Recruitment advertising Nine tips for ’09
Presented by Peter M. Zollman Founding principal AIM Group,  publishers of …
Background research Annual survey of recruiters on ad effectiveness
2008 report
<ul><li>Details </li></ul><ul><li>Conducted on ERE.net …  </li></ul>
<ul><li>Details </li></ul><ul><li>Conducted on ERE.net …  </li></ul><ul><li>…  by ERE / AIM Group /  </li></ul><ul><li>Cla...
<ul><li>Details </li></ul><ul><li>Conducted on ERE.net …  </li></ul><ul><li>…  by ERE / AIM Group /  </li></ul><ul><li>Cla...
<ul><li>Details  </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul>
<ul><li>Details   </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>...
<ul><li>Details   </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>...
<ul><li>Details  </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>s...
Plug No. 1  The 2008 / 2009 survey is now under way: http://tinyurl.com/
Plug No. 1  The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey
The bottom line Referral is ‘ most effective’ for sourcing candidates
The bottom line Print advertising ‘ least effective’ for sourcing candidates
2009 prediction …  …  there probably won’t be  much change
 
Spending in 2008 …  Spending trends … various media
 
 
 
 
 
 
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>Recruitment pages on  </li></ul><ul><li>social networking sites...
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>Recruitment pages on  </li></ul><ul><li>social networking sites...
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>Recruitment pages on  </li></ul><ul><li>social networking sites...
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>Recruitment pages on  </li></ul><ul><li>social networking sites...
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>Recruitment pages on  </li></ul><ul><li>social networking sites...
<ul><li>‘ Alternate’ recruiting methods  </li></ul><ul><li>…  eight even mentioned </li></ul><ul><li>‘ virtual worlds’ </l...
What’s important
<ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul>
<ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great dem...
<ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great dem...
<ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great dem...
<ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great dem...
Something new …  A ‘virtual’ show of hands …
How many of you have to ‘ do more with less’?
As I expected …  All but three of you!
The ‘nine tips’  If your ad budget has been cut …
The ‘nine tips’  ( … and whose hasn’t?)
The ‘nine tips’  …  and if you still need to find good candidates
Tip No. 1  Track your results …  on  every   ad
 
 
 
 
Tip No. 2  Negotiate for better rates
 
 
 
 
Tip No. 3  Use niche sites
 
 
 
 
Tip No. 4  Use local sites
 
 
 
 
 
 
 
Tip No. 4-A Use local niche sites
 
 
 
Tip No. 5  Use free sites
 
 
…  but remember they’re not really free!
…  and sometimes you get what you pay for
…  and  sometimes  you get what you pay for
Tip No. 6  Try professional and social networks
 
 
 
 
Tip No. 7  Share resumes
 
 
Tip No. 8  Test video … even mobile
<ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul>
<ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul><ul><...
<ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul><ul><...
 
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul>
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul><ul><li>After: 30 applicants per day ...
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul><ul><li>After: 30 applicants per day ...
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul>
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder  </...
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder  </...
<ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder  </...
Tip No. 9  Use an ad agency
 
 
 
<ul><li>Recap  </li></ul><ul><li>Track your results </li></ul>
<ul><li>Recap  </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul>
<ul><li>Recap  </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul><ul><li>Use nich...
<ul><li>Recap  </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul><ul><li>Use nich...
<ul><li>Recap   </li></ul><ul><li>Test prof’l / social networks  </li></ul>
<ul><li>Recap  </li></ul><ul><li>Test prof’l / social networks  </li></ul><ul><li>Share resumes </li></ul>
<ul><li>Recap  </li></ul><ul><li>Test prof’l / social networks  </li></ul><ul><li>Share resumes </li></ul><ul><li>Test vid...
<ul><li>Recap  </li></ul><ul><li>Test prof’l / social networks  </li></ul><ul><li>Share resumes </li></ul><ul><li>Test vid...
Plug No. 2  The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey
About us … is now…
The giveaway… Executive summary of 2009 report
Thanks to … Brendan Todd David …  and all of you!
peterz@ aimgroup.com 407-788-2780
Final plug (No. 3)  The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey
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Recruitment Advertising: Nine tips for saving money

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ERE webinar from 1/7/09, presented by Peter Zollman.

