Online Recruitment

Advertising and Marketing

How to choose the best job board

Contents

• Online marketplace

• Jargon-buster

• Website definition

• Choosing job boards

• Case Studies

The online market place

• 30 million (62%)

• 13 million

• 3 million

• Broadband = 60%

• 23 hours per week• 72% of jobseekers applied for the jobs they

found online, of those 65% gained interviews and 56% of those got the job. (NORAS)

Why Recruit online?• Fast and efficient• 24 / 7 culture• Tracking• Cost – effective• Brand Building capacity

• Average age 34• 13.6 years’ work experience• Earning on average £34,600 per annum• Looking at five sites for a job

Who is the average job seeker?

Past the jargon…Unique Users

Visits

Page impressions

HitsApplications

Registered User

Candidate Profiles (CVs)

Click Through

CPM

MPU

Super-banner

Traffic

IP = Internet Protocol

Cookie = file on a Web user's hard drive

Website Definition

Generic Sites

Vertical Sites

Publication Sites

Portal sites

Choosing the right site

PreparationAs much relevant information as possible is required –

• Industry sector?• Title and description?• Salary and benefits?• Location?• Qualifications?• Experience?• Where are the candidates now?• Budget?

Examples“We want to recruit someone to be a finance assistant, working in a team of five in London.”

• We require a recently qualified (ACCA/CIMA) Financial Assistant, to be part of a team in a vibrant Legal office in the West End of London.

• The candidate should have 3 years experience and may possibly be currently working in a private law firm, or commercial business.

• The salary is £35,000 and includes a pension scheme and gym membership.

• We have a budget of £1000 for advertising.

Site Audit

• Traffic?

• ABCe?

• Established?

• Demographics?

• Marketing?

• Links and alliances?

Sexy Site?• Site design?

• Easy to use?

• Up to date?

• Editorial content?

• Search facility? Keywords/location/industry?

• Similar jobs on the site?

• Application process?

• Competitors?

Copywriting

• How much do we read on screen?

• Job Title

• Search Criteria

• Employer brand

• Action process?

Layout

19 mentions of “Quantity Surveyor”

And now…

Case Studies

LCG Bioscience

The Brief….

• To recruit male and female volunteers aged 18 +

Objectives

• To alter perception of clinical trials

• Raise Profile

• Recruit volunteers

• Who

• Where

• How

Strategy

Proposal

• Entertrials.co.uk

• Jobsreunited.co.uk

• Hotrecruit.com

• Tnt.magazine.com

• Saga.co.uk

Campaign

• Entertrials.co.uk

• Jobsreunited.co.uk

• Tntmagazine.com

Results

• 4,300 Clicks

• 250 Applications

• Cost per application - £24

• Cost per click - £1.40

Other Successes

• Promethean – Technical Helpdesk Advisor

• Kidde – Graduate Engineer

• McIntyre – Support Workers

• SAHA – Accounts Officer

(Salvation Army Housing Association)

Finally……