How to get the best of google as a recruiter - a jobx presentation

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  • 1. How to use Google effectively in the new age of recruitment
  • 2. OK we know the internet is stillgrowing in importance for recruiters and job hunters
    Obviously there are lies, damn lies and statistics so*
    84% of job hunters use the internet to find jobs
    70% of job hunters submitted an application online
    61% researched companies
    46% researched roles and industries
    So reading between the lines on these stats people are net savvy when it comes to finding a job – that means that employers and recruiters need to be net savvy rightback.
    * Source: 2008-09 Australia Employment Search Report – Nielsen Online
  • 3. So if job seekers are so net savvy how are they finding the job of their dreams?
    62% use recruitment agencies sites
    87% use classified sites
    71% use the hiring companies own site
    25% use social networking sites
    * Source: 2008-09 Australia Employment Search Report – Nielsen Online
  • 4. So how are job hunters getting to these sites in the first place – they Google and lots!
    Here is some interesting information on searching for jobs*
    • 8 times more job searches on Google a month than unique browsers on Seek
    • 5. The level of job search traffic is growing on Google
    • 6. Peoples searches are getting more sophisticated (as people realisehow to use Google more effectively)
    This is the growth curve in Google job related searches!
    *These stats come courtesy of Google
  • 7. The first page on Google is where it is at – after that you’re an also ran
    The research shows:
    • 40% of the clicks following a Google search go to the number 1 organically ranking result
    • 8. About 12% go to the number 2 result
    • 9. About 10% goes to all the paid advertising combined
    Yet there is 10 times more money spent on paid search engine marketing than organic SEO optimisation!
    Why? probably because paid advertising is easy and understandable!
    Below is a heat map showing where people look on Google search results – red is hot, blue cool
  • 10. Take faith – search strings are getting longer so your chances of page 1 results are higher
    Here is what people are searching on jobs in Google
    So if you’re advertising on these you’re covered
    Seek
    50% search for classified brands
    But how are you tapping into all these searches
    Jobs in Wellington
    34% search for locations
    Sales manager
    31% search for job titles
    Shell jobs
    30% search for employer brands
    Jobs in marketing
    26% search for industries
    *These stats come courtesy of Google
  • 11. So we have produced a practical guide for getting ahead on Google
    Here’s what to do, some basic, some a little more rocket sciency than others
    Tell Google and the search engines what is important about you
    Get your jobs on your site
    Populate the web with information about your company and information for people
  • 12. 1. Show Google what’s important with meta keywords, descriptions and more
    Google and other search engines like well organised and easy to understand content – wouldn’t you
    So you need to:
    Have title tags relevant to the content on your pages
    Have relevant meta keywords – theseare your classifications essentially
    Write good meta descriptions – sopeople understand why to click on your site (they are your precise)
    Show you are the author – not some random web guy
    Why not write a book and then not classify it or write a precise – how would someone find it and like it? PURE LUCK
  • 13. 1. Show Google what’s important with meta keywords, descriptions and more
    AUDIT YOUR SITE
    It is easy to see what your site is doing around tags. In Internet Explorer 8 just right click on your page and select ‘View Source’
    And here is the SOURCE…
    Make sure the source for each page shows titles, descriptions, keywords and all are relevant
  • 14. 1. Show Google what’s important with meta keywords, descriptions and more
    TITLE TAGS
    TITLE TAGS display at the top of the page on web browsers and are also used to display what appears on Google – they are crucial
    Title tag
    Use words that describe what you do or need – like “IT jobs”
  • 15. 1. Show Google what’s important with meta keywords, descriptions and more
    META KEYWORDS
    META KEYWORDS are used to market and index your website to Google and other big search engines:
    • Have them on every page of your site
    • 16. Use words that are relevant to your requirements

  • 17. 1. Show Google what’s important with meta keywords, descriptions and more
    META DESCRIPTIONS
    Meta Descriptions display relevant information in search results they are like your advert – what do yours say? Google yourself to find out
    Here are the results for a successful New Zealand recruitment company – not exactly great
    =

