Recruitment 2.0: Mobile, Personalisation & Social By Ciarán Norris, SEO & Social Media Director, Altogether Digital

Agenda The Context The Market / Industry Insight Recruitment 2.0 Mobile Personalisation Social Media

The Context

The Market / Industry Insight

Recruitment 2.0

Mobile

Personalisation

Social Media

Context/ The Obligatory Stats.. UK spending on search-related advertising is £1.2 billion 172% increase in spend on paid search advertising 2004-2006 70% of all online registration and transaction originate from search enquiries 31% of internet users have browsed a job or recruitment site in the last 3 months* 30% of online ad spend has been attributed to recruitment advertising*** 40% of companies intend to increase spend on commercial recruitment websites 13.2% of the population look at job adverts on the internet*** UK users make over 1 billion searches each month Sources: IAB/PWC Report & Forrester Research, * Mintel Online Recruitment Market Intelligence, ** IAB, WARC, PWC *** TGI

UK spending on search-related advertising is £1.2 billion

172% increase in spend on paid search advertising 2004-2006

70% of all online registration and transaction originate from search enquiries

31% of internet users have browsed a job or recruitment site in the last 3 months*

30% of online ad spend has been attributed to recruitment advertising***

40% of companies intend to increase spend on commercial recruitment websites

13.2% of the population look at job adverts on the internet***

UK users make over 1 billion searches each month

Context/ Online Searches for Jobs

Context/ Online Searches for Jobs 146,612 job part time 153,146 job nhs 164,388 engineering job 165,064 government jobs 183,295 teaching jobs 192,861 job search 204,705 graduate jobs 244,444 sales jobs 265,510 it jobs 471,545 job centre 3,446,727 jobs (Estimated Google, Yahoo & MSN) Monthly Search Volume Keyword Suggestions

Context / How To… Source: Hitwise UK Based on share of UK Internet searches that include the words "how to“: Four weeks to 4th August 2007 Volume Success Rate Search Term Rank 68.31% 0.06% How to get to 10. 76.92% 0.07% How to save a life lyrics 9. 92.33% 0.07% How to lose weight 8. 85.63% 0.07% How to draw 7. 58.70% 0.08% How to make money 6. 81.53% 0.09% How to kiss 5. 78.57% 0.09% How to get a six pack 4. 64.47% 0.17% How to 3. 79.84% 0.17% How to have sex 2. 94.53% 0.25% How to write a cv 1.

The Market/ Online Advertising 2006 Record spend: £2bn Growth: Spend grew by 41.6% while advertising as a whole only managed growth of 1.1% Market share: Online’s share has grown to 11.4% for the whole of 2006, up from 7.8% for 2005

Record spend: £2bn

Growth: Spend grew by 41.6% while advertising as a whole only managed growth of 1.1%

Market share: Online’s share has grown to 11.4% for the whole of 2006, up from 7.8% for 2005

The Market / Advertising 2006 11.4% Total advertising market £17.6bn Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio. Advertising Bureau. Directories are estimated.

The Market/ Online Marketing Spend 2006 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £321.5m £20.1m £14.0m £73.2 £15.8 £9.1 £17.5m £ 215.2m £133.2m £30.6m £1,165.6m

Search as Part of the Marketing Mix / Potential Impact Achieving positions above the fold will typically yield the following share of searches:- Source: Research Following AOL Data Release, 2006 42% 1 12% 2 8% 3 6% 4

MOBILE

Recruitment 2.0 / Mobile Current search (12% of users ¹ ) on mobile is limited to: Personal survival (food, lodging, …) Personal security (weather, music, …) Jobs? As consumers start to use as additional online device it will see more “private” searches US directory services revenue is $15B and US Pay per Call market projected to be $4B by 2010 ² Mobile advertising predicted to be worth £5.9bn by 2011 ³ 5 months ago I was talking about this being held up by device limitations Now…. Sources: ¹ US stat from NPD Group; ² Marketing Week 14 Sept 2006, , ³ Kelsey

Current search (12% of users ¹ ) on mobile is limited to:

Personal survival (food, lodging, …)

Personal security (weather, music, …)

Jobs? As consumers start to use as additional online device it will see more “private” searches

US directory services revenue is $15B and US Pay per Call market projected to be $4B by 2010 ²

Mobile advertising predicted to be worth £5.9bn by 2011 ³

5 months ago I was talking about this being held up by device limitations

Now….

