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Engaging Active and Passive Jobseekers

Engaging Active and Passive Jobseekers






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    Engaging Active and Passive Jobseekers Engaging Active and Passive Jobseekers Presentation Transcript

    • Engaging Active and Passive Jobseekers
      Dan Meadows
      6th October 2009
    • Outline
      • Who are active and passive jobseekers?
      • An overview of the predominant engagement activities within online recruitment
      • The balance between active and passive engagement activities
      • The net impact of these activities on the state of the online recruitment industry
      • What opportunities exist?
      • Key considerations in getting online recruitment right
      • What changes are happening in the industry
      • Questions
    • Who are the ‘active’ jobseekers?
      • Individuals who are currently seeking an employment opportunity
      • Consistently post their CV on job boards, apply to job listings and keep their online profiles up-to-date
      • The low hanging fruit: known to interested, relatively flexible and willing to negotiate
      • Main issue: may lack focus or are insufficiently qualified, leading to high volumes of unsuitable applications
    • The ‘passive’ jobseekers
      • Already gainfully employed, not currently searching for a job
      • Focussed on their long term career, selective about their next role
      • Sought after skills and experience
      • Often more loyal and stable, so will stay in a job for longer
      • The recruiter’s challenge: dislodge them from their current position
      • Predominantly headhunting, but head-hunters only cover around 10% of the passive market
      • Moving a candidate from passive to active can be time consuming, costly and ultimately unsuccessful
      • Higher expectations and demands have to be accommodated
    • Degrees of ‘passive’
      • The middle ground between active and passive
      • Employed, but keep their eyes and ears open to the right opportunity
      • Possible reasons for a change: greater responsibilities, enhance their CV, enhance their earnings, role with a competitor
      • Often difficult to determine whether they have a solid interest, i.e. the point at which they will switch from passive to active
    • Segmenting the market
    • Segmenting the market
    • Online recruitment: who competes to engage the jobseeker?
      • Generalist job boards – Monster, TotalJobs, Jobsite
      • B2B publishers – RBI, Centaur, Haymarket
      • Media companies/newspapers – national and regional
      • Social networks - LinkedIn
      • Member organisations/niche communities
      • Recruitment companies – Reed.co.uk, Hays, Michael Page
      • Head-hunters/executive search
      • Larger corporates
    • Jobseeker engagement: online channels and methods
      • Jobs widgets and Adsense: contextual job advertising to relevant audiences
      • CV search & match databases
      • Strategic search: online CVs, blogs, corporate sites etc. using boolean techniques and filters
      • ‘Social recruiting’
      • Listings on job boards
      • Search engines – both organic and paid search
      • Job aggregators – Workhound, Workcircle etc.
      • Job alerts by email
      • Email marketing campaigns
      • Social networks: postings on Twitter, Facebook and LinkedIn
    • Jobseeker engagement: online channels and methods
      Job board listings
      Contextual job ads
      Search engines (organic & paid)
      Twitter job feeds
      Jobs by email
      Email marketing campaigns
      CV database
      Strategic search
      Social recruiting
    • Competition for active jobseekers: the impact on the generalists
      • Geared-up to focus on driving application volume rather than quality
      • Extremely high competition for search engine traffic and large numbers of job aggregators, all trying to differentiate themselves
      • Cost of online job advertising has been driven down considerably
      • Emergence of yet more engagement distribution channels (e.g. Twitter) compounds the issue
      • Downward spiral fuelled by Recruitment companies using cheap multi-posting options
      Net result: the reputation of generalist online recruitment is worsening
    • The impact on the jobseeker
      • The same jobs appear everywhere
      • The quality of job ads can be extremely poor, especially from recruitment companies
      • Common complaint: ‘I don’t get a response to my job applications’
      • Fire and forget: less care taken over application submission, less crafting applications to suit the role
      • Many are pushed to adopt a scatter-gun approach
      • A significant proportion of jobseekers are becoming stuck with an increasingly smaller no. of generalist services
    • How recruiters are affected
      • Extremely high volumes of applications received: difficult and costly to manage
      • Candidates without the right skills, experience and qualifications apply
      • Choice of recruitment channel becomes less easy to make with growing disillusionment in generalist online recruitment services
      • Exacerbated by the current economic climate
      • Additional passive impact: good candidates become less willing to explore different opportunities in a downturn, leading to skills shortages
    • A big opportunity: driving quality through the niche
      • Niche audiences often yield high quality candidates, so there is a natural demand from recruiters
      • Already demonstrated by the strategic search activities of professional recruiters (and some corporates)
      • Research of user behaviour shows that skilled candidates would generally prefer a smaller number of relevant opportunities than the experience currently offered by generalists
      • Jobseekers want to feel loved: far easier to achieve through a trusted organisation
      With more than 70% jobseeking now online, the niche approach is a compelling alternative
    • Considerations: engagement through niche job board services
      • Build your job board on a taxonomy, search and browse that fits with how your audience thinks
      • Focus on SEO around well-researched niche phrases and above all avoid the generalist
      • Develop a user experience that encourages sign-up to regular communications (JBEs, e-marketing), as these typically deliver a much better conversion than search & browse
    • Considerations: engagement through niche job board services
      • Encourage quality job advertising to provide clear information to the jobseeker, through well-crafted (self-service) job posting systems: i.e. the recruiter experience is just as key
      • Wrap the technology in a user experience that instils confidence, trust and sells the benefits
      Market the service as premium offering
    • Considerations: engagement through CV database services
      • Give both active and passive jobseekers the means to proactively present their CV to potential employers
      • Quality is driven by assuring candidate privacy and enabling them to stay in control
      • Strike the right balance between rich information capture and ease of upload
      • Provide mechanisms that prompt candidates to keep their information up-to-date
    • Considerations: engagement through CV database services
      • Focus on providing CV search & match tools that fit with the specific needs of recruiters within your niche
      • Drive targeted response to job ads by marketing to well-defined segments of your db
      Use all of the above to drive the high quality CV provision at a premium price
    • The online recruitment market is shifting
      • Generalists will increasingly lose out to niche audience sites at the quality end of the candidate spectrum
      • Emerging niche job boards with a ready-made audience will face significantly lower attraction costs
      • The generalists will be forced to invest in moving up the recruitment food chain in order to provide higher quality services to the employer
      • Jobseeker attraction channels (e.g. social networks) will come and go: ‘hubs and spokes’
      • Employers will re-assess their options as alternative, higher quality, niche services emerge
      • A quality user experience will be the central theme
    • Questions?