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Digital strategy 11 april 2013.final

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Digital strategy 11 april 2013.final

  1. 1. DEVELOPING YOUR DIGITAL STRATEGY FOR RECRUITMENT @googledave #IORevents
  2. 2. @googledave #IORevents
  3. 3. OUR CLIENTS & PARTNERS@googledave #IORevents
  4. 4. @googledave #IORevents
  5. 5. ITS ALL GETTING A BIT TO MUCH!CONFUSED! CONFUSED IMAGE LAURAL AND HARDY HOW PEOPLE SEARCH @googledave #IORevents
  6. 6. CONFUSED!REMAIN CALMAND FOCUS ON USERS @googledave #IORevents
  7. 7. WHO IS GOGLE’S CUSTOMER? (Screen shot Google followed by a big YOU@googledave #IORevents
  8. 8. WHY SHOULD IT BE EASY?@googledave #IORevents
  9. 9. @googledave #IORevents
  10. 10. GOOGLE CANDIDATE HIGH STREET @googledave #IORevents
  11. 11. GOOGLE TRENDS CANDIDATE RESEARCH @googledave #IORevents
  12. 12. GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH @googledave #IORevents
  13. 13. GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH @googledave #IORevents
  14. 14. GOOGLE ADWORDS PAY PER CLICK (PPC) Why use Google Adwords? 1. Target people who are already searching for jobs or have jobs to fill 2. Only pay for it when they click into your website 2. Spend as little or as much as you want from £1 to £1000’s per day 3. Local, regional and global targeting; control where your ad’s are seen 4. Track ROI metrics – see the profit it can bring to you business http://www.ph-creative.com/blog/posts/2012/november/using- google-adwords-for-recruitment.aspx @googledave #IORevents
  15. 15. GOOGLE ADWORDS (PPC) GEO TARGETING @googledave #IORevents
  16. 16. The numbers 1. 170 Applications per month 2. 5-8 hires per month 3. Average £69 per hire@googledave #IORevents
  17. 17. SEO ORGANIC RANKGINGS@googledave #IORevents
  18. 18. SEO WHY ITS IMPROTANT TO YOUc80% of traffic clicks into the ‘organic channel’• Medium to long term• Investment in long-term, free traffic• Target phrases with higher intent to act• Medium term on broad terms for self qualification• Build a continual pipeline (hard to fill, high value, volume rolesEmployer Brand, visibility and reputation• Build your online authority and reputationGraduates for this year and the following years• Somerfield story• Build an online estateProfitability• Cost per hire• Time to hire• Your bottom line @googledave #IORevents
  19. 19. OLD SCHOOL SEO HAVE A ‘JEDI’ COUNCIL GOOGLE @googledave #IORevents
  20. 20. SO MANY UPDATES SO LITTLE TIME @googledave #IORevents
  21. 21. PANDA AND PENGUIN CAN MAKE THIS HAPPEN @googledave #IORevents
  22. 22. @googledave #IORevents
  23. 23. GOOGLE HAVE A ‘JEDI’ACOUNCIL GOOGLE HAVE ‘JEDI’ COUNCIL @googledave #IORevents
  24. 24. GOOGLE QUALITY RATERS We want all improvements for the users Matt Cutts; Google’s Distinguished EngineerQ: How do you optimise for the ‘human factor’?A: From a the mouth of a Google Quality Rater• Keyword intent = Do, Know, Go• Is the page vital, relevant, slightly relevant, or off topic/useless• Spam signals, keyword stuffing, excessive links,• Does the page help users fulfill their needs?• Clarity, easy to read, user’s don’t get lost• Mobile is different to desktop VISITORS FIRST, CONTENT SECOND AND FORGET ABOUT GOOGLE @googledave #IORevents
  25. 25. HOW TO KEEP THE PANDA & PENGUIN HAPPY “You should evaluate all the content on your siteand do your best to improve the overall quality of the pages on your domain. Removing low qualitypages or moving them to a different domain couldhelp your rankings for the higher quality content.” @googledave #IORevents
  26. 26. OVER 200 FACTORS INFLUENCE YOUR SEORelevancy (on page SEO)• Focus on your users, give them what they want• Freshness of content – how often do you change yours?• Content strategy, evolves, purposeful, hot topics, contagious• Don’t spam, keyword stuffRecommendation (off page SEO / Google Penguin)• Commit to outreach and engage with communities• Create content your audience will care about• Will people vote for you with inbound links?• Social mentions is ‘word of mouth’ marketing and builds links• Use Google+ and gain ‘authorship’ and your ‘identity’• Manage you link profile, assess risks and take actionExperience (Google Panda)• What do users ‘think’ of your pages? Find out.• Reduce clutter and friction• Don’t keep people waiting – improve load times• Do all you can to engage and ‘romance the share’ @googledave #IORevents
  27. 27. SEO AND PPC ATTRACT MORE CANDIDATES @googledave #IORevents
