Digital strategy 11 april 2013.final

DEVELOPING YOUR DIGITAL STRATEGY
FOR RECRUITMENT

@googledave #IORevents

OUR CLIENTS & PARTNERS


ITS ALL GETTING A BIT TO MUCH!
CONFUSED!

CONFUSED IMAGE LAURAL AND HARDY
HOW PEOPLE SEARCH


CONFUSED!
REMAIN CALM
AND FOCUS ON USERS


WHO IS GOGLE’S CUSTOMER? (Screen
shot Google followed by a big YOU


WHY SHOULD IT BE EASY?


GOOGLE CANDIDATE HIGH STREET


GOOGLE TRENDS CANDIDATE RESEARCH


GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH


GOOGLE ADWORDS PAY PER CLICK (PPC)
Why use Google Adwords?

1. Target people who are already
searching for jobs or have jobs to fill

2. Only pay for it when they click into
your website

2. Spend as little or as much as you
want from £1 to £1000’s per day

3. Local, regional and global targeting;
control where your ad’s are seen

4. Track ROI metrics – see the profit it
can bring to you business

http://www.ph-creative.com/blog/posts/2012/november/using-
google-adwords-for-recruitment.aspx


GOOGLE ADWORDS (PPC) GEO TARGETING


The numbers
1. 170 Applications per month

2. 5-8 hires per month

3. Average £69 per hire


SEO ORGANIC RANKGINGS


SEO WHY ITS IMPROTANT TO YOU
c80% of traffic clicks into the ‘organic channel’
• Medium to long term
• Investment in long-term, free traffic
• Target phrases with higher intent to act
• Medium term on broad terms for self qualification
• Build a continual pipeline (hard to fill, high value, volume roles

Employer Brand, visibility and reputation
• Build your online authority and reputation

Graduates for this year and the following years
• Somerfield story
• Build an online estate

Profitability
• Cost per hire
• Time to hire
• Your bottom line


OLD SCHOOL SEO HAVE A ‘JEDI’ COUNCIL
GOOGLE


SO MANY UPDATES SO LITTLE TIME


PANDA AND PENGUIN CAN MAKE THIS HAPPEN


GOOGLE HAVE A ‘JEDI’ACOUNCIL
GOOGLE HAVE ‘JEDI’ COUNCIL


GOOGLE QUALITY RATERS

We want all improvements for the users

Matt Cutts; Google’s Distinguished Engineer

Q: How do you optimise for the ‘human factor’?

A: From a the mouth of a Google Quality Rater

• Keyword intent = Do, Know, Go
• Is the page vital, relevant, slightly relevant, or off topic/useless
• Spam signals, keyword stuffing, excessive links,
• Does the page help users fulfill their needs?
• Clarity, easy to read, user’s don’t get lost
• Mobile is different to desktop

VISITORS FIRST, CONTENT SECOND
AND FORGET ABOUT GOOGLE


HOW TO KEEP THE PANDA & PENGUIN HAPPY

“You should evaluate all the content on your site
and do your best to improve the overall quality of
the pages on your domain. Removing low quality
pages or moving them to a different domain could
help your rankings for the higher quality content.”


OVER 200 FACTORS INFLUENCE YOUR SEO
Relevancy (on page SEO)
• Focus on your users, give them what they want
• Freshness of content – how often do you change yours?
• Content strategy, evolves, purposeful, hot topics, contagious
• Don’t spam, keyword stuff

Recommendation (off page SEO / Google Penguin)
• Commit to outreach and engage with communities
• Create content your audience will care about
• Will people vote for you with inbound links?
• Social mentions is ‘word of mouth’ marketing and builds links
• Use Google+ and gain ‘authorship’ and your ‘identity’
• Manage you link profile, assess risks and take action

Experience (Google Panda)
• What do users ‘think’ of your pages? Find out.
• Reduce clutter and friction
• Don’t keep people waiting – improve load times
• Do all you can to engage and ‘romance the share’


SEO AND PPC ATTRACT MORE CANDIDATES


HOW CAN YOU CAPITALISE ON SOCIAL MEDIA?
Reduce cost per hire
• Direct hires, reduce agency reliance, profitability

