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Google	
  Confidential	
  and	
  Proprietary	
   1	
  
Search plays a significant role for job seekers
84%
of consumers s...
 
Google	
  Confidential	
  and	
  Proprietary	
   2	
  
	
  
Research	
  has	
  become	
  a	
  lengthy	
  process	
  
80%	...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Careers”.	
  July	
 ...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Local	
  and	
  Soci...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Careers”.	
  July	
 ...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Careers”.	
  July	
 ...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Careers”.	
  July	
 ...
1 in
5
	
  
Google	
  Confidential	
  and	
  Proprietary	
   8	
  
	
  
	
  
	
  
Online	
  video	
  influences	
  job	
  se...
9	
  Google	
  Confidential	
  and	
  Proprietary	
  
	
  
Google	
  Confidential	
  and	
  Proprietary	
   9	
  
	
  
	
  
...
Source:	
  Compete,	
  “Understanding	
  the	
  Consumer	
  Path	
  to	
  Purchase	
  Journey	
  –	
  Careers”.	
  July	
 ...
 
Google	
  Confidential	
  and	
  Proprietary	
   11	
  
	
  
While	
  researching	
  on	
  a	
  mobile	
  device,	
  user...
55%	
   34%	
  
46%	
   34%	
  
37%	
   42%	
  
30%	
   47%	
  
24%	
   52%	
  
	
  
Google	
  Confidential	
  and	
  Propr...
 
Google	
  Confidential	
  and	
  Proprietary	
   13	
  
	
  
Missed	
  opportunity:	
  job	
  sites	
  are	
  not	
  opti...
 
Google	
  Confidential	
  and	
  Proprietary	
   14	
  
	
  
Key	
  Takeaway:	
  Competing	
  for	
  job	
  seekers	
  on...
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Google jobs compete study Q3 2012

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Stats and facts on the impact of SEO in candidate attraction strategies using search to drive quality of hire, improve brand recognition and awareness of your job opportunities

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Google jobs compete study Q3 2012

  1. 1.   Google  Confidential  and  Proprietary   1   Search plays a significant role for job seekers 84% of consumers start their research on a search engine 25% discover a new site they were not aware of before searching Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.     Google  Confidential  and  Proprietary   1  
  2. 2.   Google  Confidential  and  Proprietary   2     Research  has  become  a  lengthy  process   80%  of  research  sessions  occur  2+  weeks  prior  to  conversion                                           Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012. Clickstream: base = converters Google  Confidential  and  Proprietary   2   Maintain an always on strategy to capture users throughout the research process. 9% 12% 24% Same Day Same Week 2 to 3 Weeks 56% 30+ Days
  3. 3. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   3  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   3     Job  searchers  are  2X  more  likely  to  convert  than   non-­‐searchers             92% View 16+ pages prior to conversion 56% Rely on non- branded search 32% Use a branded search prior to conversion 48% Use search 5+ times while doing research
  4. 4. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Local  and  Social  Companies”.  July  2012.   4  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   4     Researchers  cast  a  wide  net  while  they  research   46%  of  in  market  online  service  consumers  on  average  visit  5+  sites                         Remarket to users who are exploring options. 26%   1 Site 28% 2 to 4 Sites 46% 5+ Sites
  5. 5. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   5  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   5     Users  rely  on  search  to…             81%   Obtain  information   25%   Discover  new  site(s)   25%   Decide  which  site  to  convert   Be  reminded  of  existing   site(s)     17%   Compare  options   22%  
  6. 6. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   6  Google  Confidential  and  Proprietary  Google  Confidential  and  Proprietary   6     4  out  of  5  of  searchers  will  ‘switch’  prior  to   conversion                         80% of converters ultimately convert on a different site than they originally intended
  7. 7. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   7  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   7   25%   21%   19%   5%   Expand  reach  outside  of  search   1  in  4  in  market  job  seekers  are  on  the  GDN  during  their  research   period       30%         25%         20%         15%         10%         5%         0%   GDN   Facebook   YouTube   Twitter  
  8. 8. 1 in 5   Google  Confidential  and  Proprietary   8         Online  video  influences  job  seekers         Job  seekers  watch  online   video  as  part  of  their   research.       +16%Increase  in  YouTube  referrals   to  job  sites             Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   *Over  a  6  month  period.   18MJob  site  researchers  searching   on  YouTube       Google  Confidential  and  Proprietary   8  
  9. 9. 9  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   9                                   Searching  on  the  go  
  10. 10. Source:  Compete,  “Understanding  the  Consumer  Path  to  Purchase  Journey  –  Careers”.  July  2012.   10  Google  Confidential  and  Proprietary     Google  Confidential  and  Proprietary   10             76%  of  job   seekers  are  using   mobile  devices  to   search     53%  use  mobile   applications  during   their  research  
  11. 11.   Google  Confidential  and  Proprietary   11     While  researching  on  a  mobile  device,  users   access…                                 Search   76%   Social   62%   Use  an  app   53%   Reviews   40%   Video   37%                             Source: Google and Compete P2P Classified and Local Mobile Survey RT1. Which mobile device, if any, did you use to access each of the following online sources while looking for information about job searching websites? N=229 July 2012. Google  Confidential  and  Proprietary   11     REVIEWS
  12. 12. 55%   34%   46%   34%   37%   42%   30%   47%   24%   52%     Google  Confidential  and  Proprietary   12     And  we’re  seeing  mobile  usage  increase  year   over  year   Which  resource  do  you  use  on  your  mobile  device  to  research  job  sites?     Use  More   Use  the  Same       Search  Engines     Read  Articles  Online       Mobile  App     Consumer   Generated  Reviews     Video  Sharing  Site       0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%           Source:  Google  and  Compete  P2P  Classified  and  Local  Mobile  Survey.  M6.  Thinking  about  looking  for  information  about  jobs  do  you   perform  each  of  the  following  activities  on  your  mobile  device(s)  (e.g.,  mobile  phone  and/or  tablet)  more  or  less  than  you  did  12  months   ago?.  July  2012.   Google  Confidential  and  Proprietary   12  
  13. 13.   Google  Confidential  and  Proprietary   13     Missed  opportunity:  job  sites  are  not  optimized   for  mobile  conversions   50%Over  50%  of  job  site  researchers   rely  on  mobile  apps  and  mobile   search;  however,     5% Less  than  5%  of  users  end  up   converting  on  their  mobile   device           Source: Google & Compete Local & SoFo P2P Survey P1. Did you end up purchasing, subscribing to, or filling out a form to get more information from a/an job search company or provider while you were looking for information about job sites online? n=229. P2. How did you purchase, subscribe to, or fill out a form to get more information from the job search company or provider? n=123 Google  Confidential  and  Proprietary   13  
  14. 14.   Google  Confidential  and  Proprietary   14     Key  Takeaway:  Competing  for  job  seekers  online               Job seekers rely on search and often research for 3+ 1 weeks: Invest  in  search  &  display  to  increase  consideration  of   your  brand.         Job seekers browse multiple sites: Remarket  to   customers  who   don’t   immediately   convert   on   your   site.         Job seekers are utilizing mobile devices: Create  a   mobile  optimized     experience     to     boost     conversions.                         Google  Confidential  and  Proprietary   14   2 3

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