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Reaching Job Seekers On The Search Engines


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More job searches are conducted on Google and Yahoo than Monster and CareerBuilder combined. Use search engine marketing to send job seekers directly to your career site! Contact for more information.

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Reaching Job Seekers On The Search Engines

  1. 2. Presented by Kevin Hawkins Caroline Slomski Reaching Job Seekers on the Search Engines…
  2. 3. Reaching Job Seekers on the Search Engines… … through Search Engine Marketing
  3. 4. Natural Search Organic Search Non-Paid Search Non-Paid Listings Search Engine Optimization (SEO) Sponsored Search Sponsored Links Paid Search Paid Listings Pay Per Click Search Engine Marketing (SEM)
  4. 5. Search Engine Popularity Pew Internet, December 2008
  5. 6. Search Engine Popularity with Job Seekers This represents 10% of the American Workforce Population
  6. 7. Search Engines Mean More Than Just Google
  7. 8. Only 8% of searchers go past page 3 in the results ( iProspect, April, 2008) Job boards spend millions of dollars every year on search engine optimization Get on page 1 with Search Engine Marketing
  8. 9. Hard economic times are leading to budget scrutiny. Paid search is performance-based and, therefore, highly accountable. eMarketer, Jan. 2009
  9. 10. Why Aren’t More Employers Using SEM? <ul><ul><li>Cost per click too high </li></ul></ul><ul><ul><li>Click through rate too low </li></ul></ul><ul><ul><li>Budget wrongly allocated </li></ul></ul><ul><ul><li>Low quality score </li></ul></ul>
  10. 11. Campaign management Campaign optimization Standardized reporting
  11. 12. NAS SmartClicks Solution Keyword Research Monthly Reporting Bid Monitoring Ongoing Optimization Budget Management Creative Copywriting
  12. 13. SEM and Your Sourcing Strategy Immediate Hiring Needs Ongoing Hiring Needs Strategic Initiatives Hard-to-Fill High Volume Pipelining Attrition Growth Branding Diversity Military
  13. 14. SEM and Your Sourcing Strategy
  14. 15. SEM and Your Sourcing Strategy Your message here
  15. 16. SEM and Your Sourcing Strategy Cost Effective Flexible Targeted Relevant Measurable Pay-per-Click Maximum Cost-per-Click Daily/Monthly Budgets Free Impressions Keyword-specific Geographic Time of Day Day of Week Quick Campaign Setup No Long-Term Contracts Constant Optimization Matched to searcher needs Immediate access Clicks Impressions Budget Conversions
  16. 17. The Benefits of SEM <ul><li>Speaks to “Hand Raisers” </li></ul><ul><li>Yields highly targeted leads </li></ul><ul><li>Reaches people when they are actively looking for information about your career opportunities and information online </li></ul>
  17. 18. SEM in Action
  18. 19. NAS SmartClicks Process Define Campaign Create AdGroups Select Keywords Write Ad Text Identify Landing Page Launch Campaign and Optimization
  19. 20. <ul><li>Certified Google AdWords Professionals </li></ul><ul><li>Quality control and constant optimization </li></ul><ul><ul><ul><li>Ad copy </li></ul></ul></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><ul><li>Bidding strategy </li></ul></ul></ul><ul><ul><ul><li>Landing page </li></ul></ul></ul><ul><li>Regular reporting and recommendations for campaign improvement </li></ul><ul><li>Lowest cost per click for the highest return on investment </li></ul>NAS SmartClicks Commitment
  20. 21. Impressions NAS SmartClicks Results Click-thru-Rate
  21. 22. NAS SmartClicks Results Cost-per-Click Click-thru-Rate
  22. 23. Impressions NAS SmartClicks Results Click-thru-Rate Cost-per-Click Click-thru-Rate Click-thru-Rate increased 5% over just three weeks. The CTR increase is not only providing more traffic to the client’s site, but it is yielding a lower CPC yet higher page ranking for the client’s ad.
  23. 24. Other Search Engine Marketing Opportunties Content Network Mobile Video
  24. 25. Get spring fashion trends Read up on decorating hints Look for hotels near Disney World Find career related news What is the Content Network? Personal Travel sites Fashion sites News sites Interior Design sites
  25. 26. Mass Media Niche Media Thousands of Sites
  26. 27. Scans a page, interprets its content and serves the most relevant ads by keyword subject Recipe for Roasted Garlic Pasta Sauce Relevant ads Targeted in real-time Reach Millions as they Read Content Online
  27. 28. Mobile Search
  28. 29. Video Exposure
  29. 30. Questions