If job boards died - where would you get your candidates?

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This was a presentation by Doug Berg at the OnRec/Kennedy conference in Chicago where he shared how employers could use interactive marketing for recruiting versus just using job boards.

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  • Most of us know that the web has changed the recruiting landscape, and that candidates are using new technologies to find jobs and career content. What most employers might not be aware of, is that just as quickly as the web got candidates to put down their newspaper to go online to find jobs, that Web 2.0 has just as quickly gotten candidates off the job boards, and using a new mix of online resources to find their next job such as the major search engines, social networking sites, and even mobile technologies.
  • In the old recruiting model, most employers have their corporate career site for brand content delivery (why work here stuff), and then an ATS system to handle the transactional areas of the recruiting program (job search, req management, application process & reporting, etc.) but these 2 things do nothing towards attracting talent, or driving marketing activities around your recruiting program, forcing employers to spend a majority of their recruiting dollars on outside/in marketing resources and tools to drive traffic into your site in order to attract talent and fill jobs.
  • The Web 2.0 world opens up the opportunity for employers to expand their reach to even the most passive candidates by offering them ways to engage with those prospects via email or social networking way ahead of any candidate actually applying for any job. Also, with good CRM and marketing technology, you can maintain long range (career long) relationships with prospects in order to recruit them for future positions and/or to make it easy for them to virally market your jobs to their friendship networks via email. All of this activity was done manually by recruiters in the web 1.0 world, but can be automated using the new web 2.0 technologies.
  • Companies can use social network marketing to target prospects based on very specific demographic data, and then drive them to ad-specific landing pages that are built for best-practices in recruiting (contain jobs, ability to capture passive candidates, and to measure 100% of the effectiveness of the ads). In this example, we are able to target market to women on Facebook, and drive them to a page designed for that ad.
  • On facebook – as you can see – you can target many different variables of people based on their profile, making the ad targeting very precise.
  • This can also be done on networks such as LinkedIn
  • By taking your interactive media assets (videos, images, blogs, etc.) which you might have on your own servers, and putting them on the mainstream social media sites, you can begin to expand the reach of people who will view this content, and if configured correctly, will allow you to drive talent into strategy areas of your career site providing another channel for you to do strategic recruitment marketing.,
  • By taking your interactive media assets (videos, images, blogs, etc.) which you might have on your own servers, and putting them on the mainstream social media sites, you can begin to expand the reach of people who will view this content, and if configured correctly, will allow you to drive talent into strategy areas of your career site providing another channel for you to do strategic recruitment marketing.,
  • Most companies don’t “recycle” their candidates, nor do they have the ability for passive candidates to simply join your site. We have an “apply or goodbye” mentality which isn’t prospect friendly. By offering the ability to join your companies talent community (or career site), you are now able to capture the interest of passive career site visitors, and maintain automated long term relationships with all of your career site visitors online.
  • With the right recruitment marketing platform, this will automatically take every job and turn it into it’s own email campaign, that will match itself to all of your members, and then email market it out to them on a daily basis. This type of agent email marketing is what drives 50% or more of the job boards success – when they market to their members of their site, and smart employers will use this powerful asset to drive repeat and viral traffic to their sites. While most ATS systems have some of this agent technology in their systems, it requires people to still apply to a job (versus an easy opt in), and it matches against someone's whole resume which will result if very bad email matches which will cause them to turn off this agent technology.
  • The job agents are branded to your company and career site, and contain the matching jobs that each candidate has configured for, along with making it simple for the candidates to change the keywords, frequency, or unsubscribe from your community altogether.
  • The result of growing your talent community, and the “drip marketing” of jobs to your members is an increased repeat visitor rate that can provide an additonal 15% to 40% of your total career site traffic, along with the viral marketing (friends forwarding jobs to friends, etc.) effect which can continue to grow your community by 10% or more each month. Over time, this becomes a recruiting asset (or supply chain of talent) that will allow your company to fill jobs directly and faster than any other way before.
