Marketing Your Jobsite Best Practices Claire Kelly and Jonathan Allen

Campaign Types Acquisition Attract NEW candidates to your website Can be the most expensive source of traffic Important for the growth and future of your site Retention Keeps candidates coming back Its FREE traffic – and its easy Keeps your database fresh KEY ACTIONS For site design and marketing messaging Apply Job alert signup CV Upload

Acquisition

Attract NEW candidates to your website

Can be the most expensive source of traffic

Important for the growth and future of your site

Retention

Keeps candidates coming back

Its FREE traffic – and its easy

Keeps your database fresh

KEY ACTIONS

For site design and marketing messaging

Apply

Job alert signup

CV Upload

Your Job Universe Your Network Partner Network Search Network Your Jobsite

Number of unique visitors we drive direct every month

Number of unique visitors to your network every month

Number of unique visitors to your network of partners every month

The Proof

Acquisition

Acquisition – Paid Search

Acquisition – Trends

Search Understand your market Do keyword research Find your top 5 competitive terms Pick “the right” keywords Understand the long tail of your market Organise keywords Location Job type Job sector Company recruiting

Do keyword research

Find your top 5 competitive terms

Pick “the right” keywords

Understand the long tail of your market

Organise keywords

Location

Job type

Job sector

Company recruiting

Search Understand your market

Search Quicklinks & Hubpages

Search Linkbait – “Tools as Stories”

Search Channel & Content Strategy

Search Widgets + Microboards

Reposting Send feeds to reposting partners

Reposting Send feeds to reposting partners

P’Ships Integrated Partnerships Create relationships with institutes, forums and other sites in your market – get as much job content on their sites as possible

Create relationships with institutes, forums and other sites in your market – get as much job content on their sites as possible

Direct Email campaigns Acquisition Target circulation databases Segment company databases to target specific job titles Retention Weekly campaign to jobs database CRM campaign to keep database fresh Job Alerts are HUGELY important

Acquisition

Target circulation databases

Segment company databases to target specific job titles

Retention

Weekly campaign to jobs database

CRM campaign to keep database fresh

Job Alerts are HUGELY important

Direct Viral campaigns Use viral marketing to reach new audiences and grow awareness of the brand

Direct Getting jobs in print Push traffic to your online brand by getting permanent presence in print Add the URL to headers or footers on every page Get the URL into the masthead on front cover Get as much editorial coverage as possible

Push traffic to your online brand by getting permanent presence in print

Add the URL to headers or footers on every page

Get the URL into the masthead on front cover

Get as much editorial coverage as possible

Direct Getting jobs in print Get a house campaign together to use any unsold print inventory

Direct Getting jobs in print Get a house campaign together to use any unsold print inventory

Direct Getting jobs in print Get a house campaign together to use any unsold print inventory

Network Getting jobs online Push traffic to your jobsite by getting permanent presence across the network (also important for SEO) Link to jobs in top navigation Jobs in search box and search results Related jobs (autonomy) Companies hiring logos Job search box Job slider Job of the Week

Push traffic to your jobsite by getting permanent presence across the network

(also important for SEO)

Link to jobs in top navigation

Jobs in search box and search results

Related jobs (autonomy)

Companies hiring logos

Job search box

Job slider

Job of the Week

Network Getting jobs online Use house inventory to run campaigns to drive awareness drive job alert registrations push CV uploads promote employers on the site

Use house inventory to run campaigns to

drive awareness

drive job alert registrations

push CV uploads

promote employers on the site

Network Getting jobs online Use house inventory to run campaigns to drive awareness drive job alert registrations push CV uploads promote employers on the site

Use house inventory to run campaigns to

drive awareness

drive job alert registrations

push CV uploads

promote employers on the site

Direct Retention Using your own jobs database to keep them coming back! Job alerts are HUGELY important Weekly email to all candidates to promote current jobs and advertisers Segment your database to send more targeted content. More targeted = more clicks Email unregistered/semi registered candidates to promote full registration CRM (behavioural) campaign to keep your database fresh Contact people with no job alert and get them to set one up Contact people who’ve registered but not uploaded a CV People who have registered with no job alert or CV People who haven’t updated their CV in the past 6 months

Using your own jobs database to keep them coming back!

Job alerts are HUGELY important

Weekly email to all candidates to promote current jobs and advertisers

Segment your database to send more targeted content. More targeted = more clicks

Email unregistered/semi registered candidates to promote full registration

CRM (behavioural) campaign to keep your database fresh

Contact people with no job alert and get them to set one up

Contact people who’ve registered but not uploaded a CV

People who have registered with no job alert or CV

People who haven’t updated their CV in the past 6 months