1. Online Recruitment Optimization
For SAM Headhunting by Sebastian Gullak, Tuesday 22

2. What the web reveals
about...

3. What the web reveals
about...

4. What the web reveals
about...

5. What the web reveals
about...

6. What the web reveals
about...

7. What the web reveals
about...

8. What the web reveals
about...

9. What the web reveals
about...

10. Trends

11. Whats happening on the Web?

12. Whats happening on the Web?
Web 1.0 was monologue from provider to customer

13. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people

14. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search

15. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World

16. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?

17. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?
YouTube is the Second largest Search Engine
(20 hours of Video Uploadet every Minute!)

18. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?
YouTube is the Second largest Search Engine
(20 hours of Video Uploadet every Minute!)
Web 2.0 has made it easy to share knowledge

19. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?
YouTube is the Second largest Search Engine
(20 hours of Video Uploadet every Minute!)
Web 2.0 has made it easy to share knowledge
Web 2.0 makes it easy to connect and interact

20. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?
YouTube is the Second largest Search Engine
(20 hours of Video Uploadet every Minute!)
Web 2.0 has made it easy to share knowledge
Web 2.0 makes it easy to connect and interact
Letting the user take control

21. Whats happening on the Web?
Web 1.0 was monologue from provider to customer
Web 2.0 is about people interacting with people
80 % of people start on the web with a search
Google is the stille the largest Search Engine in the
World
Guess who is nr. 2?
YouTube is the Second largest Search Engine
(20 hours of Video Uploadet every Minute!)
Web 2.0 has made it easy to share knowledge
Web 2.0 makes it easy to connect and interact
Letting the user take control
The Need for Reputation Management

22. Mechanisms for
Crowdsourcing
change

23. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

24. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

25. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

26. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

27. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

28. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

29. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

30. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

31. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user

32. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user
“Wisdom of the Crowd” helps correct mistakes

33. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user
“Wisdom of the Crowd” helps correct mistakes
Long Tail makes small segments large on a Global
Scale

34. Mechanisms for
Crowdsourcing
change
Crowdsourcing ”outsources” your work to the user
“Wisdom of the Crowd” helps correct mistakes
Long Tail makes small segments large on a Global
Scale

35. The growth of users

36. The growth of users

37. The growth of users

38. The growth of users

39. The growth of users

40. Reaching out to people
Search Affiliate Media Social Media
Email Online PR
Marketing Marketing Advertising Advertising

41. Whats happening in your market?

42. Whats happening in your market?

43. Attraction

44. Window of opportunity

45. Window of opportunity

46. Window of opportunity
Return on marketing investment (ROMI/ROAS)

47. Window of opportunity
Return on marketing investment (ROMI/ROAS)

48. Search Marketing

49. Search Marketing

50. Search Marketing

51. Search Marketing

52. Search Marketing

53. Search Marketing

54. Search Marketing

55. Search Marketing

56. What is Viral
Marketing?

57. What is Viral
Marketing?
The way a Marketing message spreads

58. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers

59. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers
Gets you audience to deliver your message

60. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers
Gets you audience to deliver your message
Possible very long lifespan = low cost

61. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers
Gets you audience to deliver your message
Possible very long lifespan = low cost
Not solely regarding Video, but also Content +
Apps

62. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers
Gets you audience to deliver your message
Possible very long lifespan = low cost
Not solely regarding Video, but also Content +
Apps
What triggers the Target Audience?

63. What is Viral
Marketing?
The way a Marketing message spreads
Spreading quickly and exponentially by consumers
Gets you audience to deliver your message
Possible very long lifespan = low cost
Not solely regarding Video, but also Content +
Apps
What triggers the Target Audience?
“Viral marketing is Like succeeding in Hollywood - Every
actor dreams of it - only a few really experiences it”

64. Why video & viral?

65. Why video & viral?

66. Why video & viral?

67. Why video & viral?

68. Careerbuilder Monkeys

69. Careerbuilder Monkeys

70. Find < or > be found

71. Find < or > be found
Business
Find Be Found
Pleasure

72. How do we use social?

73. How do we use social?

74. How do we use social?

75. How do we use social?
Using the media at its premises

76. How do we use social?
Using the media at its premises

77. How do we use social?
Using the media at its premises
Sharing is caring

78. How do we use social?
Using the media at its premises
Sharing is caring

79. Using Social

80. Using Social

81. Using Social

82. The Social Business

83. The Social Business

84. The Social Business

85. The Social Business
Linkedin The worlds largest professional network

86. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice

87. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice
The 4th biggest Social Networking site in the US

88. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice
The 4th biggest Social Networking site in the US
Executives from all 500 Fortune 500 companies
are on linked in (Linkedin.com)

89. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice
The 4th biggest Social Networking site in the US
Executives from all 500 Fortune 500 companies
are on linked in (Linkedin.com)
Target on user-suppled profile data

90. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice
The 4th biggest Social Networking site in the US
Executives from all 500 Fortune 500 companies
are on linked in (Linkedin.com)
Target on user-suppled profile data
Target on age, profession, industry, company
size, geo

