Online recruitment seminar 2011 seo social media herwin wevers
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Online recruitment uses the power of the internet to match people to jobs. Fundamentally, it is about publishing vacancies on your corporate websites, in social media and/or in job boards. The challenge is to increase your traffic to and to improve conversions at the central hub (corporate recruitment site). The real strength and power of online recruitment lie in harnessing internet technology to not just attract candidates but to deal with them too. In this sense it is also about streamlining the recruitment process This presentation addresses the genertion of traffic through the means on SEO and Social Media. In the Pan-European Online Recruitment Seminar IBB organized in-depth interactive sessions and workshops of companies like L’Oréal, SEAT, CERN, Sonru, Recruit2, <a>WebBoomm</a> and more.
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Online recruitment seminar 2011 seo social media herwin wevers
- 1. Seminar European Online Recruitment Barcelona 23-24 Nov 2011 Social Media Marketing Herwin Wevers Facebook.com/WebBoomm Linkedin.com/in/WebBoomm WebBoomm.com/nl Twitter.com/HerwinWevers
- 4. Organizations should use social media because... 2/3 of the world population visits social networks
- 5. Organizations should use social media because... time spent on social networks is growing 3x the overal internet rate, accounting for 10% of all internet time
- 6. Organizations should use social media because... online (+social media) has become the most influential source in "helping" customers make purchase decisions
- 7. Organizations should use social media because... millions of people create content for the social web
- 8. Organizations should use social media because... By 2015 mobile payments for physical goods to exceed $170bn globally
- 9. Organizations should use social media because... ..in the future (says Zuckerberg), every application would be "social" and entangled to Facebook's platform.
- 10. Organizations should use social media because... ..Twitter says it will have 1 billions users by 2012
- 12. Top 3 networks by membership 62% 96% 16% 80% 12% 19% North 69% 97% 18% 38% 10% 80% West East 58% 57% 95% 94% 14% 39% 82% 55% 12% 12% 36% 72% South 72% 98% 24% 85% ■ Membership 15% ■ Awareness 41% N Europe = 7446 / F = None Source: Social Media around the World 2011, Insides Consulting
- 13. Future usage versus network penetration 40% EUROPE LinkedIn High 35% Twitter 30% Facebook 25% Vkontakte Increase Netlog 20% Tagged Orkut Xing Ning Hyves Badoo 15% QZone Hi5 Bebo MySpace 10% Friendster Big networks will get bigger and small networks will get smaller. 5% Low 0% 0% 10% 20% 30% 40% 50% 60% Low Penetration High N Europe = Min 43 – Max 4968 / F = If member of social network Source: Social Media around the World 2011, Insides Consulting
- 16. LinkedIn Facebook Twitter Blog
- 19. Oh, maar wij doen al aan Social Media “Onze Twitter account heeft al 1032 Media… volgers, waarvan de helft spam is, maar het gaat toch om het totale aantal.” “Social media gaat toch over communicatie en engagement, toch? Maar we tweeten al, da´s dan toch OK?” “Tien mensen vonden onze Facebook post “leuk”. Ja klopt, dat waren allemaal medewerkers. Maar ach, de teamleider merkt dat toch niet. Hij snapt niets van Facebook. Hij heeft “Onze CEO verveelt toch geen account.” iedereen met saaie “Onze blog heeft 10 super interessante posts YouTube filmpjes. Dus die onze klanten wel even tevreden zullen onze social media video houden. Onze website wordt maar kort strategie zit wel snor.” bezocht. Jammer voor ze want de content is echt goed.”
- 24. <2008 SERPs All Looked Like This: http://googlesystem.blogspot.com/2008/09/google-time-machine-web-in-2001.htm
- 25. <2008 Linkbuilding …to build authority
- 26. 2011 It’s a Whole New World
- 27. Now SERPs Look Like This
- 28. Or This
- 29. Or This
- 30. Or This…with social data
- 31. Or This…with video results
- 33. The Algorithm Has Changed, Too
- 34. Social is on the Rise Like Never Before http://searchengineland.com/top-internet-activities-search-email-once-again-88964
- 35. In Social, Fragmentation Appears Certain Users: 50mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm http://www.seomoz.org/blog/everyone-should-hire-social-media-expert
- 37. Company career site Job Board Job Board >50% of Google Job Job Board Related Searches Include JOB Company career site TITLE Job Board Classifieds Aggregator Company career site
- 38. How A Career Site Can Perform Better Than A Job Board • Google loves original content and hates aggregated content • Why Google wants to love your career website, but often can’t – an aggregator job board’s content is made up of adverts and syndicated content from other job boards and recruitment websites – a job board’s content consists of duplicated agency and corporate vacancy adverts – The multi-posting services make it so easy to advertise the same jobs on different websites – a corporate career website consists of original relevant content – vacancies are pages of fresh content (but they are often hidden in the ATS on a different domain) – 13-15 million people are searching for jobs each month: 50% type job titles into Google (again your vacancies are effectively hidden in the ATS)
- 39. How A Career Site Can Perform Better Than A Job Board • Google loves original content and hates aggregated content • Why Google wants to love your career website, but often can’t – an aggregator job board’s content is made up of adverts and syndicated content from other job boards and recruitment websites – a job board’s content consists of duplicated agency and corporate vacancy adverts – The multi-posting services make it so easy to advertise the same jobs on different websites – a corporate career website consists of original relevant content – vacancies are pages of fresh content (but they are often hidden in the ATS on a different domain) – 13-15 million people are searching for jobs each month: 50% type job titles into Google (again your vacancies are effectively hidden in the ATS)
- 40. The Issues Why They Are Not Ranked • Google can’t easily find the vacancies • These vacancies need related content (testimonials, the employee videos, the blogs and news) • Often buried deep in the site, without linking it together or in the case of the vacancies on the ATS supplier’s domain. • visitor (and Google) has to search for the content, difficult for the visitor and Google also doesn’t like that.