  • The primary job aggregators (Indeed, SimplyHired, Juju, Oodle, etc.) are powerful sources for recruitment marketing, and most likely already have your job content within them, but are pulling it from the major job boards, where you are paying to advertise your jobs. By “going direct” to the job aggregators – you can advertise your jobs directly to their user base, and drive talent into your career site. If at all possible, don’t have the aggregators use your ATS version of your jobs as they are non-branded (don’t have links or even a logo in most cases for your company), and because most ATS systems don’t have the ability to measure visitor traffic, they are a sub-optimal source of your jobs and for inbound candidate traffic. Again, if you’re using a recruitment marketing platform, you can provide the aggregators with a strategic feed of only the jobs that you want to advertise, along with having fully branded and a fully measureable platform to handle you inbound traffic so that you can gain visibility to the effectiveness of these sites.
  • The primary job aggregators (Indeed, SimplyHired, Juju, Oodle, etc.) are powerful sources for recruitment marketing, and most likely already have your job content within them, but are pulling it from the major job boards, where you are paying to advertise your jobs. By “going direct” to the job aggregators – you can advertise your jobs directly to their user base, and drive talent into your career site. If at all possible, don’t have the aggregators use your ATS version of your jobs as they are non-branded (don’t have links or even a logo in most cases for your company), and because most ATS systems don’t have the ability to measure visitor traffic, they are a sub-optimal source of your jobs and for inbound candidate traffic. Again, if you’re using a recruitment marketing platform, you can provide the aggregators with a strategic feed of only the jobs that you want to advertise, along with having fully branded and a fully measureable platform to handle you inbound traffic so that you can gain visibility to the effectiveness of these sites.
  • The primary job aggregators (Indeed, SimplyHired, Juju, Oodle, etc.) are powerful sources for recruitment marketing, and most likely already have your job content within them, but are pulling it from the major job boards, where you are paying to advertise your jobs. By “going direct” to the job aggregators – you can advertise your jobs directly to their user base, and drive talent into your career site. If at all possible, don’t have the aggregators use your ATS version of your jobs as they are non-branded (don’t have links or even a logo in most cases for your company), and because most ATS systems don’t have the ability to measure visitor traffic, they are a sub-optimal source of your jobs and for inbound candidate traffic. Again, if you’re using a recruitment marketing platform, you can provide the aggregators with a strategic feed of only the jobs that you want to advertise, along with having fully branded and a fully measureable platform to handle you inbound traffic so that you can gain visibility to the effectiveness of these sites.
  • These are self explanetory
  • Self explanetory
  • So the overall goal of deploying a Web 2.0 strategy is to compress the cost-per-applicant and hire from your interactive recruitment marketing efforts. If deployed correctly, you should be able to compress the amount of spend in your sub-performing sources, and begin to leverage these web 2.0 channels to decrease the cost and time to fill even the hardest positions.
  • If job boards died - where would you get your candidates?

    1. 1. What if Job Boards Died. Where Would You Get Candidates? Doug Berg, Jobs2Web
    2. 2. Job Boards History, Models What You Think….
