Sourcing Channel Study Online Search- Trends in Future Steven Chen July, 2008

Agenda Overview Trends in Recruiting Next Generation Sourcing Channels Search Engine Marketing Paid Search Search Engine Optimization Case Study: Microsoft Social Networking LinkedIn Facebook Expected ROI

Overview

Trends in Recruiting

Next Generation Sourcing Channels

Search Engine Marketing

Paid Search

Search Engine Optimization

Case Study: Microsoft

Social Networking

LinkedIn

Facebook

Expected ROI

External Source of Hire 2007 Referrals (employee, alumni, vendor, etc.) make up 28% of all external hires. Alumni and other types of referrals appear to be growing rapidly The most visible trend in 2007 was the growth of Direct Sourcing (and a related reduction in agency hires). Source: CareerXroads 7th Annual Source of Hire Study (200 Companies, 5000+ employees, Named Brand)

Referrals (employee, alumni, vendor, etc.) make up 28% of all external hires. Alumni and other types of referrals appear to be growing rapidly

The most visible trend in 2007 was the growth of Direct Sourcing (and a related reduction in agency hires).

Recruiting Today – Pay to Post or Pay for Performance? Niche Job Boards Niche Job Boards Major Job Boards Pros: Inefficient - GIGO Low ROI – Pay to Post Brand (active seekers) Cons: Only active seekers Losing share Candidate Behavior: Throw it against the wall Internet Overall vs. Top Job Boards Source: ComScore 30% Missing 70% of total Internet audience But some clients spend over 70% of budget to reach 30% of audience 70% Trend: More recruiters abandoning the pay-to-post model

Major Job Boards

Pros:

Inefficient - GIGO

Low ROI – Pay to Post

Brand (active seekers)

Cons:

Only active seekers

Losing share

Candidate Behavior:

Throw it against the wall

The New World of Recruiting The bottom line is this: With a wave of retiring Baby Boomers, a wave of less experienced Generation Y workers coming into the market, and the changing economic landscape, finding the right people for the right jobs at the right time is more critical than ever. “ Recruiting is much more complex than it used to be. You can’t just post an ad on a site like Monster and wait for candidates to come. You really need to do your homework and think of recruiting as a marketing campaign – who is my target market, and how can I reach them.” - SHRM

The bottom line is this: With

a wave of retiring Baby Boomers,

a wave of less experienced Generation Y workers coming into the market,

and the changing economic landscape,

finding the right people for the right jobs at the right time is more critical than ever.

“ Recruiting is much more complex than it used to be. You can’t just post an ad on a site like Monster and wait for candidates to come.

You really need to do your homework and think of recruiting as a marketing campaign – who is my target market, and how can I reach them.”

- SHRM

The Sourcing Strategy of the Future is … The Past Print, Print, Print Newspaper Advertising Job Fairs/Event Recruiting Word of Mouth Headhunters The Present Internet has revolutionized the way we recruit Awareness and targeted messaging (reach Active & Passive) Content and visuals (blogs, videos, webcasts, etc..) Networking and researching capabilities (Linked In, Facebook, etc…) Online Career Fairs Corporate career website (drive traffic) Integrating Engagement Tools into your recruiting plans Future Trends Online Marketing (SEO/SEM) Mobile Marketing Gaming Interactive Videos Blogs Virtual World – Second Life Podcasting or Jobcasting Social Networking e.g. Facebook.com LinkedIn.com Next generation Internet tools and search engines

Print, Print, Print

Newspaper Advertising

Job Fairs/Event Recruiting

Word of Mouth

Headhunters

Internet has revolutionized the way we recruit

Awareness and targeted messaging (reach Active & Passive)

Content and visuals (blogs, videos, webcasts, etc..)

Networking and researching capabilities (Linked In, Facebook, etc…)

Online Career Fairs

Corporate career website (drive traffic)

Online Marketing (SEO/SEM)

Mobile Marketing

Gaming

Interactive Videos

Blogs

Virtual World – Second Life

Podcasting or Jobcasting

Social Networking e.g.

Facebook.com

LinkedIn.com

Source Value Index Forty-three percent of global executives recently surveyed report that talent sourcing is a moderate to severe challenge, making it a top risk factor in achieving high performance for their organizations. Source: “The High-Performance Workforce Study 2006,” Accenture Research Report How innovative sourcing strategies can significantly reduce acquisition costs as well as providing you with a highly targeted source of talent. Key areas of discussion will be: SEM, blogging and leveraging social networking Utilizing the internet to capture the imagination and interest of candidates Finding and connecting with passive candidates

Forty-three percent of global executives recently surveyed report that talent sourcing is a moderate to severe challenge, making it a top risk factor in achieving high performance for their organizations.

