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SEM & PPC for Recruiting

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This webinar by Jobs2Web shows companies how to use SEO, SEM & PPC for recruiting.

This webinar by Jobs2Web shows companies how to use SEO, SEM & PPC for recruiting.

Published in: Business, Technology, Design

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  • 1. The Next Wave Of Interactive Recruiting Part 2:  SEO, SEM, And Pay‐Per‐Click For Recruiting SEO Social Networks SMS Cost Per Click Mobile Recruitment RPO Career Site Optimization Search Engines PPC Job Aggregators CPH Talent Communities RSS Recruitment Measurement jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 2. Jobs2Web is your interactive recruiting partner. We develop and deliver innovative technologies and services to enable  you to attract, capture, communicate and measure results with the  exploding marketplace of interactive talent. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 3. SOME OF OUR CLIENTS CONSULTING/ SERVICES ENGINEERING/ MANUFACTURING FINANCIAL HEALTHCARE/ PHARMA RETAIL / PRODUCT TECHNOLOGY jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 4. Who Is Jobs2Web? Your Career Site Your Web 2.0 Our Platform Strategy SEO + Career Site Optimization = PPC CPH ROI • Your Brand • Search Engine Optimization • Direct To Candidate Marketing • Your Messaging • Job Marketing & Distribution • Decreased Recruiting Costs • Your ATS System • Talent Landing Pages • Better Candidate Experience • Your Hiring Needs • Pay-Per-Click Recruiting • Maximized Conversion Rates (Jobs) • Email & RSS Feed Marketing • Talent Targeted Strategies • Social Network Recruiting • Enhanced Referral Participation • Talent Community Development • Higher Quality Response • Mobile Recruitment • Controlled Spend (On-Demand) • Candidate Source Tagging • Total Cost-Per-Hire Tracking • Keyword Recruitment Research jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 5. Agenda The Talent Shift SEO, SEM, & Pay‐Per‐Click Defined The Right & Wrong Ways To Do SEM/PPC Controlling & Measuring Results Getting Started jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 6. The Talent Shift 1990 2000 2010 Craigslist jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 7. Evolution Of Recruitment Marketing Recruiting Shifts 2000 2010 Recruiting Cycles Months Weeks/Days Recruiting Emphasis Jobs To Candidates Candidates To Jobs Recruiting Costs Postings + People Results + Referrals Search Engines 1st Place Candidates Search Job Boards Social Networks Primary Focus Outbound / Volume Inbound / Quality Career Site Careers Home Page Talent Landing Pages Candidate Relationship 1‐Time Use Of Applicant Career Long Contact Measurement Untrackable Total Source Tracking jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 8. Agenda The Talent Shift SEO, SEM, & Pay‐Per‐Click Defined The Right & Wrong Ways To Do SEM/PPC Controlling & Measuring Results Getting Started jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 9. Definitions Of SEO, SEM, and PPC SEM/PPC SEM/ PPC SEO Search Engine Optimization Search Engine Optimization Search Engine Marketing / Pay-Per-Click Organic search results that don’t require Paid ads that cost you money each time a payment to attract visitors to your website user clicks on your ad, targeted by keyword and top ads require top bidding. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 10. Definition SEO – Search Engine Optimization This is what candidates or internet users see when using your website. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 11. Definition SEO – Search Engine Optimization This is what the Google Bot sees. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 12. Definition SEO – Search Engine Optimization Logo Search This Is The Result: Navigation Image – Nothing To Follow - Jobs Are Locked Within Your ATS - Hidden Behind Keyword Search Flash Image - Titles, URL’s, No Links To Follow Keywords Not Optimized - No Keyword Targeted Landing Pages That Stay Online jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 13. Definition SEO – Search Engine Optimization jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 14. Definition SEO – Search Engine Optimization ELEMENTS/DRIVERS: -Correct Keyword Optimization -Site Submission & Updates -Back Linking Strategies jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 15. Definitions Of SEO, SEM, and PPC Types Of SEM Available: Targeted Contextual Behavioral jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 16. Targeted Advertising Keywords Entered = Targeted Ads Search Engine Optimization jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 17. Where People Click On Google Heat Map Shows Where Most Users Click When Using Google jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 18. Targeted Advertising Keywords Entered = Targeted Ads PPC Cost Per Applicant 50 Candidates =  $4 per applicant Job Posting CPA 50 Candidates =  ~$8 per applicant jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 19. Contextual Advertising Keywords Within Page = Contextual Ads jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 20. Contextual Advertising Profile  Targeting  Based On  Content jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 21. Contextual Advertising Keywords Within Page = Contextual Ads jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 22. Behavioral Advertising Sites Visited + IM/Email Conversations + Keywords Searched = Targeted Ads + Email Ads jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 23. What Search Engines Are Winning jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 24. Agenda The Talent Shift SEO, SEM, & Pay‐Per‐Click Defined The Right & Wrong Ways To Do SEM/PPC Controlling & Measuring Results Getting Started jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 25. Important Elements Of Pay‐Per‐Click Landing Keywords Ad Copy Measuring Page & & Bids & Links Results Actions • All of these work together seamlessly. • If any link in this chain isn’t optimized your results could drop 90% or more. • Fine tuning can 2X to 10X your results. