DIGITAL STRATEGY FOR RECRUITMENT
@googledave
@phcreative
#IORevents
http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
@googl...
http://moz.com/blog
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
WHY SHOULD IT BE EASY…?
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
DIGITAL MARKETING ECO-SYSTEM
@googledave
@phcreative
#IORevents
GOOGLE CANDIDATE HIGH STREET
@googledave
@phcreative
#IORevents
GOOGLE TRENDS CANDIDATE RESEARCH
@googledave
@phcreative
#IORevents
GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
GOOGLE ADWORDS PAY PER CLICK (PPC)
@googledave
@phcreative
#IORevents
Why use Google Adwords?
1. Target people who are alr...
GOOGLE ADWORDS (PPC) GEO TARGETING
@googledave
@phcreative
#IORevents
SOMERFIELD ROI GOOGLE ADWORDS
@googledave
@phcreative
#IORevents
The numbers
1. 170 Applications per month
2. 5-8 hires pe...
SEO ORGANIC LISTINGS
@googledave
@phcreative
#IORevents
SO MANY UPDATES SO LITTLE TIME
@googledave
@phcreative
#IORevents
OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the dark...
PANDA AND PENGUINS MAKE THIS HAPPEN
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
GOOGLE HAVE A
‘JEDI’COUNCIL
OVER 200 FACTORS INFLUENCE YOUR SEO
@googledave
@phcreative
#IORevents
Relevancy (on page SEO)
• Focus on your users, give...
SEO AND PPC ATTRACT MORE CANDIDATES
@googledave
@phcreative
#IORevents
IF CARLSBERG
DID NETWORKING
@googledave
@phcreative
#IORevents
WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, ‘which pub’?
• Strategic partners
• Your cust...
• A good conversationalist, listens most of the time,
that’s how, when you talk, you know what to say
• # Who are you list...
SOCIAL MEDIA STRATEGY
@googledave
@phcreative
#IORevents
GOOGLE + SOCIAL AND IDENTITY ENGINE
http://www.google.com/+/learnmore/
@googledave
@phcreative
#IORevents
http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx
GOOGLE...
GOOGLE + CIRCLES
@googledave
@phcreative
#IORevents
GOOGLE + BUILD TARGET AUDIENCES
@googledave
@phcreative
#IORevents
Making Connections on Google +
• Search by keywords
• people, locations
• Business and occupations
• Brands and interest
•...
WHY YOU NEED USE GOOGLE+
Get your content read and ranking faster
• Faster indexing of your content – make it relevant
to ...
AUTHORSHIP IN PRACTICE
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
UNDERSTAND YOUR PERSONAS
@googledave
@phcreative
#IORevents
PERSONA WORKSHOPS
@googledave
@phcreative
#IORevents
YOUR BIT – PERSONA MAPPING
Background and role
1) Typical Age, education
2) Their Role/Job Title & Level?
Characteristics
...
CONTENT PILLARS
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#HDevents
@googledave
@phcreative
#IORevents
In association with Mersey Maritime
Got a question?
@googledave
@phcreative
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
Write or video the process
to leverage the results
online.
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
http://www.youtube.com/watch?v=ZUG9qYTJMsI
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
Got a question?
@googledave
@phcreative
CONVERSION RATE OPTIMISATION (CRO)
CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT
@googledave
@phcreative
Got a question?
@googledave
@phcreative
Pages Content Traffic Device
Landing pages Copy / Message Organic Desktop
Data Cap...
WEBSITES IN YOUR WORLD
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
NATIONWIDE-JOBS.CO.UK
@googledave
@phcreative
#IORevents
NATIONWIDE-JOBS.CO.UK MOBILE RESPONSIVE
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
HEAT MAPPING CANDIDATE EXPERIENCE
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
http://www.youtube.com/watch?v=JSnB06um5r4
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
FUTURE PROOFING YOUR DIGITAL STRATEGY
@googledave
@phcreative
#IORevents
DIGITAL MARKETING ECO-SYSTEM
@googledave
@phcreative
#IORevents
@googledave
@phcreative
#IORevents
THANKS FOR LISTENING!
QUESTIONS AND ANSWERS
@googledave
@phcreative
#IORevents
Digital Strategy for Recruitment - IOR London
Upcoming SlideShare
Loading in …5
×

