C I G N A Corporation J2 W Overview June09
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C I G N A Corporation J2 W Overview June09

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    C I G N A Corporation J2 W Overview June09 C I G N A Corporation J2 W Overview June09 Presentation Transcript

    • Best Practices for Recruitment Marketing Prepared for CIGNA, Corporation June 2, 2009 Heidi Dorazio hdorazio@jobs2web.com Sr. Solutions Representative - Jobs2Web jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • • Top US Health Insurance Company • ATS: PeopleSoft • Current: 475+ Job Openings • Top Jobs: (locations * PA, CT, AZ, MN, etc.) • Business Operations -) Customer Service, Claims Processor, Project Specialist/Manager • IT -) Application Developer/Manager, Business Analyst, Project Manager, Systems Analyst • Sales/Sales Support -) Account Manager, Sales Representative/Sr., Service Specialist • Medical -) RN, Behaviorial Case Manager, Care Associate jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Improve the Attract Talent Candidate Experience (90% of 1st Time Visitors Don’t Apply) What Are Your Top Issues? Quality of Strategic Measuring Your Online Recruitment Marketing Recruiting Results TODAY (Tracking 100% Of Sources) jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • How to find the BEST? Jobs2Web helps you leverage and position you best with quality/passive candidates by being WHERE they initiate their job search… jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Drive Candidates to YOU! Where the Candidates ARE: Cigna JOB Link Candidate Action OPTIONS: 1 View Job & Apply 2 Join your Talent Community 3 Watch for your Jobs (RSS feed) 4 Post your job jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Jobs2Web Client Goal/Objective: $100K Recruitment Direct Hires External Spend Marketing Budget-) TODAY Headhunters 10% Year 2: 80% NEEDED Referrals 20% Headhunters 5% Year 3: Sourcing Tools 10% Referrals 25% 60% NEEDED Social Networks 10% Referrals/Repeats 30% Sourcing Tools 10% Social Networks 20% Job & Niche Boards Direct Hires 20% Sourcing Tools 10% (Search Engines, 60% Career Site) Direct Hires 30% (Search Engines, Job & Niche Boards Career Site) 30% Job & Niche Boards 10% jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • …your Comprehensive Recruitment Strategy Partner Candidate Attract Candidate Engage SEO • Candidate Experience & PPC • Enhanced Job Search Job • Talent Capture Distribution Craigslist (minimize ‘drop-offs’) • Job/Profile Marketing Email Viral Repeat • Social Media Referrals + = &RSS Marketing Visitors • Email Campaigns • Live Chat Passive Candidates System-Sync Program Measure Applicant • Visitor Intelligence Career CRM/ Site Tracking • Keyword Rankings System Sourcing • Candidate Demographics Social • Social Network Monitoring Media • Source Tracking • Campaign Tracking • Cost Per Applicant Talent Community Candidate Talent • Cost Per Hire (CRM) Capture Pipeline jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Market Trends Job Boards Search Engines Candidates jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Market Trends Search Engines Candidates Direct to Candidates jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Why Search Engine Optimization? (SEO) :) Candidate Behavior Evolution „Pre‟ Web 90‟s Web 1.0 2000 TODAY Web 2.0 Craigslist There are 225+ million searches for “jobs” monthly on the major search engines! How can YOU capture these candidates? jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • SEO > How People Search How Do People Search For Jobs On Search Engines? SEARCH TYPE PERCENTAGE (With term “jobs” included) Location 32% Occupation 24% Skills/Generic 19% Employer 15% Brand 10% “New York Pharmaceutical Sales Jobs” Typical Search jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Career Site Optimization Pay-Per-Click Advertising Companies Who Optimize Their Career Site For Search Engine Optimization Will Win 80% Of Clicks Are In “Organic” These Search Results Candidates jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Where People Click On Google Heat Map Shows Where Most Users Click When Using Google jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Search Engines 125+ million searches for “jobs” on Google each month ‘sales jobs’ specific: over 3M per month Cigna Specific Titles: ‘part time jobs’ = 1.5M /mo. ‘retail jobs’ = 800K /mo.  ‘teen jobs’ = 600K /mo. ‘retail management jobs’ = 100K /mo.  ‘mall jobs’ = 90K /mo.  ‘sales management jobs’ = 70K /mo.  ‘part time sales jobs’ = 20K /mo.  ‘part time retail jobs’ = 8K /mo. jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Analysis based on: Sample Search: SEO Optimization ie. ‘hartford ct claims jobs’ jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Jobs 2 Web Career Site Review: Analysis based on: Career Site Impression Career Site Impression • • ‘Careers’ was easy to find on ‘cigna.com’ By job category/job type/Location segment for job-opportunities • Easy to find what I’m interested in • Able to search on keywords. • I DO NOT need to ‘register’ to view job description • Only option is to Apply…consider RSS/Email Subscribe for passive visitor/interested candidates and/or future alerts. jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • J2W Recruitment Marketing Platform Workflow: Job Search Engine Optimization YOUR J2W Recruitment Your Career Site: Marketing Platform: ‘Free’ & Aggragation-site Job Distribution Captures: All Interested Visitors & Applicants back to ATS Social Network Job Distribution Join YOUR Talent Drives More/Repeat Applicants Community Bill Smith Don Peterson Mary Anderson Candidate ACTION bill@gmail.com Business Analyst dp@gmail.com Java Developer ma@gmail.com LPN Apply Chicago, IL Boston, MA Pittsburgh, PA Text2Apply Inbound Inquiry Tom Steele Joe Frank Jane Larson stee@gmail.com jfrank@msn.com jane@aol.com Custodian Engineer RN Cleveland, OH Raleigh, NC Minneapolis, MN jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Search Engine Optimization This is what the Google Bot sees. jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Search Engine Optimization jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • 2 Factors of Greatest Consideration when Evaluating CSO Talent Landing Page Development and Maintenance Keyword Job/Location Optimization (not job titles) jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • New Technologies > SEO LOCATIONS: MN Minnesota St. Paul IL Illinois Chicago Accounting MN Minnesota St. Paul IL Illinois Chicago Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs Developer MN Minnesota St. Paul IL Illinois Chicago Developer Jobs Developer Jobs Developer Jobs Developer Jobs Developer Jobs Developer Jobs Nursing MN Minnesota St. Paul IL Illinois Chicago Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs Sales MN Minnesota St. Paul IL Illinois Chicago Sales Jobs Sales Jobs Sales Jobs Sales Jobs Sales Jobs Sales Jobs CATEGORIES: jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Jobs2Web Vs. ‘Other’ SEO Providers example…Jobs2Web: Talent Landing Page Development and Maintenance Keyword Job/Location Optimization (not job titles) Building out of pages for all keywords leading to a job jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Jobs2Web Vs. ‘Other’ SEO Providers example…other SEO/’job-indexing’ provider: Talent Landing Page Development and Maintenance Keyword Job/Location Optimization (not job titles) jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • J2W Recruitment Marketing Platform Workflow: Job Search Engine Optimization YOUR J2W Recruitment Your Career Site: Marketing Platform: ‘Free’ & Aggragation-site Job Distribution Captures: All Interested Visitors & Applicants back to ATS Social Network Job Distribution Join YOUR Talent Drives More/Repeat Applicants Community Bill Smith Don Peterson Mary Anderson Candidate ACTION bill@gmail.com Business Analyst dp@gmail.com Java Developer ma@gmail.com LPN Apply Chicago, IL Boston, MA Pittsburgh, PA Text2Apply Inbound Inquiry Tom Steele Joe Frank Jane Larson stee@gmail.com jfrank@msn.com jane@aol.com Custodian Engineer RN Cleveland, OH Raleigh, NC Minneapolis, MN jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Sourcing/Recruiting Professionals… Client Dashboard jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Sample Client Results: Since August 25, 2008 Client Profile: Client Results to-date:  What: Leading multispecialty academic medical center.  Hires: Over 200 health-care highly professional  Where: Cleveland-Based  Cost Per Hire: $385. Prior avg. cost >$10K  Base: 20,000 Employees; $4.4 B Ann. Revenue  Cost Per Applicant: $11.92. Prior avg. cost >$40  Current: 650+ Open Jobs  Cost Per Visitor: $1.41. Prior avg. cost > $4  Top Jobs-) HealthCare: Nursing, Medical Assistant,  Visitors: Almost 85K Physician, Medical Technologist, Pharmaceutical, Respiratory,  Applies: Over 8,700 Home Care, Lab Technician, EMT, etc.  