digital strategy for recruitment

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DIGITAL STRATEGY FOR RECRUITMENT @googledave @phcreative #IORevents

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My slides from the presentation I deliver for The Institute of Recruiters (IOR) in May 2013

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Page 1: Digital Strategy For Recruitment

DIGITAL STRATEGY FOR RECRUITMENT

@googledave

@phcreative

#IORevents

Page 2: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

Page 3: Digital Strategy For Recruitment

WHY SHOULD IT BE EASY…?

@googledave

@phcreative

#IORevents

Page 4: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

Page 5: Digital Strategy For Recruitment

GOOGLE CANDIDATE HIGH STREET

@googledave

@phcreative

#IORevents

Page 6: Digital Strategy For Recruitment

GOOGLE TRENDS CANDIDATE RESEARCH

@googledave

@phcreative

#IORevents

Page 7: Digital Strategy For Recruitment

GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

@googledave

@phcreative

#IORevents

Page 8: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

Page 9: Digital Strategy For Recruitment

GOOGLE ADWORDS PAY PER CLICK (PPC)

@googledave

@phcreative

#IORevents

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

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

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

5. 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

Page 10: Digital Strategy For Recruitment

GOOGLE ADWORDS (PPC) GEO TARGETING

@googledave

@phcreative

#IORevents

Page 11: Digital Strategy For Recruitment

SOMERFIELD ROI GOOGLE ADWORDS

@googledave

@phcreative

#IORevents

The numbers

1. 170 Applications per month

2. 5-8 hires per month

3. Average £69 per hire

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SEO ORGANIC LISTINGS

@googledave

@phcreative

#IORevents

Page 13: Digital Strategy For Recruitment

SO MANY UPDATES SO LITTLE TIME

@googledave

@phcreative

#IORevents

Page 14: Digital Strategy For Recruitment

OLD SCHOOL SEO

Over optimisation

Unnatural content

Unnatural links

Keyword stuffing

Poor user experience

Leads to the darkside!

@googledave

@phcreative

#HDevents

Page 15: Digital Strategy For Recruitment

PANDA AND PENGUINS MAKE THIS HAPPEN

@googledave

@phcreative

#IORevents

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@googledave

@phcreative

#IORevents

Page 17: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

GOOGLE HAVE A ‘JEDI’COUNCIL

Page 18: Digital Strategy For Recruitment

OVER 200 FACTORS INFLUENCE YOUR SEO

@googledave

@phcreative

#IORevents

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’

Page 19: Digital Strategy For Recruitment

SEO AND PPC ATTRACT MORE CANDIDATES

@googledave

@phcreative

#IORevents

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@googledave

@phcreative

#hdevents

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@googledave

@phcreative

#HDevents

Page 22: Digital Strategy For Recruitment

@googledave

@phcreative

#hdevents

Page 23: Digital Strategy For Recruitment

@googledave

@phcreative

#hdevents

Page 24: Digital Strategy For Recruitment

WHY YOU NEED USE GOOGLE+

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

@googledave

@phcreative

#hdevents

Page 25: Digital Strategy For Recruitment

AUTHORSHIP IN PRACTICE

@googledave

@phcreative

#hdevents

Page 26: Digital Strategy For Recruitment

GOOGLE ANALYTICS ROI OF DIGITAL ACTIVITY

@googledave

@phcreative

#hdevents

Page 27: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

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CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT

@googledave

@phcreative

#IORevents

Page 29: Digital Strategy For Recruitment

FUTURE PROOFING YOUR DIGITAL STRATEGY

@googledave

@phcreative

#hdevents

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WEBSITES IN YOUR WORLD

@googledave

@phcreative

#IORevents

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WEBSITE EXPERIENCE IN ‘REAL LIFE’

@googledave

@phcreative

#IORevents

http://www.youtube.com/watch?v=3Sk7cOqB9Dk

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@googledave

@phcreative

#IORevents

Page 33: Digital Strategy For Recruitment

@googledave

@phcreative

#IORevents

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@googledave

@phcreative

#IORevents

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@googledave

@phcreative

#IORevents

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NATIONWIDE-JOBS.CO.UK MOBILE RESPONSIVE

@googledave

@phcreative

#IORevents

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NATIONWIDE-JOBS.CO.UK

@googledave

@phcreative

#IORevents

Page 38: Digital Strategy For Recruitment

HEAT MAPPING CANDIDATE EXPERIENCE

@googledave

@phcreative

#IORevents

Page 39: Digital Strategy For Recruitment

@googledave

@phcreative

#hdevents

Page 40: Digital Strategy For Recruitment
Page 41: Digital Strategy For Recruitment

THANKS FOR LISTENING QUESTIONS AND ANSWERS

@googledave

@phcreative

#hdevents