1. DIGITAL STRATEGY
By: Sean Burns

2. Company Overview
 Largest online job site in the U.S.,
 More than 24 million unique visitors a month
visit looking for new jobs and careers
 Matches talent with the right opportunity more
often than any other site
 Offers career advice
 Provides businesses opportunities
to find new employees, and
expand their brands.

3. Goal for digital strategy
 Increase social media, internet presence, and
click rate to become the preferred brand.
 Get customers to interact, and become involved
in Careerbuilder brand to build presence, and
strengthen brand name.
 Consistently build and manage content for
social media
 Utilize collected data to hone in on specific
audiences and ad spaces
 Increase overall sales for Careerbuilder brand

4. Steps
Develop a consistent digital and social identity
for better brand presence
Build a strong Adwords campaign and
consistently measure/maintain success
Determine target audience, and ad spaces to
build a digital campaign for demographics
Constantly update content and maintain a
consistent digital presence

5. Targeted Market
 Companies with job openings
 People in need of jobs
 College students
 How to find them? Utilizing
social media and Google
Adwords, and tracking whom is
Looking for jobs

6. Ad words
 Over 500 million global searches for jobs are made
at Google.com each month. Utilizing Ad Words is a
must.
 Consumers searching the web for jobs, or careers,
need to find Careerbuilder at the top of all of their
searches.
 Word that should be utilized:
 “Resume builder”, “job search”, “career”, “career
finder”, “jobs in…”
 Careerbuilder sells to multiple groups: job searchers,
and companies that have job to posts. So multiple

7. Ad Words Examples
Ads for Job-searcher: Ad for Careerbuilder to Job-poster:
Careerbuilder job postings
Take the path least posted. 24 Million unique visitors a month,
Resume your résumé All searching for a new career
Careerbuilder.com Target your target audience
_______________________ Careerbuilder.com
___
Looking for a new job?
start a new career with a few
clicks
easily search over hundreds
of job opportunities
www.careerbuilder.com/Jobs

8. Measuring Success
Conversion Tracking, Google Analytics,
Quality score, blogs, and videos channels
can be used to collect data
Use different key words to see if
competitors beat you in search results.
Google Analytics will track which
consumers are searching for your brand,
utilizes this information to see where any
holes in data or target audiences may exist

9. Social Media
 Utilize all form of social medias
 Posting about job openings
 Career advice
 Building new content
 Keep a consistent brand identity

10. Budget and Timeline
 Peak job searching times are from April-June,
due to college gradutions.
 The campaign for Careerbuilder to job-posters
should be from January to March.
 Campaign for Careerbuilder to job-seeker from
April – June.
 Careerbuilder’s total revenue is $650 million,
and the digital-marketing budget should be
around $65 million dollars.