Job Board Presentation


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  • HotLizard – capability and expertise Nigel – online recruitment experience
  • Job Board Presentation

    1. 1. delivering online expertise
    2. 2. How to operate a profitable job board
    3. 3. About HotLizard <ul><li>9 years old </li></ul><ul><li>Leading supplier of online recruitment solutions </li></ul><ul><ul><li>Recruitment sector </li></ul></ul><ul><ul><li>Master Vendor/Vendor Neutral </li></ul></ul><ul><ul><li>Corporate Recruitment </li></ul></ul><ul><ul><li>Job boards and Media </li></ul></ul>
    4. 4. What do we do? <ul><li>Search Engine Optimisation and Candidate Attraction </li></ul><ul><li>Web Site/Job Board Design and Development </li></ul><ul><li>Recruitment Management/Applicant Tracking Systems </li></ul><ul><li>Vendor Management Solutions </li></ul><ul><li>Hosting, support and maintenance </li></ul><ul><li>Creative Design and Marketing </li></ul><ul><li>Consultancy and Training </li></ul>
    5. 5. Some of our clients
    6. 6. Online Recruitment Market Overview and Trends
    7. 7. <ul><li>UK Leading Source of Job Board data </li></ul><ul><li>Enhance Media in partnership with ABC Electronic </li></ul><ul><li>Surveys 3,7617 job seekers across 27 job boards </li></ul><ul><li>Combines demographic audience profile and audited user numbers </li></ul><ul><li>Data gathered from online surveys </li></ul><ul><li>Data is weighted to remove bias </li></ul><ul><li>Uses unique user figures </li></ul><ul><li>Results are free from </li></ul>What is NORAs?
    8. 8. 15% of the UK Workforce are actively looking for a job (CIPD 2005) 12m of these users are actively seeking employment 30m online users in the UK, with 50% online everyday (63%) 22.1% of online advertising spend 40.3% increase Increased from £630.5M in the previous year Online recruitment advertising spend was £917.2M in the first half of 2006
    9. 9. The market is steadily maturing in terms of age with 50% of job seekers fitting the AB profile. <ul><li>Average age - 34 </li></ul><ul><li>Average work experience – 13.6 yrs </li></ul><ul><li>Average salary £34,600 </li></ul><ul><li>Average of 5 jobs sites used </li></ul><ul><li>64% are in a fulltime job </li></ul>
    10. 10. Average salaries £18K - £78K
    11. 11. Online every day is normal
    12. 12. Sites visited decreasing
    13. 13. Finding and revisiting job boards 36% Good reputation 17% Word of mouth 42% Easy to use 19% Link from another site 48% Good selection of jobs 31% Search engine Repeat visitors Chose to revisit the site First time visitors First find out about the site
    14. 14. ½ for advice, ¼ just for jobs
    15. 15. Online is working 72% applied for a job found online 56% Got a job 65% got an interview
    16. 16. Emailing CV most popular
    17. 17. Characteristics of today’s online job seeker  <ul><li>Range is wide from junior to senior </li></ul><ul><li>Range of sites visited is falling </li></ul><ul><li>Sites are found through search engines, links and word of mouth </li></ul><ul><li>Sites are revisited because of quality of jobs, ease of use and reputation </li></ul><ul><li>Half of them have Internet phones </li></ul><ul><li>Number of non-online methods are falling </li></ul>
    18. 18. How do we get hold of high quality candidates?  
    19. 19. Traditional and Online Methods  Internet Advertising Word of Mouth Advertising Promotional Events PR Search Engines
    20. 20. <ul><li>80% of job seekers looking online </li></ul><ul><li>56% of candidates finding jobs online </li></ul>Online is increasing Traditional methods are declining
    21. 21. A job board can give a client… Reach Inexpensive Targeted candidates
    22. 22. Advertise directly Businesses will reduce their spend on non-internet media They will either… or Use job board advertising as a replacement
    23. 23. But recruiters and employers will be dissatisfied if… Expensive Wastage Competing for candidates
    24. 24. Do we want to be one of the handful of sites that they visit?
    25. 25. How do we get to the top of the search engines? Is that the right question?
    26. 26. How do we get to the top of the search engines to get the best candidates?
    27. 27. <ul><li>Am I looking for a short-term win or a long-term candidate attraction strategy or both? </li></ul><ul><li>Short term – immediate results, campaign, test strategy, support a long-term strategy </li></ul><ul><li>Long term – consistent high quality candidate flow, commitment to the online source </li></ul>
    28. 28. Short Term   <ul><li>Search Engine Marketing </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Ad Words etc.. </li></ul>
    29. 29. Long Term <ul><li>Generic Search Engine Optimisation </li></ul><ul><li>Natural Listing </li></ul>
    30. 30. Generic optimisation – is it a science or an art?
