Recruitment 2.0: Mobile, Personalisation & Social / Altogether Digital

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How the web is changing the recruitment market

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  • Recruitment 2.0: Mobile, Personalisation & Social / Altogether Digital

    1. 1. Recruitment 2.0: Mobile, Personalisation & Social By Ciarán Norris, SEO & Social Media Director, Altogether Digital
    2. 2. Agenda <ul><li>The Context </li></ul><ul><ul><li>The Market / Industry Insight </li></ul></ul><ul><li>Recruitment 2.0 </li></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Personalisation </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>
    3. 3. Context/ The Obligatory Stats.. <ul><li>UK spending on search-related advertising is £1.2 billion </li></ul><ul><ul><li>172% increase in spend on paid search advertising 2004-2006 </li></ul></ul><ul><li>70% of all online registration and transaction originate from search enquiries </li></ul><ul><li>31% of internet users have browsed a job or recruitment site in the last 3 months* </li></ul><ul><li>30% of online ad spend has been attributed to recruitment advertising*** </li></ul><ul><li>40% of companies intend to increase spend on commercial recruitment websites </li></ul><ul><li>13.2% of the population look at job adverts on the internet*** </li></ul><ul><li>UK users make over 1 billion searches each month </li></ul>Sources: IAB/PWC Report & Forrester Research, * Mintel Online Recruitment Market Intelligence, ** IAB, WARC, PWC *** TGI
    4. 4. Context/ Online Searches for Jobs
    5. 5. Context/ Online Searches for Jobs 146,612 job part time 153,146 job nhs 164,388 engineering job 165,064 government jobs 183,295 teaching jobs 192,861 job search 204,705 graduate jobs 244,444 sales jobs 265,510 it jobs 471,545 job centre 3,446,727 jobs (Estimated Google, Yahoo & MSN) Monthly Search Volume   Keyword Suggestions
    6. 6. Context / How To… Source: Hitwise UK Based on share of UK Internet searches that include the words &quot;how to“: Four weeks to 4th August 2007 Volume Success Rate Search Term Rank 68.31% 0.06% How to get to 10. 76.92% 0.07% How to save a life lyrics 9. 92.33% 0.07% How to lose weight 8. 85.63% 0.07% How to draw 7. 58.70% 0.08% How to make money 6. 81.53% 0.09% How to kiss 5. 78.57% 0.09% How to get a six pack 4. 64.47% 0.17% How to 3. 79.84% 0.17% How to have sex 2. 94.53% 0.25% How to write a cv 1.
    7. 7. The Market/ Online Advertising 2006 <ul><li>Record spend: £2bn </li></ul><ul><li>Growth: Spend grew by 41.6% while advertising as a whole only managed growth of 1.1% </li></ul><ul><li>Market share: Online’s share has grown to 11.4% for the whole of 2006, up from 7.8% for 2005 </li></ul>
    8. 8. The Market / Advertising 2006 11.4% Total advertising market £17.6bn Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio. Advertising Bureau. Directories are estimated.
