Optimise your recruitment ROI with proxy targeting

1© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
HOW TO
TARGET
Presentation about
RTB and Proxy Targeting
at the South East Asian
Association of Graduate Employers

By Ed Barzilaij
Singapore – May 8, 2014
TONY?
© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.

2© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.© 2014 Maximum Employment Marketing Group ltd. (Hong Kong).. All rights reserved.
This is
Tony


Tony is
§  A graduate at a top tier university
§  Smart
§  Creative
§  A team player
§  Ambitious
§  A game changer


Tony
§  Gets things done
§  Spends free time helping the community
§  Fits your proﬁle
§  And ﬁts your company culture


Tony
could be
your future
CEO


Tony...


Tony...

How would you
seduce him?

Campus events?
Agencies?
Referrals?
Job fairs?
Print ads?
Social media?


Let’s have a look at
some insights about
the effectiveness of
recruitment channels

>

Channel!
Most !
Used !
Plan to !
Increase!
Highest Quality Hires! Hires!
Budget !
Spent!
Employee Referrals
95%
20%
75%
26%
12%
Job Boards
88%
10%
28%
18%
18%
Careersite (incl. ATS)
80%
22%
20%
24%
22%
Social Media
79%
48%
31%
3%
4%
Agency
72%
7%
6%
9%
38%
Campus
Recruiting
62%
22%
21%
6%
7%
Job Fairs
55%
18%
11%
1%
N/A
Print
N/A
N/A
N/A
2%
5%
Other
N/A
N/A
N/A
10%
N/A
Source: CareerXroads (2013)Source: New Talent Times (Jobvite/iCIms/Hrsmart) 2013

Source: Bersin (2012)
Source: New Talent Times (Jobvite/iCIms/Hrsmart) 2013

RECRUITMENT CHANNEL EFFECTIVENESS
Source: New Talent Times (Jobvite/iCIms/Hrsmart) 2013

RECRUITMENT CHANNEL EFFECTIVENESS
Source: CareerXroads (2013)

Source: Bersin (2012)

One channel is
missing…

Something that’s been
around since 1994…

Web banner ads!

1994

This was the ﬁrst
web banner
published by
wired.com for AT&T.

2014
There are now
959,000,000
websites.
This means
5,090,000,000 "
web pages.

The global spending on
banner ads is
$137,530,000,000.

37%
By Real Time
Bidding (RTB)


37%
The past:
Traditional = direct buy

We bought banner positions on websites we thought “Tony” would
visit.

Does Tony "
visit these
websites?

Tony visits"
dozens of"
(other)"
websites"
each day

You can
target Tony
on campus
by using "
RTB and
Proxy Targeting

Case 1
Deutsche Bank

Singapore
3 Universities
590,000 views

© 2013 Maximum Employment Marketing Group All rights reserved
We identiﬁed the proxies of the selected universities.
Outside these proxies, people will see all kind of banners,
except ours.

...but INSIDE the proxy, on campus, on most of the websites"
the Deutsche Bank banner was served.

Top 10 websites:
99,891 views
Other 3.000+ websites:
490,109 views
STATISTICS – 590,000 VIEWS, 3,000+ WEBSITES

YouTube.com
Facebook.com
Osdir.com
Mangareader.net
Mangafox.me
Embedr.com
Dailymotion.com
Yahoo.com
Mangapark.com
Karbulu.in
21,012
19,234
15,791
13,875
8,972
6,688
6,202
3,839
2,283
1,995
STATISTICS – WEBSITES TOP 10

And on all these websites: answers.com lolking.net philstar.com
price.com.hk baidu.com linkedin.com hk.jobsdb.com news.mingpao.com
researchandmarkets.com thewindowsclub.com grooveshark.com macx.cn
28hse.com excite.com ebuddy.com sixtv.tv popyard.com epochtimes.com
funnie.st techrepublic.com italianfoodforever.com renren.com lolbase.me
6park.com youku.com damnlol.com uwants.com hk-pub.com
vidtomp3.com excite.com letv.com head-fi.org maplestage.com
gooddrama.net tudou.com addictinggames.com zh.minecraftwiki.com
backchina.com mediafire.com livetvchannelsfree.com listcovery.com
patient.co.uk scribd.com reuters.com mangasee.com elitedaily.com
ziddu.com unixmanga.net hkgolden.com articledigg.com video2mp3.net
foodporndaily.com gooooal.com narutoget.com dailymail.co.uk
guetube.com tyda.com thedailyshow.com christianpost.com
theguardian.com scrabblefinder.com metacafe.com xiami.com
mobafire.com express.co.uk sohu.com photobucket.com secretchina.com
funlolx.com zillow.com vogue.com.au video44.net iciba.com almuten.net
jobrapido.com sonyalpharumors.com koreastardaily.com onemanga.com
dianping.com solomid.net etnet.com.hk austen.com cnblogs.com
perezhilton.com theaustralian.com.au photoblog.hk have8.com
phonearena.com yayabay.com spanishdict.com and over 3,000 others

Case 2
Shell
Malaysia
Selected universities
600,000 views

Also here we identiﬁed the proxies of the selected universities.)

"
(Note: the actual targeted universities are non-disclosed. University shown in this case study are for demonstration only).

Top 10 websites:
196,068 views
Other 3,800+ websites:
403,932 views
STATISTICS – 600,000 VIEWS, 3,800+ WEBSITES

YouTube.com
Blogspot.com
Mangafox.me

Beautifulnara.com
Mudah.my
Epochtimes.com

I3investor.com
Jobsmudah.com
Answers.com
Malaysia-chronicle.com
81,502
25,317
20,276

15,336
12,091
9,530

9,357
8,415
7,123
7,121
STATISTICS – WEBSITES TOP 10

In targeted
universities,
graduates saw
web banners
from Shell

RESULTS
600,000 IMPRESSIONS
BRANDING
DIRECT VISITS
ON CARREER SITE
LONG TERM INCREASE VISITS
ON CARREER SITE
DIRECT APPLICATIONS
LONG TERM INCREASE
QUANTITY AND QUALITY
APPLICATIONS

How are you
going to target"
Tony in
2014/2015?

Questions?
Contact:
ed.barzilaij@maximum.com

HONG KONG ROTTERDAM SHANGHAI SINGAPORE
Level 30
Singapore Land Tower
50 Rafﬂes Place
Singapore 048623
T: + 65 6632 3552
MAXIMUM.COM
© 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly conﬁdential and is the property of Maximum Employment Marketing Group Ltd (Hong Kong).

Optimise your recruitment ROI with proxy targeting

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