Online Recruitment
Advertising and Marketing
How to choose the best job board
Contents
• Online marketplace
• Jargon-buster
• Website definition
• Choosing job boards
• Case Studies
The online market place
• 30 million (62%)
• 13 million
• 3 million
• Broadband = 60%
• 23 hours per week• 72% of jobseekers applied for the jobs they
found online, of those 65% gained interviews and 56% of those got the job. (NORAS)
Why Recruit online?• Fast and efficient• 24 / 7 culture• Tracking• Cost – effective• Brand Building capacity
• Average age 34• 13.6 years’ work experience• Earning on average £34,600 per annum• Looking at five sites for a job
Who is the average job seeker?
Past the jargon…Unique Users
Visits
Page impressions
HitsApplications
Registered User
Candidate Profiles (CVs)
Click Through
CPM
MPU
Super-banner
Traffic
IP = Internet Protocol
Cookie = file on a Web user's hard drive
Website Definition
Generic Sites
Vertical Sites
Publication Sites
Portal sites
Choosing the right site
PreparationAs much relevant information as possible is required –
• Industry sector?• Title and description?• Salary and benefits?• Location?• Qualifications?• Experience?• Where are the candidates now?• Budget?
Examples“We want to recruit someone to be a finance assistant, working in a team of five in London.”
• We require a recently qualified (ACCA/CIMA) Financial Assistant, to be part of a team in a vibrant Legal office in the West End of London.
• The candidate should have 3 years experience and may possibly be currently working in a private law firm, or commercial business.
• The salary is £35,000 and includes a pension scheme and gym membership.
• We have a budget of £1000 for advertising.
Site Audit
• Traffic?
• ABCe?
• Established?
• Demographics?
• Marketing?
• Links and alliances?
Sexy Site?• Site design?
• Easy to use?
• Up to date?
• Editorial content?
• Search facility? Keywords/location/industry?
• Similar jobs on the site?
• Application process?
• Competitors?
Copywriting
• How much do we read on screen?
• Job Title
• Search Criteria
• Employer brand
• Action process?
Layout
19 mentions of “Quantity Surveyor”
And now…
Case Studies
LCG Bioscience
The Brief….
• To recruit male and female volunteers aged 18 +
Objectives
• To alter perception of clinical trials
• Raise Profile
• Recruit volunteers
• Who
• Where
• How
Strategy
Proposal
• Entertrials.co.uk
• Jobsreunited.co.uk
• Hotrecruit.com
• Tnt.magazine.com
• Saga.co.uk
Campaign
• Entertrials.co.uk
• Jobsreunited.co.uk
• Tntmagazine.com
Results
• 4,300 Clicks
• 250 Applications
• Cost per application - £24
• Cost per click - £1.40
Other Successes
• Promethean – Technical Helpdesk Advisor
• Kidde – Graduate Engineer
• McIntyre – Support Workers
• SAHA – Accounts Officer
(Salvation Army Housing Association)
Finally……