Source: “The High-Performance Workforce Study 2006,” Accenture Research Report

How innovative sourcing strategies can significantly reduce acquisition costs as well as providing you with a highly targeted source of talent. Key areas of discussion will be: SEM, blogging and leveraging social networking Utilizing the internet to capture the imagination and interest of candidates Finding and connecting with passive candidates

Integrated Sourcing Strategy - Integration, Interactivity and Innovation We believe… … your recruitment strategy must be i ntegrated . … each element should compliment the other. … in a cohesive and consistent message.

Benefits of Media Diversification Reach passive candidates where they live on the internet Not just where they search for jobs Diversification = increased exposure to message Long term strategic direction for extending brand and building pipeline Measurable and targeted Broad range and flexibility of advertising options Pay Per Click (PPC) Rich media, banners, pages, linking strategies, etc.

Reach passive candidates where they live on the internet

Not just where they search for jobs

Diversification = increased exposure to message

Long term strategic direction for extending brand and building pipeline

Measurable and targeted

Broad range and flexibility of advertising options

Pay Per Click (PPC)

Rich media, banners, pages, linking strategies, etc.

The Sourcing Strategy of the Future is … Search Engine Marketing

Growth in Job-Related Keyword Searches Source: comScore 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 Oct 05 Nov 05 Dec 05 Jan 06 Feb 06 Mar 06 Apr 06 May 06 Jun 06 Jul 06 Aug 06 Sep 06 Oct 06 Nov 06 Dec 06 Jan 07 Feb 07 Mar 07 18.6M 24.6M 33% increase in searches for core terms (year over year) Jan 08: 31.5M (proj.)

Search is a Highly Effective Hiring Tool Search engine marketing ranks on a par with recruitment sites overall – and ahead of executive, college, regional and diversity recruitment sites - as an effective hiring source. Effectiveness Rating by Recruiters Source: Classified Intelligence, February 2008. of recruiters plan to increase spending for search engine marketing in 2008 41% Decline in job site effectiveness since 2006 6%

Anything Search – Even Jobs Trend: The rise of Googlers who just use search engines to look for jobs

Spider Across Job Boards

How Lucky Google HR from itself

Search Results Defined On every search results page, there are two types of search results, paid results and natural results. Paid results appear based on bid structure. Natural listings appear solely based on the page’s relevance and content – as determined by the search engine. Site are “optimized” to rank high. Combination of paid search + search engine optimization = Search Engine Marketing.

On every search results page, there are two types of search results, paid results and natural results. Paid results appear based on bid structure. Natural listings appear solely based on the page’s relevance and content – as determined by the search engine. Site are “optimized” to rank high.

Combination of paid search + search engine optimization = Search Engine Marketing.

Paid Search Paid Search Paid and Natural Search – A Winning Combination Search Engine Marketing Online marketing strategy to promote a company or position via both “paid” & “natural search” tactics. Integral part of any recruitment strategy. Easily maintained; maximum flexibility; & maximum ROI. Natural Search SEO

Search Engine Marketing

Online marketing strategy to promote a company or position via both “paid” & “natural search” tactics.

Integral part of any recruitment strategy.

Easily maintained; maximum flexibility; & maximum ROI.

Who’s on the Search Engines? Who’s buying keywords? Job boards Niche sites Competitors Who’s ranking naturally on the first few pages? Job boards Niche sites Competitors

Who’s buying keywords?

Job boards

Niche sites

Competitors

Who’s ranking naturally on the first few pages?

Job boards

Niche sites

Competitors

How Does a Site Get Ranked in Natural Search? Number of respected sites linking to yours Relevancy of content vs. keyword searched Proper use of title and heading tags Proper use of text on the page; key terms included Overall ‘spiderability’ of your site Search engines cannot read graphics or Flash Proper use of site maps Easy to read and relevant URL strings Proper navigation Longevity of your site

Number of respected sites linking to yours

Relevancy of content vs. keyword searched

Proper use of title and heading tags

Proper use of text on the page; key terms included

Overall ‘spiderability’ of your site

Search engines cannot read graphics or Flash

Proper use of site maps

Easy to read and relevant URL strings

Proper navigation

Longevity of your site

Benefits of Paid Search Cost Effective: You control the budget and monthly spending limits while the vendor manages the keyword effectiveness and daily spend. Pricing is on a “cost per click” model which allows you to determine a budget that’s right for you. Flexible: Ads can be changed at any point in the campaign, whether you need to reach Sales professionals in Shanghai or technical professionals in Beijing. Targeted: Ads can be targeted by location – city, state, country – and even by the day or by the hour. Broad Reach: With over 190 million unique users* on just Google and Yahoo, your message will reach a broad audience of both passive and active job seekers. Brand Building: You’ll get all the benefits of building brand awareness without the cost. Quick and Easy: Candidates are driven right from the search engine to your landing page or website in just a few clicks. Less clicks = better conversion rates!