    3. 3. The Talent Shift Pre Web Web 1.0 August 2009 CareerBuilder.com 24 Million Visitors Source: comScore Media Metrix August 2009 Google.com 226 Million “Job” Searches Source: Google Adwords Web 2.0
    4. 4. Old Recruiting Model $ $ $ $ $ Career Site Benefits Culture Diversity College About Us Search Jobs ATS Req Management Job Search Applicants Reporting Marketing Paid Job Boards Job Distributors Print & Offline Niche Boards Campaigns Events Sourcing Tools Email Marketing Micro Sites Resume Search Spending $$$ With Each Job Not Recycling Or Remarketing To Candidates No Search Engine Traffic No Web 2.0 Tools Or RSS/XML Feeds Minimal Reporting Not Capturing Passives Or Brand / Future Interest Not Driving Employee / Viral Referrals Minimal/Manual Social Network Recruiting
    5. 5. Expanding Your Reach & Engagement Post Apply (Employees & Alumni) <ul><li>Apply </li></ul><ul><li>Email Subscribe/Job Alerts </li></ul><ul><li>Join Talent Community </li></ul><ul><li>RSS Subscribe </li></ul><ul><li>Follow On Twitter </li></ul><ul><li>Join Linked In Group </li></ul><ul><li>Become A Fan/Facebook </li></ul><ul><li>Join Private Community </li></ul><ul><li>No Capture Tools </li></ul><ul><li>Recruiter Contact </li></ul><ul><li>CRM Capture </li></ul><ul><li>Apply </li></ul><ul><li>Recruiter Manually Driven </li></ul><ul><li>Job Alerts/RSS/Tweets </li></ul><ul><li>Repeat Visitors/Applicants </li></ul><ul><li>Referral Email Agents </li></ul><ul><li>Social Sharing With Friends </li></ul><ul><li>Social Profile Applications </li></ul><ul><li>Group/Fan Involvement </li></ul>Web 1.0 Web 2.0 Passive Candidates 65% to 75% Of Market Active Candidates 90% Of Career Site Visitors 30%to 50% Increase In Referral & Repeat Visitors 50% Fall Off
    6. 6. Linear Vs Social Recruiting $ Job Boards $ Sourcing $ Advertising 1 Hire Unselected Trashed 1 Time Use Of Prospects Twitter Face Book Linked In Sees Job Apply Email Multiple Hires Ongoing Contact Active Passive
    7. 7. Remember When?
    8. 8. More Expensive – But Better Solution?
    9. 9. Remember When?
    10. 12. Job Boards Why Hate Them?
    11. 13. Job Boards – Why We Hate Them?
    12. 14. Job Boards – Why We Hate Them? <ul><li>Too many unqualified candidates – and not enough highly qualified candidates. </li></ul><ul><li>No passive candidates! </li></ul><ul><li>I pay them to use my jobs to attract their members, and then they charge us to access them. </li></ul><ul><li>Force candidates into a hyper-competitive environment (reselling my candidates to others). </li></ul><ul><li>Arrogance across the board. Even with the market declining, their rates are not.   </li></ul><ul><li>Too Many Add On’s. To have your own branding it will cost you a set up fee. </li></ul><ul><li>They try to do everything from outplacement to background checks for candidates. </li></ul><ul><li>Same applicants on all the boards keep applying for positions they are not qualified for. </li></ul><ul><li>The sales force sees you once per year, with a renewal contract in hand raising prices. </li></ul><ul><li>Annoying sales tactics. Calling all over the company to “sell” banner ads, etc, directly to hiring managers who don’t know any better – even though they have a national contract with HR. </li></ul><ul><li>If you don’t use what you purchase (postings) by the end of the year (postings) they won’t roll them into the next year.  You just lose the money </li></ul><ul><li>They can’t track how many applications went through your process. </li></ul>
    13. 15. Job Boards – Why We Hate Them?
    14. 16. You Have Options!
