jobs2web: from career site to recruiting engine
DESCRIPTION
This presentation shows how companies can transform their career sites into real recruiting engines online, which in turn drives recruiter efficiency, opens new talent acquisition channels, and helps measure all elements of your interactive recruiting strategy.TRANSCRIPT
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
Session 1Talent Communities
Session 2From Career Site
To Recruiting Engine
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
What Is Web 2.0?
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
What Is Web 2.0?
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
What Is Web 2.0?
Steaming Video Real Time Chat
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Changing Business Models – Web 1.0
RecruiterJ b
RecruiterJ b
RecruiterJ b
RecruiterJ b
RecruiterJ bJobs Jobs Jobs Jobs Jobs
RecruiterJobs
RecruiterJobs
RecruiterJobs
RecruiterJobs
RecruiterJobs
Candidate Candidate Candidate Candidate CandidateResume Resume Resume Resume Resume
CandidateResume
CandidateResume
CandidateResume
CandidateResume
CandidateResumeResume Resume Resume Resume Resume
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Changing Business Models – Web 2.0
Recruiter RecruiterP fil
RecruiterP fil
RecruiterP fil
RecruiterP filProfile Profile Profile Profile
RecruiterProfile
RecruiterProfile
RecruiterProfile
RecruiterProfile
RecruiterProfile
Candidate Candidate Candidate Candidate CandidateProfile Profile Profile Profile Profile
CandidateProfile
CandidateProfile
CandidateProfile
CandidateProfile
CandidateProfileProfile Profile Profile Profile Profile
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Changing Business Models – Web 2.0
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Changing Business Models – Web 2.0
Private/StaticR l d
Public/Dynamic R l i hi N kRolodex Relationship Network
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Business Model Explosion
Craigslist
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Multiple Points Of Contact
Doug BergJobs2WebJobs2Web
Phone: 952-697-2912Cell: 952-200-4233Fax: 952-697-2975Email: [email protected]
Blog: www.RecruitingGeeks.comFaceBook: facebook/jobs2webLinkedIn Profile: LinkedIn/In/douglasbergLinkedIn Profile: LinkedIn/In/douglasbergTwitter: twitter.com/jobs2webFriendFeed: friendfeed.com/jobs2web
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Information Distribution
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Information Aggrigation
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Most Web 2.0 Attempts
Outlook/CRM
Social Networks
Blogging
Micro Sites
- Talent Targeted
www
- 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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Talent Shift
Pre Web Web 1.0 Web 2.0
Craigslist
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Talent Shift
Top Searches By State Avg/Month
california jobs 5,000,000
new york jobs 3,350,000
texas jobs 3,350,000
Top Searches By Job Avg/Month
sales jobs 2,240,000
marketing jobs 1,220,000
medical jobs 1,220,000 24%
32%
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%
15%
19%
Brand
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%
/15%
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
6%
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Your Career Site
Home Page
Nursing CareersHome Page
Minnesota ER Nurse Jobs
N C N i J bNurse Careers Nursing JobHome Page
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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”
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Highly Fragmented Data/Relationships
ATS
Employees
Alumni
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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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Recruiting
Utilize New Technologies For Diversity Recruiting
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
New Web 2.0 Example
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Typical Web 1.0 Strategy
BenefitsBenefits DiversityDiversity
About UsAbout Us CollegeCollege
CultureCulture
TestimonialsTestimonials
BRANDINGPLATFORM
TRANSACTIONPLATFORM
ATSApplicant Tracking
S t
ATSApplicant Tracking
S tJob SearchJob Search ApplyApply ReportingReporting
$$ Print & Other Media$$ Print & Other Media
$$Job Boards
$$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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Typical Web 1.0 Strategy
BenefitsBenefits DiversityDiversity
About UsAbout Us CollegeCollege
CultureCulture
TestimonialsTestimonials
BRANDINGPLATFORM
ATSApplicant Tracking
S t
ATSApplicant Tracking
S tJob SearchJob Search ApplyApply
TRANSACTIONPLATFORM ReportingReporting
$$ Print & Other Media$$ Print & Other Media
$$Job Boards
$$Job Boards
$$ Sourcing Tools‐Recruiters$$ Sourcing
Tools‐Recruiters
MARKETINGSTRATEGY
SystemSystem
Other MediaOther MediaJob BoardsJob Boards Tools RecruitersTools Recruiters
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Typical Web 1.0 Strategy
BenefitsBenefits DiversityDiversity
About UsAbout Us CollegeCollege
CultureCulture
TestimonialsTestimonials
BRANDINGPLATFORM
Talent Landing Pages
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
ATSApplicant Tracking Job SearchJob Search
TRANSACTIONPLATFORM ApplyApply
DashboardDashboard Tracking IntelligenceTalent CRM Measures All
Channels & Activity
ReportingReporting
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Applicant Tracking System
Applicant Tracking System
Job SearchJob Search ApplyApply ReportingReporting
Separated Content & ActionsJob Profile/Marketing
Rich Media/VideoJob Profile/Marketing
Find/View Jobs Show Interest/Apply
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Mashup To Maximize Results
Logo
Job Marketing Rich Media
Capture PassivesCapture Passives Share Online
Matching Jobs Apply
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Automatically distributes jobs
BrandedXML
FeedsFeeds
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RSS Feeds Powering Job Delivery
They View
Sends To Your Followers
Your Jobs
They Join Your TC
You Get Candidates
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Linking From Your LinkedIn Profile
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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…
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
1
Building Your Talent Community
Grows Your Talent CommunityYour Recruiting & Sourcing Team
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 Austin, TXPortland, OR
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Automated Recruitment Marketing
Cultivates Your Talent CommunityYour Career Site Finds Matching
Members
Bill [email protected] AnalystChicago, IL
Jane [email protected] DeveloperMinneapolis, MN
Stan [email protected] ManagerBoston, MA
Leslie [email protected] TesterSan Diego, CA
Job Title:Business Analyst
Job Title:Business Analyst
Job Title:Business Analyst
Location:
Emails Job Alert
Jodi [email protected] DesignAustin TX
Jeff [email protected] AdminPortland OR
Location:Chicago, IL
Keywords:Project Manager
Location:Chicago, IL
Keywords:Project ManagerSh i
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Drives Them To
SiteAustin, TXPortland, ORProject Manager
SharepointSharepoint
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
(ATS)
the in/out traffic.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Measure All Interactive Recruiting Programs
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Jobs2Web Recruiting Dashboard Shows Traffic
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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)
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Talent Focused CRM Solution
Begin linking to candidate profiles in
all domains
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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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Best Buy Case Study
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Best Buy Case Study
BestBuy-Jobs.com 350,457
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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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Site
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Site
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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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Site
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Strategy
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Strategy
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Strategy
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Strategy
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Strategy
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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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Web 2.0 Site
SEO PPCSocial
NetworksRecruiter
Use
Geek Squad Jobs Financial Jobs Cashier JobsHome Page Puerto Rico Jobs
Talent Community
ATS ApplicantsReporting
& Dashboard
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
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
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Learn More Online
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