jobs2web: from career site to recruiting engine

Agenda

Session 1Talent Communities

Session 2From Career Site

To Recruiting Engine

Agenda

• What Is Web 2.0• Why Does It Matter To Your RecruitingWhy Does It Matter To Your Recruiting• How It Impacts Your Strategy• Case Study – Best BuyCase Study Best Buy

What Is Web 2.0?

Steaming Video Real Time Chat

Changing Business Models – Web 1.0

RecruiterJ b

RecruiterJ bJobs Jobs Jobs Jobs Jobs

RecruiterJobs

Candidate Candidate Candidate Candidate CandidateResume Resume Resume Resume Resume

CandidateResume

CandidateResumeResume Resume Resume Resume Resume

Recruiter RecruiterP fil

RecruiterP fil

RecruiterP filProfile Profile Profile Profile

RecruiterProfile

Candidate Candidate Candidate Candidate CandidateProfile Profile Profile Profile Profile

CandidateProfile

CandidateProfileProfile Profile Profile Profile Profile

Private/StaticR l d

Public/Dynamic R l i hi N kRolodex Relationship Network

Business Model Explosion

Craigslist

Multiple Points Of Contact

Doug BergJobs2WebJobs2Web

Phone: 952-697-2912Cell: 952-200-4233Fax: 952-697-2975Email: dberg@jobs2web.com

Blog: www.RecruitingGeeks.comFaceBook: facebook/jobs2webLinkedIn Profile: LinkedIn/In/douglasbergLinkedIn Profile: LinkedIn/In/douglasbergTwitter: twitter.com/jobs2webFriendFeed: friendfeed.com/jobs2web

Information Distribution

Information Aggrigation

Most Web 2.0 Attempts

Outlook/CRM

Social Networks

Blogging

Micro Sites

- Talent Targeted

- Pay-Per-Click- Email Response

or Job Re-Search

Highly Fragmented Activities (No Strategy)

Hard To Scale For Larger Companies

If Recruiters Leave – So Does Their Data/NetworkIf Recruiters Leave So Does Their Data/Network

Not Driving Candidates Through Centralized Process

Hard To Measure Results

Agenda

The Talent Shift

Pre Web Web 1.0 Web 2.0

Craigslist

The Talent Shift

December 2008 December 2008

Monster.com3.7 Million Visitors

Google.com151 Million “Job” Searches

Source: comScore Media Metrix> 5 Million Searches Per Day

Source: Google Adwords

The Talent Shift

Top Searches By Job Avg/Month

sales jobs 2,240,000

marketing jobs 1,220,000

medical jobs 1,220,000 24%

Occupation

Location

What Job Seekers Search For

florida jobs 2,740,000

georgia jobs 2,740,000

illinois jobs 2,240,000

ohio jobs 1,830,000

arizona jobs 1,500,000

customer service jobs 1,000,000

administrative jobs 823,000

management jobs 823,000

accounting jobs 673,000

human resources jobs 673 00010%

Employer

Skil ls/Generic

arizona jobs 1,500,000

massachusetts jobs 1,500,000

michigan jobs 1,500,000

new jersey jobs 1,500,000

north carolina jobs 1,500,000

l i j b 1 500 000

human resources jobs 673,000

nurse jobs 673,000

nursing jobs 673,000

office jobs 673,000

warehouse jobs 673,000 MSN/Live

Search Engines Used By Job Seekers

pennsylvania jobs 1,500,000

virginia jobs 1,220,000

washington jobs 1,220,000

colorado jobs 1,000,000

minnesota jobs 1,000,000

construction jobs 550,000

executive jobs 550,000

government jobs 550,000

receptionist jobs 550,000

retail jobs 550,000

Google72%

Yahoo7%

Others6%

missouri jobs 1,000,000

tennessee jobs 1,000,000

connecticut jobs 823,000

indiana jobs 823,000

clerical jobs 368,000

engineering jobs 368,000

entry level jobs 368,000

finance jobs 368,000

Your Career Site

Home Page

Nursing CareersHome Page

Minnesota ER Nurse Jobs

N C N i J bNurse Careers Nursing JobHome Page

Your Career Site

“MNNurse Job”