91. The Social Business
Linkedin The worlds largest professional network
People are exchanging knowledge, opportunities
and advice
The 4th biggest Social Networking site in the US
Executives from all 500 Fortune 500 companies
are on linked in (Linkedin.com)
Target on user-suppled profile data
Target on age, profession, industry, company
size, geo
Uses PPC from the Google content network

92. Attracting a JobSeeker

93. Attracting a JobSeeker

94. Attracting a JobSeeker

95. Attracting a JobSeeker
Information

96. Attracting a JobSeeker
Information
Advantages

97. Attracting a JobSeeker
Information
Advantages
Action

98. The online candidate lifecycle

99. The online candidate lifecycle
“Im not looking for the next “Im happy in my job -
18 month to 4 years” but i’ll listen”
34%
Not looking 32%
Pasively
looking
14%
Actively 20%
looking Casually
looking
“Im actively “I would like more from my job -
searching for a new job” What are the opportunities out there?”

100. The online candidate lifecycle How/What People
Search?
* Salery + Comp. info
* Social Networks
(Talking with friends)
* Business Networks
“Im not looking for the next “Im happy in my job - * Resume Searches
* Researching
18 month to 4 years” but i’ll listen” Companys directly
* Researching Career
Paths & progression
How to engage them?
* SEO / SEM
34% * Pay Per Click
Not looking 32% * Social Network apps
Pasively
(Facebook etc.)
looking * Direct marketing
* Competetive
intelligence
* Events
14%
Actively 20%
looking Casually
looking
“Im actively “I would like more from my job -
searching for a new job” What are the opportunities out there?”

101. How/What People The online candidate lifecycle How/What People
Search?
Search? * Salery + Comp. info
* Reading white papers/ * Social Networks
articles (Talking with friends)
* Searching for Project/ * Business Networks
Task related info
* Atteding Learning &
“Im not looking for the next “Im happy in my job - * Resume Searches
* Researching
Non-Career Events 18 month to 4 years” but i’ll listen” Companys directly
* Researching Career
How to engage them? Paths & progression
* SEO/SEM
* Pay Per Click How to engage them?
* Competetive * SEO / SEM
intelligence driven 34% * Pay Per Click
client blogs Not looking 32% * Social Network apps
* Non Jobs Events Pasively
(Facebook etc.)
* Relationship Building looking * Direct marketing
* Congratulations (New * Competetive
intelligence
* Events
14%
Actively 20%
looking Casually
looking
“Im actively “I would like more from my job -
searching for a new job” What are the opportunities out there?”

102. How/What People The online candidate lifecycle How/What People
Search?
Search? * Salery + Comp. info
* Reading white papers/ * Social Networks
articles (Talking with friends)
* Searching for Project/ * Business Networks
Task related info
* Atteding Learning &
“Im not looking for the next “Im happy in my job - * Resume Searches
* Researching
Non-Career Events 18 month to 4 years” but i’ll listen” Companys directly
* Researching Career
How to engage them? Paths & progression
* SEO/SEM
* Pay Per Click How to engage them?
* Competetive * SEO / SEM
intelligence driven 34% * Pay Per Click
client blogs Not looking 32% * Social Network apps
* Non Jobs Events Pasively
(Facebook etc.)
* Relationship Building looking * Direct marketing
* Congratulations (New * Competetive
intelligence
* Events
14%
How/What People Actively 20%
Search? looking Casually
* Actively Searching and
looking
Applying to Jobs
“Im actively “I would like more from my job -
How to engage them? searching for a new job” What are the opportunities out there?”
* SEO/SEM (i.e.
Competence related
searches)
* Pay Per Click

103. Conversion

104. Tracking Return on Recruitment

105. Improving your website

106. Improving your website
Management
Webmaster Bureau
Marketing IT

107. Improving your website
Too many descision makers
Management
Webmaster Bureau
Marketing IT

108. Improving your website
Too many descision makers
Focus on the important thing - revenue
Management
Webmaster Bureau
Marketing IT

109. Improving your website
Too many descision makers
Focus on the important thing - revenue
The user descides if it works or not by their actions
Management
Webmaster Bureau
User
Marketing IT

110. Improving your website
Too many descision makers
Focus on the important thing - revenue
The user descides if it works or not by their actions
Do it wrong quickly
Management
Webmaster Bureau
User
Marketing IT

111. The SAM Headhunting experience

112. The SAM Headhunting experience

113. The SAM Headhunting experience
Dialogue? Social?
RSS? SEO?
Email? Webtracking?
PPC? Conversion?
Dialogue? Mobile?
Syndication?
Apps?
Video? Wiki?
Blog?

114. The SAM Headhunting experience
Dialogue? Social?
RSS? SEO?
Email? Webtracking?
PPC? Conversion?
Dialogue? Mobile?
Syndication?
Apps?
Video? Wiki?
Blog?

115. Online Strategy supporting Business
Business Strategy
Online Strategy
Finding Winning Keeping
“Attraction” “Conversion” “Retention”

116. Prioritizing your effort

117. Prioritizing your effort
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118. Can we ignore it?

119. Can we ignore it?

120. Can we ignore it?
Competitors Win

121. Questions?
Sebastian Gullak
http://www.linkedin.com/in/
internetmarketing
http://www.twitter.com/gullak
http://www.gullak.dk
http://www.deducta.dk
sg@deducta.dk
+45 6060 4444