Digital Strategy for Recruitment - IOR London

709 views

Published on

Digital marketing strategy for recruitment sector slides I presented for IOR in London June 27th 2013

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
709
On SlideShare
0
From Embeds
0
Number of Embeds
58
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
  • Sir Richard…. Would you mind
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • It wasn’t that long ago – we had BIG PHONES – nah, they’ll never catch on!Just think of what marketers cold do with these things!Contact lenses next!!
  • Nationwide LinkedIn Story
  • Digital Strategy for Recruitment - IOR London

    1. 1. DIGITAL STRATEGY FOR RECRUITMENT @googledave @phcreative #IORevents
    2. 2. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx @googledave @phcreative #IORevents
    3. 3. http://moz.com/blog
    4. 4. @googledave @phcreative #IORevents
    5. 5. @googledave @phcreative #IORevents
    6. 6. WHY SHOULD IT BE EASY…? @googledave @phcreative #IORevents
    7. 7. @googledave @phcreative #IORevents
    8. 8. DIGITAL MARKETING ECO-SYSTEM @googledave @phcreative #IORevents
    9. 9. GOOGLE CANDIDATE HIGH STREET @googledave @phcreative #IORevents
    10. 10. GOOGLE TRENDS CANDIDATE RESEARCH @googledave @phcreative #IORevents
    11. 11. GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH @googledave @phcreative #IORevents
    12. 12. @googledave @phcreative #IORevents GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
    13. 13. GOOGLE ADWORDS PAY PER CLICK (PPC) @googledave @phcreative #IORevents Why use Google Adwords? 1. Target people who are already searching for jobs or have jobs to fill 2. Only pay for it when they click into your website 3. Spend as little or as much as you want from £1 to £1000’s per day 4. Local, regional and global targeting; control where your ad’s are seen 5. Track ROI metrics – see the profit it can bring to you business http://www.ph-creative.com/blog/posts/2012/november/using- google-adwords-for-recruitment.aspx
    14. 14. GOOGLE ADWORDS (PPC) GEO TARGETING @googledave @phcreative #IORevents
    15. 15. SOMERFIELD ROI GOOGLE ADWORDS @googledave @phcreative #IORevents The numbers 1. 170 Applications per month 2. 5-8 hires per month 3. Average £69 per hire
    16. 16. SEO ORGANIC LISTINGS @googledave @phcreative #IORevents
    17. 17. SO MANY UPDATES SO LITTLE TIME @googledave @phcreative #IORevents
    18. 18. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #IORevents
    19. 19. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #IORevents
    20. 20. @googledave @phcreative #IORevents
    21. 21. @googledave @phcreative #IORevents GOOGLE HAVE A ‘JEDI’COUNCIL
    22. 22. OVER 200 FACTORS INFLUENCE YOUR SEO @googledave @phcreative #IORevents Relevancy (on page SEO) • Focus on your users, give them what they want • Freshness of content – how often do you change yours? • Content strategy, evolves, purposeful, hot topics, contagious • Don’t spam, keyword stuff Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action Experience (Google Panda) • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’
    23. 23. SEO AND PPC ATTRACT MORE CANDIDATES @googledave @phcreative #IORevents
    24. 24. IF CARLSBERG DID NETWORKING @googledave @phcreative #IORevents
    25. 25. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #IORevents
    26. 26. • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! @googledave @phcreative #IORevents
    27. 27. SOCIAL MEDIA STRATEGY @googledave @phcreative #IORevents
    28. 28. GOOGLE + SOCIAL AND IDENTITY ENGINE http://www.google.com/+/learnmore/ @googledave @phcreative #IORevents
    29. 29. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx GOOGLE + HANGOUTS @googledave @phcreative #IORevents
    30. 30. GOOGLE + CIRCLES @googledave @phcreative #IORevents
    31. 31. GOOGLE + BUILD TARGET AUDIENCES @googledave @phcreative #IORevents
