Digital Strategy for Recruitment - IOR London

DIGITAL STRATEGY FOR RECRUITMENT

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http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx

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http://moz.com/blog

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WHY SHOULD IT BE EASY…?

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DIGITAL MARKETING ECO-SYSTEM

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GOOGLE CANDIDATE HIGH STREET

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GOOGLE TRENDS CANDIDATE RESEARCH

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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

GOOGLE ADWORDS PAY PER CLICK (PPC)

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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

3. Spend as little or as much as you want from £1 to £1000’s per day

4. Local, regional and global targeting; control where your ad’s are seen

5. 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

GOOGLE ADWORDS (PPC) GEO TARGETING

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SOMERFIELD ROI GOOGLE ADWORDS

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The numbers

1. 170 Applications per month

2. 5-8 hires per month

3. Average £69 per hire

SEO ORGANIC LISTINGS

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SO MANY UPDATES SO LITTLE TIME

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OLD SCHOOL SEO

Over optimisationUnnatural content

Unnatural linksKeyword stuffing

Poor user experience

Leads to the darkside!

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PANDA AND PENGUINS MAKE THIS HAPPEN

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GOOGLE HAVE A ‘JEDI’COUNCIL

OVER 200 FACTORS INFLUENCE YOUR SEO

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Relevancy (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 stuff

Recommendation (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 action

Experience (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’

SEO AND PPC ATTRACT MORE CANDIDATES

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IF CARLSBERGDID NETWORKING

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WHO WOULD YOU WANT BEHIND THE DOOR?

• Your target audience• Where are they, ‘which

pub’? • Strategic partners• Your customers• Influencer networks• Who influences them?• Who else and why?• Who would you, buy a

beer?

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• A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say

• # Who are you listening to?• Be interested in others, not yourself!• Don’t broadcast sales messages • Make friends, build trust and help others• 80 / 20 rule• Remember… ‘Givers Gain’

PROBABLY THE BEST SOCIAL NETWORKING ADVICE!

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SOCIAL MEDIA STRATEGY

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GOOGLE + SOCIAL AND IDENTITY ENGINE

http://www.google.com/+/learnmore/

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http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx

GOOGLE + HANGOUTS

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GOOGLE + CIRCLES

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GOOGLE + BUILD TARGET AUDIENCES

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Making Connections on Google +

• Search by keywords• people, locations• Business and occupations• Brands and interest• Demographic filters• Age, looking for, male, female• Education, employer

Allows you to• Discover influencers• Assess who follow them • Assess who the follow• Levels of engagement

http://findpeopleonplus.com/

GOOGLE + BUILD TARGET AUDIENCES

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WHY YOU NEED 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

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AUTHORSHIP IN PRACTICE

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UNDERSTAND YOUR PERSONAS

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PERSONA WORKSHOPS

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YOUR BIT – PERSONA MAPPING

Background and role1) Typical Age, education2) Their Role/Job Title & Level?

Characteristics3) What are their key business pains? 4) Who do they look to for trusted information online? Their influencers?5) Where are they online?

• What social media channels would they actively use• Who would follow on twitter?• What websites would they visit regularly?

Message6) What ‘pain killers can you provide to them? 7) Why should they choose your business? 8) How do you overcome the objections they would have to using you?9) What are your key messages?

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CONTENT PILLARS

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In association with Mersey Maritime

Got a question?

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Write or video the process to leverage the results online.

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http://www.youtube.com/watch?v=ZUG9qYTJMsI

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DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE

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Got a question?

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CONVERSION RATE OPTIMISATION (CRO)

CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT

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Got a question?

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Pages Content Traffic Device

Landing pagesCopy /

Message Organic Desktop

Data Capture Call to action PPC Tablet

Live chat Promotion Social media Smartphone

Sales funnels Colours Affiliate SMART TV

Shopping cart Social proof Geography Google Glass

Template style Video W'end v W'day Voice search

Squeeze pages Images New & repeat

Interactive/Flash Long v's short Demographics

Dynamic Buttons Behavioural

WEBSITES IN YOUR WORLD

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NATIONWIDE-JOBS.CO.UK

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NATIONWIDE-JOBS.CO.UK MOBILE RESPONSIVE

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HEAT MAPPING CANDIDATE EXPERIENCE

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http://www.youtube.com/watch?v=JSnB06um5r4

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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DIGITAL MARKETING ECO-SYSTEM

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THANKS FOR LISTENING! QUESTIONS AND ANSWERS

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