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Social Media Marketing

Seminar European Online RecruitmentBarcelona 23-24 Nov 2011

SEO OR SOCIAL

Organizations should use social media because...2/3 of the world population visits social networks

Organizations should use social media because...time spent on social networks is growing 3x the overall internet rate, accounting for 10% of all internet time

Organizations should use social media because...online (+social media) has become the most influential source in "helping" customers make purchase decisions

Organizations should use social media because...millions of people create content for the social web

Organizations should use social media because...By 2015 mobile payments for physical goods to exceed $170bn globally

Organizations should use social media because.....in the future (says Zuckerberg), every application would be "social" and entangled to Facebook's platform.

Organizations should use social media because.....Twitter says it will have 1 billions users by 2012

62%

16%

12%

96%

80%

19%

West

North

East

South

58%

14%

12%

95%

82%

36%

69%

18%

10%

97%

38%

80%

57%

39%

12%

94%

55%

72%

72%

24%

15%

98%

85%

41%

N Europe = 7446 / F = None

■ Membership

■ Awareness

Top 3 networks by membership

Source: Social Media around the World 2011, Insides Consulting

MySpace

Facebook

LinkedIn

Hyves

Hi5

Orkut

Ning Xing

Netlog

Twitter

QZone

Bebo

Vkontakte

Tagged

Friendster

Badoo

0%

5%

10%

15%

20%

25%

30%

35%

40%

0% 10% 20% 30% 40% 50% 60%

EUROPE

Low High

Low

Hig

hIn

cre

ase

Penetration

Future usage versus network penetration

N Europe = Min 43 – Max 4968 / F = If member of social network

Big networks will get bigger and small networks will get smaller.

Source: Social Media around the World 2011, Insides Consulting

LinkedIn Facebook Twitter Blog

Oh, maar wij doen al aan Social Media Media…

“Onze CEO verveeltiedereen met saaieYouTube filmpjes. Dusonze social media video strategie zit wel snor.”

“Onze blog heeft 10 super interessante posts die onze klanten wel even tevreden zullenhouden. Onze website wordt maar kortbezocht. Jammer voor ze want de content is echt goed.”

“Social media gaat toch over communicatieen engagement, toch? Maar we tweetenal, da´s dan toch OK?”

“Onze Twitter account heeft al 1032 volgers, waarvan de helft spam is, maarhet gaat toch om het totale aantal.”

“Tien mensen vonden onze Facebookpost “leuk”. Ja klopt, dat warenallemaal medewerkers. Maar ach, de teamleider merkt dat toch niet. Hijsnapt niets van Facebook. Hij heefttoch geen account.”

SEO

in Online Recruitment

<2008 SERPs All Looked Like This:

http://googlesystem.blogspot.com/2008/09/google-time-machine-web-in-2001.html

<2008 Linkbuilding …to build authority

2011

It’s a Whole New World

Now SERPs Look Like This

Or This

Or This

Or This…with social data

Or This…with video results

SERPs always personalized

The Algorithm Has Changed, Too

Social is on the Rise Like Never Before

http://searchengineland.com/top-internet-activities-search-email-once-again-88964

In Social, Fragmentation Appears Certain

http://www.seomoz.org/blog/everyone-should-hire-social-media-experts

Users: 50mm 750mm 200mm 120mm 10mm

Users: 14mm Millions 14mm 6.5mm

Company career site

Job Board

Job Board

Job Board

Classifieds

Job Board

Aggregator

Company career site

Company career site

>50% of Google Job RelatedSearchesInclude JOB TITLE

How A Career Site Can Perform BetterThan A Job Board

• Google loves original content and hates aggregated content

• Why Google wants to love your career website, but often can’t– an aggregator job board’s content is made up of adverts and syndicated

content from other job boards and recruitment websites

– a job board’s content consists of duplicated agency and corporate vacancy adverts – The multi-posting services make it so easy to advertise the same jobs on different websites

– a corporate career website consists of original relevant content

– vacancies are pages of fresh content (but they are often hidden in the ATS on a different domain)

– 13-15 million people are searching for jobs each month: 50% type job titles into Google (again your vacancies are effectively hidden in the ATS)

How A Career Site Can Perform BetterThan A Job Board

• Google loves original content and hates aggregated content

• Why Google wants to love your career website, but often can’t– an aggregator job board’s content is made up of adverts and syndicated

content from other job boards and recruitment websites

– a job board’s content consists of duplicated agency and corporate vacancy adverts – The multi-posting services make it so easy to advertise the same jobs on different websites

– a corporate career website consists of original relevant content

– vacancies are pages of fresh content (but they are often hidden in the ATS on a different domain)

– 13-15 million people are searching for jobs each month: 50% type job titles into Google (again your vacancies are effectively hidden in the ATS)

The Issues Why They Are Not Ranked

• Google can’t easily find the vacancies

• These vacancies need related content (testimonials, the employee videos, the blogs and news)

• Often buried deep in the site, without linking it together or in the case of the vacancies on the ATS supplier’s domain.

• visitor (and Google) has to search for the content, difficult for the visitor and Google also doesn’t like that.