    9. 9. The Market/ Online Marketing Spend 2006 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £321.5m £20.1m £14.0m £73.2 £15.8 £9.1 £17.5m £ 215.2m £133.2m £30.6m £1,165.6m
    10. 10. Search as Part of the Marketing Mix / Potential Impact Achieving positions above the fold will typically yield the following share of searches:- Source: Research Following AOL Data Release, 2006 42% 1 12% 2 8% 3 6% 4
    11. 11. MOBILE
    12. 12. Recruitment 2.0 / Mobile <ul><li>Current search (12% of users ¹ ) on mobile is limited to: </li></ul><ul><ul><li>Personal survival (food, lodging, …) </li></ul></ul><ul><ul><li>Personal security (weather, music, …) </li></ul></ul><ul><li>Jobs? As consumers start to use as additional online device it will see more “private” searches </li></ul><ul><li>US directory services revenue is $15B and US Pay per Call market projected to be $4B by 2010 ² </li></ul><ul><li>Mobile advertising predicted to be worth £5.9bn by 2011 ³ </li></ul><ul><li>5 months ago I was talking about this being held up by device limitations </li></ul><ul><li>Now…. </li></ul>Sources: ¹ US stat from NPD Group; ² Marketing Week 14 Sept 2006, , ³ Kelsey
    13. 13. Recruitment 2.0 / Mobile
    14. 14. Recruitment 2.0 / Mobile
    15. 15. Recruitment 2.0 / Mobile
    16. 16. Mobile / What Does This Mean? <ul><li>You’ve obviously got a web site – but is it ‘mobile’ ? </li></ul><ul><li>Learn how people use mobile internet/search </li></ul><ul><li>Will you be the early adopter of this market? </li></ul>
    17. 17. PERSONALISATION
    18. 18. Recruitment 2.0 / Personalisation <ul><li>Examples of Personalisation </li></ul><ul><li>Filters (Collaborative and other) learn patterns in: </li></ul><ul><ul><li>Profile (likes and dislikes) </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><ul><li>Community interests </li></ul></ul><ul><li>Fuzzy Clustering </li></ul><ul><ul><li>Rank relevance per cluster of sites given the respective “closeness” of each </li></ul></ul><ul><li>Latent Semantic Indexing </li></ul>
    19. 19. Personalisation / Status <ul><li>% of consumers willing to provide demographic info in exchange for more personalised online experience is 24% up YOY; currently 57%* </li></ul><ul><li>80% of the 18-24 market expressed interest in personalisation on their mobile but so did 37% of 50+ market </li></ul><ul><li>Mobile software often profiles access patterns and re-orders menu items accordingly </li></ul><ul><li>Search companies are buying social media sites, which often include tags & preferences (del.iciou.s, Flickr, YouTube) </li></ul><ul><li>Add this to LSI and reference the context of the links clicked in search and results can be ordered taking account of personal relevance factors (e.g. I work in manufacturing, I am 22 years old etc...) </li></ul>* 2006 ChoiceStream Personalisation Survey
    20. 20. Personalisation / What Does This Mean? <ul><li>It will become harder to rank highly across high traffic terms </li></ul><ul><li>Conversion will become (even more) important </li></ul><ul><li>Work make content totally relevant: the jobs may not be enough </li></ul><ul><li>GPS, social bookmarks, local information becomes key </li></ul><ul><li>All of these specialities can be learned and added to your toolbox </li></ul>
    21. 21. Personalisation / It Starts Here…
    22. 22. Personalisation / It Starts Here…
    23. 23. SOCIAL MEDIA
    24. 24. Recruitment 2.0 / Social Media <ul><li>Web 1.0: Content is king </li></ul><ul><li>Web 2.0: Conversation is king; content’s just something to talk about </li></ul>
    25. 25. Social Media <ul><li>Overview </li></ul><ul><li>Web 2.0 – the growth of real communities online </li></ul><ul><li>Real content, real people, real interaction; a new channel </li></ul><ul><li>“ Web natives” – for tomorrow’s candidates this is 2 nd nature </li></ul><ul><ul><li>“ New media” is only new if you’re old </li></ul></ul><ul><li>Accessing Them </li></ul><ul><li>Increase interaction with brands </li></ul><ul><li>Relevant Content Management </li></ul>