“RochesterNursing Job”

“Minnesota Nurse Job”

“Minnesota Medical Job”

“Minnesota ICU Job”

“MN “Minnesota “MinnesotaMNNursing Job”

Minnesota Nursing Job”

Minnesota Healthcare Job”

Your Career Site

C did t /U Sit SEO/W b 2 0 Sit

CareersHome Page

Candidate/User Site SEO/Web 2.0 Site

SEOHome Page

Profile LevelHome Pages

Talent Landing Pages

Job LevelHome Pages

Job LevelLanding Pages

Highly Fragmented Data/Relationships

Employees

Alumni

Improve Recruiter Efficiency

Manual Marketing

Definition Promotion Sourcing Facilitation

Get/Review Job

Post Into ATS

Post To MonsterSearch/Send On

Search/Send In ATS To Prev Apps

Review Apps

Deal With Bounces & Spam

Post To CareerBuilder

Interview Mgr For Hot Points

Post To Craigslist

Email Internally

Search/Send To ZoomInfo

Search/Send To Personal Contacts

Search/Send

Forward Goods To Manager

Interview Coord& Prep

InterviewPost To Twitter

Post on Facebook

Search/Send To Search Engines

Search/Send

Interview Follow Up

Declines, Rejections

References & Write Blog Article

Search/Send To Facebook

Eats 80% Of Recruiter Time

To Niche Boards Background

Offer Prep & Accept

g(or post on Blog)

Post To FriendFeed

Search/Send Tweeple

Eats 80% Of Recruiter Time

Attract Talent From Multiple Online Channels

Search EnginesJob Boards

Sourcing Tools

Social Networks ATS/CRM

Career Site Employee

Referrals

Blogs & Industry Groups

Diversity Recruiting

Mobile Recruiting

Job Aggregators

College Recruiting

Alumni

Recruiting

Utilize New Technologies For Diversity Recruiting

New Web 2.0 Example

Agenda

Typical Web 1.0 Strategy

BenefitsBenefits DiversityDiversity

About UsAbout Us CollegeCollege

CultureCulture

TestimonialsTestimonials

BRANDINGPLATFORM

TRANSACTIONPLATFORM

ATSApplicant Tracking

S tJob SearchJob Search ApplyApply ReportingReporting

$$ Print & Other Media$$ Print & Other Media

$$Job Boards

$$ Sourcing Tools‐Recruiters$$ Sourcing

Tools‐Recruiters

MARKETINGSTRATEGY

SystemSystem

Other MediaOther MediaJob BoardsJob Boards Tools RecruitersTools Recruiters

• Not Capturing Passive Candidates• Not Web 2.0 CompatibleC ’t D l T t d C i

• Not Visible To Search Engines• No Employee Referral MarketingLi it d Vi l M k ti Of J b• Can’t Deploy Targeted Campaigns

• Limited Candidate Experience Capabilities• Not Measuring Results On All Levels• No Control Over Job Scrapes/Feeds• Not Maximizing Conversion Rates

• Limited Viral Marketing Of Jobs• No Repeat Traffic Or Return Visitors• Fragmented Candidate Data/Networks• No Mobile Capabilities• No Talent CRM/Marketing Tools

CultureCulture

BRANDINGPLATFORM

S tJob SearchJob Search ApplyApply

TRANSACTIONPLATFORM ReportingReporting

$$ Print & Other Media$$ Print & Other Media

$$Job Boards

$$ Sourcing Tools‐Recruiters$$ Sourcing

Tools‐Recruiters

MARKETINGSTRATEGY

SystemSystem

Other MediaOther MediaJob BoardsJob Boards Tools RecruitersTools Recruiters

CultureCulture

BRANDINGPLATFORM

Talent Landing Pages

Search Engine OptimizationSearch Engine Optimization

MARKETINGSTRATEGY Recruitment

Marketing PlatformRecruitment

Marketing Platform

Campaign Landing PagesCampaign

Landing Pagesgg ppMarketing PlatformMarketing Platform g gg g

Recruiting WidgetsRecruiting Widgets

Job Feeds(XML/RSS)Job Feeds(XML/RSS)