  28. 28. HOW CAN YOU CAPITALISE ON SOCIAL MEDIA? Reduce cost per hire • Direct hires, reduce agency reliance, profitability Talent Pooling • Work with forecasting, MPP, scenario planning, pipelines • Hard to fill roles, areas • Passive & active candidates • Tap into and engage their communities Reduce time to hire • Impact on client ops, costs, profitability Innovation – (lead, not follow) • Forward thinking, client satisfaction, leaders • Aid BID pitches for new clients • New sales opportunities to current clients @googledave #IORevents
  29. 29. IF CARLSBERG DID NETWORKING@googledave
  30. 30. HOW RAD CAN ENGAGE We have tried to make a feature or event within the site, meaning that it grabs more attention that a simple Twitter button. Therefore they see a higher conversion rate when compared to a standard site. @googledave #IORevents
  31. 31. ROMANCING CANDIDATES ON TWITTER @googledave #IORevents
  32. 32. FOLLOWERWONK – ANALYSE FOLLOWERS @googledave #IORevents
  33. 33. FOLLOWERWONK – COMPARE FOLLOWERSCompare followers to competitors, helps you to build new relationships @googledave #IORevents
  34. 34. HOOTSUITE MANAGE YOUR SOCIAL ON THE GO @googledave #IORevents
  35. 35. @googledave #IORevents
  36. 36. WHY YOU SHOULD USE GOOGLE+ Google Hangouts – its Free • Chat face to face • Host virtual meetings • Screen sharing • Extended circles, means you influence your followers and theirs Hangouts ‘On Air’ • Live broadcasts – for free • Stream to you Google + Profile, YouTube • And your website • Save instantly to YouTube • Shared to the world @googledave #IORevents
  37. 37. WHY YOU SHOULD USE GOOGLE+ How you can search and build your circles • Search by keywords • Search by people, pages, communities and posts • Search for IT managers, or specific companies and their employees @googledave #IORevents
  38. 38. WHY YOU SHOULD USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content – make it relevant to your candidates • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content @googledave #IORevents
  39. 39. AUTHORSHIP IN PRACTICE@googledave #IORevents
  40. 40. AUTHORSHIP IN PRACTICE@googledave #IORevents
  41. 41. AUTHORSHIP IN PRACTICE@googledave #IORevents
  42. 42. SEARCH PLUS YOUR WORLD – FED BY GOOGLE @googledave
  43. 43. CONTENT MARKETING IS A MUSTRome wasn’t built in a day• Commit and invest for ROI• Remember - why should it be easy?• Earn links for SEO, enhance reputation, build trust from customersIf Carlsberg did networking• Influencers and their influencers – aligning the planets• Don’t just target you audience, involve and build relationships• Givers, gainContent is a ‘king maker’ in different disguises• Written• Surveys, news, roundtables, interviews• Infographics, 404 pages• Slidedecks• Education resources, downloads• Photo’s, video @googledave #IORevents
  44. 44. CONTENT MARKETING IS A MUSTYou content needs to be• Findable – SEO, PPC, Social Channels• Engaging – compelling, convincing and converting• And…’romancing the share’ – contagious contentWinning Formula• Thought and brand leadership - focused on your audience• Customer empathy and understanding• Storytelling, analogies… and be creative• Involve, encourage and engage your audience and influencer networks @googledave #IORevents
  45. 45. We have tried to make a feature or event within the site, meaning that it grabs more attention that a simple Twitter button. Therefore they see a higher conversion rate when compared to a standard site.@googledave #IORevents
  46. 46. CONTENT STRATEGYTACTICS AND MARKETING PROCESS @googledave #IORevents
  47. 47. SEARCH, SOCIAL AND CONTENT MARKETING @googledave #IORevents
  48. 48. SOCIAL MEDIA WHAT DO YOU WANT TO MEASURE? @googledave #IORevents
  49. 49. MEANINGFUL MEASUREMENT GOOGLE ANALYTICS @googledave #IORevents
  50. 50. CONVERSION RATE OPTIMISATION (CRO) @googledave #IORevents
  51. 51. @googledave #IORevents
  52. 52. FUTURE PROOFING YOUR SEARCH @googledave #IORevents
  53. 53. DON’T GIVE IN TO THE DARKSIDE!Be a Mogwai, not a gremlin (IMAGE)• Black hat, white hat• Make like a hedgehog not a fox (Jim Collins – Good to great)• ‘high quality’• Opportunities to improve low occupancy periods @googledave #IORevents
  54. 54. WEBSITES IN YOUR WORLD@googledave #IORevents
  55. 55. @googledave #IORevents
  56. 56. @googledave #IORevents
  57. 57. @googledave #IORevents
  58. 58. @googledave #IORevents
  59. 59. @googledave #IORevents
  60. 60. @googledave #IORevents
  61. 61. @googledave #IORevents
  62. 62. HEAT MAPPING CANDIDATE EXPERIENCE @googledave #IORevents
  63. 63. HEAT MAPPING USER EXPERIENCE @googledave #IORevents
  64. 64. HEAT MAPPING USER EXPERIENCE SHOW LIFE WEBSITE @googledave #IORevents
  65. 65. HEAT MAPPING USER EXPERIENCE Google Checkout video @googledave #IORevents
  66. 66. HEAT MAPPING USER EXPERIENCE @googledave #IORevents
  67. 67. IOR MEMBERSHIP PAGE@googledave #IORevents
  68. 68. @googledave #IORevents
  69. 69. QUESTIONSAND ANSWERS@googledave #IORevents

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