0
FUTURE PROOFING YOUR
DIGITAL STRATEGY IN RECRUITMENT
#GRUKSummit London 11th February 2014

@googledave

@phcreative
#GRUK...
http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx

@goog...
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
BUT.
IT TAKES.
EFFORT.
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
OLD SCHOOL SEO
Over optimisation
Unnatural content
Unnatural links
Keyword stuffing
Poor user experience
Leads to the dark...
GOOGLE HAVE A
„JEDI‟COUNCIL

@googledave

@phcreative
#GRUKSummit
PANDA AND PENGUINS MAKE THIS HAPPEN

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
OVER 200 FACTORS INFLUENCE SEARCH
Keywords (targeting and acquisition)
• Improved sematic and contextual understanding – m...
OVER 200 FACTORS INFLUENCE SEARCH
Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with comm...
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
“Think visibility rather than rankings.
Rankings vary from user to user,
device and location.
Focus on the user, keyword t...
CONVERGANCE OF DIGITAL MARKETING

@googledave

@phcreative
#GRUKSummit
But what does
it really mean…?

@googledave

@phcreative
#GRUKSummit
Optimise
for humans

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
THROUGH
SCIENCE AND ART

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit

http://www.ted.com/talks/simon_sinek_how_great_leade
rs_inspire_action.html
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
PERSONA MAPPING

@googledave

@phcreative
#GRUKSummit
Workshop
s

@googledave

@phcreative
#GRUKSummit
CONTENT PILLARS

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
• Mobile friendly
• Visible phone numbers
• Simple downloads
• Live chat
• Simple forms
• Clear buttons
• Improves user ex...
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
PERSONA EXAMPLE - CLIENT
Characteristics
Digital Habits
•
•
•
•

Uses technology
Smartphones, tablets
LinkedIn, Twitter
Re...
PERSONA CONTENT PILLARS
Case Studies
Digital Experience
•
•
•
•
•

• Relevant to me and my sector
• Not just written, vide...
@googledave

@phcreative
#GRUKSummit
@googledave
@phcreative
#HDevents
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative association with Mersey Maritime
In
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
IF CARLSBERG DID
SOCIAL NETWORKING

@googledave

@phcreative
#GRUKSummit
WHO WOULD YOU WANT
BEHIND THE DOOR?
• Your target audience
• Where are they, „which pub‟?
• Strategic partners

• Your cus...
PROBABLY THE BEST
SOCIAL NETWORKING ADVICE!
•

A good conversationalist, listens most of the time,
that‟s how, when you ta...
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#ebscotland
SOCIAL MEDIA STRATEGY

@googledave

@phcreative
#GRUKSummit
SOCIAL MEDIA STRATEGY

@googledave

@phcreative
#GRUKSummit
Don‟t ignore

Second largest search engine
Third largest social channel

@googledave

@phcreative
#GRUKSummit
40% YouTube views in the UK are on a mobile
Phone
20% YouTube views in the UK are on a TV
screen bigger the 32”

41% highe...
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
Once you know what they look like

Do your homework and find
your influencers and their
communities

Follow me @googledave...
GOOGLE + SOCIAL AND IDENTITY ENGINE

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit

http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthors...
@googledave

@phcreative
#GRUKSummit

http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthors...
@googledave

@phcreative
#GRUKSummit

http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthors...
@googledave

@phcreative
#GRUKSummit
DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE

@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
@googledave

@phcreative
#GRUKSummit
SCIENCE FICTION
SCIENCE FACT

@googledave

@phcreative
#GRUKSummit
Siri

Voice activated
computer
Knight Rider

@googledave

@phcreative
#GRUKSummit
Terminator

Google glass

Real-Time Visuals

@googledave

@phcreative
#GRUKSummit
Thought Control Devices
X-Men

@googledave

@phcreative
#GRUKSummit

Interaxon
Muse
@googledave

@phcreative
#GRUKSummit
Thanks for listening and keep in touch

@GoogleDave
email: googledave@ph-creative.com
tel:
01512275549

@googledave

@phcr...
Future Proofing Digital Marketing in Recrutiment
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Future Proofing Digital Marketing in Recrutiment

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Presentation from Global Recruiter in London on 11th Feb 2014.

