sem & ppc for recruiting

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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 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.


SOME OF OUR CLIENTS

TECHNOLOGY

HEALTHCARE/PHARMA

CONSULTING/SERVICES

FINANCIAL

RETAIL / PRODUCT

ENGINEERING/MANUFACTURING



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


Agenda

The Talent Shift

SEO, SEM, & Pay‐Per‐Click Defined

The Right & Wrong Ways To Do SEM/PPC

Controlling & Measuring Results

Getting Started


The Talent Shift

1990 2000 2010

Craigslist


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


Agenda

The Talent Shift




Getting Started


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.


Definition SEO – Search Engine Optimization

This is what candidates or internet users see when using your website.



This is what the Google Bot sees.



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



ELEMENTS/DRIVERS:-Correct Keyword Optimization-Site Submission & Updates-Back Linking Strategies


Definitions Of SEO, SEM, and PPC

Types Of SEM Available:

Targeted Contextual Behavioral


Targeted Advertising

Keywords Entered = Targeted Ads

Search Engine Optimization


Where People Click On Google

Heat Map Shows Where Most Users Click When Using Google


Targeted Advertising

Keywords Entered = Targeted Ads

Job Posting CPA50 Candidates = ~$8 per applicant

PPC Cost Per Applicant50 Candidates = $4 per applicant


Contextual AdvertisingKeywords Within

Page = Contextual Ads


Contextual Advertising

Profile Targeting Based On Content


Contextual AdvertisingKeywords Within

Page = Contextual Ads


Behavioral Advertising

Sites Visited + IM/Email Conversations + Keywords Searched= Targeted Ads + Email Ads


What Search Engines Are Winning


Agenda

The Talent Shift




Getting Started


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.


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)


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%


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


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


Do Your Research

Where Nurses Search:

How Nurses Search: Age Information: Gender:


Ad Targeting Abilities

• Pick Days & Times For Your Ads

• Target By Gender Or Age Group


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


Reach 75% Of The Entire Internet

Career & Job Related Sites


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 $$.


Agenda

The Talent Shift




Getting Started


Controlling & Measuring Your Results


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


Tracking Your Candidate Sources

I Came From

Google

Tracked By Applicant


Measuring Sources & Keywords

Keywords & Traffic Sources


Measuring Sources Of Traffic

Keywords & Traffic Sources

Search Engines Job Boards & Aggregators


Measuring Rankings & Placement

Search Engine Rankings


Agenda

The Talent Shift




Getting Started


INTERACTIVE RECRUITING SOLUTIONS


Getting Started

DIY“Do It

Yourself”

Your RAA(Recruiting Ad Agency)

Searchmarketing.yahoo.comAdwords.google.com


Your Interactive Recruiting Strategy


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


RSS

Mobile Recruitment RPO

Recruitment Measurement

sem & ppc for recruiting

Business

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agenda thetalentshiftseo

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