The document discusses content marketing strategies for online recruitment. It emphasizes focusing content on job seekers' needs from visiting a website to applying. Content should be collected and published across channels like social media to boost traffic and conversions. Metrics like time on site and returning visitors indicate quality, while sources of applications show where efforts are most effective, such as referrals and direct visits. Social media is positioned as a traffic driver when supported by relevant content.

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12. Cool stuff
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27. Online Marketing?
2 “products”:
Vacancy
Event
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28. Recruitment = Marketing + Relationship MGMT
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29. Strategy:
Find
Info processing
Return
Buy
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30. Guiding principles:
Data analysis
Great website usability
Social Media – no direct sourcing channel
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31. Target Group Penetration:
Exposure: Social Content Sharing by Business (passive)
Hunting: Recruiter searches online networks Hiring Manager (active)
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33. What is the ROI of your Social Strategy?
What is the ROI of 1 vacancy post on StepStone or Monster Denmark?
What is the ROI of an Ad in a Danish Newspaper?
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34. What is the ROI of your Social Strategy?
1. candidate experience
2. context (organisation culture, etc.)
3. onboarding process
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38. Content Marketing
Online Marketing Team puts focus on 5 basic “needs”.
We need:
• website visitors
• them to come back
• them to be able to find a vacancy of their interest
• them to click on Apply Now
• them to finalize the online application procedure
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39. Content Marketing: How?
In short:
1.) Content Collection
(vacancy
text, photo, video, blog, newsarticle,etc.)
2.) Content Publishing
3.) Traffic Boosting
with help of relevant Social Media
channels
4.) Measure
results & conversions
If necessary repeat steps 3 & 4
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40. Results & team KPI’s
Why? Minimum/ 2010 2011
KPI
Time on Site You want quality 00:02:00 00:03:20 0:02:56
visits.
min min min
Returning Visitors Content might not 30% 34.4% 30.3%
be relevant NOW,
but might be in
near future.
Total Visitors Most vital 300,000 337,251 347,335
condition.
Content can easily 10% of total
Visitors via Google Organic visitors
49,008 55,765
be found, plus (14.5% of total (16.1% of total
Search search engine visitors) visitors)
optimized also
means a pleasant
website
experience.
Social Media is 3% of total visitors
Visitors via Social Media 12,964 23,476
the traffic driver (3.8% of total (6.8% of total
& conversion visitors) visitors)
booster for our
content
marketing.
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41. Total 2010 2011
Confirmed
Applications 4,752 (100%) 4,136 (100%)
Sources leading Werkenbijdeloitte/referral: Deloitte.com/referral:
to most 1,008 (21.2%) 1,399 (33.8%)
applications
Deloitte.com/referral: Direct:
528 (11.1%) 724 (17.5%)
Paid Job boards: Werkenbijdeloitte/referral:
486 (10.6%) 601 (14.5%)
Direct: Google/Organic:
458 (9.6%) 599 (14.5%)
Google/Organic: Non-paid vertical job board:
250 (5.3%) 207 (5%)
Non-paid vertical job board: Google/Search Engine Advertising:
80 (1.7%) 119 (2.8%)
Social Media: Social Media:
56 (1.2%) 108 (2.6%)
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42. @LennartSloof
http://nl.linkedin.com/in/lennartsloof
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