What would you do if job boards died?

What if Job Boards Died.Where Would You Get Candidates?

Doug Berg, Jobs2Web

Job BoardsHistory, ModelsWhat You Think….

Pre Web

The Talent ShiftWeb 1.0

August 2009CareerBuilder.com24 Million VisitorsSource: comScore Media Metrix

August 2009Google.com226 Million “Job” SearchesSource: Google Adwords

Web 2.0

Career Site

Benefits

Culture

Diversity

College

About Us

Search Jobs

ATS Req Management Job Search

ApplicantsReporting

Marketing

Paid Job Boards

Job Distributors

Print & Offline

Niche Boards

Campaigns

Events

Sourcing Tools

Email Marketing

Micro Sites

Resume Search

Spending $$$With Each Job

Not Recycling OrRemarketing To Candidates

No Search Engine Traffic

No Web 2.0 ToolsOr RSS/XML Feeds

Minimal Reporting

Not Capturing PassivesOr Brand / Future Interest

Not Driving Employee / Viral Referrals

Minimal/Manual Social Network Recruiting

Old RecruitingModel

$ $ $ $ $

Post Apply(Employees & Alumni)

Expanding Your Reach & Engagement

• Apply

• Email Subscribe/Job Alerts• Join Talent Community• RSS Subscribe• Follow On Twitter• Join Linked In Group• Become A Fan/Facebook• Join Private Community

• No Capture Tools• Recruiter Contact

• CRM Capture

• Apply

• Recruiter Manually Driven

• Job Alerts/RSS/Tweets• Repeat Visitors/Applicants• Referral Email Agents• Social Sharing With Friends• Social Profile Applications• Group/Fan Involvement

Web 1.0

Web 2.0

Passive Candidates65% to 75% Of Market

ActiveCandidates

90% Of Career Site Visitors

30%to 50% IncreaseIn Referral &

Repeat Visitors

50% Fall Off

Linear Vs Social Recruiting

$ Job Boards$ Sourcing

$ Advertising

1 Hire

UnselectedTrashed

1 Time UseOf Prospects

Twitter

FaceBook

Linked In

Sees Job

Apply

Email

Multiple Hires

Ongoing Contact

Active

Pass

ive

Remember When?

More Expensive – But Better Solution?

Remember When?

Job BoardsWhy Hate Them?

Job Boards – Why We Hate Them?

Job Boards – Why We Hate Them?

• Too many unqualified candidates – and not enough highly qualified candidates.

• No passive candidates!

• I pay them to use my jobs to attract their members, and then they charge us to access them.

• Force candidates into a hyper-competitive environment (reselling my candidates to others).

• Arrogance across the board. Even with the market declining, their rates are not.

• Too Many Add On’s. To have your own branding it will cost you a set up fee.

• They try to do everything from outplacement to background checks for candidates.

• Same applicants on all the boards keep applying for positions they are not qualified for.

• The sales force sees you once per year, with a renewal contract in hand raising prices.

• Annoying sales tactics. Calling all over the company to “sell” banner ads, etc, directly to hiring

managers who don’t know any better – even though they have a national contract with HR.

• If you don’t use what you purchase (postings) by the end of the year (postings) they won’t roll

them into the next year. You just lose the money

• They can’t track how many applications went through your process.

Job Boards – Why We Hate Them?

Job Boards – Why We Hate Them?

You Have Options!

Alternative Channels To Consider

Search Engine Marketing(SEO & SEM)

Social Networks(Facebook, Twitter, LinkedIn)

Job Aggregators(Sponsored Feeds/PPC)

Building Your Talent Community(Email Capture & Marketing)

Social Media(YouTube, Flicker, Skype, Blogs)

Your Career Site(RSS Feeds, Site Widgets)

Search Engines

300,000,000 Million “Job” Searches Per Month

Search Engines

* Based on Jobs2Web client network traffic of ~ 2 million career site visitors per month

Search Engine Statistics

Search Engines: 2 Ways To Use (Paid/Free)

Search Engine Optimization & Marketing

Search Engine Optimization & Marketing

• Receive 100,000 – 120,000 Search Engine Visitors To Career Site Each Month• Average Cost Per Visitor = .02 Cents – Cost Per Applicant = .07 Cents

Search Engines

SEM/PPC Example

Job Board

Job Board

Job Board

Company

Job Board

Job Board

Job Board

Job Board

Job Board

Education

SEM/PPC Prices

Pay-Per-Click Advertising

Pay-Per-Click Advertising

Pay-Per-Click Advertising

Targeting Diversity & Inclusion

SEM: Don’t Do This!

FACTS:May Searches = 2,900Cost-Per-Click = $2.16Total Possible Cost = $6,264

Social Networks

People Driven Approach

Recruiter APersonalNetworks

Recruiter BPersonalNetworks

Recruiter CPersonalNetworks

Channel Driven Approach

Company Owned Social Networks

Social Media Recruiting Strategy

Careers Home Page

Facebook LinkedIn TwitterYouTube

Recruiter Streams

Employee Referral Application Recruiter Page Links

Targeted Career Videos

Connect With Us page

TargetAreas

Target College Recruiting

Target Recruiting Pages

Alumni Group / Pages

Target College Recruiting

Target Recruiting Pages

Alumni Group / Pages

RSS Feed Engine

Corporate Page Corporate Page

Promote Your Social Channels!

