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What if Job Boards Died. Where Would You Get Candidates? Doug Berg, Jobs2Web
Job Boards History, Models What You Think….
The Talent Shift Pre Web Web 1.0 August 2009 CareerBuilder.com 24 Million Visitors Source: comScore Media Metrix August 20...
Old Recruiting Model $ $ $ $ $ Career  Site  Benefits Culture Diversity College About Us Search Jobs ATS  Req Management J...
Expanding Your Reach & Engagement Post Apply (Employees & Alumni) <ul><li>Apply </li></ul><ul><li>Email Subscribe/Job Aler...
Linear Vs Social Recruiting $ Job Boards $ Sourcing $ Advertising 1 Hire Unselected Trashed 1 Time Use Of Prospects Twitte...
Remember When?
More Expensive – But Better Solution?
Remember When?
 
 
Job Boards Why Hate Them?
Job Boards – Why We Hate Them?
Job Boards – Why We Hate Them? <ul><li>Too many unqualified candidates – and not enough highly qualified candidates. </li>...
Job Boards – Why We Hate Them?
You Have Options!
Alternative Channels To Consider Search Engine Marketing (SEO & SEM) Social Networks (Facebook, Twitter, LinkedIn) Job Agg...
Search Engines 300,000,000 Million  “Job” Searches Per Month
Search Engines
Search Engines
Search Engine Statistics
Search Engines: 2 Ways To Use (Paid/Free)
Search Engine Optimization & Marketing
Search Engine Optimization & Marketing <ul><li>Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month ...
Search Engines
Sample Searches & Costs For SEM/PPC Job Board Job Board Job Board Company Job Board Job Board Job Board Job Board Job Boar...
Sample Searches & Costs For SEM/PPC
Pay-Per-Click Advertising
Pay-Per-Click Advertising
Targeting Diversity & Inclusion
SEM: Pay-Per-Click FACTS: May Searches = 2,900 Cost-Per-Click = $2.16 Total Possible Cost = $6,264
Search Engines
Social Networks
People Driven Approach Recruiter A Personal Networks Recruiter B Personal Networks Recruiter C Personal Networks
Channel Driven Approach Company Owned Social Networks
Social Media Recruiting Strategy Careers  Home Page Facebook LinkedIn Twitter YouTube Recruiter Streams Employee Referral ...
Promote Your Social Channels!
Automated Distribution Of Jobs Job Aggregators Job Boards Niche Sites & Classifieds Blogs & Private Communities Social Net...
Automated Distribution Of Jobs
Automated Twitter Campaigns
Social Network Functionality
Example: Building Groups With Automated Feeds Jobs News
Example: Weekly Updates To Your LinkedIn Groups Company News & Blogs Jobs
Results To Date:  Microsoft Group Linked In Twitter Facebook Music 91 47 - Hardware 101 29 32 Xbox 268 2,241 155 Office:Ma...
Results To Date: Microsoft
How Does This Happen? Manual Process: Automated Process: <ul><li>Recruiters User Personal Profiles </li></ul><ul><li>Manua...
Social Media Marketing
Social Network Marketing
Social Network Marketing
Enhancing Your Career Site
Career Site Enhancements
Career Site Enhancements
Social Media Marketing
Social Media Marketing Financial Advisor Careers @ Ameriprise
Social Media Marketing
Building Your Talent Community
Building Your Talent Community Capture Passive Candidates
What Is A Talent Community? <ul><li>Centralized Database Of Targeted Talent Groups </li></ul><ul><li>Automated Matching & ...
Automates Job Marketing Finds Matching  Members Emails  Job  Alert Drives Them To Site Cultivates Your Talent Community Bi...
Building Your Talent Community Searches Google For Denver Engineering Jobs Lands On Company Branded SEO/Campaign Page Targ...
Centralizes All Recruiting Contacts Talent Community Employees Alumni
Automates Job Marketing <ul><li>Fully Automated </li></ul><ul><li>Candidate Controlled </li></ul><ul><li>Branded To Compan...
Drives Repeat & Viral Visitors To Site <ul><li>Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site </li></...
Job Aggregators (Sponsored Feeds) Sponsored Area Of Sites Direct Feeds To Career Site <ul><li>Budget $20 per job per month...
Job Aggregators (Sponsored Feeds)
Job Aggregators Aggregator Aggregator Aggregator
New Channels Keys To Using
Setting Up Pilot Programs <ul><li>Identify Early Adopter Hiring Managers/Groups </li></ul><ul><li>Benchmark Pilots Against...
