Presentation given at the "Salon e-commerce Paris" in september 2011. How to apply CRM technique to a pool of milion visitors

1. Convert
11 millions visits monthly
in
Qualified Candidates
For recruiters that trust
StepStone
1

2. 100 days to convince
Christophe de Rassenfosse
Vice President Product and Traffic
@deras
www.stepstone.fr

3. StepStone A Leading European Player
• 11+ million visits per month
• 3.7 million subscribers
• 1.6 million CVs
• 90,000+ jobs
• 11 countries
• 11,000+ customers
• 400+ employees
• Subsidiary of Axel Springer
www.stepstone.fr

4. StepStone France
 1500 Clients in France
www.stepstone.fr

5. A Truly International Environment
 11 Countries
 1 Central marketing team
 9 Local marketing teams
 14 Brands
 7 Languages
 Same business goals
 Different market positions
 Shared Application
 Shared Hosting Center
www.stepstone.fr

6. StepStone France
1st specialised Network of Jobboard
StepStone gives the opportunity to its customers to publish their ads on ONE generalist
website and 10 renowned specialised websites through ONE unique commercial
offer, ONE dedicated contact and ONE technical interface.
> Publish your job ads From
> Access to our CV data base 630€ht
> Communicate about your employer branding
Generalist website > Send well-focused mailings
1 2 3 4 5
All our jobs ads are simultaneously
published on those websites :
Specialised website Specialised website Specialised website Specialised website Specialised website
dedicated to medium dedicated to dedicated to dedicated to dedicated to
graduate people in marketing and sales accounting and engineers and engineers
service sector jobs administrative jobs technicians
6 7 P 8 P 9 P 10 P
Specialised website Specialised website Specialised website Specialised website Specialised website
dedicated to dedicated to students dedicated to dedicated to logistics dedicated to
technicians and recent graduates health, pharmaceutical jobs handicapped persons
and social jobs
P = Partner
www.stepstone.fr

7. 100 days to convince
a Job Seeker

8. When do you change job ?
 Dormant
Job Seekers
 Passive Job
Seekers
 Active Job
Seeker
www.stepstone.fr

9. Active Job Seeker for 100 days
 StepStone is capturing active jobseeker
 Maximize the product portfolio usage during a period of 3 to 4
months
 Career cycle extend with experience
Activity
Active
Passive Passive
Dormant Dormant
Carreer
www.stepstone.fr

10. 3 area of Marketing activities (B2C)
Loaded Brand Awareness
Maximise Portfolio usage
Optimise Pertinence
www.stepstone.fr

11. www.stepstone.fr

12. Loaded Brand Awareness
 This communication is
aimed at creating touch
points with the
candidates to increase
brand awareness in a
meaningfull way, ie in
line with our positioning
and image.
 Scenarios are linked to
the account maturity and
candidate characteristics.
• Examples:
• Birthday mail
• Sector news
• Newsletter
www.stepstone.fr

13. Maximise Portfolio Usage
E-Commerce Paris
www.stepstone.fr

14. Optimise Pertinence
 Quality of the job offering
 Qualify better the needs of the job seeker
 Invest in Semantic Search Technology (StepMatch)
 Invest in Qualified Traffic
StepMatch
www.stepstone.fr

15. Maximise Portfolio Usage
 This communication is aimed at
increasing the number of
StepStone services used by a
candidate
 Different scenarios should be
build based upon the entry
point of the candidate (ie the
first service the candidate
subscribed to) and the product
hierarchy that is most relevant
• Examples:
• Subscribe to the newsletter
if you already subscribed to
the JobAgent
• Download the mobile App if
you already subscribed to
the newsletter and you
enter the site from a mobile
device
www.stepstone.fr

16. Optimise Pertinence
 Increase the quality of
results for both our
candidates and recruiters
 Scenarios primarily to be
build based upon the
content of the subscribed
services and account
maturity.
• Examples:
• Complete your CV – if
fields missing
• Refine JobAgent Criteria –
if too many/no results
• Attach CV if no
attachment
www.stepstone.fr

17. What’s the Goal In the 100 days ?
Apply for a job
Create a CV
Create a Job agent
Trust the quality of
StepStone’s jobs offering
Reach the website
Drive qualified candidates to
matching recruiters in the
period of 100 days where
candidates are active
www.stepstone.fr

18. What’s the goal after the 100 days ?
 Keep you warm
 Be there when you wake up
www.stepstone.fr

19. Start Candidate Relationship Management
 CV database under strict privacy rules
 Aided brand awareness during the time you’re not looking for a job
 Identify the trigger to change job
 Re-activate the job seeker when he wants
User CRM
DB B2C
www.stepstone.fr

20. 100 days to convince
a Recruiter

21. Loaded Brand Awareness
www.stepstone.fr

22. B2B Non - Commercial Mailings
www.stepstone.fr

23. B2B Commercial mailing
www.stepstone.fr

24. Infrastructure

25. Broadcasting… A multi-Channel Approach
StepStone’s multi-channel approach
Partner sites Social media & Mobile
Print Media Job boards
www.stepstone.fr

26. Complex multi tiers environment
CRM
B2B  Outsourced
communication
 3,5mio per Month
B2C
 Inhouse
Application mail
 20mio per month
Job
Listings
www.stepstone.fr

27. Online Marketing Evolution
• StepStone  Introduce e-
Founded in mail in the
1996… Yes application
internet was
invented !
 Set up our  Introduce a  Automated
own mail e-mail Marketing
infrastructure engine
Image from http://lubin.co.uk
www.stepstone.fr

28. 100 days to convince
management

29. Problem Statement
 Email volume exploded (+117%)
 Pay Per Mail Model favoured inhouse solution
 Saas Model not adpated to our infrastructure
 Synchronization issues
 Bounce
 Unsubscribe
 Send to friends
 Delivery management
 Campaign driven KPI’s
www.stepstone.fr

30. Introducing Automated Marketing
www.stepstone.fr

31. Automated Marketing
 No Big Bang Approach
Web Stats
Job Agent
Mail
Application
CV Data
logs
www.stepstone.fr

32. User Centric design
From campaign to life cycle management
Training, training, training
Controlled environment
www.stepstone.fr

33. Merci !
Christophe de Rassenfosse
Christophe.derassenfosse@stepstone.com
@deras
More about StepStone France : www.stepstone.fr