Recruitment 2.0 / Mobile

Recruitment 2.0 / Mobile

Recruitment 2.0 / Mobile

Mobile / What Does This Mean? You’ve obviously got a web site – but is it ‘mobile’ ? Learn how people use mobile internet/search Will you be the early adopter of this market?

You’ve obviously got a web site – but is it ‘mobile’ ?

Learn how people use mobile internet/search

Will you be the early adopter of this market?

PERSONALISATION

Recruitment 2.0 / Personalisation Examples of Personalisation Filters (Collaborative and other) learn patterns in: Profile (likes and dislikes) Context Community interests Fuzzy Clustering Rank relevance per cluster of sites given the respective “closeness” of each Latent Semantic Indexing

Examples of Personalisation

Filters (Collaborative and other) learn patterns in:

Profile (likes and dislikes)

Context

Community interests

Fuzzy Clustering

Rank relevance per cluster of sites given the respective “closeness” of each

Latent Semantic Indexing

Personalisation / Status % of consumers willing to provide demographic info in exchange for more personalised online experience is 24% up YOY; currently 57%* 80% of the 18-24 market expressed interest in personalisation on their mobile but so did 37% of 50+ market Mobile software often profiles access patterns and re-orders menu items accordingly Search companies are buying social media sites, which often include tags & preferences (del.iciou.s, Flickr, YouTube) Add this to LSI and reference the context of the links clicked in search and results can be ordered taking account of personal relevance factors (e.g. I work in manufacturing, I am 22 years old etc...) * 2006 ChoiceStream Personalisation Survey

% of consumers willing to provide demographic info in exchange for more personalised online experience is 24% up YOY; currently 57%*

80% of the 18-24 market expressed interest in personalisation on their mobile but so did 37% of 50+ market

Mobile software often profiles access patterns and re-orders menu items accordingly

Search companies are buying social media sites, which often include tags & preferences (del.iciou.s, Flickr, YouTube)

Add this to LSI and reference the context of the links clicked in search and results can be ordered taking account of personal relevance factors (e.g. I work in manufacturing, I am 22 years old etc...)

Personalisation / What Does This Mean? It will become harder to rank highly across high traffic terms Conversion will become (even more) important Work make content totally relevant: the jobs may not be enough GPS, social bookmarks, local information becomes key All of these specialities can be learned and added to your toolbox

It will become harder to rank highly across high traffic terms

Conversion will become (even more) important

Work make content totally relevant: the jobs may not be enough

GPS, social bookmarks, local information becomes key

All of these specialities can be learned and added to your toolbox

Personalisation / It Starts Here…

Personalisation / It Starts Here…

SOCIAL MEDIA

Recruitment 2.0 / Social Media Web 1.0: Content is king Web 2.0: Conversation is king; content’s just something to talk about

Web 1.0: Content is king

Web 2.0: Conversation is king; content’s just something to talk about

Social Media Overview Web 2.0 – the growth of real communities online Real content, real people, real interaction; a new channel “ Web natives” – for tomorrow’s candidates this is 2 nd nature “ New media” is only new if you’re old Accessing Them Increase interaction with brands Relevant Content Management

Overview

Web 2.0 – the growth of real communities online

Real content, real people, real interaction; a new channel

“ Web natives” – for tomorrow’s candidates this is 2 nd nature

“ New media” is only new if you’re old

Accessing Them

Increase interaction with brands

Relevant Content Management

Social Media / Not Just For Kids Percent Composition of Total Unique Visitors, Aug 2006 Total U.S. – Home/Work/University Locations Source: comScore Media Metrix 7.3 8.1 7.6 11.0 18.0 Persons: 55+ 35.6 34.5 33.5 40.6 38.5 Persons: 35-54 11.0 28.2 8.6 16.7 14.5 Persons: 25-34 15.5 15.6 34.0 18.1 11.3 Persons: 18-24 20.3 10.6 14.0 11.9 9.6 Persons: 12-17 100.0 100.0 100.0 100.0 100.0 Total Audience 8,066 1,043 14,782 55,778 173,407 Unique Visitors (000) Xanga Friendster Facebook MySpace Total Internet Percent (%) Composition of Unique Visitors Demographic Profile of Visitors to Select Social Networking Sites

