Alastair Cartwright from Granger Reis presents a strategy for online recruitment and how to integrate google adwords into your sourcing strategy. 14/10/10 The FIRM direct sourcing event

1. Integrating Google Adwords into a Direct Hiring Strategy 14th October 2010

2. Agenda About us Developing direct hiring strategy Online job seeking data How Google Adwords works Measuring ROI Banner / display advertising Summary

3. Our Services Advertising Strategy Training Research Website Strategy Online recruitment Focus Groups Media Planning and Buying Recruitment Strategy Online copywriting Online Surveys Search Engine Marketing Workshop Facilitation Linkedin Usability Testing Copy Writing and Job Posting Partner Selection Bespoke Courses Audit and Review Online Employer Brand Building Inform Develop Enable Attract

5. Developing a direct hiring strategy

6. Search Engine Marketing Job Boards Other Sites Industry/Sector Related Sites: Corporate Career Site Applicant Tracking System Social Networking Sites:

8. Recruitment activity online is growing rapidly… …with job boards, direct employer sites and social networks gaining share at the expense of print Google searches related to recruitment have seen a 25% YoY increase in 2010, with queries specific to direct employers growing 45% 8 Source: Google Search data from internal data source (Jan-Jun 2010)

9. Job sectors with high churn rates have seen increase in both search activity and vacancies 9 Source: Google Search data from internal data source (Jan-Jun 2010)

10. Searches for senior jobs

11. More job openings among SMEs and very large organisations… …less so for employers with 250-2,499 employees 11

12. Recruitment queries continue to grow Queries up 25% YoY (Jan-Jun, ’09-’10) 12 Source: Google Internal Data.

13. Interest in sales jobs outgrowing the market 13 Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

14. Birmingham & Scotland show strongest query growth 14 Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

15. Job seekers increasingly search direct +45% 15 Source: Google Internal Data. Jan-June refers to the first 26 weeks of each year stated.

16. Be Found Online…

17. Be Found Online… Construction Jobs

18. The Online Market Place is Diverse * *Competition analysis is essential

19. Deep-Linking Your Ads is Key Your Advert Construction Jobs Your ads should be deep linked to the relevant landing page on your site and not necessarily the homepage. Taking traffic direct to the relevant pages of your site, will increase the chance of conversions.

20. Search is Designed to Reward Relevance – Increase Relevance to Cut Cost per Application Max CPC Rank Index Quality Score = x Key driver: Click Through Rate Max you will pay for a click Driver of your rank among sponsored listings Factors driving relevancy allow reductions in cost. More applications Better copy and keywords Higher click through Higher rank for same max CPC or Better integration with offline Lower spend 20

21. Tracking the Conversion Process 2 Your ad shows for the relevant search. If the user clicks your ad a cookie is placed on their computer. 1 User searches for a job vacancies on Google 3 If the user applies for a job A conversion is registered via the unique tracking code in Adwords. 4 The Conversion tracking code is installed in the sites html of the converting page. Normally the “thank you for applying” page Each unique conversion is registered in the Adwords interface. We can track multiple types of conversion per site giving great insight into users conversion processes.

22. Conversions

23. Geographic (IP) Targeting can Deliver Regional Online Campaigns Target by city, region, radius or polygon Higher click-through rate and conversions on general keywords Better relevancy by showing ads from local projects Great for supporting regional media tests

24. Country Level and Regional Targeting is NB! Country level and regional targeting will be vital to this account Step 1: Assess where & who you should target: Where does my business operate? Who is my intended audience? Step 2: Target specific messages to specific countries/regions. Tailored ad copy result in higher conversions and better performing accounts.

25. Search Campaign Approach 360 approach to accounts Covering specific regional needs for search, content, display and mobile

26. Banner/Display Advertising

27. Display/Banner Advertising All Display on CPC Basis and targeted with specific messages to specific sites

29. The Power of Search & Display Advertising Relative conversion rates +22% 1.2X 1X Display and Search Click only Search click only 29 Source: Atlas Digital Marketing Insight: The Combined Impact of Search and Display Advertising. July 2006

30. Site Targeted Graphical Campaign on a CPC Model Consumers see your marketing message when they surf Publishers including: Ads targeted to selected sites and on a CPC basis. User clicks on ad taken to specific Landing page on corporate career site. Don’t pay for impressions, only clicks great branding effect. We will use various Ad formats.

31. Summary Main benefits of Google Adwords: 1. Phrases sponsored can be as broad or targeted as you choose 2. The activity can be controlled in real time 3. Budgets can be easily controlled 4. Budgets can be easily distributed 5. Return on investment can be easily established

32. Thank you – Any Questions Alastair Cartwright 07866 682790 acartwright@grangerreis.com