Digital Strategy for Recruitment - IOR London
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Digital marketing strategy for recruitment sector slides I presented for IOR in London June 27th 2013
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Digital Strategy for Recruitment - IOR London
- 1. DIGITAL STRATEGY FOR RECRUITMENT @googledave @phcreative #IORevents
- 6. WHY SHOULD IT BE EASY…? @googledave @phcreative #IORevents
- 9. GOOGLE CANDIDATE HIGH STREET @googledave @phcreative #IORevents
- 10. GOOGLE TRENDS CANDIDATE RESEARCH @googledave @phcreative #IORevents
- 11. GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH @googledave @phcreative #IORevents
- 12. @googledave @phcreative #IORevents GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
- 13. GOOGLE ADWORDS PAY PER CLICK (PPC) @googledave @phcreative #IORevents Why use Google Adwords? 1. Target people who are already searching for jobs or have jobs to fill 2. Only pay for it when they click into your website 3. Spend as little or as much as you want from £1 to £1000’s per day 4. Local, regional and global targeting; control where your ad’s are seen 5. Track ROI metrics – see the profit it can bring to you business http://www.ph-creative.com/blog/posts/2012/november/using- google-adwords-for-recruitment.aspx
- 14. GOOGLE ADWORDS (PPC) GEO TARGETING @googledave @phcreative #IORevents
- 15. SOMERFIELD ROI GOOGLE ADWORDS @googledave @phcreative #IORevents The numbers 1. 170 Applications per month 2. 5-8 hires per month 3. Average £69 per hire
- 17. SO MANY UPDATES SO LITTLE TIME @googledave @phcreative #IORevents
- 18. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #IORevents
- 19. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #IORevents
- 22. OVER 200 FACTORS INFLUENCE YOUR SEO @googledave @phcreative #IORevents Relevancy (on page SEO) • Focus on your users, give them what they want • Freshness of content – how often do you change yours? • Content strategy, evolves, purposeful, hot topics, contagious • Don’t spam, keyword stuff Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action Experience (Google Panda) • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’
- 23. SEO AND PPC ATTRACT MORE CANDIDATES @googledave @phcreative #IORevents
- 25. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #IORevents
- 26. • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ PROBABLY THE BEST SOCIAL NETWORKING ADVICE! @googledave @phcreative #IORevents
- 28. GOOGLE + SOCIAL AND IDENTITY ENGINE http://www.google.com/+/learnmore/ @googledave @phcreative #IORevents
- 31. GOOGLE + BUILD TARGET AUDIENCES @googledave @phcreative #IORevents
- 32. Making Connections on Google + • Search by keywords • people, locations • Business and occupations • Brands and interest • Demographic filters • Age, looking for, male, female • Education, employer Allows you to • Discover influencers • Assess who follow them • Assess who the follow • Levels of engagement http://findpeopleonplus.com/ GOOGLE + BUILD TARGET AUDIENCES @googledave @phcreative #IORevents
- 33. WHY YOU NEED USE GOOGLE+ Get your content read and ranking faster • Faster indexing of your content – make it relevant to your candidates • Extended circles, means you influence your followers and theirs Authorship Tag = Identity • Have you set yours up? AuthorRank is coming! • How authoritive and interesting are you to your audience? • Share-ability of authors content • Number of people in your circles and how many you are in • Engagement levels of your content @googledave @phcreative #IORevents
- 38. YOUR BIT – PERSONA MAPPING Background and role 1) Typical Age, education 2) Their Role/Job Title & Level? Characteristics 1) What are their key business pains? 2) Who do they look to for trusted information online? Their influencers? 3) Where are they online? • What social media channels would they actively use • Who would follow on twitter? • What websites would they visit regularly? Message 1) What ‘pain killers can you provide to them? 2) Why should they choose your business? 3) How do you overcome the objections they would have to using you? 4) What are your key messages? @googledave @phcreative #IORevents
- 44. In association with Mersey Maritime Got a question? @googledave @phcreative
- 48. Write or video the process to leverage the results online.
- 55. DIGITAL MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #IORevents
- 57. Got a question? @googledave @phcreative CONVERSION RATE OPTIMISATION (CRO)
- 58. CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT @googledave @phcreative
- 59. Got a question? @googledave @phcreative Pages Content Traffic Device Landing pages Copy / Message Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural
- 60. WEBSITES IN YOUR WORLD @googledave @phcreative #IORevents
- 69. HEAT MAPPING CANDIDATE EXPERIENCE @googledave @phcreative #IORevents
- 72. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 73. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 74. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 75. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 76. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 77. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 78. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 79. FUTURE PROOFING YOUR DIGITAL STRATEGY @googledave @phcreative #IORevents
- 83. THANKS FOR LISTENING! QUESTIONS AND ANSWERS @googledave @phcreative #IORevents
Hinweis der Redaktion
- Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
- Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
- Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
- Sir Richard…. Would you mind
- DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding 10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D, Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
- It wasn’t that long ago – we had BIG PHONES – nah, they’ll never catch on!Just think of what marketers cold do with these things!Contact lenses next!!
- Nationwide LinkedIn Story