sem & ppc for recruiting
DESCRIPTION
This webinar by Jobs2Web shows companies how to use SEO, SEM & PPC for recruiting.TRANSCRIPT
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Part 2: SEO, SEM, And Pay‐Per‐Click For Recruiting
The Next WaveOf Interactive Recruiting
Social Networks SMS
PPC Job Aggregators
SEO
Search Engines
Talent Communities
CPH
Cost Per Click
Career Site Optimization
RSS
Mobile Recruitment RPO
Recruitment Measurement
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Jobs2Web is your interactive recruiting partner.
We develop and deliver innovative technologies and services to enable you to attract, capture, communicate and measure results with the exploding marketplace of interactive talent.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
SOME OF OUR CLIENTS
TECHNOLOGY
HEALTHCARE/PHARMA
CONSULTING/SERVICES
FINANCIAL
RETAIL / PRODUCT
ENGINEERING/MANUFACTURING
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Career Site Optimization
Who Is Jobs2Web?
Your Career Site
• Your Brand• Your Messaging• Your ATS System• Your Hiring Needs
(Jobs)
Our Platform
• Search Engine Optimization• Job Marketing & Distribution• Talent Landing Pages• Pay-Per-Click Recruiting• Email & RSS Feed Marketing • Social Network Recruiting• Talent Community Development• Mobile Recruitment• Candidate Source Tagging• Keyword Recruitment Research
Your Web 2.0Strategy
SEO
PPC
CPH ROI+ =
• Direct To Candidate Marketing• Decreased Recruiting Costs• Better Candidate Experience• Maximized Conversion Rates• Talent Targeted Strategies• Enhanced Referral Participation• Higher Quality Response• Controlled Spend (On-Demand)• Total Cost-Per-Hire Tracking
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
The Talent Shift
SEO, SEM, & Pay‐Per‐Click Defined
The Right & Wrong Ways To Do SEM/PPC
Controlling & Measuring Results
Getting Started
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Talent Shift
1990 2000 2010
Craigslist
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Evolution Of Recruitment Marketing
Recruiting Shifts 2000 2010Recruiting Cycles Months Weeks/Days
Recruiting Emphasis Jobs To Candidates Candidates To Jobs
Recruiting Costs Postings + People Results + Referrals
1st Place Candidates Search Job BoardsSearch EnginesSocial Networks
Primary Focus Outbound / Volume Inbound / Quality
Career Site Careers Home Page Talent Landing Pages
Candidate Relationship 1‐Time Use Of Applicant Career Long Contact
Measurement Untrackable Total Source Tracking
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
The Talent Shift
SEO, SEM, & Pay‐Per‐Click Defined
The Right & Wrong Ways To Do SEM/PPC
Controlling & Measuring Results
Getting Started
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definitions Of SEO, SEM, and PPC
SEOSearch Engine Optimization
SEM/PPC
SEM/PPC
Search Engine OptimizationOrganic search results that don’t require payment to attract visitors to your website
Search Engine Marketing / Pay-Per-ClickPaid ads that cost you money each time a user clicks on your ad, targeted by keyword and top ads require top bidding.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definition SEO – Search Engine Optimization
This is what candidates or internet users see when using your website.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definition SEO – Search Engine Optimization
This is what the Google Bot sees.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definition SEO – Search Engine Optimization
This Is The Result:
- Jobs Are Locked Within Your ATS
- Hidden Behind Keyword Search
- Titles, URL’s, Keywords Not Optimized
- No Keyword Targeted Landing Pages That Stay Online
Flash ImageNo Links To Follow
Navigation Image – Nothing To Follow
Logo Search
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definition SEO – Search Engine Optimization
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definition SEO – Search Engine Optimization
ELEMENTS/DRIVERS:-Correct Keyword Optimization-Site Submission & Updates-Back Linking Strategies
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Definitions Of SEO, SEM, and PPC
Types Of SEM Available:
Targeted Contextual Behavioral
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Targeted Advertising
Keywords Entered = Targeted Ads
Search Engine Optimization
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Where People Click On Google
Heat Map Shows Where Most Users Click When Using Google
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Targeted Advertising
Keywords Entered = Targeted Ads
Job Posting CPA50 Candidates = ~$8 per applicant
PPC Cost Per Applicant50 Candidates = $4 per applicant
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Contextual AdvertisingKeywords Within
Page = Contextual Ads
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Contextual Advertising
Profile Targeting Based On Content
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Contextual AdvertisingKeywords Within
Page = Contextual Ads
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Behavioral Advertising
Sites Visited + IM/Email Conversations + Keywords Searched= Targeted Ads + Email Ads
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What Search Engines Are Winning
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
The Talent Shift
SEO, SEM, & Pay‐Per‐Click Defined