Talking about the 4 key areas of digital marketing SEO, Experience, Social Media and Content Marketing... and how to take advantage and maximize you strategy.

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  • Interflora example90 day penanlty
  • Its not just about what it is you do and how you do it…Its about why you do it and why they should do it with you
  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Become a master of simplification….Bring motivated people inHelp motivated people with simple triggers – on any deviceImprove you on page motivators, pain solvers, offer solutions, evidence
  • Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
  • Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
  • Become a master of simplification…. (could put into a 3rd slide for Motivation examples)Think about where else to place triggers… e.g. follow me, share on your thank you pages… make it one clickIts like in tesco and there a free taster or the redbull girls in the street!!!Put hot triggers in the paths of motivated peopleBring people into your landing pages with intent to act – keyword themes, traffic segments, engaged audience Triggers can be baby steps – if your selling a 20k car – its probably not buy now button (yet)Triggers are also things like email campaigns, social channels etc – we run email campaigns for Dulux and it drives sales – so an example may be how you trigger referrals…. On any deveice, at motivated times….
  • What types of content help us connect emotionally and factually?
  • Ask themInfograhic – oil and gas – interviews the candidates for their adviceTop ten lists – the most digitally engaged HR populations in your specific sector – Interview – who would be the biggest interview target in your sectos – create a piece of research and get their opinionListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Nationwide LinkedIn Story
  • Transcript of "Future Proofing Digital Marketing in Recrutiment "

