This document discusses transforming a company's recruiting budget to focus more on Web 2.0 strategies. It begins by noting how job searches have shifted massively online in recent years. The presentation then outlines why companies should focus their recruiting efforts on Web 2.0 channels like search engines, social networks, and building an online talent community. Budget estimates are provided for various Web 2.0 projects and metrics for measuring their effectiveness are discussed. The presentation concludes by emphasizing the need to measure results and drive efficiency to gradually reduce spending on traditional channels like job boards and shift more funds to Web 2.0 over time.

1. Your Web 2.0 Budget

2. Today’s Host ‐ @jjbuss
Jason Buss
#recruit Ameriprise Financial
VP, Talent Acquisition & Diversity

3. Agenda:
‐ Why Transform Your Recruiting Budget
‐ Web 2.0 Projects & Results To Date
‐ Estimated Web 2.0 Budgets & Transformation
‐ Measuring Effectiveness & Results Achieved

4. The Talent Shift
Pre Web Web 1.0 Web 2.0
August 2009 August 2009
CareerBuilder.com Google.com
24 Million Visitors 226 Million “Job” Searches
Source: comScore Media Metrix Source: Google Adwords

5. Old Recruiting
Model
$ $ $ $ $
Benefits College Marketing
Career Culture About Us Paid Job Boards Niche Boards
Site
Diversity Search Jobs Job Distributors Campaigns
Print & Offline Events
Req Management Job Search Sourcing Tools Micro Sites
ATS
Reporting Applicants Email Marketing Resume Search
Spending $$$ No Search Engine Traffic Not Capturing Passives
With Each Job Or Brand / Future Interest
No Web 2.0 Tools Not Driving
Not Recycling Or
Or RSS/XML Feeds Employee / Viral Referrals
Remarketing To
Candidates Minimal Reporting Minimal/Manual
Social Network Recruiting

7. Why Web 2.0?
300,000,000 Million
“Job” Searches Per Month

8. Why Web 2.0?

9. Why Web 2.0?

10. Why Web 2.0?
1.5 Million
Ning
Communities

11. Why Web 2.0?
4 Billion SMS
Recruiters Everywhere
Messages Sent Daily
Hire Me Now!

12. Why Web 2.0?
1 Billion Videos
Viewed Per Day

13. Why Web 2.0?

14. Why Web 2.0?
Latest LinkedIn Facts
• LinkedIn has over 48 million members in over 200
countries and territories around the world.
• A new member joins LinkedIn approximately
every second, and about half of our members are
outside the U.S.
• Executives from all Fortune 500 companies are
LinkedIn members.

15. Expanding Your Reach & Engagement
Passive Candidates Active Post Apply
65% to 75% Of Market Candidates (Employees & Alumni)
• No Capture Tools • Apply • Recruiter Manually Driven
Web 1.0
• Recruiter Contact
Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets
• Join Talent Community • Repeat Visitors/Applicants
• RSS Subscribe • Apply • Referral Email Agents
• Follow On Twitter • Social Sharing With Friends
• Join Linked In Group • Social Profile Applications
• Become A Fan/Facebook • Group/Fan Involvement
• Join Private Community
90% Of 50% 30%to 50% Increase
Career Site Visitors Fall Off In Referral &
Repeat Visitors

16. Web 2.0 Projects / Areas To Consider
Search Engine Marketing Building Talent Community
(SEO & SEM) (Email Capture & Marketing)
Social & Professional Networks Social Media
(Facebook, Twitter, LinkedIn) (YouTube, Flicker, Skype, Blogs)
Career Site Job Aggregators
(RSS Feeds, Site Widgets) (Sponsored Feeds/PPC)
Web 2.0 Metrics / Measurement Platform

17. Search Engine Optimization & Marketing

18. Search Engine Optimization & Marketing
• Approximately Google 33,000 Searches Monthly For “Financial Advisor Jobs”
• Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month
• Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)

19. Social & Professional Networks

20. Social Media Marketing

21. Social Network Marketing

22. Social Network Marketing

23. Career Site Enhancements

24. Career Site Enhancements

25. Building Your Talent Community
Capture
Passive
Candidates

26. Automates Job Marketing
Your Career Site Finds Matching
Members Cultivates Your Talent Community
Bill Smith Jane Hanson
bill@gmail.com jane@aol.com
Business Analyst Web Developer
Chicago, IL Minneapolis, MN
Emails
Job
Job Title: Alert Stan Jones Leslie Neal
Job Title:
Business Analyst stan@hotmail.com lneal@yahoo.com
Job Title:
Business Analyst Project Manager QA Tester
Business Analyst Boston, MA San Diego, CA
Location:
Location:
Chicago, IL
Location:
Chicago, IL
Chicago, IL
Keywords: Jeff Berg Jodi Carlson
Keywords: Drives Them jeff@gmail.com jcb@msn.com
Project Manager
Keywords:
Project Manager To Site Sharepoint Admin Graphic Design
Sharepoint
Project Manager Portland, OR Austin, TX
Sharepoint
Sharepoint