The Right & Wrong Ways To Do SEM/PPC
Controlling & Measuring Results
Getting Started
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Important Elements Of Pay‐Per‐Click
Keywords& Bids
Ad Copy& Links
Landing Page & Actions
Measuring Results
• All of these work together seamlessly.• If any link in this chain isn’t optimized your results could
drop 90% or more.• Fine tuning can 2X to 10X your results.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Wrong Way To Do Pay‐Per‐Click
Bad Pay‐Per‐Click Advertising
Company Ad
Career Home Page
Experience Professionals
Job Search
Choose Continent
Enter Keywords(Including Continent Again)
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The Wrong Way To Do Pay‐Per‐Click
Career Home Page
Experience Professionals
Job Search
Choose Continent
Enter Keywords(Including Continent Again)
50% Drop Off Rate Per Click
100
50
25
12
6
3Conversion Rate =
1% to 3%
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
The Right Way To Do Pay‐Per‐Click
Conversion Rate = 10% to 20%
1 Click To Apply
Drops Them OnTargeted LandingPage For Each Ad
Captures Visitors Who Don’t Apply For Future
Automatically Pulls New Jobs Into The Page
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Other Best Practices For PPC
For National / RelocationTerm Phoenix Nurse Jobs
AZ Nurse JobsArizona Nursing JobsPhoenix Nursing Jobs
Target Nationally
For Local Only TargetingTerm Nurse Jobs
Nursing JobsRN JobsLPN Jobs
Target Local Only
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Do Your Research
Where Nurses Search:
How Nurses Search: Age Information: Gender:
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Ad Targeting Abilities
• Pick Days & Times For Your Ads
• Target By Gender Or Age Group
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Reach 75% Of The Entire Internet
aboutmyjob.com
aging‐parents‐and‐elder‐care.com
alfa.org
allergynursing.com
allhealthjobs.com
allnurses.com
allnursinghomes.org
assisted‐living‐directory.com
campusrn.com
caregiverneeded.com
caregivershome.com
caregiversinsight.com
carepathways.com
cheap‐scrubs.com
citehealth.com
dibbern.com
eldercarelinkdirectory.com
elderweb.com
esrnexus.com
healthcareers.about.com
healthcarejobs.org
hirenursing.com
hirenursing.com
hospital‐data.com
jobs.jobscience.com
local‐nursing‐homes.com
longtermcarelocators.com
managedcaremag.com
medicaljobstoday.com
medicalworkers.com
medi‐smart.com
minoritynurse.com
mywebtimes.com
napnes.org
nursefriendly.com
nurseuniverse.com
nursewing.com
nursinghomegrades.com
nursing‐homes‐ratings.com
nursinghumor.com
nursingjobs.allnurses.com
nursingjobs.org
patient.co.uk
selaplana.com
the‐travel‐nurse.com
triadcareers.com
Nursing & Healthcare Related Sites
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Reach 75% Of The Entire Internet
Career & Job Related Sites
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
4 Don’ts of Pay‐Per‐Click Recruiting
1. Send people to your career home page - Especially if they have to search for jobs.- Or if navigation is confusing or difficult.
2. Advertise to a single job URL only.- Not possible with many ATS systems.- Jobs get turned on/off frequently.- Typically no company branding or “why work here” info.
3. Offer an “apply only” response for candidates.- Provide email/rss subscribe for passive candidates- Gain return/repeat visitors in the future.
4. Launch PPC if you can’t measure the results.- Without a solid ROI you won’t get future $$.
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
The Talent Shift
SEO, SEM, & Pay‐Per‐Click Defined
The Right & Wrong Ways To Do SEM/PPC
Controlling & Measuring Results
Getting Started
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Controlling & Measuring Your Results
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Controlling Your Costs
• Set Bids By Keyword Or Group• Set & Control Your Daily Budgets
• Some Keywords Can Be Expensive!
• $5 Per Click X 5,000 Clicks = $25,000 Spent
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Tracking Your Candidate Sources
I Came From
Tracked By Applicant
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Measuring Sources & Keywords
Keywords & Traffic Sources
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Measuring Sources Of Traffic
Keywords & Traffic Sources
Search Engines Job Boards & Aggregators
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Measuring Rankings & Placement
Search Engine Rankings
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Agenda
The Talent Shift
SEO, SEM, & Pay‐Per‐Click Defined
The Right & Wrong Ways To Do SEM/PPC
Controlling & Measuring Results
Getting Started
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
INTERACTIVE RECRUITING SOLUTIONS
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Getting Started
DIY“Do It
Yourself”
Your RAA(Recruiting Ad Agency)
Searchmarketing.yahoo.comAdwords.google.com
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Your Interactive Recruiting Strategy
jobs2web | Copyright ©2008 of jobs2web. All rights reserved.
Part 2: SEO, SEM & Pay‐Per‐Click Advertising For Recruiting
The Next Wave
Social Networks SMS
PPC Job Aggregators
Of Interactive Recruiting
SEO
Search EnginesTalent Communities
CPH
Cost Per Click
Career Site Optimization
RSS
Mobile Recruitment RPO
Recruitment Measurement