Areas To Measure: <ul><li>Visitors Increased To Career Site (Including Job Views) </li></ul><ul><li>Time Spent On Your Car...
Drive Efficiency And Cost Savings Year 1: 100% Spend Job Boards & Print 65% Headhunters 10% Referrals 15% Sourcing 10% Yea...
Learn More Online
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If job boards died - where would you get your candidates?

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This was a presentation by Doug Berg at the OnRec/Kennedy conference in Chicago where he shared how employers could use interactive marketing for recruiting versus just using job boards.

Published in: Business, Technology

If job boards died - where would you get your candidates?

  1. 1. What if Job Boards Died. Where Would You Get Candidates? Doug Berg, Jobs2Web
  2. 2. Job Boards History, Models What You Think….
  3. 3. The Talent Shift Pre Web Web 1.0 August 2009 CareerBuilder.com 24 Million Visitors Source: comScore Media Metrix August 2009 Google.com 226 Million “Job” Searches Source: Google Adwords Web 2.0
  4. 4. Old Recruiting Model $ $ $ $ $ Career Site Benefits Culture Diversity College About Us Search Jobs ATS Req Management Job Search Applicants Reporting Marketing Paid Job Boards Job Distributors Print & Offline Niche Boards Campaigns Events Sourcing Tools Email Marketing Micro Sites Resume Search Spending $$$ With Each Job Not Recycling Or Remarketing To Candidates No Search Engine Traffic No Web 2.0 Tools Or RSS/XML Feeds Minimal Reporting Not Capturing Passives Or Brand / Future Interest Not Driving Employee / Viral Referrals Minimal/Manual Social Network Recruiting
  5. 5. Expanding Your Reach & Engagement Post Apply (Employees & Alumni) <ul><li>Apply </li></ul><ul><li>Email Subscribe/Job Alerts </li></ul><ul><li>Join Talent Community </li></ul><ul><li>RSS Subscribe </li></ul><ul><li>Follow On Twitter </li></ul><ul><li>Join Linked In Group </li></ul><ul><li>Become A Fan/Facebook </li></ul><ul><li>Join Private Community </li></ul><ul><li>No Capture Tools </li></ul><ul><li>Recruiter Contact </li></ul><ul><li>CRM Capture </li></ul><ul><li>Apply </li></ul><ul><li>Recruiter Manually Driven </li></ul><ul><li>Job Alerts/RSS/Tweets </li></ul><ul><li>Repeat Visitors/Applicants </li></ul><ul><li>Referral Email Agents </li></ul><ul><li>Social Sharing With Friends </li></ul><ul><li>Social Profile Applications </li></ul><ul><li>Group/Fan Involvement </li></ul>Web 1.0 Web 2.0 Passive Candidates 65% to 75% Of Market Active Candidates 90% Of Career Site Visitors 30%to 50% Increase In Referral & Repeat Visitors 50% Fall Off
  6. 6. Linear Vs Social Recruiting $ Job Boards $ Sourcing $ Advertising 1 Hire Unselected Trashed 1 Time Use Of Prospects Twitter Face Book Linked In Sees Job Apply Email Multiple Hires Ongoing Contact Active Passive
  7. 7. Remember When?
  8. 8. More Expensive – But Better Solution?
  9. 9. Remember When?
  10. 12. Job Boards Why Hate Them?
  11. 13. Job Boards – Why We Hate Them?
  12. 14. Job Boards – Why We Hate Them? <ul><li>Too many unqualified candidates – and not enough highly qualified candidates. </li></ul><ul><li>No passive candidates! </li></ul><ul><li>I pay them to use my jobs to attract their members, and then they charge us to access them. </li></ul><ul><li>Force candidates into a hyper-competitive environment (reselling my candidates to others). </li></ul><ul><li>Arrogance across the board. Even with the market declining, their rates are not.   </li></ul><ul><li>Too Many Add On’s. To have your own branding it will cost you a set up fee. </li></ul><ul><li>They try to do everything from outplacement to background checks for candidates. </li></ul><ul><li>Same applicants on all the boards keep applying for positions they are not qualified for. </li></ul><ul><li>The sales force sees you once per year, with a renewal contract in hand raising prices. </li></ul><ul><li>Annoying sales tactics. Calling all over the company to “sell” banner ads, etc, directly to hiring managers who don’t know any better – even though they have a national contract with HR. </li></ul><ul><li>If you don’t use what you purchase (postings) by the end of the year (postings) they won’t roll them into the next year.  You just lose the money </li></ul><ul><li>They can’t track how many applications went through your process. </li></ul>
  13. 15. Job Boards – Why We Hate Them?
