What would you do if job boards died?
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

What would you do if job boards died?

  • 7,098 views
Uploaded on

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......

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
7,098
On Slideshare
7,076
From Embeds
22
Number of Embeds
5

Actions

Shares
Downloads
204
Comments
0
Likes
5

Embeds 22

http://www.mnheadhunter.com 8
http://www.slideshare.net 7
http://paper.li 4
http://www.twylah.com 2
http://wildfire.gigya.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. What if Job Boards Died. Where Would You Get Candidates? Doug Berg, Jobs2Web
  • 2. Job Boards History, Models What You Think….
  • 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. 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. 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. 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. Remember When?
  • 8. More Expensive – But Better Solution?
  • 9. Remember When?
  • 10. Job Boards Why Hate Them?
  • 11. Job Boards – Why We Hate Them?
  • 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. Job Boards – Why We Hate Them?
  • 14. Job Boards – Why We Hate Them?
  • 15. You Have Options!
  • 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. Search Engines 300,000,000 Million “Job” Searches Per Month
  • 18. Search Engines * Based on Jobs2Web client network traffic of ~ 2 million career site visitors per month
  • 19. Search Engine Statistics
  • 20. Search Engines: 2 Ways To Use (Paid/Free)
  • 21. Search Engine Optimization & Marketing
  • 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. Search Engines
  • 24. SEM/PPC Example Job Board Company Job Board Job Board Education Job Board Job Board Job Board Job Board Job Board
  • 25. SEM/PPC Prices
  • 26. Pay-Per-Click Advertising
  • 27. Pay-Per-Click Advertising
  • 28. Pay-Per-Click Advertising
  • 29. Targeting Diversity & Inclusion
  • 30. SEM: Don’t Do This! FACTS: May Searches = 2,900 Cost-Per-Click = $2.16 Total Possible Cost = $6,264
  • 31. Social Networks
  • 32. People Driven Approach Recruiter A Personal Networks Recruiter B Personal Networks Recruiter C Personal Networks
  • 33. Channel Driven Approach Company Owned Social Networks
  • 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. Promote Your Social Channels!
  • 36. Automated Distribution Of Jobs Blogs & Job Private Aggregators Communities Social Job Boards Networks Personal Niche Sites & Home Pages Classifieds (Readers)
  • 37. Automated Distribution Of Jobs
  • 38. Automated Twitter Campaigns
  • 39. Social Network Functionality
  • 40. Example: Building Groups With Automated Feeds News Jobs
  • 41. Example: Weekly Updates To Your LinkedIn Groups Company News & Blogs Jobs
  • 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. 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. Social Media Marketing
  • 45. FaceBook Targeted Marketing
  • 46. Social Network Marketing
  • 47. Automated Social Lookups & Alerts
  • 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. Enhancing Your Career Site
  • 50. Career Site Enhancements
  • 51. Career Site Enhancements 80% And Scroll Directly To Jobs Most Click On Job Profiles
  • 52. Social Media Marketing
  • 53. Social Media Marketing Financial Advisor Careers @ Ameriprise
  • 54. Social Media Marketing
  • 55. Building Your Talent Community
  • 56. Building Your Talent Community Capture Passive Candidates
  • 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. 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. Automates Job Marketing • Fully Automated • Candidate Controlled • Branded To Company • Full Bounce Handling • All Results Tracked
  • 60. Centralizes All Recruiting Contacts Talent Community Employees Alumni
  • 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. 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. Job Aggregators (Sponsored Feeds)
  • 64. Job Aggregators Aggregator Aggregator Aggregator
  • 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. New Channels Keys To Using
  • 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. 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. 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. Learn More Online