    1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY IN RECRUITMENT #GRUKSummit London 11th February 2014 @googledave @phcreative #GRUKSummit
    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 #GRUKSummit
    3. 3. @googledave @phcreative #GRUKSummit
    4. 4. @googledave @phcreative #GRUKSummit
    5. 5. BUT. IT TAKES. EFFORT. @googledave @phcreative #GRUKSummit
    6. 6. @googledave @phcreative #GRUKSummit
    7. 7. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #GRUKSummit
    8. 8. GOOGLE HAVE A „JEDI‟COUNCIL @googledave @phcreative #GRUKSummit
    9. 9. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #GRUKSummit
    10. 10. @googledave @phcreative #GRUKSummit
    11. 11. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area @googledave @phcreative #GRUKSummit
    12. 12. OVER 200 FACTORS INFLUENCE SEARCH 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 • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • 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’ @googledave @phcreative #GRUKSummit
    13. 13. @googledave @phcreative #GRUKSummit
    14. 14. @googledave @phcreative #GRUKSummit
    15. 15. “Think visibility rather than rankings. Rankings vary from user to user, device and location. Focus on the user, keyword themes and behaviour” Got a question? @googledave @phcreative
    16. 16. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #GRUKSummit
    17. 17. But what does it really mean…? @googledave @phcreative #GRUKSummit
    18. 18. Optimise for humans @googledave @phcreative #GRUKSummit
    19. 19. @googledave @phcreative #GRUKSummit
    20. 20. THROUGH SCIENCE AND ART @googledave @phcreative #GRUKSummit
    21. 21. @googledave @phcreative #GRUKSummit http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html
    22. 22. @googledave @phcreative #GRUKSummit
    23. 23. @googledave @phcreative #GRUKSummit
    24. 24. @googledave @phcreative #GRUKSummit
    25. 25. PERSONA MAPPING @googledave @phcreative #GRUKSummit
    26. 26. Workshop s @googledave @phcreative #GRUKSummit
    27. 27. CONTENT PILLARS @googledave @phcreative #GRUKSummit
    28. 28. @googledave @phcreative #GRUKSummit
    29. 29. • Mobile friendly • Visible phone numbers • Simple downloads • Live chat • Simple forms • Clear buttons • Improves user experience • Not mobile friendly • Too many clicks • Long forms • Hard to find @googledave @phcreative #GRUKSummit
    30. 30. @googledave @phcreative #GRUKSummit
    31. 31. @googledave @phcreative #GRUKSummit
    32. 32. PERSONA EXAMPLE - CLIENT Characteristics Digital Habits • • • • Uses technology Smartphones, tablets LinkedIn, Twitter Reads online, industry news (sectors specific = opportunity) • • • • Decision maker, controls budget Confident, driven, demanding Time poor (very busy) Has team around them (influencers – who could be researching for him) What's Important to me Solutions I Appreciate • • • • Delivery, ROI Speed – find it fast On going relationship No bullshit • • • • • Help me achieve my business goals Bring talent into my business World class service Innovation Value, cost per hire, time to hire Person name: Occupation: Age: @googledave @phcreative #GRUKSummit Steve Smith C-Level, HRD 35 - 50
    33. 33. PERSONA CONTENT PILLARS Case Studies Digital Experience • • • • • • Relevant to me and my sector • Not just written, video, client features • Validation of your people credentials Multi device – mobile responsive Speed – page by page How fast can I find answers… Page behaviour Don’t confuse me Content Conversion Triggers • • • • • • Telephone numbers Data capture Live chat Email to myself (mobile) Take away info, downloads Social icons and shares • • • • • Speak to me in a language I understand! Be genuine and sincere – authentic Answer my questions and objections Scanability – ‘F’ factor Content assets – videos, surveys, downloads • Demonstrate thought leadership • Rendering on multi device • Things that interest and help me Person name: Occupation: Age: @googledave @phcreative #GRUKSummit Steve Smith C-Level, HRD 35 - 50
    34. 34. @googledave @phcreative #GRUKSummit
    35. 35. @googledave @phcreative #HDevents
    36. 36. @googledave @phcreative #GRUKSummit
    37. 37. @googledave @phcreative association with Mersey Maritime In #GRUKSummit
    38. 38. @googledave @phcreative #GRUKSummit
    39. 39. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #GRUKSummit
    40. 40. 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 #GRUKSummit
    41. 41. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! • 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‟ @googledave @phcreative #GRUKSummit
    42. 42. @googledave @phcreative #GRUKSummit
    43. 43. @googledave @phcreative #GRUKSummit
    44. 44. @googledave @phcreative #GRUKSummit
    45. 45. @googledave @phcreative #ebscotland
    46. 46. SOCIAL MEDIA STRATEGY @googledave @phcreative #GRUKSummit
    47. 47. SOCIAL MEDIA STRATEGY @googledave @phcreative #GRUKSummit
    48. 48. Don‟t ignore Second largest search engine Third largest social channel @googledave @phcreative #GRUKSummit
    49. 49. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave @phcreative #GRUKSummit
    50. 50. @googledave @phcreative #GRUKSummit
    51. 51. @googledave @phcreative #GRUKSummit
    52. 52. Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide @googledave @phcreative #GRUKSummit
    53. 53. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #GRUKSummit
    54. 54. @googledave @phcreative #GRUKSummit
    55. 55. @googledave @phcreative #GRUKSummit http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    56. 56. @googledave @phcreative #GRUKSummit http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    57. 57. @googledave @phcreative #GRUKSummit http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    58. 58. @googledave @phcreative #GRUKSummit
    59. 59. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #GRUKSummit
    60. 60. @googledave @phcreative #GRUKSummit
    61. 61. @googledave @phcreative #GRUKSummit
    62. 62. @googledave @phcreative #GRUKSummit
    63. 63. @googledave @phcreative #GRUKSummit
    64. 64. @googledave @phcreative #GRUKSummit
    65. 65. @googledave @phcreative #GRUKSummit
    66. 66. @googledave @phcreative #GRUKSummit
    67. 67. SCIENCE FICTION SCIENCE FACT @googledave @phcreative #GRUKSummit
    68. 68. Siri Voice activated computer Knight Rider @googledave @phcreative #GRUKSummit
    69. 69. Terminator Google glass Real-Time Visuals @googledave @phcreative #GRUKSummit
    70. 70. Thought Control Devices X-Men @googledave @phcreative #GRUKSummit Interaxon Muse
    71. 71. @googledave @phcreative #GRUKSummit
    72. 72. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 @googledave @phcreative #GRUKSummit
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