    32. 32. Making Connections on Google + • Search by keywords • people, locations • Business and occupations • Brands and interest • Demographic filters • Age, looking for, male, female • Education, employer Allows you to • Discover influencers • Assess who follow them • Assess who the follow • Levels of engagement http://findpeopleonplus.com/ GOOGLE + BUILD TARGET AUDIENCES @googledave @phcreative #IORevents
    33. 33. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content – make it relevant to your candidates • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content @googledave @phcreative #IORevents
    34. 34. AUTHORSHIP IN PRACTICE @googledave @phcreative #IORevents
    35. 35. @googledave @phcreative #IORevents
    36. 36. UNDERSTAND YOUR PERSONAS @googledave @phcreative #IORevents
    37. 37. PERSONA WORKSHOPS @googledave @phcreative #IORevents
    38. 38. YOUR BIT – PERSONA MAPPING Background and role 1) Typical Age, education 2) Their Role/Job Title & Level? Characteristics 1) What are their key business pains? 2) Who do they look to for trusted information online? Their influencers? 3) Where are they online? • What social media channels would they actively use • Who would follow on twitter? • What websites would they visit regularly? Message 1) What ‘pain killers can you provide to them? 2) Why should they choose your business? 3) How do you overcome the objections they would have to using you? 4) What are your key messages? @googledave @phcreative #IORevents
    39. 39. CONTENT PILLARS @googledave @phcreative #IORevents
    40. 40. @googledave @phcreative #IORevents
    41. 41. @googledave @phcreative #IORevents
    42. 42. @googledave @phcreative #HDevents
    43. 43. @googledave @phcreative #IORevents
    44. 44. In association with Mersey Maritime Got a question? @googledave @phcreative
    45. 45. @googledave @phcreative #IORevents
    46. 46. @googledave @phcreative #IORevents
    47. 47. @googledave @phcreative #IORevents
    48. 48. Write or video the process to leverage the results online.
    49. 49. @googledave @phcreative #IORevents
    50. 50. @googledave @phcreative #IORevents
    51. 51. @googledave @phcreative #IORevents
    52. 52. http://www.youtube.com/watch?v=ZUG9qYTJMsI @googledave @phcreative #IORevents
    53. 53. @googledave @phcreative #IORevents
    54. 54. @googledave @phcreative #IORevents
    55. 55. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #IORevents
    56. 56. @googledave @phcreative #IORevents
    57. 57. Got a question? @googledave @phcreative CONVERSION RATE OPTIMISATION (CRO)
    58. 58. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT @googledave @phcreative
    59. 59. Got a question? @googledave @phcreative Pages Content Traffic Device Landing pages Copy / Message Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural
    60. 60. WEBSITES IN YOUR WORLD @googledave @phcreative #IORevents
    61. 61. @googledave @phcreative #IORevents
    62. 62. @googledave @phcreative #IORevents
    63. 63. @googledave @phcreative #IORevents
    64. 64. @googledave @phcreative #IORevents
    65. 65. NATIONWIDE-JOBS.CO.UK @googledave @phcreative #IORevents
    66. 66. NATIONWIDE-JOBS.CO.UK MOBILE RESPONSIVE @googledave @phcreative #IORevents
    67. 67. @googledave @phcreative #IORevents
    68. 68. @googledave @phcreative #IORevents
    69. 69. HEAT MAPPING CANDIDATE EXPERIENCE @googledave @phcreative #IORevents
    70. 70. @googledave @phcreative #IORevents
    71. 71. http://www.youtube.com/watch?v=JSnB06um5r4 @googledave @phcreative #IORevents
    72. 72. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    73. 73. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    74. 74. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    75. 75. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    76. 76. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    77. 77. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    78. 78. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    79. 79. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
    80. 80. DIGITAL MARKETING ECO-SYSTEM @googledave @phcreative #IORevents
    81. 81. @googledave @phcreative #IORevents
    82. 82. THANKS FOR LISTENING! QUESTIONS AND ANSWERS @googledave @phcreative #IORevents

    ×