What if Job Boards Died.
Where Would You Get Candidates?

Doug Berg, Jobs2Web
Job Boards
History, Models
What You Think….
The Talent Shift
Pre Web           Web 1.0                          Web 2.0




             August 2009                  ...
Old Recruiting
Model
                                                                       $$$$$
                   Benef...
Expanding Your Reach & Engagement

             Passive Candidates            Active                  Post Apply
         ...
Linear Vs Social Recruiting
               $ Sourcing
$ Job Boards                 $ Advertising



                      ...
Remember When?
More Expensive – But Better Solution?
Remember When?
Job Boards
Why Hate Them?
Job Boards – Why We Hate Them?
Job Boards – Why We Hate Them?
• Too many unqualified candidates – and not enough highly qualified candidates.
• No passiv...
Job Boards – Why We Hate Them?
Job Boards – Why We Hate Them?
You Have
Options!
Alternative Channels To Consider

    Search Engine Marketing         Building Your Talent Community
    (SEO & SEM)      ...
Search Engines




          300,000,000 Million
       “Job” Searches Per Month
Search Engines




          * Based on Jobs2Web client network traffic of ~ 2 million career site visitors per month
Search Engine Statistics
Search Engines: 2 Ways To Use (Paid/Free)
Search Engine Optimization & Marketing
Search Engine Optimization & Marketing

• Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month
• Ave...
Search Engines
SEM/PPC Example

Job Board
                  Company
Job Board

Job Board         Education


                  Job Board
...
SEM/PPC Prices
Pay-Per-Click Advertising
Pay-Per-Click Advertising
Pay-Per-Click Advertising
Targeting Diversity & Inclusion
SEM: Don’t Do This!
                      FACTS:
                      May Searches = 2,900
                      Cost-Per...
Social Networks
People Driven Approach

  Recruiter A
  Personal
  Networks




  Recruiter B
  Personal
  Networks




  Recruiter C
  Pe...
Channel Driven Approach

                   Company Owned Social Networks
Social Media Recruiting Strategy
 Careers
                                   RSS Feed Engine                 Connect With ...
Promote Your Social Channels!
Automated Distribution Of Jobs

               Blogs &         Job
               Private     Aggregators
             Com...
Automated Distribution Of Jobs
Automated Twitter Campaigns
Social Network Functionality
Example: Building Groups With Automated Feeds




                                                News




               ...
Example: Weekly Updates To Your LinkedIn Groups




  Company News
  & Blogs


     Jobs
Results To Date: Microsoft
 Group               Linked In   Twitter   Facebook
 Music                  91         47      ...
Results To Date: Microsoft

                      Social Traffic Analysis
    7,000
    6,000
    5,000
    4,000
    3,00...
Social Media Marketing
FaceBook Targeted Marketing
Social Network Marketing
Automated Social Lookups & Alerts
How Does This Happen?
 Manual Process:                       Automated Process:

 • Recruiters User Personal Profiles   • ...
Enhancing Your Career Site
Career Site Enhancements
Career Site Enhancements




80%


                         And Scroll
                      Directly To Jobs




      Mo...
Social Media Marketing
Social Media Marketing



                         Financial Advisor Careers @ Ameriprise
Social Media Marketing
Building Your Talent Community
Building Your Talent Community




 Capture
  Passive
Candidates
What Is A Talent Community?
                                          • Centralized Database Of
                          ...
Automates Job Marketing
  Your Career Site       Finds Matching
                            Members       Cultivates Your ...
Automates Job Marketing

                          •   Fully Automated
                          •   Candidate Controlled
...
Centralizes All Recruiting Contacts




                        Talent
                      Community



      Employees
...
Drives Repeat & Viral Visitors To Site
• Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site
• Results In ...
Job Aggregators (Sponsored Feeds)
• Budget $20 per job per month for sponsored / hard to fill jobs
• Drive direct to brand...
Job Aggregators (Sponsored Feeds)
Job Aggregators