    31. 31. A Science.  
    32. 32.   Set of rules Logical Measurable Known outcomes Can’t cheat
    33. 33. Is it easy? <ul><li>Detailed </li></ul><ul><li>Time consuming </li></ul><ul><li>Results aren’t immediate </li></ul><ul><li>Constant </li></ul><ul><li>Some markets are more successful than others </li></ul>
    34. 34. Can my site be optimised?  <ul><li>It all starts with the design and build </li></ul><ul><li>Will need to be creatively and technically reviewed </li></ul><ul><li>May be minor changes or a complete re-design and re-build </li></ul>
    35. 35. Design and Build <ul><li>Page layout – amount and positioning of text </li></ul><ul><li>Structure and size of an HTML page </li></ul><ul><li>HTML Tags </li></ul><ul><li>Valid code </li></ul><ul><li>Web Site and File Structure </li></ul><ul><li>Text headers </li></ul><ul><li>Breadcrumb trails </li></ul><ul><li>Site maps </li></ul><ul><li>Font and text size </li></ul><ul><li>Use of frames and tables </li></ul><ul><li>Image references </li></ul><ul><li>Use of Flash and scrolling text </li></ul><ul><li>Use of Javascript </li></ul><ul><li>Use of XHTML and CSS </li></ul><ul><li>URL naming </li></ul>
    36. 36. Indexing individual jobs <ul><li>Search engines above all love relevant content </li></ul>
    37. 37. Now we have the framework – what next?
    38. 38. Definition of key terms and phrases <ul><li>Competitor research </li></ul><ul><li>Industry research </li></ul><ul><li>Business research </li></ul><ul><li>Who is searching for what? </li></ul>
    39. 39.   Meta Tags Meta descriptions Meta keywords Stop Words
    40. 40. T heme Submission Keyword frequency Keyword density Keyword Prominence
    41. 41. All done?
    42. 42. PR Syndication Link Popularity
    43. 43. Finished now? 
    44. 44.   M onitor and review and make changes - quarterly Competitors try harder Search Engines change the rules
    45. 45. Is it worth it?
    46. 46. <ul><li>Reach a high proportion of Internet job seekers </li></ul><ul><li>More likely to click on a generic rather than a paid for listing </li></ul><ul><li>Reduce advertising spend </li></ul><ul><li>Eliminate search engine marketing spend </li></ul><ul><li>Site is inherently more accessible </li></ul>
    47. 47. Control where the candidate lands 
    48. 48. Why is this important? <ul><li>Frustration with not finding jobs </li></ul><ul><li>Complicated searching is out </li></ul><ul><li>Instant results are in </li></ul>
    49. 49. The candidate clicks on the link…… what next????
    50. 50. Blue Print for a Successful Job Board
    51. 51. Types of Job Board <ul><li>Generalist </li></ul><ul><li>Regional </li></ul><ul><li>Niche </li></ul><ul><li>Media </li></ul>
    52. 52. The nature of the job board and the audience will influence presentation & functionality  
    53. 53. Number one objective:  <ul><li>Convert a visit into a high quality registration/application </li></ul>
    54. 54. General considerations  Ease of use Simplicity Navigation Clarity
    55. 55. Passive Job Seeker V’s Active Job Seeker
    56. 56. Active Job Seeker  <ul><li>Make the 3 - click rule a 2 click rule Navigate straight to job </li></ul><ul><li>Make the 2- click rule a 1-click rule Land on the job </li></ul><ul><li>Make it easy to register for alerts 1 more click </li></ul><ul><li>Make it easy to apply Not another application form! </li></ul><ul><li>Filter out the noise </li></ul>Leave no room for error!
