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Job Board And CV Match ROI Model Seminar 200110


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The benefits and cost models underpinning outsourced SaaS job board software ownership

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Job Board And CV Match ROI Model Seminar 200110

  1. 1. A powerful business case: how the ROI models stack up for media brand owners Mads Moller Global Sales Director, Madgex
  2. 2. £26B UK Job Market <ul><ul><li>Large audience </li></ul></ul><ul><ul><li>Cost-effective medium </li></ul></ul><ul><ul><li>Proven </li></ul></ul><ul><ul><li>Strong </li></ul></ul><ul><ul><li>Revenue </li></ul></ul><ul><ul><li>Model </li></ul></ul><ul><ul><li>New service </li></ul></ul><ul><ul><li>to your </li></ul></ul><ul><ul><li>audience </li></ul></ul>
  3. 3. In the last three months, have you? Have you responded to a direct mail (private or professional) Research a product you wanted to buy. Have you gone to mainstream TV or Magazines or News papers or Radio? Print yell pages? Google or any other search engine? Taped friends, familiy, collegeas via social network: facebook, chat, blogs. Did answer you got back was a URL or link to a web site you could visite?
  4. 4. ROI: why bother with a job board? David Meerman Scott Do you have an ROI for the man removing leaves in front of the HQ reception? What’s the ROI on the billboard campaign? What’s the ROI on the web site? What’s the ROI on the search campaigns? What’s the ROI on the TV campaign? What’s the ROI of trousers?
  5. 5. ROI?
  6. 6. So ... Why do we want to see an ROI? <ul><li>These days it’s a vital part of the decision process </li></ul><ul><ul><li>Driven recession, competition, general market conditions etc. </li></ul></ul><ul><li>Financial sign off </li></ul><ul><li>Managed revenue expectation </li></ul><ul><li>It’s a great tool to outline </li></ul><ul><ul><li>How we will be successful with a job board </li></ul></ul><ul><ul><li>Identify any new process needed </li></ul></ul><ul><ul><li>New hiring, organisational changes, new responsibilities </li></ul></ul><ul><ul><li>What is going to be the USP’s for the site </li></ul></ul>
  7. 7. Walter Mischel, W. (1968) Marshmallow experiment - Delayed Gratification
  8. 8. The Madgex ROI model <ul><li>We are determined to make it fit, work and successful </li></ul><ul><li>We are trying to understand </li></ul><ul><ul><li>Your online capabilities to </li></ul></ul><ul><ul><ul><li>Managing the site </li></ul></ul></ul><ul><ul><ul><li>Publishing </li></ul></ul></ul><ul><ul><ul><li>Selling </li></ul></ul></ul><ul><ul><li>Your risk levels </li></ul></ul><ul><ul><ul><li>How fast do you want this new service ramp up? </li></ul></ul></ul><ul><ul><li>What is important to you? (SLAs, goals, targets, KPIs etc) </li></ul></ul><ul><ul><li>How is your market and how is your audience? </li></ul></ul>
  9. 9. Key drivers in the Madgex ROI model <ul><ul><li>We estimate the potential job postings and the y-o-y growth potential </li></ul></ul><ul><ul><ul><li>Based on the traffic on your current site </li></ul></ul></ul><ul><ul><ul><ul><li>Unique visitors, register, premier user etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Audience characteristics </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Geographic, regional, professional, job type and industry sector </li></ul></ul></ul></ul></ul><ul><li>The rate card </li></ul><ul><ul><li>Based on your current sales model or market (niche or wider market) </li></ul></ul><ul><ul><li>Bundles and unit prices </li></ul></ul><ul><li>Up sell ratio (featured, branded, premier postings, mini sites etc.) </li></ul><ul><li>Client growth ratio </li></ul>
  10. 10. Star Tribune
  11. 11. 14 th Biggest newspaper in USA 300,000 daily circulation Gained massive uplift from switching to Madgex Stats: ABC Oct-2009 Star Tribune Jobs
  12. 12. 56% increase in email alert creation Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
  13. 13. 38% increase in job seeker searches Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
  14. 14. 67% increase in job applications Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
  15. 15. Why is your site important? Any kind of frustration, delay or annoyance will cause a proportion of users to give up and leave your site. The cumulative effect is huge. This is why Madgex is obsessed about designing its platform to maximise conversion rates. A well designed job board platform maximises your revenue stream by minimising the drop-out at each step. You will lose user if the sites takes more that 3 seconds to load
  16. 16. Madgex’s offering
  17. 17. The Madgex Value proposition <ul><li>Madgex view job board success as:- </li></ul><ul><ul><li>Maximising revenue opportunities </li></ul></ul><ul><ul><li>Driving down operational costs </li></ul></ul><ul><ul><li>Maximising quantity and quality of activity </li></ul></ul>
  18. 18. SaaS
  19. 19. Pre SaaS: frozen in time <ul><li>Some vendors sell you a </li></ul><ul><li>However, the web moves quickly, and it is now showing its age </li></ul><ul><li>Things have changed hugely in the recruitment industry and efficiency is more vital now than ever </li></ul>
  20. 20. <ul><li>Essentially an activity in looking for pain points </li></ul><ul><li>What aspects of our platform are do users have trouble with? </li></ul><ul><li>Remove the “pain” (frustrations, annoyances), and deliver more conversions </li></ul>
  21. 21. The Madgex SaaS release Cycle <ul><li>User Experience Optimisation & SEO is an implicitly on-going activity. </li></ul><ul><li>It requires substantial expertise and investment </li></ul><ul><li>You get it “for free” with V3 </li></ul><ul><li>Our release cycle is every 3-6 months </li></ul>
  22. 22. A reduced number complete the activity they set out to do Users start an activity, e.g. Apply for a job Time investment: “ How long is this going to take?” Disorientation: “ How do I proceed?” Fatigue “ This is tiring” Cognitive overload “ What does this all mean?” Drop-outs SEO increases the number of users here. User Experience Optimisation (UXO) reduces the leakage of users during activities Both SEO and UXO improved the number of users who complete valuable activities
  23. 23. <ul><li>Behavioural tracking </li></ul><ul><li>Think aloud protocol </li></ul><ul><li>Video analysis </li></ul>
  24. 24. Job Boards CV Search & Match Job wrapper Revenue Time and the evolution of your requirements and the Saas solution SEO UX Consultancy Account Management Miniand Maxi sites SEO SEO SEO SEO SEO Managed Service
  25. 25. Its about making work for you Fully managed or outsourced solution Low risk Medium risk High risk In-house managed solution Revenue Revenue share Commitment Risk options Sales, marketing, publishing, resource, running and maintaining the site
  26. 26. Secure your ROI Operational success = strong ROI
  27. 28. Revenue Share Model?
  28. 32. You MOT and vital check up most happen regularly <ul><li>Dedicated Account Manager </li></ul><ul><ul><li>Single point of contact </li></ul></ul><ul><ul><li>Month reviews of performance </li></ul></ul><ul><ul><ul><li>Reports </li></ul></ul></ul><ul><ul><ul><li>Analytics </li></ul></ul></ul><ul><ul><ul><li>SLAs, targets etc </li></ul></ul></ul><ul><ul><li>Feedback on enhancements </li></ul></ul><ul><ul><li>Insights to how you can improve the sites performance </li></ul></ul>
  29. 33. For example
  30. 34. Advanced Search Recent research showed that this new footer design would deliver high SEO value & usability 1 month later we launched this new feature on all our SaaS- powered sites
  31. 35. 250% uplift in organic traffic on some sites
  32. 37. Questions?