Jibe works with the world's largest employers to transform their career sites and recruiting processes, enabling them to be more cost effective and successful in achieving hiring goals. We understand—better than anyone—that launching a successful career site takes careful planning, buy-in from multiple stakeholders, and a partner with the experience and technology to enable real change. This webinar is a walkthrough of our career site transformation planning methodology. After attending, talent acquisition leaders will have a full understanding of how to plan a modern career site that attracts and converts candidates. The one-hour session will cover the following: Overall Career Site Best Practices Employer Branding & Storytelling Building an SEO Strategy Enabling Recruitment Marketing Candidate Conversion Strategies Analytics Strategies

1. WEBINAR
Career Site Transformation Planning Webinar

2. Ivan Casanova
Run marketing at Jibe …
passionate about helping enterprise
organizations adopt new technology
I tweet a lot about HRTech @itsmeivan

3. WE ARE LUCKY TO WORK WITH A CROSS SECTION
OF THE WORLD’S BEST EMPLOYER BRANDS
Transforming your career site and
candidate experience requires careful
planning and organizational alignment

4. BUSINESS DRIVERS
FACING RECRUITING AND TALENT ACQUISITION LEADERS

5. RECRUITING CHALLENGES
ECONOMY REMAINS
STRONG, HIRING
REMAINS DIFFICULT
Recruiting continues to
be a struggle. The
inability to find qualified
candidates has
lengthened hiring times
relative to last year
Bureau of Labor Statistics
Establishment Survey
July 2016
CANDIDATE
DRIVEN
JOB MARKET
62% of employers feel
talent is driving
the job market
2016 Manpower
Employment Outlook
Survey
RETENTION IS
CHALLENGING
58% of employed
adults search for a job
at least once a month
2016 Manpower
Employment Outlook
Survey
CHANGES IN
CANDIDATE
BEHAVIOR
76% of candidates
conduct their own
research & due
diligence in a job
search
The Talent Board’s 2015
Candidate Experience
Research
CONSUMER TOOLS
PROVIDE NEW
OPPORTUNITIES
73% of candidates
start their job
search on Google
The Talent Board’s 2015
Candidate Experience
Research

6. CAREER SITES
YOUR MOST STRATEGIC RECRUITING ASSET

7. COMPANY WEBSITES DRIVE MORE HIRES
THAN OTHER SOURCES
Job Fairs / Recruiting Events
Campus Recruiting
Agencies / Third-Party Recruiters
Professional Networking Sites
Employee Referrals
Internal Candidates
Job Boards
Company Websites
0 5 10 15 20
2011
2015 With the Internet making information more easily
accessible than ever before, job candidates
routinely utilize company websites to assess a
firm’s strengths and help determine if they would
be a good fit with an organization before even
applying for a job.
BERSIN BY DELOITTE 2015 FACTBOOK

8. © Copyright 2000-2012 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
EVERY SOURCE OF RECRUITMENT MARKETING
FUNNELS INTO YOUR CAREER SITE
JOB
BOARDS
GOOGLE
SEARCH
EMAIL,
JOB
ALERTS

9. GO WHEREVER
YOU WANT
UBER
INFORMATION
AT YOUR
FINGERTIPS
GOOGLE
BUY WHATEVER
YOU WANT
AMAZON
CANDIDATES EXPECT THE SAME KIND OF EXPERIENCE THEY
GET FROM POPULAR CONSUMER SERVICES

10. CAREER SITE
TRANSFORMATION PLANNING
Phases we go through with our clients

11. ANALYTICS
LOYALTY
AWARENESS
FAMILIARITY
CONSIDERATION
B2C DIGITAL MARKETING FUNNEL
PURCHASE

12. ANALYTICS
EMPLOYER BRAND
SEO /
ORGANIC TRAFFIC
STRATEGY
RECRUITMENT
MARKETING
APPLICATION
CONVERSION
RECRUITING DIGITAL MARKETING FUNNEL
EMPLOYEE
ADVOCACY*

13. Five Phases of Career Site
Transformation Planning
EMPLOYER
BRAND SEO RECRUITMENT
MARKETING CONVERSION ANALYTICS

14. EMPLOYER
BRAND

15. ESTABLISH YOUR EMPLOYER VALUE
PROPOSITION
The characteristics behind and appeal
of working for your company
Applies to current employees (retention)
and future employees (recruiting)
Career
Opportunity
Culture
Pay and
Benefits
Work / Life
Balance
?