    Aggregator
    Aggregator

    Aggregator
Every Job Is A Campaign

                          Social Media
                          & Networks
      Search         ...
New Channels
Keys To Using
Setting Up Pilot Programs

   • Identify Early Adopter Hiring Managers/Groups

   • Benchmark Pilots Against Traditional P...
Areas To Measure:

  • Visitors Increased To Career Site (Including Job Views)

  • Time Spent On Your Career Site (Look F...
Drive Efficiency And Cost Savings
   Year 1:
 100% Spend
                           Year 2:
   Referrals 15%         80% N...
Learn More Online
What would you do if job boards died?
What would you do if job boards died?
What would you do if job boards died?
What would you do if job boards died?
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What would you do if job boards died?

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If the major job boards went out of business, where would your company recruit online? Fear not – Doug Berg, Chief Recruiting Geek at Jobs2Web has the answer. During this session, Berg will discuss how employers are shifting their focus away from the job boards and using new interactive marketing tools to drive talent directly to their career sites, build their own talent communities and reduce their cost per hire.

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What would you do if job boards died?

  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 Web 2.0 August 2009 August 2009 CareerBuilder.com Google.com 24 Million Visitors 226 Million “Job” Searches Source: comScore Media Metrix Source: Google Adwords
  4. 4. Old Recruiting Model $$$$$ Benefits College Marketing Career Culture About Us Paid Job Boards Niche Boards Site Diversity Search Jobs Job Distributors Campaigns Print & Offline Events Req Management Job Search Sourcing Tools Micro Sites ATS Reporting Applicants Email Marketing Resume Search Spending $$$ No Search Engine Traffic Not Capturing Passives With Each Job Or Brand / Future Interest No Web 2.0 Tools Not Driving Not Recycling Or Or RSS/XML Feeds Employee / Viral Referrals Remarketing To Candidates Minimal Reporting Minimal/Manual Social Network Recruiting
  5. 5. Expanding Your Reach & Engagement Passive Candidates Active Post Apply 65% to 75% Of Market Candidates (Employees & Alumni) • No Capture Tools • Apply • Recruiter Manually Driven Web 1.0 • Recruiter Contact Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets • Join Talent Community • Repeat Visitors/Applicants • RSS Subscribe • Apply • Referral Email Agents • Follow On Twitter • Social Sharing With Friends • Join Linked In Group • Social Profile Applications • Become A Fan/Facebook • Group/Fan Involvement • Join Private Community 90% Of 50% 30%to 50% Increase Career Site Visitors Fall Off In Referral & Repeat Visitors
  6. 6. Linear Vs Social Recruiting $ Sourcing $ Job Boards $ Advertising Face Book Linked Twitter In Passive Ongoing Active Contact 1 Time Use Sees Job Of Prospects Email Unselected Trashed Apply Multiple 1 Hire Hires
  7. 7. Remember When?
  8. 8. More Expensive – But Better Solution?
  9. 9. Remember When?
  10. 10. Job Boards Why Hate Them?
  11. 11. Job Boards – Why We Hate Them?
  12. 12. Job Boards – Why We Hate Them? • Too many unqualified candidates – and not enough highly qualified candidates. • No passive candidates! • I pay them to use my jobs to attract their members, and then they charge us to access them. • Force candidates into a hyper-competitive environment (reselling my candidates to others). • Arrogance across the board. Even with the market declining, their rates are not. • Too Many Add On’s. To have your own branding it will cost you a set up fee. • They try to do everything from outplacement to background checks for candidates. • Same applicants on all the boards keep applying for positions they are not qualified for. • The sales force sees you once per year, with a renewal contract in hand raising prices. • 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. • 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 • They can’t track how many applications went through your process.