Think Amazon – Google does

• provide the user with a clear easy to use navigation structure,

• alongside the main product, you have related product (also bought, reviews, related products, accessories - which also link back to original content

• This all states authority (lots of interlinked relevant content)

Why Landing Pages are Important?

• group content together, typically by job families and locations • creates a hub of interest for visitors• dynamically link relevant content into these landing pages

– specific calls to action– relevant jobs– news, articles– employee videos and – Blogs– Info that goes beyond vacancies

• Reason 1:– 1. to engage the visitor– 2. keep their interest and – 3. ultimately convert them into an applicant.

• Reason 2: relevant content which Google views as a higher authority than job boards.

Online Recruitment Has Evolved

• Data, not design, is leading

• Publish vacancies via ATS on Corporate career site

– allows publication on job-portals and Social Media

– cut down time/cost required hiring new recruits

– screens and short-lists applicants

– Quick posting of job vacancies on the portals

• BUT for PRESENCE AND the ABILITY FOR YOUR JOB TO BE FOUND, MAKE THE CAREER SITE AND JOBS ARE AVAILABLE ON YOUR SERVER

Tips & Tricks To Maximize Benefits of SEO

• Make sure the job title is the anchor text of the link (not ‘click here‘ or ‘more info‘)• Just make sure there is one page per job!• Have a category page and a job page ../sales-jobs/account-manager-retail-

amsterdam/• Don´t be too generic on your keyword “sales manager fmcg”, better “sales manager

amsterdam fmcg”• Repeat search keywords (1-2% and relevant). Think applicant (and Google )• Your Keyword Rich areas should be:

– Meta Title Tag– Meta Description– Job Title (that people would search for)

• Tagging– Place the Job Title in <h1> tags– Place the Location and Category in <h2> tags– Place the job description in <h3> tags

• Avoid ‘non-search’ terminology like “Opportunity”, “My client needs…” in those areas

• Apply synonyms — e.g. “team leader” as well as “project manager” or “sales manager” as well as “business development manager”

Winning in 2011 and Beyond

>2011 SEO AND SOCIAL

http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded

2 Practical Cases

•CH2M HILL

•Deloitte

Recruiting using

Social Media

Raz ChorevMARKETING IN THE NEW MILLENIUM | SOCIAL MEDIA STRATEGY | LINKEDIN TRAINING

Cas

e S

tud

y

Social Media Objectives

• Attracting quality employees• Targeting quality employees• Creating a talent pool to allow

future global expansion

Effective Landing Page

• Descriptive images• Job search functionality• Social Media connectivity

Effective Landing Page

• Employee recommendation Video

• Culture statement• Social Media

connectivity• Happy people• Job search (Call-to

action)

Effective Landing Page

• Powerful search capability

• RSS to job feeds• Sharing jobs

What didn’t work

• Tweeting since 29.3.2008• General corporate twitter account• No interaction• Follower/Following ratio shows

broadcasting tool.

What didn’t work

• Specific recruiting focused twitter account• Follower/Following ratio shows interaction, yet • The stream shows broadcasting tool.

What didn’t work

Community building will take time…

What DID work?

• 12,000 tuned-in professional community

• Targeted advertising

• Reason to choose @ CH2M Hill as an employer

Why DID it work?

Customised header

Comfort in numbers

Call to action

Employee video testimonial

Employee benefits

Company overview

Careers snapshot

Projects overview

ATTRACTING EMPLOYEES

Why DID it work?ATTRACTING EMPLOYEES

100% complete personal profile

Free job posting! Using LinkedIn apps

Company advertising on every employee’s profile page

Why DID it work?ATTRACTING EMPLOYEES

Using LinkedIn groups for employee retention AND acquisition.

Why DID it work?TARGETING EMPLOYEES

• Ever evolving 100,000,000 CV’s database

• 50 direct emails to best matching potential employees

• Elimination process, before the candidates are aware of the position

• Posting jobs to targeted individuals (not “post & Pray” strategy)

The Bottom line

• 98% of all US recruits where directly approached and sourced.

• 95% of all global recruitment were also a result of direct recruitment activities

• As a result, significant saving on recruitment agency fees

• Awarded the only Construction company in the 100 top companies to work for (Fortune magazine)

ObjectivesCase Deloitte

1) target of 1.000 new hires in 2010/2011

2) Develop a strong employer brand for “right” candidates

3) Drive traffic to their career website to create a funnel of candidates and supports the employer brand

http://www.slideshare.net/enroc/social-recruiting-deloitte

Solid Online Recruiting Strategy Starts With A Great Career Website

• Categorization– Students, Young professional and Professional

• Dynamic…many pictures and videos• Design is NOT leading (actually distractive)• Lots of testimonials from current employees.• Sense of human feeling: in touch with the recruiters! (profile, chat, email, direct phone)• Content and contact are king

– The content is either produced by the team or by employees from Deloitte– Always recruiter contact icon– Geolocation map– Good for SEO, comments and Social Interaction

• Interaction– Blogs with content on what employees work on and how they feel about this.– Commenting and reacting– Twitter flow of Deloitte employees on career website– Foto contest with the employees, most funny Deloitte branded fotos

• Traffic generation through Linkedin, Facebook, Twitter…….

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

User Generated Content

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte

http://www.slideshare.net/enroc/social-recruiting-deloitte