Social Media / Who Does What? Publish Web page Publish or maintain blog Upload video to sites like YouTube Comment on blogs Post ratings and reviews Use RSS Tag Web pages Use social networking sites Read blogs Watch peer-generated video Listen to podcasts None of these activities Creators 13% Critics 19% Collectors 15% Joiners 19% Spectators 33% Inactive 52% Segments include consumers participating in at least one of the indicated activities at least monthly Base: US adult online consumers Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery

Publish Web page

Publish or maintain blog

Upload video to sites like YouTube

Comment on blogs

Post ratings and reviews

Use RSS

Tag Web pages

Use social networking sites

Read blogs

Watch peer-generated video

Listen to podcasts

None of these activities

Social Media / Increase User Interaction % % of total time spent online in the United States – December 2006 Source: Compete.com 12% of time spent online is on MySpace

Social Media / Top Sites by Visitors Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites. Comparing January 2007 and January 2006 61% www.computeractive.co.uk Computer Active 68% www.dailymail.co.uk Daily Mail 72% www.xcweather.co.uk UK W nd Map 88% www.blackwell-synergy.com Blackwell Synergy 94% www.metro.co.uk Metro.co.uk 105% uk.news.yahoo.com Yahoo! UK & Ire and News 160% uk.weather.yahoo.com Yahoo! UK & Ire and Weather 198% www.weather.com Weather.com 255% www.cnet.com CNET 456% www.digg.com Digg.com Market Share Domain Name

Social Media / Changing Behaviour Source: Hitwise UK % % Funny Videos YouTube Percentage share of UK internet searches

Social Media / Increase User Interaction Pages per visit Mar 06 May 06 Jul 06 Sep 06 Nov 06 Jan 07 Mar 07 Source: complete.com usatoday.com

Social Media / Brand Engagement

Social Media / Brand Engagement

Social Media / Brand Engagement

Social Media / Brand Engagement 13,000 visitors

Social Media / Brand Engagement in Jobs How much do you think this publicity was worth? More than $2,000? 30,000 visitors?

How much do you think this publicity was worth?

More than $2,000?

Social Media / Provide Answers

Social Media / Be Where They Are

Social Media / Be Where They Are

Social Media / Be Where They Are

Social Media / Conclusions What does this mean? Whilst social media may not be for everyone, there’s something in it for most Develop expertise and add conversation building to what you do Online, everything is related to reputation – you don’t have to be in PR to do PR It also impacts SEO

What does this mean?

Whilst social media may not be for everyone, there’s something in it for most

Develop expertise and add conversation building to what you do

Online, everything is related to reputation – you don’t have to be in PR to do PR

It also impacts SEO

A Vision SEARCH TIME KEYWORD SEARCH 4D SEARCH

A Vision SEARCH Preferences Recommendations USER PROFILE LOCATION TIME KEYWORD SEARCH GPS Tagging GPS Positioning Voice Recognition 4D SEARCH

Summary What Should You Be Doing? Start making the most of search! Work out the value of search to your business and to that of your clients And What Could You Be Doing? Looking at your web design? Add mobile to that mix Make sure you’re totally relevant – personalisation is coming Learn social media – it’s not just for kids: Web 2.0 is big business Ultimately, provide a joined up solution

What Should You Be Doing?

Start making the most of search!

Work out the value of search to your business and to that of your clients

And What Could You Be Doing?

Looking at your web design? Add mobile to that mix

Make sure you’re totally relevant – personalisation is coming

Learn social media – it’s not just for kids: Web 2.0 is big business

Ultimately, provide a joined up solution

Ciarán Norris, SEO & Social Media Director, ciaran.norris@altogetherdigital.com