  13. 13. Job Boards – Why We Hate Them?
  14. 14. Job Boards – Why We Hate Them?
  15. 15. You Have Options!
  16. 16. Alternative Channels To Consider Search Engine Marketing Building Your Talent Community (SEO & SEM) (Email Capture & Marketing) Social Networks Social Media (Facebook, Twitter, LinkedIn) (YouTube, Flicker, Skype, Blogs) Your Career Site Job Aggregators (RSS Feeds, Site Widgets) (Sponsored Feeds/PPC)
  17. 17. Search Engines 300,000,000 Million “Job” Searches Per Month
  18. 18. Search Engines * Based on Jobs2Web client network traffic of ~ 2 million career site visitors per month
  19. 19. Search Engine Statistics
  20. 20. Search Engines: 2 Ways To Use (Paid/Free)
  21. 21. Search Engine Optimization & Marketing
  22. 22. Search Engine Optimization & Marketing • Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month • Average Cost Per Visitor = .02 Cents – Cost Per Applicant = .07 Cents
  23. 23. Search Engines
  24. 24. SEM/PPC Example Job Board Company Job Board Job Board Education Job Board Job Board Job Board Job Board Job Board
  25. 25. SEM/PPC Prices
  26. 26. Pay-Per-Click Advertising
  27. 27. Pay-Per-Click Advertising
  28. 28. Pay-Per-Click Advertising
  29. 29. Targeting Diversity & Inclusion
  30. 30. SEM: Don’t Do This! FACTS: May Searches = 2,900 Cost-Per-Click = $2.16 Total Possible Cost = $6,264
  31. 31. Social Networks
  32. 32. People Driven Approach Recruiter A Personal Networks Recruiter B Personal Networks Recruiter C Personal Networks
  33. 33. Channel Driven Approach Company Owned Social Networks
  34. 34. Social Media Recruiting Strategy Careers RSS Feed Engine Connect With Us page Home Page YouTube Facebook LinkedIn Twitter Targeted Career Corporate Page Corporate Page Target Videos Areas Target Recruiting Pages Target Recruiting Pages Target College Recruiting Target College Recruiting Recruiter Alumni Group / Pages Alumni Group / Pages Streams Employee Referral Application Recruiter Page Links
  35. 35. Promote Your Social Channels!
  36. 36. Automated Distribution Of Jobs Blogs & Job Private Aggregators Communities Social Job Boards Networks Personal Niche Sites & Home Pages Classifieds (Readers)
  37. 37. Automated Distribution Of Jobs
  38. 38. Automated Twitter Campaigns
  39. 39. Social Network Functionality
  40. 40. Example: Building Groups With Automated Feeds News Jobs
  41. 41. Example: Weekly Updates To Your LinkedIn Groups Company News & Blogs Jobs
  42. 42. 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. 43. Results To Date: Microsoft Social Traffic Analysis 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Twitter Facebook LinkedIn Visitors 6,438 4,204 1,748 Members 102 216 273 Applys 48 75 249
  44. 44. Social Media Marketing
  45. 45. FaceBook Targeted Marketing
  46. 46. Social Network Marketing
  47. 47. Automated Social Lookups & Alerts
  48. 48. How Does This Happen? Manual Process: Automated Process: • Recruiters User Personal Profiles • Companies Build Strategic Recruiting Channels • Manually Post Jobs Into • Automated Job Posting/Streams Channels Into Social Channels (RSS) • Candidates Respond Directly To • Candidates Respond Via Career Recruiter Site & ATS System • Typically Not Measured • Measured At Visitor, Member, Applicant & Hire Levels • Channel Belongs To Recruiter • Channel Belongs To Company With Recruiter Involvement
  49. 49. Enhancing Your Career Site
  50. 50. Career Site Enhancements