    15. 17. Alternative Channels To Consider Search Engine Marketing (SEO & SEM) Social Networks (Facebook, Twitter, LinkedIn) Job Aggregators (Sponsored Feeds/PPC) Building Your Talent Community (Email Capture & Marketing) Social Media (YouTube, Flicker, Skype, Blogs) Your Career Site (RSS Feeds, Site Widgets)
    16. 18. Search Engines 300,000,000 Million “Job” Searches Per Month
    17. 19. Search Engines
    18. 20. Search Engines
    19. 21. Search Engine Statistics
    20. 22. Search Engines: 2 Ways To Use (Paid/Free)
    21. 23. Search Engine Optimization & Marketing
    22. 24. Search Engine Optimization & Marketing <ul><li>Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month </li></ul><ul><li>Average Cost Per Visitor = .02 Cents – Cost Per Applicant = .07 Cents </li></ul>
    23. 25. Search Engines
    24. 26. Sample Searches & Costs For SEM/PPC Job Board Job Board Job Board Company Job Board Job Board Job Board Job Board Job Board Education
    25. 27. Sample Searches & Costs For SEM/PPC
    26. 28. Pay-Per-Click Advertising
    27. 29. Pay-Per-Click Advertising
    28. 30. Targeting Diversity & Inclusion
    29. 31. SEM: Pay-Per-Click FACTS: May Searches = 2,900 Cost-Per-Click = $2.16 Total Possible Cost = $6,264
    30. 32. Search Engines
    31. 33. Social Networks
    32. 34. People Driven Approach Recruiter A Personal Networks Recruiter B Personal Networks Recruiter C Personal Networks
    33. 35. Channel Driven Approach Company Owned Social Networks
    34. 36. Social Media Recruiting Strategy Careers Home Page Facebook LinkedIn Twitter YouTube Recruiter Streams Employee Referral Application Recruiter Page Links Targeted Career Videos Connect With Us page Target Areas Target College Recruiting Target Recruiting Pages Alumni Group / Pages Target College Recruiting Target Recruiting Pages Alumni Group / Pages RSS Feed Engine Corporate Page Corporate Page
    35. 37. Promote Your Social Channels!
    36. 38. Automated Distribution Of Jobs Job Aggregators Job Boards Niche Sites & Classifieds Blogs & Private Communities Social Networks Personal Home Pages (Readers)
    37. 39. Automated Distribution Of Jobs
    38. 40. Automated Twitter Campaigns
    39. 41. Social Network Functionality
    40. 42. Example: Building Groups With Automated Feeds Jobs News
    41. 43. Example: Weekly Updates To Your LinkedIn Groups Company News & Blogs Jobs
    42. 44. Results To Date: Microsoft Group Linked In Twitter Facebook Music 91 47 - Hardware 101 29 32 Xbox 268 2,241 155 Office:Mac 31 23 21 Gaming 448 719 - Reliability 418 - - Mobile 181 35 46 Women In Tech 38 - - Connected TV 78 34 26 Surface Computing 53 30 46 Automotive 28 20 23 Zune - 43 48 XNA - 153 28 Games For Windows - 48 45 Game Studios - 151 100
    43. 45. Results To Date: Microsoft
    44. 46. How Does This Happen? Manual Process: Automated Process: <ul><li>Recruiters User Personal Profiles </li></ul><ul><li>Manually Post Jobs Into Channels </li></ul><ul><li>Candidates Respond Directly To Recruiter </li></ul><ul><li>Typically Not Measured </li></ul><ul><li>Channel Belongs To Recruiter </li></ul><ul><li>Companies Build Strategic Recruiting Channels </li></ul><ul><li>Automated Job Posting/Streams Into Social Channels (RSS) </li></ul><ul><li>Candidates Respond Via Career Site & ATS System </li></ul><ul><li>Measured At Visitor, Member, Applicant & Hire Levels </li></ul><ul><li>Channel Belongs To Company With Recruiter Involvement </li></ul>
    45. 47. Social Media Marketing
    46. 48. Social Network Marketing
    47. 49. Social Network Marketing
    48. 50. Enhancing Your Career Site
    49. 51. Career Site Enhancements
    50. 52. Career Site Enhancements
    51. 53. Social Media Marketing
    52. 54. Social Media Marketing Financial Advisor Careers @ Ameriprise
    53. 55. Social Media Marketing
    54. 56. Building Your Talent Community
    55. 57. Building Your Talent Community Capture Passive Candidates
