Marketing Your Jobsite Best Practices

1,221 views
1,117 views

Published on

Published in: Business, Career
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,221
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Marketing Your Jobsite Best Practices

  1. 1. Marketing Your Jobsite Best Practices Claire Kelly and Jonathan Allen
  2. 2. Campaign Types <ul><li>Acquisition </li></ul><ul><li>Attract NEW candidates to your website </li></ul><ul><li>Can be the most expensive source of traffic </li></ul><ul><li>Important for the growth and future of your site </li></ul><ul><li>Retention </li></ul><ul><li>Keeps candidates coming back </li></ul><ul><li>Its FREE traffic – and its easy </li></ul><ul><li>Keeps your database fresh </li></ul><ul><li>KEY ACTIONS </li></ul><ul><li>For site design and marketing messaging </li></ul><ul><li>Apply </li></ul><ul><li>Job alert signup </li></ul><ul><li>CV Upload </li></ul>
  3. 3. Your Job Universe Your Network Partner Network Search Network Your Jobsite
  4. 4. Number of unique visitors we drive direct every month
  5. 5. Number of unique visitors to your network every month
  6. 6. Number of unique visitors to your network of partners every month
  7. 7. The Proof
  8. 8. Acquisition
  9. 9. Acquisition – Paid Search
  10. 10. Acquisition – Trends
  11. 11. Search Understand your market <ul><li>Do keyword research </li></ul><ul><ul><li>Find your top 5 competitive terms </li></ul></ul><ul><ul><li>Pick “the right” keywords </li></ul></ul><ul><ul><li>Understand the long tail of your market </li></ul></ul><ul><li>Organise keywords </li></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Job type </li></ul></ul><ul><ul><li>Job sector </li></ul></ul><ul><ul><li>Company recruiting </li></ul></ul>
  12. 12. Search Understand your market
  13. 13. Search Quicklinks & Hubpages
  14. 14. Search Linkbait – “Tools as Stories”
  15. 15. Search Channel & Content Strategy
  16. 16. Search Widgets + Microboards
  17. 17. Reposting Send feeds to reposting partners
  18. 18. Reposting Send feeds to reposting partners
  19. 19. P’Ships Integrated Partnerships <ul><li>Create relationships with institutes, forums and other sites in your market – get as much job content on their sites as possible </li></ul>
  20. 20. Direct Email campaigns <ul><li>Acquisition </li></ul><ul><li>Target circulation databases </li></ul><ul><li>Segment company databases to target specific job titles </li></ul><ul><li>Retention </li></ul><ul><li>Weekly campaign to jobs database </li></ul><ul><li>CRM campaign to keep database fresh </li></ul><ul><li>Job Alerts are HUGELY important </li></ul>
  21. 21. Direct Viral campaigns Use viral marketing to reach new audiences and grow awareness of the brand
  22. 22. Direct Getting jobs in print <ul><li>Push traffic to your online brand by getting permanent presence in print </li></ul><ul><li>Add the URL to headers or footers on every page </li></ul><ul><li>Get the URL into the masthead on front cover </li></ul><ul><li>Get as much editorial coverage as possible </li></ul>
  23. 23. Direct Getting jobs in print Get a house campaign together to use any unsold print inventory
  24. 24. Direct Getting jobs in print Get a house campaign together to use any unsold print inventory
  25. 25. Direct Getting jobs in print Get a house campaign together to use any unsold print inventory
  26. 26. Network Getting jobs online <ul><li>Push traffic to your jobsite by getting permanent presence across the network </li></ul><ul><li>(also important for SEO) </li></ul><ul><li>Link to jobs in top navigation </li></ul><ul><li>Jobs in search box and search results </li></ul><ul><li>Related jobs (autonomy) </li></ul><ul><li>Companies hiring logos </li></ul><ul><li>Job search box </li></ul><ul><li>Job slider </li></ul><ul><li>Job of the Week </li></ul>
  27. 27. Network Getting jobs online <ul><li>Use house inventory to run campaigns to </li></ul><ul><li>drive awareness </li></ul><ul><li>drive job alert registrations </li></ul><ul><li>push CV uploads </li></ul><ul><li>promote employers on the site </li></ul>
  28. 28. Network Getting jobs online <ul><li>Use house inventory to run campaigns to </li></ul><ul><li>drive awareness </li></ul><ul><li>drive job alert registrations </li></ul><ul><li>push CV uploads </li></ul><ul><li>promote employers on the site </li></ul>
  29. 29. Direct Retention <ul><li>Using your own jobs database to keep them coming back! </li></ul><ul><li>Job alerts are HUGELY important </li></ul><ul><li>Weekly email to all candidates to promote current jobs and advertisers </li></ul><ul><li>Segment your database to send more targeted content. More targeted = more clicks </li></ul><ul><li>Email unregistered/semi registered candidates to promote full registration </li></ul><ul><li>CRM (behavioural) campaign to keep your database fresh </li></ul><ul><li>Contact people with no job alert and get them to set one up </li></ul><ul><li>Contact people who’ve registered but not uploaded a CV </li></ul><ul><li>People who have registered with no job alert or CV </li></ul><ul><li>People who haven’t updated their CV in the past 6 months </li></ul>

×