  51. 51. Career Site Enhancements 80% And Scroll Directly To Jobs Most Click On Job Profiles
  52. 52. Social Media Marketing
  53. 53. Social Media Marketing Financial Advisor Careers @ Ameriprise
  54. 54. Social Media Marketing
  55. 55. Building Your Talent Community
  56. 56. Building Your Talent Community Capture Passive Candidates
  57. 57. What Is A Talent Community? • Centralized Database Of Targeted Talent Groups Prospects & Passives • Automated Matching & Marketing Of Jobs Current Alumni • Configured And Self- Employees Managed By Talent Talent • Grouped & Tagged For Community Campaign Targeting Key • Designed To Increase Repeat Past Contact Lists Applicants & Viral Traffic To Your Site • Integrated Into Your Career Recruiter Contacts Site, Apply Process • Accessible By Your Sourcing Teams To Target Key Talent
  58. 58. Automates Job Marketing Your Career Site Finds Matching Members Cultivates Your Talent Community Bill Smith Jane Hanson bill@gmail.com jane@aol.com Business Analyst Web Developer Chicago, IL Minneapolis, MN Emails Job Job Title: Alert Stan Jones Leslie Neal Job Title: Business Analyst stan@hotmail.com lneal@yahoo.com Job Title: Business Analyst Project Manager QA Tester Business Analyst Location: Boston, MA San Diego, CA Location: Chicago, IL Location: Chicago, IL Keywords: IL Chicago, Jeff Berg Jodi Carlson Keywords: Drives Them jeff@gmail.com jcb@msn.com Project Manager Keywords: Project Manager To Site Sharepoint Admin Graphic Design Sharepoint Project Manager Portland, OR Austin, TX Sharepoint Sharepoint
  59. 59. Automates Job Marketing • Fully Automated • Candidate Controlled • Branded To Company • Full Bounce Handling • All Results Tracked
  60. 60. Centralizes All Recruiting Contacts Talent Community Employees Alumni
  61. 61. Drives Repeat & Viral Visitors To Site • Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site • Results In 15% Of Applicants Monthly And Growing • Grows Talent Community By 12% Monthly Via Viral Email Marketing
  62. 62. Job Aggregators (Sponsored Feeds) • Budget $20 per job per month for sponsored / hard to fill jobs • Drive direct to branded / measurable version of your jobs – versus ATS view • Watch for job-jacking, and competitor keyword targeting Sponsored Area Of Sites Direct Feeds To Career Site
  63. 63. Job Aggregators (Sponsored Feeds)
  64. 64. Job Aggregators Aggregator Aggregator Aggregator
  65. 65. Every Job Is A Campaign Social Media & Networks Search Employees Engines (Referrals) Career Site Job Boards Job Past Visitors Classifieds & & Applicants Aggregators Recruiters Contacts
  66. 66. New Channels Keys To Using
  67. 67. Setting Up Pilot Programs • Identify Early Adopter Hiring Managers/Groups • Benchmark Pilots Against Traditional Programs • Avoid Anecdotal Data If Possible • Set Reasonable Expectations (Hence Pilot Programs) • Get Internal Champions To Share Excitement • Sneak Your Projects In If Necessary
  68. 68. Areas To Measure: • Visitors Increased To Career Site (Including Job Views) • Time Spent On Your Career Site (Look For Increases) • Applicants Captured (Both Started & Completed) • # Of Qualified Applicants (Interview, Offer) • Cost Per Hire • # Of Followers, Leads, Fans, Groupee’s, Members, etc.
  69. 69. Drive Efficiency And Cost Savings Year 1: 100% Spend Year 2: Referrals 15% 80% Needed Year 3: Headhunters 10% Social Networks 5% 60% Needed Direct Hires 20% Sourcing 10% Social Networks 10% (SEO & SEM) Direct Hires 30% Talent Community 10% (Search Engines, Career Site) Referrals 20% Talent Community 10% Job Boards & Print Headhunters 5% 65% Referrals 30% Sourcing 10% Job Boards & Print Headhunting/Sourcing 10% 30% Job Boards & Print 10%
  70. 70. Learn More Online
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