  • 18. 2. Get your jobs on your site – they are the freshest content
    So many recruiters and internal HR teams do not take the time to put their jobs on their own sites – madness we say!
    • Google search spiders love new content – jobs are new content – you write ads for Seek and Trademe – so put them on your site
    • 19. Link hot jobs and news to your home page so it is constantly refreshing – its new content again
    • 20. Write your job titles so that they would be foundby Google – too many people use the same adson Seek as on their own sites. On Seek you write to differentiate from the masses on your site you write to be found on the web
    SO  for “COMMERCIAL COST ACCOUNTANT”
    AND  for “EXCITING BEANIE ROLE”
  • 21. 2. Get your jobs on your site – they are the freshest content
    TAGS ON YOUR JOBS
    Make sure that your jobs are showing up in the majority of search types
    title
    Profession/industry
    location
    type
  • 22. 2. Get your jobs on your site – they are the freshest content
    TAGS ON YOUR JOBS
    Generic title with no SEO applied
    THE INVISIBLE JOBS:Embedded i-frames like Taleo do not make good SEO content as they are invisible to search engines
  • 23. 3. Populate the web with information about your company
    SOCIAL MEDIA SITES
    Having active social media site profiles can vastly help your company as they:
    • Present a consistent image to the world
    • 24. Help you connect with job seekers across a variety of platforms
    • 25. Create good back links to your site (particularly where they are linking to your content)
    CONSIDER USING A CONTENT MULTIPOSTING TOOL TO SEND STUFF TO YOUR SOCIAL MEDIA SITES
  • 26. 3. Populate the web with information about your company
    INFORMATION SITES
    Rip content out of your company and get it online
    • Don’t be scared to make internal documents external
    • 27. Get content out into the world – you might be surprised what people like – it isn’t always what you think
  • 3. Populate the web with information about your company
    BUILD LINKS
    Directory submission is important to generate traffic and links back to your website - the more high ranking websites that have you linked the better
    • At a minimum link to DMOZ.org, yellow pages, NZ search and finda
    • 28. Start blogging and linking your entries back to your site
    • 29. Good sites can have thousands of links
  • SOME MORE DO’S AND DON’TS FOR THE BABY THAT IS YOUR WEBSITE
  • 30. DO: make sure that people visit your site regularly – better traffic better results
    Large margin for error on these methods
    Book mark methods
    Are people easily re-finding your website
  • 31. DON’T: have a site where your URL is someone else’s
    The candidate might wonder who you are?
    What happens if they delete the end of the URL – where do they end up (not your site)
  • 32. DO: get Google analytics installed on your site so that you can track traffic
    Google analytics tracks info on the people visiting your site showing:
    • Visits – Displays the amount of visits that have come through on your site
    • 33. Bounce Rate (%) – Displays the amount of users who have left after seeing just 1 page. The lower the bounce rate, the more content that is being read.
    • 34. Page Views – Displays the amount of page views, this is how many visitors have viewed each page. This isn’t the same as Visits.
    • 35. Avg. Time on Site – Displays the average amount of time a user will spend browsing your website. The higher the better.
    • 36. Pages/Visit – Displays the average amount of pages that users go to when they visit your site.
    • 37. % New Visits – This displays the amount of new visitors to your site. The higher this is the better.
    • 38. Visitors Overview – This displays a graph that shows how many visitors you get throughout the week on a day-to-day basis
    • 39. Map Overlay – This shows where the traffic is coming from. You will mostly just see traffic coming from New Zealand and a little bit coming from overseas.
    • 40. Traffic Sources Overview – You can monitor what medium you are getting traffic from. It displays: Direct traffic, Search Engines and Referring Sites.
    • 41. Content Overview – This displays the amountof page views for each page that is monitored by analytics.
  • DO CONTACT US IF YOU NEED CLARIFICATION OR HELP WITH ANYTHING
    Julianne Hughey Cambel Ferguson
    julianne@jobx.co.nzcambel@jobx.co.nz
    03 366 2397 03 366 2371