Automated Job Marketing

Automated Job Marketing Better Candidate

Experience

Talent CommunityTalent Community

Passive Candidates

Employees & Referrals

Recruiter Contacts

RecruitingRecruiting Source Visitor Talent CRM

Higher Capture & Conversion Rates

Automates Job Marketing

Measures All

ATSApplicant Tracking Job SearchJob Search

TRANSACTIONPLATFORM ApplyApply

DashboardDashboard Tracking IntelligenceTalent CRM Measures All

Channels & Activity

ReportingReporting

Applicant Tracking System

Job SearchJob Search ApplyApply ReportingReporting

Separated Content & ActionsJob Profile/Marketing

Rich Media/VideoJob Profile/Marketing

Find/View Jobs Show Interest/Apply

Mashup To Maximize Results

Job Marketing Rich Media

Capture PassivesCapture Passives Share Online

Matching Jobs Apply

Automatically distributes jobs

BrandedXML

FeedsFeeds

RSS Feeds Powering Job Delivery

They View

Sends To Your Followers

Your Jobs

They Join Your TC

You Get Candidates

Linking From Your LinkedIn Profile

Enhanced Interactive Tools For Recruiters

Helps publish your jobs dynamically p p y j y yto all of your Web 2.0 channels

And measures all return visitor traffic to your career site.

And dozens more…

Building Your Talent Community

Grows Your Talent CommunityYour Recruiting & Sourcing Team

Bill Smithbill@gmail.comBusiness AnalystChicago, IL

Jane Hansonjane@aol.comWeb DeveloperMinneapolis, MN

Stan Jonesstan@hotmail.comProject ManagerBoston, MA

Leslie Neallneal@yahoo.comQA TesterSan Diego, CA

Jodi Carlsonjcb@msn.comGraphic DesignAustin TX

Jeff Bergjeff@gmail.comSharepoint AdminPortland OR Austin, TXPortland, OR

Automated Recruitment Marketing

Cultivates Your Talent CommunityYour Career Site Finds Matching

Members

Bill Smithbill@gmail.comBusiness AnalystChicago, IL

Jane Hansonjane@aol.comWeb DeveloperMinneapolis, MN

Stan Jonesstan@hotmail.comProject ManagerBoston, MA

Leslie Neallneal@yahoo.comQA TesterSan Diego, CA

Job Title:Business Analyst

Location:

Emails Job Alert

Jodi Carlsonjcb@msn.comGraphic DesignAustin TX

Jeff Bergjeff@gmail.comSharepoint AdminPortland OR

Location:Chicago, IL

Keywords:Project Manager

Keywords:Project ManagerSh i

Keywords:Project ManagerSharepoint

Drives Them To

SiteAustin, TXPortland, ORProject Manager

SharepointSharepoint

Integrating Your Talent Acquisition Strategy

Resume Databases

(Paid/Free)

Building data bridges to/from each domain

Recruiter RolodexesSocial Networks

Pushing jobs out in a relevant way.

Pulling tagged members

Primary Talent Primary Talent CommunityCommunity

Blogs & Micro‐blogs

Alumni & Associations

Pulling tagged members into your central community.

Allowing members to

Employee Network & Referrals

Contact Networks (LinkedIn, ZoomInfo)

self‐update and manage their content flow.

Measuring all aspects of the in/out trafficPassive

Candidates (CRM)

Previous Applicants

the in/out traffic.