Cost Effective: You control the budget and monthly spending limits while the vendor manages the keyword effectiveness and daily spend. Pricing is on a “cost per click” model which allows you to determine a budget that’s right for you.

Flexible: Ads can be changed at any point in the campaign, whether you need to reach Sales professionals in Shanghai or technical professionals in Beijing.

Targeted: Ads can be targeted by location – city, state, country – and even by the day or by the hour.

Broad Reach: With over 190 million unique users* on just Google and Yahoo, your message will reach a broad audience of both passive and active job seekers.

Brand Building: You’ll get all the benefits of building brand awareness without the cost.

Quick and Easy: Candidates are driven right from the search engine to your landing page or website in just a few clicks. Less clicks = better conversion rates!

Microsoft SEM Practice – Key Words Optimization Keywords ： 20-30 tech-related keywords, click to switch to career site at Microsoft SEM at Google.com and Baidu.com Key words: wpf, windowsce, symbian, soap, qoe, multithread, directX, ajax, ado, adbot, …..

Keywords ： 20-30 tech-related keywords, click to switch to career site at Microsoft

SEM at Google.com and Baidu.com

Key words: wpf, windowsce, symbian, soap, qoe, multithread, directX, ajax, ado, adbot, …..

Microsoft SEM Practice – Career Site

How Microsoft Capture Interests of Candidates 1. The homepage is so VERY simple to navigate. 2. “real” people who actually work at Microsoft. 3. A LOT of information accessible from the homepage 4. Lots of diversity being represented, but subtly, not in your face. At a glance you “get it” that Microsoft is an EEO kind of place, without anyone saying a word. 5. In the navigation bar is a “FWD URL” link which pre-populates a message in your email for easy sending. 6. Links to Microsoft blogs for more unsolicited testimonials about the benefits of working at Microsoft. http://www.viewmyworld.com

1. The homepage is so VERY simple to navigate.

2. “real” people who actually work at Microsoft.

3. A LOT of information accessible from the homepage

4. Lots of diversity being represented, but subtly, not in your face. At a glance you “get it” that Microsoft is an EEO kind of place, without anyone saying a word.

5. In the navigation bar is a “FWD URL” link which pre-populates a message in your email for easy sending.

6. Links to Microsoft blogs for more unsolicited testimonials about the benefits of working at Microsoft.

Microsoft’s “View My World” 7. Every question in the Q & A is a top 10 (or so) list of what jobseekers want to know immediately and its not buried deep within the sight. 8. “Why” leads to “Why work at Microsoft?” Again, a very smooth layout, easy to find and read the data you are looking for without effort. Very intuitive. 9. Scrolling the thumbnails of (seemingly) endless videos draws the visitor in like moths to a flame. Why? Simply put, they are genuinely interesting to watch! Singing cowboys, frank and honest interchange amongst Staffing Managers, Cartoons… Wow! 10. Diary pages show highs from work and personal interests beyond Microsoft, a hint to the Work-Life balance that is so culturally ingrained that you do not need to shout it. Its just the way it is, end of story.

7. Every question in the Q & A is a top 10 (or so) list of what jobseekers want to know immediately and its not buried deep within the sight.

8. “Why” leads to “Why work at Microsoft?” Again, a very smooth layout, easy to find and read the data you are looking for without effort. Very intuitive.

9. Scrolling the thumbnails of (seemingly) endless videos draws the visitor in like moths to a flame. Why? Simply put, they are genuinely interesting to watch! Singing cowboys, frank and honest interchange amongst Staffing Managers, Cartoons… Wow!

10. Diary pages show highs from work and personal interests beyond Microsoft, a hint to the Work-Life balance that is so culturally ingrained that you do not need to shout it. Its just the way it is, end of story.

The Sourcing Strategy of the Future is … Social Networking

Keys to an Integrated Strategy How does social media relate to other strategies? Web Strategy Having a solid website is the foundation. It should be the baseline where customers get their news about the company and products. Internet Marketing Strategy Outreach with traditional affiliate networks, advertising, PPC, search, press and media online. Social Media Strategy Leveraging relationships and networks. The power of networks, raw and open feedback, existing social network tools that people use.

How does social media relate to other strategies?