    56. 58. What Is A Talent Community? <ul><li>Centralized Database Of Targeted Talent Groups </li></ul><ul><li>Automated Matching & Marketing Of Jobs </li></ul><ul><li>Configured And Self-Managed By Talent </li></ul><ul><li>Grouped & Tagged For Campaign Targeting </li></ul><ul><li>Designed To Increase Repeat & Viral Traffic To Your Site </li></ul><ul><li>Integrated Into Your Career Site, Apply Process </li></ul><ul><li>Accessible By Your Sourcing Teams To Target Key Talent </li></ul>
    57. 59. Automates Job Marketing Finds Matching Members Emails Job Alert Drives Them To Site Cultivates Your Talent Community Bill Smith [email_address] Business Analyst Chicago, IL Jane Hanson [email_address] Web Developer Minneapolis, MN Stan Jones [email_address] Project Manager Boston, MA Leslie Neal [email_address] QA Tester San Diego, CA Jodi Carlson [email_address] Graphic Design Austin, TX Jeff Berg [email_address] Sharepoint Admin Portland, OR Your Career Site Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint
    58. 60. Building Your Talent Community Searches Google For Denver Engineering Jobs Lands On Company Branded SEO/Campaign Page Targeting Keyword Views Active Jobs In Landing Page Not Ready? Registers With Talent Community Applies For Job In ATS System Searches Similar Jobs On The Site Talent Community Gets Future Job Matches Via Email Forwards Jobs To Friends Visits Links To The Corp Career Site Targeted Event Or News Emails Views Jobs Not Ready? Joins Talent Pool
    59. 61. Centralizes All Recruiting Contacts Talent Community Employees Alumni
    60. 62. Automates Job Marketing <ul><li>Fully Automated </li></ul><ul><li>Candidate Controlled </li></ul><ul><li>Branded To Company </li></ul><ul><li>Full Bounce Handling </li></ul><ul><li>All Results Tracked </li></ul>
    61. 63. Drives Repeat & Viral Visitors To Site <ul><li>Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site </li></ul><ul><li>Results In 15% Of Applicants Monthly And Growing </li></ul><ul><li>Grows Talent Community By 12% Monthly Via Viral Email Marketing </li></ul>
    62. 64. Job Aggregators (Sponsored Feeds) Sponsored Area Of Sites Direct Feeds To Career Site <ul><li>Budget $20 per job per month for sponsored / hard to fill jobs </li></ul><ul><li>Drive direct to branded / measurable version of your jobs – versus ATS view </li></ul><ul><li>Watch for job-jacking, and competitor keyword targeting </li></ul>
    63. 65. Job Aggregators (Sponsored Feeds)
    64. 66. Job Aggregators Aggregator Aggregator Aggregator
    65. 67. New Channels Keys To Using
    66. 68. Setting Up Pilot Programs <ul><li>Identify Early Adopter Hiring Managers/Groups </li></ul><ul><li>Benchmark Pilots Against Traditional Programs </li></ul><ul><li>Avoid Anecdotal Data If Possible </li></ul><ul><li>Set Reasonable Expectations (Hence Pilot Programs) </li></ul><ul><li>Get Internal Champions To Share Excitement </li></ul><ul><li>Sneak Your Projects In If Necessary </li></ul>
    67. 69. Areas To Measure: <ul><li>Visitors Increased To Career Site (Including Job Views) </li></ul><ul><li>Time Spent On Your Career Site (Look For Increases) </li></ul><ul><li>Applicants Captured (Both Started & Completed) </li></ul><ul><li># Of Qualified Applicants (Interview, Offer) </li></ul><ul><li>Cost Per Hire </li></ul><ul><li># Of Followers, Leads, Fans, Groupee’s, Members, etc. </li></ul>
    68. 70. Drive Efficiency And Cost Savings Year 1: 100% Spend Job Boards & Print 65% Headhunters 10% Referrals 15% Sourcing 10% Year 2: 80% Needed Job Boards & Print 30% Headhunters 5% Sourcing 10% Year 3: 60% Needed Job Boards & Print 10% Headhunting/Sourcing 10% Referrals 20% Social Networks 5% Direct Hires 20% (SEO & SEM ) Referrals 30% Direct Hires 30% (Search Engines, Career Site) Social Networks 10% Talent Community 10% Talent Community 10%
    69. 71. Learn More Online

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