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Recruitment Advertising: Nine tips for saving money

  1. 1. Recruitment advertising Nine tips for ’09
  2. 2. Presented by Peter M. Zollman Founding principal AIM Group, publishers of …
  3. 3. Background research Annual survey of recruiters on ad effectiveness
  4. 4. 2008 report
  5. 5. <ul><li>Details </li></ul><ul><li>Conducted on ERE.net … </li></ul>
  6. 6. <ul><li>Details </li></ul><ul><li>Conducted on ERE.net … </li></ul><ul><li>… by ERE / AIM Group / </li></ul><ul><li>Classified Intelligence </li></ul>
  7. 7. <ul><li>Details </li></ul><ul><li>Conducted on ERE.net … </li></ul><ul><li>… by ERE / AIM Group / </li></ul><ul><li>Classified Intelligence </li></ul><ul><li>More than 170 participants </li></ul>
  8. 8. <ul><li>Details </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul>
  9. 9. <ul><li>Details </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>spending patterns </li></ul></ul>
  10. 10. <ul><li>Details </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>spending patterns </li></ul></ul><ul><ul><li>budget size </li></ul></ul>
  11. 11. <ul><li>Details </li></ul><ul><li>Questions about: </li></ul><ul><ul><li>media effectiveness </li></ul></ul><ul><ul><li>spending patterns </li></ul></ul><ul><ul><li>budget size </li></ul></ul><ul><ul><li>company demographics </li></ul></ul>
  12. 12. Plug No. 1 The 2008 / 2009 survey is now under way: http://tinyurl.com/
  13. 13. Plug No. 1 The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey
  14. 14. The bottom line Referral is ‘ most effective’ for sourcing candidates
  15. 15. The bottom line Print advertising ‘ least effective’ for sourcing candidates
  16. 16. 2009 prediction … … there probably won’t be much change
  17. 18. Spending in 2008 … Spending trends … various media
  18. 25. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>Recruitment pages on </li></ul><ul><li>social networking sites </li></ul>
  19. 26. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>Recruitment pages on </li></ul><ul><li>social networking sites </li></ul><ul><li>Blogs </li></ul>
  20. 27. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>Recruitment pages on </li></ul><ul><li>social networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Online forums </li></ul>
  21. 28. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>Recruitment pages on </li></ul><ul><li>social networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Online forums </li></ul><ul><li>Billboard advertising </li></ul>
  22. 29. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>Recruitment pages on </li></ul><ul><li>social networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Online forums </li></ul><ul><li>Billboard advertising </li></ul><ul><li>YouTube.com </li></ul>
  23. 30. <ul><li>‘ Alternate’ recruiting methods </li></ul><ul><li>… eight even mentioned </li></ul><ul><li>‘ virtual worlds’ </li></ul>
  24. 31. What’s important
  25. 32. <ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul>
  26. 33. <ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great demand </li></ul>
  27. 34. <ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great demand </li></ul><ul><li>… others, slacked off (for now) </li></ul>
  28. 35. <ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great demand </li></ul><ul><li>… others, slacked off (for now) </li></ul><ul><li>Cuts include human resources </li></ul>
  29. 36. <ul><li>Recruiter issues </li></ul><ul><li>The ‘war for talent’ continues </li></ul><ul><li>Some skills still in great demand </li></ul><ul><li>… others, slacked off (for now) </li></ul><ul><li>Cuts include human resources </li></ul><ul><li>… but you’re going to need people! </li></ul>
  30. 37. Something new … A ‘virtual’ show of hands …