Talent Pooling
• Work with forecasting, MPP, scenario planning, pipelines
• Hard to fill roles, areas
• Passive & active candidates
• Tap into and engage their communities

Reduce time to hire
• Impact on client ops, costs, profitability

Innovation – (lead, not follow)
• Forward thinking, client satisfaction, leaders
• Aid BID pitches for new clients
• New sales opportunities to current clients


IF CARLSBERG DID NETWORKING

@googledave

HOW RAD CAN ENGAGE

We have tried to make a feature
or event within the site, meaning
that it grabs more attention that
a simple Twitter button.

Therefore they see a higher
conversion rate when compared
to a standard site.


ROMANCING CANDIDATES ON TWITTER


FOLLOWERWONK – ANALYSE FOLLOWERS


FOLLOWERWONK – COMPARE FOLLOWERS

Compare followers to competitors, helps you to build new relationships


HOOTSUITE MANAGE YOUR SOCIAL ON THE GO


WHY YOU SHOULD USE GOOGLE+

Google Hangouts – its Free
• Chat face to face
• Host virtual meetings
• Screen sharing
• Extended circles, means you
influence your followers and
theirs

Hangouts ‘On Air’
• Live broadcasts – for free
• Stream to you Google + Profile,
YouTube
• And your website
• Save instantly to YouTube
• Shared to the world



How you can search and build
your circles
• Search by keywords
• Search by people, pages,
communities and posts
• Search for IT managers, or
specific companies and their
employees



Get your content read and ranking faster
• Faster indexing of your content – make it
relevant to your candidates
• Extended circles, means you influence your
followers and theirs

Authorship Tag = Identity
• Have you set yours up?

AuthorRank is coming!
• How authoritive and interesting are you to
your audience?
• Share-ability of authors content
• Number of people in your circles and how
many you are in
• Engagement levels of your content


AUTHORSHIP IN PRACTICE


SEARCH PLUS YOUR WORLD – FED BY GOOGLE

@googledave

CONTENT MARKETING IS A MUST
Rome wasn’t built in a day
• Commit and invest for ROI
• Remember - why should it be easy?
• Earn links for SEO, enhance reputation, build trust from customers

If Carlsberg did networking
• Influencers and their influencers – aligning the planets
• Don’t just target you audience, involve and build relationships
• Givers, gain

Content is a ‘king maker’ in different disguises
• Written
• Surveys, news, roundtables, interviews
• Infographics, 404 pages
• Slidedecks
• Education resources, downloads
• Photo’s, video


CONTENT MARKETING IS A MUST
You content needs to be
• Findable – SEO, PPC, Social Channels
• Engaging – compelling, convincing and converting
• And…’romancing the share’ – contagious content

Winning Formula
• Thought and brand leadership - focused on your audience
• Customer empathy and understanding
• Storytelling, analogies… and be creative
• Involve, encourage and engage your audience and influencer networks


We have tried to make a feature
or event within the site, meaning
that it grabs more attention that
a simple Twitter button.

Therefore they see a higher
conversion rate when compared
to a standard site.


CONTENT STRATEGY
TACTICS AND MARKETING PROCESS


SEARCH, SOCIAL AND CONTENT MARKETING


SOCIAL MEDIA WHAT DO YOU WANT TO MEASURE?


MEANINGFUL MEASUREMENT GOOGLE ANALYTICS


CONVERSION RATE OPTIMISATION (CRO)


FUTURE PROOFING YOUR SEARCH


DON’T GIVE IN TO THE DARKSIDE!

Be a Mogwai, not a gremlin (IMAGE)
• Black hat, white hat
• Make like a hedgehog not a fox (Jim Collins – Good to great)
• ‘high quality’
• Opportunities to improve low occupancy periods


WEBSITES IN
YOUR WORLD


HEAT MAPPING CANDIDATE EXPERIENCE


HEAT MAPPING USER EXPERIENCE



SHOW LIFE WEBSITE



Google Checkout video


IOR MEMBERSHIP PAGE


QUESTIONS
AND ANSWERS


Digital strategy 11 april 2013.final

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