- 41. Think Amazon – Google does • provide the user with a clear easy to use navigation structure, • alongside the main product, you have related product (also bought, reviews, related products, accessories - which also link back to original content • This all states authority (lots of interlinked relevant content)
- 42. Why Landing Pages are Important? • group content together, typically by job families and locations • creates a hub of interest for visitors • dynamically link relevant content into these landing pages – specific calls to action – relevant jobs – news, articles – employee videos and – Blogs – Info that goes beyond vacancies • Reason 1: – 1. to engage the visitor – 2. keep their interest and – 3. ultimately convert them into an applicant. • Reason 2: relevant content which Google views as a higher authority than job boards.
- 43. Online Recruitment Has Evolved • Data, not design, is leading • Publish vacancies via ATS on Corporate career site – allows publication on job-portals and Social Media – cut down time/cost required hiring new recruits – screens and short-lists applicants – Quick posting of job vacancies on the portals • BUT for PRESENCE AND the ABILITY FOR YOUR JOB TO BE FOUND, MAKE THE CAREER SITE AND JOBS ARE AVAILABLE ON YOUR SERVER
- 44. Tips & Tricks To Maximize Benefits of SEO • Make sure the job title is the anchor text of the link (not ‘click here‘ or ‘more info‘) • Just make sure there is one page per job! • Have a category page and a job page ../sales-jobs/account-manager-retail- amsterdam/ • Don´t be too generic on your keyword “sales manager fmcg”, better “sales manager amsterdam fmcg” • Repeat search keywords (1-2% and relevant). Think applicant (and Google ) • Your Keyword Rich areas should be: – Meta Title Tag – Meta Description – Job Title (that people would search for) • Tagging – Place the Job Title in <h1> tags – Place the Location and Category in <h2> tags – Place the job description in <h3> tags • Avoid ‘non-search’ terminology like “Opportunity”, “My client needs…” in those areas • Apply synonyms — e.g. “team leader” as well as “project manager” or “sales manager” as well as “business development manager”
- 45. Winning in 2011 and Beyond
- 46. >2011 SEO AND SOCIAL http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
- 47. 2 Practical Cases • CH2M HILL • Deloitte
- 48. Raz Chorev MARKETING IN THE NEW MILLENIUM | SOCIAL MEDIA STRATEGY | LINKEDIN TRAINING Case Study Recruiting using Social Media
- 49. Social Media Objectives • Attracting quality employees • Targeting quality employees • Creating a talent pool to allow future global expansion
- 50. Effective Landing Page • Descriptive images • Job search functionality • Social Media connectivity
- 51. Effective Landing Page • Employee recommendation Video • Culture statement • Social Media connectivity • Happy people • Job search (Call-to action)
- 52. Effective Landing Page • Powerful search capability • RSS to job feeds • Sharing jobs
- 53. What didn’t work • Tweeting since 29.3.2008 • General corporate twitter account • No interaction • Follower/Following ratio shows broadcasting tool.
- 54. What didn’t work • Specific recruiting focused twitter account • Follower/Following ratio shows interaction, yet • The stream shows broadcasting tool.
- 55. What didn’t work Community building will take time…
- 56. What DID work? • 12,000 tuned-in professional community • Targeted advertising • Reason to choose @ CH2M Hill as an employer
- 57. Why DID it work? ATTRACTING EMPLOYEES Customised header Comfort in numbers Company overview Careers snapshot Call to action Projects overview Employee video testimonial Employee benefits
- 58. Why DID it work? ATTRACTING EMPLOYEES 100% complete personal profile Company advertising on every employee’s profile page Free job posting! Using LinkedIn apps
- 59. Why DID it work? ATTRACTING EMPLOYEES Using LinkedIn groups for employee retention AND acquisition.
- 60. Why DID it work? TARGETING EMPLOYEES • Ever evolving 100,000,000 CV’s database • 50 direct emails to best matching potential employees • Elimination process, before the candidates are aware of the position • Posting jobs to targeted individuals (not “post & Pray” strategy)
- 61. The Bottom line • 98% of all US recruits where directly approached and sourced. • 95% of all global recruitment were also a result of direct recruitment activities • As a result, significant saving on recruitment agency fees • Awarded the only Construction company in the 100 top companies to work for (Fortune magazine)
- 63. Objectives Case Deloitte 1) target of 1.000 new hires in 2010/2011 2) Develop a strong employer brand for “right” candidates 3) Drive traffic to their career website to create a funnel of candidates and supports the employer brand http://www.slideshare.net/enroc/social-recruiting-deloitte
- 64. Solid Online Recruiting Strategy Starts With A Great Career Website • Categorization – Students, Young professional and Professional • Dynamic…many pictures and videos • Design is NOT leading (actually distractive) • Lots of testimonials from current employees. • Sense of human feeling: in touch with the recruiters! (profile, chat, email, direct phone) • Content and contact are king – The content is either produced by the team or by employees from Deloitte – Always recruiter contact icon – Geolocation map – Good for SEO, comments and Social Interaction • Interaction – Blogs with content on what employees work on and how they feel about this. – Commenting and reacting – Twitter flow of Deloitte employees on career website – Foto contest with the employees, most funny Deloitte branded fotos • Traffic generation through Linkedin, Facebook, Twitter……. http://www.slideshare.net/enroc/social-recruiting-deloitte
- 67. User Generated Content http://www.slideshare.net/enroc/social-recruiting-deloitte