27. Automates Job Marketing
• Fully Automated
• Candidate Controlled
• Branded To Company
• Full Bounce Handling
• All Results Tracked

28. Social Media Marketing
Financial Advisor Careers @ Ameriprise

29. Job Aggregators (Sponsored Feeds)
• Budget $20 per job per month for sponsored / hard to fill jobs
• Drive direct to branded / measurable version of your jobs – versus ATS view
• Watch for job‐jacking, and competitor keyword targeting
Sponsored Area Of Sites
Direct Feeds To Career Site

30. Agenda:
Web 2.0 Budget
Estimates &
Transition Planning

31. Beware Of Sacred Cows
Print Ads
Job Boards
Headhunters

32. Setting Up Pilot Programs
• Identify Early Adopter Hiring Managers/Groups
• Benchmark Pilots Against Traditional Programs
• Avoid Anecdotal Data If Possible
• Set Reasonable Expectations
• Get Internal Champions To Share Excitement

33. Budget Suggestions
Project/Pilot Suggested Budget Possible Budget Areas
Search Engine Optimization $50K ‐ $100K • Job Board/Resume Subscriptions
(SEO) (Annually) • Headhunter/Agency Fees
• Career Site Makeover/Marketing
SEM/Pay‐Per‐Click $5K ‐ $20K • Job Board Subscriptions
(Per Campaign) • Offline Media Costs
• Diversity Budgets
• Job Fairs & Events
Social Networks
Facebook: ‐ Fan Pages: $10K ‐ $20K • Career Site / Employer Branding
‐Ads: $5K ‐ $10K • Job Board / Resume Search
(Per Campaign) • Headhunter/Agency Fees
‐ Job Search Tools: $5K‐$10K • Business Unit Hiring Budgets
• Campus Recruiting
LinkedIn Groups: Recruiter/Time • Job Board Subscriptions
Twitter: $3K ‐ $5K • Campaigns / Business Unit $$
Social Monitoring: $5K ‐ $10K • PR / Marketing /Employer Brand

34. Budget Suggestions
Project/Pilot Suggested Budget Possible Budget Areas
Job Aggregators • $10K ‐ $20K Per Site • Job Board Fees
(Sponsored Feeds) • $20 Per Job Per Mo • Job Distribution Fees
Social Media • Video/Picture Production • Job Boards & Resume Search
• Skype Video Interviews • Sourcing Subscriptions Tools
• Candidate Travel Fees
Talent Community • $10K‐$20K • Job Board Fees / Resume Search
• Employee Communications
• Recruiter Headcount
• Internal Mobility / Retention
• Employee Referral Fees
• CRM / Email Marketing
Career Site Tools & Upgrades • $10K ‐ $25K • Career Web Site Marketing
(Job Search & Social Sharing) • ATS Upgrade Costs
• Recruiter & Manager Training
Measurement Platform & Tools • Free to $10K • Job Distribution Costs
• % Of Each Campaign
• ATS Reporting Costs

35. Agenda:
Measuring
Effectiveness &
Results Achieved

36. Drive Efficiency And Cost Savings
Web Analytics: ATS System:
• Shows Visitors: • Completed Applicants
‐ Person Level • Apply Sources
‐ By Referrer/Talent Type ‐ Dynamically Set By Jobs2Web
• Keywords (By Referrer) ‐ All Online Sources
• Campaigns (Person Level)
• Apply Starts
(CRM/Referring Sources)
• Geographical (By Type)
• Time/Date (By Type)
• Search/Social Footprint

37. SEO Pilot Results
• Started in 2007, for 6 months
• Search engine traffic went
from 2.2% to 11.3%
• Visitor to candidate
conversion doubled
• Career Site ROI tripled
• Time on site went from
average of 3 minutes to 8
• Site traffic and leads
increased by 300%

38. Drive Efficiency And Cost Savings
Year 1:
100% Spend
Year 2:
Referrals 15% 80% Needed
Year 3:
Headhunters 10% Social Networks 5%
60% Needed
Direct Hires 20%
Sourcing 10% Social Networks 10%
(SEO & SEM)
Direct Hires 30%
Talent Community 10% (Search Engines,
Career Site)
Referrals 20%
Talent Community 10%
Job Boards & Print Headhunters 5%
65% Referrals 30%
Sourcing 10%
Job Boards & Print Headhunting/Sourcing 10%
30% Job Boards & Print 10%

39. Closing Thoughts
• Connect with Jason • Continue the Conversation
@jjbuss – twitter
• #hci
• @jjbuss
facebook.com/jasonbuss
– TheTalentBuzz.com
linkedin.com/in/jbuss
bussjj@gmail.com
TheTalentBuzz.com

40. Q&A
Jason Buss
Ameriprise Financial
VP, Talent Acquisition & Diversity