the major job boards went out of business, where would your company recruit online? Fear not – Doug Berg, Chief Recruiting Geek at Jobs2Web has the answer. During this session, Berg will discuss how employers are shifting their focus away from the job boards and using new interactive marketing tools to drive talent directly to their career sites, build their own talent communities and reduce their cost per hire.
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What if Job Boards Died.Where Would You Get Candidates?
Doug Berg, Jobs2Web
Job BoardsHistory, ModelsWhat You Think….
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
$ $ $ $ $
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
Linear Vs Social Recruiting
$ Job Boards$ Sourcing
$ Advertising
1 Hire
UnselectedTrashed
1 Time UseOf Prospects
Linked In
Sees Job
Apply
Multiple Hires
Ongoing Contact
Active
Pass
ive
Remember When?
More Expensive – But Better Solution?
Remember When?
Job BoardsWhy Hate Them?
Job Boards – Why We Hate Them?
Job Boards – Why We Hate Them?
• Too many unqualified candidates – and not enough highly qualified candidates.
• No passive candidates!
• I pay them to use my jobs to attract their members, and then they charge us to access them.
• Force candidates into a hyper-competitive environment (reselling my candidates to others).
• Arrogance across the board. Even with the market declining, their rates are not.
• Too Many Add On’s. To have your own branding it will cost you a set up fee.
• They try to do everything from outplacement to background checks for candidates.
• Same applicants on all the boards keep applying for positions they are not qualified for.
• The sales force sees you once per year, with a renewal contract in hand raising prices.
• Annoying sales tactics. Calling all over the company to “sell” banner ads, etc, directly to hiring
managers who don’t know any better – even though they have a national contract with HR.
• If you don’t use what you purchase (postings) by the end of the year (postings) they won’t roll
them into the next year. You just lose the money
• They can’t track how many applications went through your process.
Job Boards – Why We Hate Them?
Job Boards – Why We Hate Them?
You Have Options!
Alternative Channels To Consider
Search Engine Marketing(SEO & SEM)
Social Networks(Facebook, Twitter, LinkedIn)
Job Aggregators(Sponsored Feeds/PPC)
Building Your Talent Community(Email Capture & Marketing)
Social Media(YouTube, Flicker, Skype, Blogs)
Your Career Site(RSS Feeds, Site Widgets)
Search Engines
300,000,000 Million “Job” Searches Per Month
Search Engines
* Based on Jobs2Web client network traffic of ~ 2 million career site visitors per month
Search Engine Statistics
Search Engines: 2 Ways To Use (Paid/Free)
Search Engine Optimization & Marketing
Search Engine Optimization & Marketing
• Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month• Average Cost Per Visitor = .02 Cents – Cost Per Applicant = .07 Cents
Search Engines
SEM/PPC Example
Job Board
Job Board
Job Board
Company
Job Board
Job Board
Job Board
Job Board
Job Board
Education
SEM/PPC Prices
Pay-Per-Click Advertising
Pay-Per-Click Advertising
Pay-Per-Click Advertising
Targeting Diversity & Inclusion
SEM: Don’t Do This!
FACTS:May Searches = 2,900Cost-Per-Click = $2.16Total Possible Cost = $6,264
Social Networks
People Driven Approach
Recruiter APersonalNetworks
Recruiter BPersonalNetworks
Recruiter CPersonalNetworks
Channel Driven Approach
Company Owned Social Networks
Social Media Recruiting Strategy
Careers Home Page
Facebook LinkedIn TwitterYouTube
Recruiter Streams
Employee Referral Application Recruiter Page Links
Targeted Career Videos
Connect With Us page
TargetAreas
Target College Recruiting
Target Recruiting Pages
Alumni Group / Pages
Target College Recruiting
Target Recruiting Pages
Alumni Group / Pages
RSS Feed Engine
Corporate Page Corporate Page
Promote Your Social Channels!