    57. 57. Passive job seeker  <ul><li>Engage </li></ul><ul><li>Multiple points of engagement </li></ul><ul><li>Reason to return </li></ul><ul><li>Differentiation </li></ul>Keep them interested – keep you on their shortlist
    58. 58. Content <ul><li>What candidates like </li></ul><ul><ul><li>Useful information </li></ul></ul><ul><ul><ul><li>Up to date salary surveys </li></ul></ul></ul><ul><ul><ul><li>Industry related articles </li></ul></ul></ul><ul><ul><ul><li>Hints and Tips they can’t get somewhere else </li></ul></ul></ul><ul><ul><ul><li>Newsletters </li></ul></ul></ul><ul><ul><ul><li>Jobs and more jobs </li></ul></ul></ul><ul><li>What candidates don’t like </li></ul><ul><ul><li>Information they can get from elsewhere </li></ul></ul><ul><ul><li>How great you are information – good for clients but not for candidates </li></ul></ul><ul><ul><li>Clutter and complication </li></ul></ul>
    59. 59. Functionality  Essential Leading Edge State of the Art
    60. 60. Essential Job Search Candidate Registration Email a friend Job Alerts by Email Content Maintenance
    61. 62. State of the Art Job Alerts by SMS Online polls Online questionnaires Interactive salary surveys E-commerce Real-time reporting Email marketing CV Wizards Screening and filtering CV searching CV alerts
    62. 64. Leading Edge CV Parsing RSS Feeds Pod casts Video jobs Blogs Linked In Seamless integration Online interview management Online application tracking
    63. 66.   Making it easier for the candidate Putting the candidate in control Emphasis
    64. 67. Featured Clients Featured Jobs Client Micro Sites Emphasising the brand
    65. 69. Job Posting Featured Positions Client Profile Traditional Revenue Opportunities Sponsored searches Added value services
    66. 71. Client micro sites Pod casts Video jobs State of the Art Revenue Opportunities Added value services
    67. 73. Applicant Tracking Talent Management Recruitment Management Leading Edge Opportunities For Clients Added value services
    68. 74. Application Tracking CV Management Online Profiling and Testing Leading Edge Opportunities For Candidates Added value services
    69. 75. Why? <ul><li>Added revenue opportunities </li></ul><ul><li>Added value for candidates and clients </li></ul><ul><li>Retention </li></ul><ul><li>Differentiation </li></ul>
    70. 76. The Telegraph Job Board
    71. 77. Winner of the National Online Recruitment Award (NORAs) for…. Best Online Recruitment Section by a Consumer Publication
    72. 78. <ul><li>The requirement </li></ul><ul><li>The end result </li></ul><ul><li>The future </li></ul>
    73. 79. <ul><li>Replace the existing job board with a presence that could rival the best in the recruitment market - </li></ul><ul><ul><ul><li>Monster </li></ul></ul></ul><ul><ul><ul><li>Reed </li></ul></ul></ul><ul><ul><ul><li>Guardian </li></ul></ul></ul>The Requirement
    74. 80. <ul><li>To replace the existing job board that more effectively targeted the ABC audience </li></ul><ul><li>To substantially increase the revenue brought in through online job advertising </li></ul><ul><li>To position the Telegraph to effectively manage the transition from offline to online advertising </li></ul><ul><li>To drive traffic to other areas of the Telegraph web site </li></ul><ul><li>To be a robust and resilient presence in the market at all times </li></ul>The Requirement
    75. 81. <ul><li>3 month turn around from project commission </li></ul>The Timescales
    76. 82.   Online recruitment expertise Flexibility Why HotLizard? Library of job board components Customisability Ownership
    77. 83. HotLizard The Partnership Nigel Leigh, Product Manager jobs.telegraph
    78. 84. The Look Clean, easily navigable interface built for optimisation and accessibility Sits nicely inside the brand guidelines for the newspaper but with its own identity, personality and navigation
    79. 85. The Look - The deliverable
    80. 86. The Look - The deliverable
    81. 87. The Look - The deliverable
    82. 88. Optimisation <ul><li>Generic optimisation for the whole site </li></ul><ul><li>Individual optimisation for jobs </li></ul><ul><li>Search engine marketing </li></ul>
    83. 89. Functionality <ul><li>Easy to navigate </li></ul><ul><li>Rich and appropriate in content </li></ul><ul><li>Streamlined application process </li></ul><ul><li>Excellent client administration </li></ul><ul><li>Excellent Telegraph administration </li></ul><ul><li>Reporting in real time </li></ul><ul><li>Control over all aspects of the process </li></ul><ul><li>Easy for the sales people to use to generate business </li></ul>
    84. 90. Infrastructure <ul><li>Dedicated and redundant hosting </li></ul><ul><li>Strict and enforced service level agreements </li></ul><ul><li>Rigorous support and maintenance </li></ul>
    85. 91. <ul><li>Registrations are up 40% </li></ul><ul><li>Revenue is up 35% </li></ul>The results
    86. 92. The Future <ul><li>Enhanced generic optimisation </li></ul><ul><li>Extension to the Telegraph job channels </li></ul><ul><li>Increased services to clients to include applicant tracking </li></ul><ul><li>Increase on market share and presence </li></ul>
    87. 93. Questions and Answers
    88. 94. delivering online expertise