  14. 16. You Have Options!
  15. 17. Alternative Channels To Consider Search Engine Marketing (SEO & SEM) Social Networks (Facebook, Twitter, LinkedIn) Job Aggregators (Sponsored Feeds/PPC) Building Your Talent Community (Email Capture & Marketing) Social Media (YouTube, Flicker, Skype, Blogs) Your Career Site (RSS Feeds, Site Widgets)
  16. 18. Search Engines 300,000,000 Million “Job” Searches Per Month
  17. 19. Search Engines
  18. 20. Search Engines
  19. 21. Search Engine Statistics
  20. 22. Search Engines: 2 Ways To Use (Paid/Free)
  21. 23. Search Engine Optimization & Marketing
  22. 24. Search Engine Optimization & Marketing <ul><li>Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month </li></ul><ul><li>Average Cost Per Visitor = .02 Cents – Cost Per Applicant = .07 Cents </li></ul>
  23. 25. Search Engines
  24. 26. Sample Searches & Costs For SEM/PPC Job Board Job Board Job Board Company Job Board Job Board Job Board Job Board Job Board Education
  25. 27. Sample Searches & Costs For SEM/PPC
  26. 28. Pay-Per-Click Advertising
  27. 29. Pay-Per-Click Advertising
  28. 30. Targeting Diversity & Inclusion
  29. 31. SEM: Pay-Per-Click FACTS: May Searches = 2,900 Cost-Per-Click = $2.16 Total Possible Cost = $6,264
  30. 32. Search Engines
  31. 33. Social Networks
  32. 34. People Driven Approach Recruiter A Personal Networks Recruiter B Personal Networks Recruiter C Personal Networks
  33. 35. Channel Driven Approach Company Owned Social Networks
  34. 36. Social Media Recruiting Strategy Careers Home Page Facebook LinkedIn Twitter YouTube Recruiter Streams Employee Referral Application Recruiter Page Links Targeted Career Videos Connect With Us page Target Areas Target College Recruiting Target Recruiting Pages Alumni Group / Pages Target College Recruiting Target Recruiting Pages Alumni Group / Pages RSS Feed Engine Corporate Page Corporate Page
  35. 37. Promote Your Social Channels!
  36. 38. Automated Distribution Of Jobs Job Aggregators Job Boards Niche Sites & Classifieds Blogs & Private Communities Social Networks Personal Home Pages (Readers)
  37. 39. Automated Distribution Of Jobs
  38. 40. Automated Twitter Campaigns
  39. 41. Social Network Functionality
  40. 42. Example: Building Groups With Automated Feeds Jobs News
  41. 43. Example: Weekly Updates To Your LinkedIn Groups Company News & Blogs Jobs
  42. 44. Results To Date: Microsoft Group Linked In Twitter Facebook Music 91 47 - Hardware 101 29 32 Xbox 268 2,241 155 Office:Mac 31 23 21 Gaming 448 719 - Reliability 418 - - Mobile 181 35 46 Women In Tech 38 - - Connected TV 78 34 26 Surface Computing 53 30 46 Automotive 28 20 23 Zune - 43 48 XNA - 153 28 Games For Windows - 48 45 Game Studios - 151 100
  43. 45. Results To Date: Microsoft
  44. 46. How Does This Happen? Manual Process: Automated Process: <ul><li>Recruiters User Personal Profiles </li></ul><ul><li>Manually Post Jobs Into Channels </li></ul><ul><li>Candidates Respond Directly To Recruiter </li></ul><ul><li>Typically Not Measured </li></ul><ul><li>Channel Belongs To Recruiter </li></ul><ul><li>Companies Build Strategic Recruiting Channels </li></ul><ul><li>Automated Job Posting/Streams Into Social Channels (RSS) </li></ul><ul><li>Candidates Respond Via Career Site & ATS System </li></ul><ul><li>Measured At Visitor, Member, Applicant & Hire Levels </li></ul><ul><li>Channel Belongs To Company With Recruiter Involvement </li></ul>
  45. 47. Social Media Marketing
  46. 48. Social Network Marketing
  47. 49. Social Network Marketing
  48. 50. Enhancing Your Career Site
  49. 51. Career Site Enhancements
  50. 52. Career Site Enhancements
  51. 53. Social Media Marketing
  52. 54. Social Media Marketing Financial Advisor Careers @ Ameriprise
  53. 55. Social Media Marketing
  54. 56. Building Your Talent Community
  55. 57. Building Your Talent Community Capture Passive Candidates
