The document summarizes research on job seekers' online search and research behaviors. It finds that most job seekers begin their research on search engines and discover new sites through searching. The research process typically occurs over multiple weeks and involves visiting various sites and searching on mobile devices. Job seekers rely on search to obtain information, compare options, and discover new options, and are more likely to convert if they include search in their research.

1.
Google
Confidential
and
Proprietary
1
Search plays a significant role for job seekers
84%
of consumers start their
research on a search engine
25%
discover a new site they were
not aware of before searching
Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
Google
Confidential
and
Proprietary
1

2.
Google
Confidential
and
Proprietary
2
Research
has
become
a
lengthy
process
80%
of
research
sessions
occur
2+
weeks
prior
to
conversion
Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012.
Clickstream: base = converters Google
Confidential
and
Proprietary
2
Maintain an always on strategy to capture users throughout
the research process.
9% 12% 24%
Same Day Same Week 2 to 3 Weeks
56%
30+ Days

3. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
3
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
3
Job
searchers
are
2X
more
likely
to
convert
than
non-­‐searchers
92%
View 16+ pages
prior to conversion
56%
Rely on non-
branded search
32%
Use a branded
search prior to
conversion
48%
Use search 5+ times
while doing research

4. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Local
and
Social
Companies”.
July
2012.
4
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
4
Researchers
cast
a
wide
net
while
they
research
46%
of
in
market
online
service
consumers
on
average
visit
5+
sites
Remarket to users who are exploring options.
26%
1 Site
28%
2 to 4 Sites
46%
5+ Sites

5. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
5
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
5
Users
rely
on
search
to…
81%
Obtain
information
25%
Discover
new
site(s)
25%
Decide
which
site
to
convert
Be
reminded
of
existing
site(s)
17%
Compare
options
22%

6. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
6
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
6
4
out
of
5
of
searchers
will
‘switch’
prior
to
conversion
80%
of converters ultimately
convert on a different
site than they originally
intended

7. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
7
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
7
25%
21%
19%
5%
Expand
reach
outside
of
search
1
in
4
in
market
job
seekers
are
on
the
GDN
during
their
research
period
30%
25%
20%
15%
10%
5%
0%
GDN
Facebook
YouTube
Twitter

8. 1 in
5
Google
Confidential
and
Proprietary
8
Online
video
influences
job
seekers
Job
seekers
watch
online
video
as
part
of
their
research.
+16%Increase
in
YouTube
referrals
to
job
sites
Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
*Over
a
6
month
period.
18MJob
site
researchers
searching
on
YouTube
Google
Confidential
and
Proprietary
8

9. 9
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
9
Searching
on
the
go

10. Source:
Compete,
“Understanding
the
Consumer
Path
to
Purchase
Journey
–
Careers”.
July
2012.
10
Google
Confidential
and
Proprietary
Google
Confidential
and
Proprietary
10
76%
of
job
seekers
are
using
mobile
devices
to
search
53%
use
mobile
applications
during
their
research

11.
Google
Confidential
and
Proprietary
11
While
researching
on
a
mobile
device,
users
access…
Search
76%
Social
62%
Use
an
app
53%
Reviews
40%
Video
37%
Source: Google and Compete P2P Classified and Local Mobile Survey RT1. Which mobile device, if any, did you use to access each of the
following online sources while looking for information about job searching websites? N=229 July 2012. Google
Confidential
and
Proprietary
11
REVIEWS

12. 55%
34%
46%
34%
37%
42%
30%
47%
24%
52%
Google
Confidential
and
Proprietary
12
And
we’re
seeing
mobile
usage
increase
year
over
year
Which
resource
do
you
use
on
your
mobile
device
to
research
job
sites?
Use
More
Use
the
Same
Search
Engines
Read
Articles
Online
Mobile
App
Consumer
Generated
Reviews
Video
Sharing
Site
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Source:
Google
and
Compete
P2P
Classified
and
Local
Mobile
Survey.
M6.
Thinking
about
looking
for
information
about
jobs
do
you
perform
each
of
the
following
activities
on
your
mobile
device(s)
(e.g.,
mobile
phone
and/or
tablet)
more
or
less
than
you
did
12
months
ago?.
July
2012.
Google
Confidential
and
Proprietary
12

13.
Google
Confidential
and
Proprietary
13
Missed
opportunity:
job
sites
are
not
optimized
for
mobile
conversions
50%Over
50%
of
job
site
researchers
rely
on
mobile
apps
and
mobile
search;
however,
5%
Less
than
5%
of
users
end
up
converting
on
their
mobile
device
Source: Google & Compete Local & SoFo P2P Survey P1. Did you end up purchasing, subscribing to, or filling out a form to get more information
from a/an job search company or provider while you were looking for information about job sites online? n=229. P2. How did you purchase,
subscribe to, or fill out a form to get more information from the job search company or provider? n=123
Google
Confidential
and
Proprietary
13

14.
Google
Confidential
and
Proprietary
14
Key
Takeaway:
Competing
for
job
seekers
online
Job seekers rely on search and often research for 3+
1 weeks: Invest
in
search
&
display
to
increase
consideration
of
your
brand.
Job seekers browse multiple sites: Remarket
to
customers
who
don’t
immediately
convert
on
your
site.
Job seekers are utilizing mobile devices: Create
a
mobile
optimized
experience
to
boost
conversions.
Google
Confidential
and
Proprietary
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