Email Subscribers: Over 5K jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • 1  Jobs Active: Current Number of jobs/by Job Category/Segment 2  Talent Community: LEADS for your SOURCING/RECRUITING team. Passive/Quality Candidates and VALUALBE information! jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Candidate Profile:  Name  Email  Current Company Employed by  Current Title  Phone Number  Traffic Source  Interested in being CONTACTED by YOUR Sourcing/Recruiting Team jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Candidate Profile:  Name  Email  Current Company Employed by  Current Title  Phone Number  Traffic Source  Interested in being CONTACTED by YOUR Sourcing/Recruiting Team jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Job Categories This Candidate is Interested in…Watching jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Page Ranking…Actual keywords driving results jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Web 2.0 Recruiting Platform  Single Platform That Powers All Web 2.0 Channels  Leverages Existing Career Site & ATS  Delivers All Candidates Back To Centralized Apply Process  Measures All Activities Online jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Jobs2Web Results “If you’re still relying on the big boards (which can still play a role in your overall strategy), a good place to start is taking 30-50% of your annual spend and try something different. Sounds aggressive and possibly harsh depending on your overall reliance on the big job boards, but the results are very telling. After a 6 month pilot with SEO career site leader jobs2web, here are the results: Jason Buss VP of Talent Acquisition • Visitor to candidate conversion ratio doubled - from 9 to 18%. Ameriprise Financial • Percentage of traffic generated from search engines from 2.2% to 11.3% Formerly: • Career site ROI tripled Russell Investments • Visitor time on the site skyrocketed from 3 minutes to over 8 minutes • Site traffic and candidate contacts increased by over 300%. • Based on the initial success of this initiative the overall online recruiting costs were cut in half, with stronger results.” jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Realized Benefits – SUCCESS! • Increase in the number of QUALITY/PASSIVE candidates applying direct through your career site • ‘Brand Exclusivity’ lessen candidate ‘competition’ • Your recruiting team will maximize sourcing efforts (quality sourcing vs. admin. Tasks) • Increase your ROI from your career site and applicant tracking system • Improve key metrics: • ‘Cost Per Hire’ • ‘Time to Fill’ • ‘Visitors to Apply’ • Build your own private talent community of quality, passive candidates • Improve the candidate experience • FINALLY, track your sources of candidates, isolating your cost per applicant/hire jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Company Evolution Endorsement/Partnerships  Seamless Integration  Strategic Partnership  Solutions Partner  Over 20 clients adopting the J2W Solution  Interactive-Savvy Recruitment Ad Agency  Proud Sponsor • Founder; Doug Berg, PhD • Industry pioneer; 20+ years * Interactive Recruitment Leader • Evolved from Job Board, former Techies.com since 1996, now www.hotgigs.com • 50+ Clients; 30+ Employees jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Career Site Optimization Job Distribution Search Engine Optimization Candidate Messaging EMAIL Subscribe & RSS Feed Monthly Talent Landing Metrics Reports Pages Career Site Optimization YOUR Job Feeds J2W Dedicated Account Manager Candidate Source Tracking jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Some of Our Clients Consulting/ Services Engineering/ Technology Financial Healthcare Retail / Product Med Tech Energy/Ag jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Change Everything Without Changing Anything  Easy Deployment  Live In 4-6 Weeks  No IT Or Integration Required  No Site Redesign  No Changes To ATS System  We Do It All jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.
    • Thank you. Your representative: Heidi Dorazio Sr. Solutions Representative hdorazio@jobs2web.com 952.697.2915 jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.