  31. 38. How many of you have to ‘ do more with less’?
  32. 39. As I expected … All but three of you!
  33. 40. The ‘nine tips’ If your ad budget has been cut …
  34. 41. The ‘nine tips’ ( … and whose hasn’t?)
  35. 42. The ‘nine tips’ … and if you still need to find good candidates
  36. 43. Tip No. 1 Track your results … on every ad
  37. 48. Tip No. 2 Negotiate for better rates
  38. 53. Tip No. 3 Use niche sites
  39. 58. Tip No. 4 Use local sites
  40. 66. Tip No. 4-A Use local niche sites
  41. 70. Tip No. 5 Use free sites
  42. 73. … but remember they’re not really free!
  43. 74. … and sometimes you get what you pay for
  44. 75. … and sometimes you get what you pay for
  45. 76. Tip No. 6 Try professional and social networks
  46. 81. Tip No. 7 Share resumes
  47. 84. Tip No. 8 Test video … even mobile
  48. 85. <ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul>
  49. 86. <ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul><ul><li>Position / ‘job listing’ videos </li></ul>
  50. 87. <ul><li>Three types of </li></ul><ul><li>recruitment video </li></ul><ul><li>Branding videos for employers </li></ul><ul><li>Position / ‘job listing’ videos </li></ul><ul><li>Video resumes </li></ul>
  51. 89. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul>
  52. 90. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul><ul><li>After: 30 applicants per day </li></ul>
  53. 91. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Before: 10 applicants per day </li></ul><ul><li>After: 30 applicants per day </li></ul><ul><li>Quality has stayed the same </li></ul>
  54. 92. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul>
  55. 93. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder </li></ul><ul><li>– 4,500 opt-in candidates </li></ul>
  56. 94. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder </li></ul><ul><li>– 4,500 opt-in candidates </li></ul><ul><li>350 applicants within 48 hours </li></ul>
  57. 95. <ul><li>Sony Ericsson U.S. </li></ul><ul><li>Added videos to e-mail blast </li></ul><ul><li>Sent through CareerBuilder </li></ul><ul><li>– 4,500 opt-in candidates </li></ul><ul><li>350 applicants within 48 hours </li></ul><ul><li>115 ‘worthy of consideration’ </li></ul>
  58. 96. Tip No. 9 Use an ad agency
  59. 100. <ul><li>Recap </li></ul><ul><li>Track your results </li></ul>
  60. 101. <ul><li>Recap </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul>
  61. 102. <ul><li>Recap </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul><ul><li>Use niche sites / local sites </li></ul>
  62. 103. <ul><li>Recap </li></ul><ul><li>Track your results </li></ul><ul><li>Negotiate, look for deals </li></ul><ul><li>Use niche sites / local sites </li></ul><ul><li>Use free sites </li></ul><ul><li>(but remember the cost) </li></ul>
  63. 104. <ul><li>Recap </li></ul><ul><li>Test prof’l / social networks </li></ul>
  64. 105. <ul><li>Recap </li></ul><ul><li>Test prof’l / social networks </li></ul><ul><li>Share resumes </li></ul>
  65. 106. <ul><li>Recap </li></ul><ul><li>Test prof’l / social networks </li></ul><ul><li>Share resumes </li></ul><ul><li>Test video and mobile </li></ul>
  66. 107. <ul><li>Recap </li></ul><ul><li>Test prof’l / social networks </li></ul><ul><li>Share resumes </li></ul><ul><li>Test video and mobile </li></ul><ul><li>Use a recruitment ad agency </li></ul>
  67. 108. Plug No. 2 The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey
  68. 109. About us … is now…
  69. 110. The giveaway… Executive summary of 2009 report
  70. 111. Thanks to … Brendan Todd David … and all of you!
  71. 112. peterz@ aimgroup.com 407-788-2780
  72. 113. Final plug (No. 3) The 2008 / 2009 survey is now under way: http://tinyurl.com/ recruitersurvey

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