16. INTEGRATE YOUR BRAND AND
EMPLOYEE VALUE PROPOSITION ON
YOUR CAREER SITE
Design - leverage internal
creative, hire an agency
Content - what content /
channels do you want to
develop (video, blog, social, etc.)

17. Leverage existing employees, marketing
and recruiting resources to get the word out
on your EVP
SHARE YOUR EMPLOYEE VALUE
PROPOSITION

18. SEO

19. DRIVING ORGANIC TRAFFIC
TO YOUR CAREER SITE
3/4 of all job searches
start with a Google Search
Recruiting is evolving into
a digital marketing
function
Awareness
Familiarity
Consideration
Purchase

20. GOOGLE ANALYTICS AS CORE
COMPETENCY
Establish a baseline for career site web
performance
Understand volumes, platforms (mobile vs
desktop) and sources
Measure, measure, measure

21. SEO LANDING PAGES
Consistent Google friendly URL structure
careers.yourcompany.com/category
careers.yourcompany.com/location
Dynamic employer brand content
Job search and relevant jobs

22. RECRUITMENT
MARKETING

23. EVERYONE IS A PASSIVE CANDIDATE
58% of employed adults search for a job
at least once a month
Build passive candidate opt-in
directly into your career site
(Talent Networks / Job Alerts)

24. CONTENT MARKETING
FIND YOUR OWN AUTHENTIC VOICE
Build an editorial calendar for the a
quarter or even a year
Build content production into your costs
and team structure (outsourcing is
dropping in price)
Build content marketing into your site

25. LEVERAGE AUTOMATION AND
EMAIL MARKETING
Automate and
personalize brand centric
emails to passive
candidate pools

26. OPTIMIZE FOR
CONVERSION

27. OPTIMIZE FOR MOBILE
Jibe has hosted 250M job seekers, 40%+
from mobile
END TO END MOBILE OR NOTHING
First time you present a UI
not optimized for Mobile,
conversion rate goes to zero

28. SHORTEN YOUR JOB APPLICATIONS
05:05
14:15
23:25
32:35
41:45
0%
20%
40%
60%
80%
A B C D E F G H I J K L M N
Conversion Rate Time on Site
Time to complete job
applications negatively
impacts conversion
Do you need to be
asking every single
question?

29. IDENTIFY DROP OFF POINTS
Use analytics to determine where candidates are
dropping off in your search and apply process
Test different strategies for addressing drop off:
• UI / UX Changes
• Mobile
• Move to later in the flow
• Eliminate
• Move to offline

30. ANALYZE AND
MEASURE

31. % that can’t effectively track
0%
18%
35%
53%
70%
Applicant
Source
Time
to Fill
Candidate
Conversion %
Cost
per Hire
RECRUITING ANALYTICS:
ARE YOU FLYING BLIND?

32. • Ability to see all key metrics in a single pane
of glass
• Detailed insight into the application funnel,
sourcing metrics and hiring funnel
• Personalized views of data for recruiters, TA
execs and hiring managers
• Analytics on a PC or mobile device
• Ability to filter and customize views of the
data by data, recruiters, job category or
source
RECRUITING ANALYTICS:
Make better recruiting decisions with full visibility into your data

33. CAREER SITE
TRANSFORMATION PLANNING
Phases we go through with our clients
TAKEAWAYS
FROM TODAY’S
WEBINAR

34. THINK ABOUT RECRUITING LIKE A CONSUMER MARKETER
AND ALIGN YOUR DIGITAL MARKETING FUNNEL
Why should job seekers want
to work at your company?
Focus on analytics to understand where
current efforts are failing and how you can
continually improve
When they get to your site make it easy
for job seekers to share information and
tell your story to job seekers
Focus on the career site and how to
get more job seekers to visit the site.
EMPLOYER BRAND
SEO /
ORGANIC TRAFFIC
STRATEGY
RECRUITMENT
MARKETING
APPLICATION
CONVERSION

35. BASELINE KEY METRICS
TO UNDERSTAND WHERE
YOU NEED TO IMPROVE
• VISITORS
• SOURCES
• CONVERSIONS

36. FOR MORE INFORMATION ON JIBE:
visit jibe.com
EMPLOYER BRAND
ASSESSMENT
CAREER SITE
ASSESSMENT
@JIBE www.linkedin.com/company/jibe
LETS CONTINUE
THE
CONVERSATION
For a one on one session with the team reach out now
ivan (at) jibe.com or @itsmeivan on Twitter