LinkedIn Overview One of the fastest growing networks on the Internet 384% growth in unique visitors from March 07 – March 08 (ComScore) 22 million registered users 133 countries and 150 industries Over 1 million people join each month The largest professional network Collecting and connecting important professional contacts online Users promote themselves and their achievements Gaining access to new people (sales leads, career opportunities, etc.) 12-25 minutes avg. length of time per session

One of the fastest growing networks on the Internet

384% growth in unique visitors from March 07 – March 08 (ComScore)

22 million registered users

133 countries and 150 industries

Over 1 million people join each month

The largest professional network

Collecting and connecting important professional contacts online

Users promote themselves and their achievements

Gaining access to new people (sales leads, career opportunities, etc.)

12-25 minutes avg. length of time per session

My Profile on LinkedIn

My Connections on LinkedIn

My Network with 400,000+ Professionals

200 SAP Consultant in My Network (All in China)

LinkedIn Corporate Solutions

The Difference Between Free User Profiles and Recruiter Seats Real value for our clients when they buy LinkedIn Recruiter Seats OFCCP reporting, job slots, inmails, saved searches and matching alerts, recruiter user interface unique to recruiter workflow. No OFCCP reporting, no job slots, no profile match alerts, standard user interface. Tools Recruiters aligned in their approach and informed on who and when a candidate talked to someone else in the organization. Essentially, candidates build a relationship with a company -- not with an individual. Recruiters in same organization may compete for one candidate -- differing messages, fractured approach. Better Candidate Experience Shared database of information. Each recruiter in the organization knows who talked to a candidate, what was discussed and next steps. No database to share information with other recruiters in organization. Shared Candidate Management Network and relationships owned by the company, not by the individual. Network belongs to the person who builds it. When a recruiter leaves a company, their network goes with them. Ownership Access to all 22 million users, including new users registering on the site every day. Recruiters have access only to the network they build on their own. Access Paid Recruiter Seat Free Profile

Why Facebook? With over 28.5 million unique visitors per month, Facebook is in the 20 most visited websites on the Internet. It is the second most visited networking site in the US with a 77% increase in visitors over the last year.* 56.3% female 58.4% have some college education 14% diverse 34% work as professionals, executives, sales, education, or technical 12% are full time students 12% have children under 16 *Comscore, March 2008

With over 28.5 million unique visitors per month, Facebook is in the 20 most visited websites on the Internet.

It is the second most visited networking site in the US with a 77% increase in visitors over the last year.*

56.3% female

58.4% have some college education

14% diverse

34% work as professionals, executives, sales, education, or technical

12% are full time students

12% have children under 16

*Comscore, March 2008

Facebook – Types of Facebook Pages Corporate Profile Alumni Groups Intern Groups

Use the Power of Facebook to Build Your Employee Referral Program An employee referral and job broadcasting application powered by Facebook platform. Displays a company’s active jobs on employees’ Facebook profiles. Simple for employees to send referrals. Drives candidates direct to ATS; simple to install and simple for recruiters to track referrals; includes reporting and metrics.

An employee referral and job broadcasting application powered by Facebook platform.

Displays a company’s active jobs on employees’ Facebook profiles.

Simple for employees to send referrals.

Drives candidates direct to ATS; simple to install and simple for recruiters to track referrals; includes reporting and metrics.

The Sourcing Strategy of the Future Catching Up the Trend

Best Practices of New Media Will I see the same results I see from the job boards? New Media typically will not deliver the same volume of candidates, but will reach a targeted, qualified candidate pool. By its nature, New Media reaches a passive audience where they spend time online; not necessarily where they search for a job online. Most New Media strategies are long-term. It takes time to build awareness and realize the full potential of the campaign. Use New Media to extend reach of employment brand and build pipeline. What is expected ROI? Reach most qualified applicants for long term brand impact. Increased brand recognition within passive audience. Positive perception of being an early adopter and innovator. More frequent exposure to employment brand when part of integrated strategy. Control your own budget spending on target candidates.

Will I see the same results I see from the job boards?

New Media typically will not deliver the same volume of candidates, but will reach a targeted, qualified candidate pool.

By its nature, New Media reaches a passive audience where they spend time online; not necessarily where they search for a job online.

Most New Media strategies are long-term. It takes time to build awareness and realize the full potential of the campaign.

Use New Media to extend reach of employment brand and build pipeline.

What is expected ROI?

Reach most qualified applicants for long term brand impact.

Increased brand recognition within passive audience.

Positive perception of being an early adopter and innovator.

More frequent exposure to employment brand when part of integrated strategy.

Control your own budget spending on target candidates.