Automated Distribution Of Jobs
Job Aggregators
Job Boards
Niche Sites & Classifieds
Blogs & Private
Communities
Social Networks
Personal Home Pages
(Readers)
Automated Distribution Of Jobs
Automated Twitter Campaigns
Social Network Functionality
Example: Building Groups With Automated Feeds
Jobs
News
Example: Weekly Updates To Your LinkedIn Groups
Company News& Blogs
Jobs
Results To Date: MicrosoftGroup Linked In Twitter Facebook
Music 91 47 -
Hardware 101 29 32
Xbox 268 2,241 155
Office:Mac 31 23 21
Gaming 448 719 -
Reliability 418 - -
Mobile 181 35 46
Women In Tech 38 - -
Connected TV 78 34 26
Surface Computing 53 30 46
Automotive 28 20 23
Zune - 43 48
XNA - 153 28
Games For Windows - 48 45
Game Studios - 151 100
Results To Date: Microsoft
Twitter Facebook LinkedIn
Visitors 6,438 4,204 1,748 Members 102 216 273 Applys 48 75 249
01,0002,0003,0004,0005,0006,0007,000
Social Traffic Analysis
Social Media Marketing
FaceBook Targeted Marketing
Social Network Marketing
Automated Social Lookups & Alerts
How Does This Happen?
Manual Process: Automated Process:
•Recruiters User Personal Profiles
•Manually Post Jobs Into Channels
•Candidates Respond Directly To Recruiter
•Typically Not Measured
•Channel Belongs To Recruiter
•Companies Build Strategic Recruiting Channels
•Automated Job Posting/Streams Into Social Channels (RSS)
•Candidates Respond Via Career Site & ATS System
•Measured At Visitor, Member, Applicant & Hire Levels
•Channel Belongs To Company With Recruiter Involvement
Enhancing Your Career Site
Career Site Enhancements
Career Site Enhancements
80%
Most Click On Job Profiles
And Scroll Directly To Jobs
Social Media Marketing
Social Media Marketing
Financial Advisor Careers @ Ameriprise
Social Media Marketing
Building Your Talent Community
Building Your Talent Community
Capture Passive
Candidates
What Is A Talent Community?
Talent Community
Prospects & Passives
Current Employees
Past Applicants
Recruiter Contacts
Key Contact
Lists
Alumni
• Centralized Database Of Targeted Talent Groups
• Automated Matching & Marketing Of Jobs
• Configured And Self-Managed By Talent
• Grouped & Tagged For Campaign Targeting
• Designed To Increase Repeat & Viral Traffic To Your Site
• Integrated Into Your Career Site, Apply Process
• Accessible By Your Sourcing Teams To Target Key Talent
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
Centralizes All Recruiting Contacts
Employees
Alumni
Talent Community
Drives Repeat & Viral Visitors To Site
• Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site• Results In 15% Of Applicants Monthly And Growing• Grows Talent Community By 12% Monthly Via Viral Email Marketing
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
Job Aggregators (Sponsored Feeds)
Job Aggregators
AggregatorAggregator
Aggregator
Every Job Is A Campaign
Career Site Job Boards
Search Engines
Social Media & Networks
Employees (Referrals)
Past Visitors & Applicants
Recruiters Contacts
Job Classifieds & Aggregators
New ChannelsKeys To Using
Setting Up Pilot Programs
• Identify Early Adopter Hiring Managers/Groups
• Benchmark Pilots Against Traditional Programs
• Avoid Anecdotal Data If Possible
• Set Reasonable Expectations (Hence Pilot Programs)
• Get Internal Champions To Share Excitement
• Sneak Your Projects In If Necessary
Areas To Measure:
• Visitors Increased To Career Site (Including Job Views)
• Time Spent On Your Career Site (Look For Increases)
• Applicants Captured (Both Started & Completed)
• # Of Qualified Applicants (Interview, Offer)
• Cost Per Hire
• # Of Followers, Leads, Fans, Groupee’s, Members, etc.
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%
Learn More Online