    26. 26. Social Media / Not Just For Kids Percent Composition of Total Unique Visitors, Aug 2006 Total U.S. – Home/Work/University Locations Source: comScore Media Metrix 7.3 8.1 7.6 11.0 18.0     Persons: 55+ 35.6 34.5 33.5 40.6 38.5     Persons: 35-54 11.0 28.2 8.6 16.7 14.5     Persons: 25-34 15.5 15.6 34.0 18.1 11.3     Persons: 18-24 20.3 10.6 14.0 11.9 9.6     Persons: 12-17 100.0 100.0 100.0 100.0 100.0 Total Audience 8,066 1,043 14,782 55,778 173,407 Unique Visitors (000) Xanga Friendster Facebook MySpace Total Internet Percent (%) Composition of Unique Visitors   Demographic Profile of Visitors to Select Social Networking Sites
    27. 27. Social Media / Who Does What? <ul><li>Publish Web page </li></ul><ul><li>Publish or maintain blog </li></ul><ul><li>Upload video to sites like YouTube </li></ul><ul><li>Comment on blogs </li></ul><ul><li>Post ratings and reviews </li></ul><ul><li>Use RSS </li></ul><ul><li>Tag Web pages </li></ul><ul><li>Use social networking sites </li></ul><ul><li>Read blogs </li></ul><ul><li>Watch peer-generated video </li></ul><ul><li>Listen to podcasts </li></ul><ul><li>None of these activities </li></ul>Creators 13% Critics 19% Collectors 15% Joiners 19% Spectators 33% Inactive 52% Segments include consumers participating in at least one of the indicated activities at least monthly Base: US adult online consumers Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
    28. 28. Social Media / Increase User Interaction % % of total time spent online in the United States – December 2006 Source: Compete.com 12% of time spent online is on MySpace
    29. 29. Social Media / Top Sites by Visitors Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites. Comparing January 2007 and January 2006 61% www.computeractive.co.uk Computer Active 68% www.dailymail.co.uk Daily Mail 72% www.xcweather.co.uk UK W nd Map 88% www.blackwell-synergy.com Blackwell Synergy 94% www.metro.co.uk Metro.co.uk 105% uk.news.yahoo.com Yahoo! UK & Ire and News 160% uk.weather.yahoo.com Yahoo! UK & Ire and Weather 198% www.weather.com Weather.com 255% www.cnet.com CNET 456% www.digg.com Digg.com Market Share Domain Name
    30. 30. Social Media / Changing Behaviour Source: Hitwise UK % % Funny Videos YouTube Percentage share of UK internet searches
    31. 31. Social Media / Increase User Interaction Pages per visit Mar 06 May 06 Jul 06 Sep 06 Nov 06 Jan 07 Mar 07 Source: complete.com usatoday.com
    32. 32. Social Media / Brand Engagement
    33. 33. Social Media / Brand Engagement
    34. 34. Social Media / Brand Engagement
    35. 35. Social Media / Brand Engagement 13,000 visitors
    36. 36. Social Media / Brand Engagement in Jobs <ul><li>How much do you think this publicity was worth? </li></ul><ul><li>More than $2,000? </li></ul>30,000 visitors?
    37. 37. Social Media / Provide Answers
    38. 38. Social Media / Be Where They Are
    39. 39. Social Media / Be Where They Are
    40. 40. Social Media / Be Where They Are
    41. 41. Social Media / Conclusions <ul><li>What does this mean? </li></ul><ul><li>Whilst social media may not be for everyone, there’s something in it for most </li></ul><ul><li>Develop expertise and add conversation building to what you do </li></ul><ul><li>Online, everything is related to reputation – you don’t have to be in PR to do PR </li></ul><ul><li>It also impacts SEO </li></ul>
    42. 42. A Vision SEARCH TIME KEYWORD SEARCH 4D SEARCH
    43. 43. A Vision SEARCH Preferences Recommendations USER PROFILE LOCATION TIME KEYWORD SEARCH GPS Tagging GPS Positioning Voice Recognition 4D SEARCH
    44. 44. Summary <ul><li>What Should You Be Doing? </li></ul><ul><li>Start making the most of search! </li></ul><ul><li>Work out the value of search to your business and to that of your clients </li></ul><ul><li>And What Could You Be Doing? </li></ul><ul><li>Looking at your web design? Add mobile to that mix </li></ul><ul><li>Make sure you’re totally relevant – personalisation is coming </li></ul><ul><li>Learn social media – it’s not just for kids: Web 2.0 is big business </li></ul><ul><li>Ultimately, provide a joined up solution </li></ul>
    45. 45. Ciarán Norris, SEO & Social Media Director, ciaran.norris@altogetherdigital.com

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