Automated Distribution Of Jobs

Job Aggregators

Job Boards

Niche Sites & Classifieds

Blogs & Private

Communities

Social Networks

Personal Home Pages

(Readers)

Automated Distribution Of Jobs

Automated Twitter Campaigns

Social Network Functionality

Example: Building Groups With Automated Feeds

Jobs

News

Example: Weekly Updates To Your LinkedIn Groups

Company News& Blogs

Jobs

Results To Date: MicrosoftGroup Linked In Twitter Facebook

Music 91 47 -

Hardware 101 29 32

Xbox 268 2,241 155

Office:Mac 31 23 21

Gaming 448 719 -

Reliability 418 - -

Mobile 181 35 46

Women In Tech 38 - -

Connected TV 78 34 26

Surface Computing 53 30 46

Automotive 28 20 23

Zune - 43 48

XNA - 153 28

Games For Windows - 48 45

Game Studios - 151 100

Results To Date: Microsoft

Twitter Facebook LinkedIn

Visitors 6,438 4,204 1,748 Members 102 216 273 Applys 48 75 249

01,0002,0003,0004,0005,0006,0007,000

Social Traffic Analysis

Social Media Marketing

FaceBook Targeted Marketing

Social Network Marketing

Automated Social Lookups & Alerts

How Does This Happen?

Manual Process: Automated Process:

•Recruiters User Personal Profiles

•Manually Post Jobs Into Channels

•Candidates Respond Directly To Recruiter

•Typically Not Measured

•Channel Belongs To Recruiter

•Companies Build Strategic Recruiting Channels

•Automated Job Posting/Streams Into Social Channels (RSS)

•Candidates Respond Via Career Site & ATS System

•Measured At Visitor, Member, Applicant & Hire Levels

•Channel Belongs To Company With Recruiter Involvement

Enhancing Your Career Site

Career Site Enhancements

Career Site Enhancements

80%

Most Click On Job Profiles

And Scroll Directly To Jobs

Social Media Marketing

Social Media Marketing

Financial Advisor Careers @ Ameriprise

Social Media Marketing

Building Your Talent Community

Building Your Talent Community

Capture Passive

Candidates

What Is A Talent Community?

Talent Community

Prospects & Passives

Current Employees

Past Applicants

Recruiter Contacts

Key Contact

Lists

Alumni

• Centralized Database Of Targeted Talent Groups

• Automated Matching & Marketing Of Jobs

• Configured And Self-Managed By Talent

• Grouped & Tagged For Campaign Targeting

• Designed To Increase Repeat & Viral Traffic To Your Site

• Integrated Into Your Career Site, Apply Process

• Accessible By Your Sourcing Teams To Target Key Talent

Automates Job Marketing

Cultivates Your Talent Community

Bill [email protected] AnalystChicago, IL

Jane [email protected] DeveloperMinneapolis, MN

Stan [email protected] ManagerBoston, MA

Leslie [email protected] TesterSan Diego, CA

Jodi [email protected] DesignAustin, TX

Jeff [email protected] AdminPortland, OR

Your Career Site

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Finds Matching Members

Emails Job

Alert

Drives Them To Site

Automates Job Marketing

• Fully Automated• Candidate Controlled• Branded To Company• Full Bounce Handling• All Results Tracked

Centralizes All Recruiting Contacts

Employees

Alumni

Talent Community

Drives Repeat & Viral Visitors To Site

• Drives Approximately 450 Repeat/Viral Visitors Daily To Career Site• Results In 15% Of Applicants Monthly And Growing• Grows Talent Community By 12% Monthly Via Viral Email Marketing

Job Aggregators (Sponsored Feeds)

Sponsored Area Of Sites

Direct Feeds To Career Site

• Budget $20 per job per month for sponsored / hard to fill jobs• Drive direct to branded / measurable version of your jobs – versus ATS view• Watch for job-jacking, and competitor keyword targeting

Job Aggregators (Sponsored Feeds)

Job Aggregators

AggregatorAggregator

Aggregator

Every Job Is A Campaign

Career Site Job Boards

Search Engines

Social Media & Networks

Employees (Referrals)

Past Visitors & Applicants

Recruiters Contacts

Job Classifieds & Aggregators

New ChannelsKeys To Using

Setting Up Pilot Programs

• Identify Early Adopter Hiring Managers/Groups

• Benchmark Pilots Against Traditional Programs

• Avoid Anecdotal Data If Possible

• Set Reasonable Expectations (Hence Pilot Programs)

• Get Internal Champions To Share Excitement

• Sneak Your Projects In If Necessary

Areas To Measure:

• Visitors Increased To Career Site (Including Job Views)

• Time Spent On Your Career Site (Look For Increases)

• Applicants Captured (Both Started & Completed)

• # Of Qualified Applicants (Interview, Offer)

• Cost Per Hire

• # Of Followers, Leads, Fans, Groupee’s, Members, etc.

Year 1:100% Spend

Job Boards & Print65%

Headhunters 10%

Referrals 15%

Sourcing 10%

Year 2:80% Needed

Job Boards & Print30%

Headhunters 5%

Referrals 20%

Sourcing 10%

Social Networks 5%

Direct Hires 20%(SEO & SEM)

Year 3:60% Needed

Job Boards & Print 10%

Referrals 30%

Headhunting/Sourcing 10%

Direct Hires 30%(Search Engines,

Career Site)

Social Networks 10%

Drive Efficiency And Cost Savings

Talent Community 10%

Talent Community 10%

Learn More Online