  56. 58. What Is A Talent Community? <ul><li>Centralized Database Of Targeted Talent Groups </li></ul><ul><li>Automated Matching & Marketing Of Jobs </li></ul><ul><li>Configured And Self-Managed By Talent </li></ul><ul><li>Grouped & Tagged For Campaign Targeting </li></ul><ul><li>Designed To Increase Repeat & Viral Traffic To Your Site </li></ul><ul><li>Integrated Into Your Career Site, Apply Process </li></ul><ul><li>Accessible By Your Sourcing Teams To Target Key Talent </li></ul>
  57. 59. Automates Job Marketing Finds Matching Members Emails Job Alert Drives Them To Site Cultivates Your Talent Community Bill Smith [email_address] Business Analyst Chicago, IL Jane Hanson [email_address] Web Developer Minneapolis, MN Stan Jones [email_address] Project Manager Boston, MA Leslie Neal [email_address] QA Tester San Diego, CA Jodi Carlson [email_address] Graphic Design Austin, TX Jeff Berg [email_address] Sharepoint Admin Portland, OR Your Career Site Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint Job Title: Business Analyst Location: Chicago, IL Keywords: Project Manager Sharepoint
  58. 60. Building Your Talent Community Searches Google For Denver Engineering Jobs Lands On Company Branded SEO/Campaign Page Targeting Keyword Views Active Jobs In Landing Page Not Ready? Registers With Talent Community Applies For Job In ATS System Searches Similar Jobs On The Site Talent Community Gets Future Job Matches Via Email Forwards Jobs To Friends Visits Links To The Corp Career Site Targeted Event Or News Emails Views Jobs Not Ready? Joins Talent Pool
  59. 61. Centralizes All Recruiting Contacts Talent Community Employees Alumni
  60. 62. Automates Job Marketing <ul><li>Fully Automated </li></ul><ul><li>Candidate Controlled </li></ul><ul><li>Branded To Company </li></ul><ul><li>Full Bounce Handling </li></ul><ul><li>All Results Tracked </li></ul>
  61. 63. Drives Repeat & Viral Visitors To Site <ul><li>Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site </li></ul><ul><li>Results In 15% Of Applicants Monthly And Growing </li></ul><ul><li>Grows Talent Community By 12% Monthly Via Viral Email Marketing </li></ul>
  62. 64. Job Aggregators (Sponsored Feeds) Sponsored Area Of Sites Direct Feeds To Career Site <ul><li>Budget $20 per job per month for sponsored / hard to fill jobs </li></ul><ul><li>Drive direct to branded / measurable version of your jobs – versus ATS view </li></ul><ul><li>Watch for job-jacking, and competitor keyword targeting </li></ul>
  63. 65. Job Aggregators (Sponsored Feeds)
  64. 66. Job Aggregators Aggregator Aggregator Aggregator
  65. 67. New Channels Keys To Using
  66. 68. Setting Up Pilot Programs <ul><li>Identify Early Adopter Hiring Managers/Groups </li></ul><ul><li>Benchmark Pilots Against Traditional Programs </li></ul><ul><li>Avoid Anecdotal Data If Possible </li></ul><ul><li>Set Reasonable Expectations (Hence Pilot Programs) </li></ul><ul><li>Get Internal Champions To Share Excitement </li></ul><ul><li>Sneak Your Projects In If Necessary </li></ul>
  67. 69. Areas To Measure: <ul><li>Visitors Increased To Career Site (Including Job Views) </li></ul><ul><li>Time Spent On Your Career Site (Look For Increases) </li></ul><ul><li>Applicants Captured (Both Started & Completed) </li></ul><ul><li># Of Qualified Applicants (Interview, Offer) </li></ul><ul><li>Cost Per Hire </li></ul><ul><li># Of Followers, Leads, Fans, Groupee’s, Members, etc. </li></ul>
  68. 70. Drive Efficiency And Cost Savings Year 1: 100% Spend Job Boards & Print 65% Headhunters 10% Referrals 15% Sourcing 10% Year 2: 80% Needed Job Boards & Print 30% Headhunters 5% Sourcing 10% Year 3: 60% Needed Job Boards & Print 10% Headhunting/Sourcing 10% Referrals 20% Social Networks 5% Direct Hires 20% (SEO & SEM ) Referrals 30% Direct Hires 30% (Search Engines, Career Site) Social Networks 10% Talent Community 10% Talent Community 10%
  69. 71. Learn More Online

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