#FIRM Day Manchester 19th March 2015 Creed FRESH Careers Sites

Careers sites

On your ‘to do’ list, but never quite at the top!

Today’s agenda

• Why careers sites are still so important

• Guidance on

- Good candidate & user experience

- Social Media integration

- Effective marketing

- Measurement & Improvement

- Understand your audience

• Keeping it ‘A FRESH’ site

• Managing & Improving

A few thoughts…

Careers sites in a social world

70% 90% 76% 78%

Proprietary candidate behaviour research

How would you research a potential employer?

Company

careers site

Always be mindful of

• What do they wish to know?

• Who are they comparing you to?

• What do they want to achieve?

• What do you want to communicate?

• How do you want visitors to feel?

• What action do you want them to take?

Your audience Your propositions

How is this reflected your site’s

design, functionality, structure and content?

Keeping it A FRESH site

• A uthentic

• F indable

• R esponsive

• E ngaging

• S ocial

• H appening

Authentic

• Consumer experience has made us more sophisticated candidates

• Propositions delivered in a believable way

• A window into your organisation - feel your culture

• Power of video

Findable

52% 52% 74% 63%

Our surveys asked jobseekers their first port of call?

Findable

• SEO

- think SEO before you build your site

- write in depth about the subjects your audience will search for

- update often

• PPC

- use wide range of keywords

- target & retarget by skills, geography, talent competitors etc

- deploy banners, videos and text ads

• YouTube 2nd largest search engine

• Social links

Responsive

• 50%+ careers site visitors from mobile

devices

• Think mobile up not desktop down:

- structure

- functionality

- content

- design

• Candidate experience - great on a site &

mixed on an ATS?

• 80% of candidates for IDH Graduate roles

were mobile visitors

Mobile candidate behaviour

0.0

1.0

2.0

3.0

4.0

Mobile Tablet Desktop

min

s o

n s

ite

40% less time

Less likely to convert immediately4:1 ratio of desktop applications to mobile applications

30% fewer pages

3.0

4.0

Mobile Tablet Desktop

min

s o

n s

ite

Engaging

0.2 second to make first impression

2.6 seconds for your eye to reinforce that

impression

Think!

3 click rule

Vlogs

Gamification

Chat now

User experience

Engaging

• 120 chats per week - 3% of visitors

• Enables conversion of semi-active jobseekers

• IDH forward thinking & candidate driven

Engaging

Social

• Be authentic and engaging

• Don’t shout - converse

• Mash up

• Become a resource

• 50% applicants will search social before/whilst applying

• Are you managing how they engage with you socially?

Social

• IDH shares

- Industry news

- Best practice

- Clinical updates

- General Dental news

• 30% of UK Dentists are socially

linked to IDH

13,000 2,182 2,849

Happening

• Sticky - promote return visits

• Keep people interacting

• Use your Blog

- SEO value

- Authenticity

- Humanise - tone of voice?

• Easy with a CMS

Managing and Improving

• Decide what you want your site to achieve

• So, what are the appropriate metrics?

- Visitors?

- Unique visitors?

- Location?

- Time on site?

- Bounce rate?

- Referral Sources?

- Applications?

- Hires?

- Cost per goal?

- Search box usage?

- Applicant feedback?

- Combination?

Closing thoughts

One size doesn't fit all

Good annual serviceConstant re-fuelling

Regular maintenance Have a nominated driver!

Thanks for listening