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 26. The Wrong Way To Do Pay‐Per‐Click Bad Pay‐Per‐Click Advertising Career Home Page Company Ad Experience Professionals Job Search Choose Continent Enter Keywords (Including Continent Again) jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 27. The Wrong Way To Do Pay‐Per‐Click 50% Drop Off Career Home Page 100 Rate Per Click Experience Professionals 50 Job Search 25 Choose Continent 12 Enter Keywords (Including Continent Again) 6 Conversion Rate = 1% to 3% 3 jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 28. The Right Way To Do Pay‐Per‐Click Conversion Rate = 10% to 20% Drops Them On Targeted Landing Page For Each Ad Captures Visitors Who Don’t Apply For Future Automatically Pulls New Jobs Into The Page 1 Click To Apply jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 29. Other Best Practices For PPC For Local Only Targeting Term Nurse Jobs Nursing Jobs RN Jobs LPN Jobs Target Local Only For National / Relocation Term Phoenix Nurse Jobs AZ Nurse Jobs Arizona Nursing Jobs Phoenix Nursing Jobs Target Nationally jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 30. Do Your Research Where Nurses Search: How Nurses Search: Age Information: Gender: jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 31. Ad Targeting Abilities • Pick Days & Times For Your Ads • Target By Gender Or Age Group jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 32. Reach 75% Of The Entire Internet Nursing & Healthcare Related Sites aboutmyjob.com eldercarelinkdirectory.com minoritynurse.com aging‐parents‐and‐elder‐care.com elderweb.com mywebtimes.com alfa.org esrnexus.com napnes.org allergynursing.com healthcareers.about.com nursefriendly.com allhealthjobs.com healthcarejobs.org nurseuniverse.com allnurses.com hirenursing.com nursewing.com allnursinghomes.org hirenursing.com  nursinghomegrades.com assisted‐living‐directory.com hospital‐data.com nursing‐homes‐ratings.com campusrn.com jobs.jobscience.com nursinghumor.com caregiverneeded.com local‐nursing‐homes.com nursingjobs.allnurses.com caregivershome.com longtermcarelocators.com nursingjobs.org caregiversinsight.com managedcaremag.com patient.co.uk  carepathways.com medicaljobstoday.com selaplana.com cheap‐scrubs.com medicalworkers.com the‐travel‐nurse.com citehealth.com medi‐smart.com triadcareers.com dibbern.com  jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 33. Reach 75% Of The Entire Internet Career & Job Related Sites jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 34. 4 Don’ts of Pay‐Per‐Click Recruiting 1. Send people to your career home page - Especially if they have to search for jobs. - Or if navigation is confusing or difficult. 2. Advertise to a single job URL only. - Not possible with many ATS systems. - Jobs get turned on/off frequently. - Typically no company branding or “why work here” info. 3. Offer an “apply only” response for candidates. - Provide email/rss subscribe for passive candidates - Gain return/repeat visitors in the future. 4. Launch PPC if you can’t measure the results. - Without a solid ROI you won’t get future $$. jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 35. Agenda The Talent Shift SEO, SEM, & Pay‐Per‐Click Defined The Right & Wrong Ways To Do SEM/PPC Controlling & Measuring Results Getting Started jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 36. Controlling & Measuring Your Results jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 37. Controlling Your Costs • Set Bids By Keyword Or Group • Set & Control Your Daily Budgets • Some Keywords Can Be Expensive! • $5 Per Click X 5,000 Clicks = $25,000 Spent jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 38. Tracking Your Candidate Sources Tracked By Applicant I Came From Google jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 39. Measuring Sources & Keywords Keywords & Traffic Sources jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 40. Measuring Sources Of Traffic  Keywords & Traffic Sources Search Engines Job Boards & Aggregators jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 41. Measuring Rankings & Placement Search Engine Rankings jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 42. Agenda The Talent Shift SEO, SEM, & Pay‐Per‐Click Defined The Right & Wrong Ways To Do SEM/PPC Controlling & Measuring Results Getting Started jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 43. INTERACTIVE RECRUITING SOLUTIONS jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 44. Getting Started DIY “Do It Yourself” Adwords.google.com Searchmarketing.yahoo.com Your RAA (Recruiting Ad Agency) jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 45. Your Interactive Recruiting Strategy jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
  • 46. The Next Wave Of Interactive Recruiting Part 2:  SEO, SEM & Pay‐Per‐Click Advertising For Recruiting SEO Social Networks SMS Cost Per Click Mobile Recruitment RPO Career Site Optimization Search Engines PPC Job Aggregators CPH Talent Communities RSS Recruitment Measurement jobs2web | Copyright ©2008 of jobs2web. All rights reserved.