Buyer Advertising & UMass Boston Navigating the Changing Landscape of

Recruitment CommunicationsPresented to:

November 18, 2014

Buyer Advertising

• A full service, privately owned, strategic communications agency with offices in Massachusetts, Pennsylvania and Florida

• A Top-100 Women-Led Business, experienced in successful branding, interactive and marketing solutions for more than 47 years

• Expertise in recruitment communication strategies

• Proudly supporting the UMass System for more than 7 years

A strategic team headed by Jeff McEvoy partnering with our clients to deliver:

• Custom communications and staffing plans

• Discounted media planning and buying

• Innovative ways to brand you as a top employer

• Simplified recruiting solutions that leverage social media

• Full design and production of web, collateral and support materials

• Digital and interactive expertise

• Proactive ideas to help you recruit

The Buyer Advantage

The Buyer AdvantageHigherEdJobs.com

UMass System (All Campuses)Unlimited Job Posting Contract

$8,250    Prior 12 Month Posting Activity       # of Posting Single Posting Total  Postings Costs Costs   Amherst 59 $230 $13,570Boston 211 $230 $48,530Dartmouth 47 $230 $10,810Medical School 285 $230 $65,550President's Office 35 $230 $8,050Lowell 215 $230 $49,450   Totals 852 $195,960     Grand Total $195,960  Contract Pricing $8,250      UMass Savings $187,710

The Buyer Advantage

The Buyer Advantage

The Changing Recruitment Media Landscape

U.S. Traffic Rankings

Job Aggregators

• Job Aggregators index job postings from the web

• Jobs may be sponsored and will appear at the top of the search results

• The pay-per-click model ensures pay for performance; you’re only charged if a candidate clicks on your ad, so your jobs benefit from brand visibility even if action is not taken

• The two most common Job Aggregators are Indeed & Simply Hired

Job Aggregators

Organic Jobs

Sponsored Jobs

Job Aggregators

Social Media

• 66% of Online Boomers maintain a profile on at least one social network

• Gen Y has surpassed Boomers in size as an employable generation ages 18-35 (Pew)

• By 2015, 50% of the workforce will be Gen Y: Social, Mobile, Digital Communication

Social Media

Linkedin• 300+ million professional members in 200+ countries

• 72% 25-54

•90% college educated

• About 34% of members located in the U.S.

• Over 5.7 billion professional searches performed in 2013.

• Professionals are signing up at a rate of more than two new members per second.

Products Include:

Work With Us Ads Talent Direct EmailsJob Slots Recruiter LicensesCareer Tab

Facebook

• More than 1.3 billion users

• 72% of all U.S. Internet users are on Facebook

• 2nd most visited site on the Internet

• Average user has more than 200 friends on the site

• Average user spends 75 minutes/day on the site

Target by: location, gender, age, education, school, interests, employer and keywords.

Pay-Per-Click pricing allows the advertiser to pay only when a user clicks on the advertisement.

Facebook also allows for the advertiser to control how much they are willing to spend on a daily basis.

Facebook is very successful in promoting hiring events, hiring initiatives and Likes on Facebook pages.

Facebook Tile Advertising

Search Engines (Digital Media)

Search Engine Marketing

Sponsored (SEM)

• Campaigns are based on key words and can be geo-targeted within a defined location and time of day

• Text ads have a title of 25 characters and 2 lines with 35 characters each and a link to a live webpage

• Google is a pay-per-click model

• No long term commitments

     

Search Engine Marketing

• Google display ads run on Google Ad Network sites (CNN, Amazon, etc). Based on algorithms, the display ads are served up on sites that candidates within certain job categories frequent

• Google is a pay per click model using a daily budget limit

• A Google campaign may be limited by location and time of day

Google Display Advertising

Your Career Site -The Cornerstone of Your

Recruitment Strategy

Career Site Development

Does your career site:

• Reflect your Employer Brand• Promote your EVP• Provide Compelling and Detailed Info• Deliver Content Dynamically• Organize Content by Hiring Area • Leverage Video • Provide Candidate Interaction• Leverage Social Media • Take Advantage of SEO• Attract Mobile Job Seekers -

Responsive/Mobile

Career Site Development

Career Site Development

Social Media Integration

Video Integration

UMass Boston Career Homepage

Dedicated Mobile Platform

A mobile-friendly job search platform is available to ensure candidates on the go have the ability to easily search and “quick apply” to your jobs

A Single Responsive Site

Thank You!