Measure All Interactive Recruiting Programs

Jobs2Web Recruiting Dashboard Shows Traffic

Recruiting Dash Board

For each candidate you can view the The IP address of where they applied And the mapped location of the userFor each candidate you can view the exact source of referral.

The IP address of where they applied from online.

And the mapped location of the user at the time of apply. (can turn off)

Talent Focused CRM Solution

Begin linking to candidate profiles in

all domains

Measure All Interactive Recruiting Programs

Job FeedsTalent Landing Pages (SEO)

Future (Paid Boards)

craigslist

Social NetworksPay‐Per‐Click (SEM)Corporate Site

Referrals

CandidatesEmployees

Mobile Marketing

Best Buy Case Study

BestBuy-Jobs.com 350,457

The Web 1.0 Site

No Search Engine Optimization

No RSS FeedsNo Social Media

Integration

No Rich Media No Capture Of No MarketingIntegration Passive Candidates Engine

The Web 2.0 Site

Activity Percentage Average Time (Seconds)

View Job Profiles 89.6% 22 Seconds

Company Content 6.7% 31 Secondsp y

Searching Jobs 3.7% 22 Seconds

Average Time Reading Job Descriptions: 32 SecondsTotal Page Views (1 Month): 1,015,210

The Web 2.0 Site

The Web 2.0 Strategy

Pipelining Talent Even With No Jobs Open

Adding thousands of “future” prospective candidates dailyy

Fully automated matching & delivery of jobs

Increased repeat and viral visitors to cut recruiting costs

The Web 2.0 Site

SEO PPCSocial

NetworksRecruiter

Geek Squad Jobs Financial Jobs Cashier JobsHome Page Puerto Rico Jobs

Talent Community

ATS ApplicantsReporting

& Dashboard

SummaryProblems caused by the economic turn

Implications “Typical” Response (Laggard) “Visionary” Strategy

Fewer Job Listings (Requisitions)

Employer advertising go’s “off the air” or is

Stop all paid job postings

Don’t want people to find us

Invested in “non‐job” methods to attract candidates

reduced

Stop/slow candidate acquisition entirely

Don t want people to find us now if there’s no jobs open Capture candidate interest

(not applicants) using email/RSS subscribe

Harvest as many candidate relationships as possiblerelationships as possible

Increased Candidate Job Search Activity

Not able to find/research companies/jobs online due to decreased postings

Not able to show interest in companies without jobs to apply against online.

Candidates will just find us

Made themselves visible in multiple online channels (search engines, social networks, etc.)

postings.

Not able to find companies on major search engines

Not able to find

“later” when we have open jobs to apply towards

Build pipeline of future employees by capturing candidate interest today, and contacting with future matching jobs.

companies on social networks

Pilot alternative advertising tools to discover more productive methods for recruiting online.

SummaryProblems caused by the economic turn

Implications “Typical” Response (Laggard) “Visionary” Strategy

Reduction Of Recruiting Resources

Higher recruiter to requisition ratios

Recruiter stress is just a reality of the down market

Increase recruiter productivity using web 2.0 toolsResources requisition ratios

Increased recruiter stress

Applicant avalanche from posted jobs on

d b b d

of the down market

No response to non‐qualified applicants

Manager support decline

Hiring cycle extended

using web 2.0 tools

Targeted job advertising helps control inbound applicant traffic from all channels.

Focus recruiters on learning new h l dpaid job boards

g ytechnologies and sources

Recruiting Budget Cuts Cut all un‐productive recruiting sources & activities

Need for measurement

Stop (or dramatically reduce) job board spend

Stop headhunter/agency fees

/ ll d i i

Implement source tracking tools to gain visibility to all recruiting results.

Invest in career site optimization Need for measurement of remaining sources

Pause any/all advertising or programs that require investment

Wait for new budgets to come online

Invest in career site optimization tools to enhance candidate experience and conversion rates.

Focus on internal employee movement and marketing jobsmovement, and marketing jobs inside the company to retain key employees

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