Digital Strategy For Recruitment

DIGITAL STRATEGY FOR RECRUITMENT

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WHY SHOULD IT BE EASY…?

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GOOGLE CANDIDATE HIGH STREET

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GOOGLE TRENDS CANDIDATE RESEARCH

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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH

GOOGLE ADWORDS PAY PER CLICK (PPC)

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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

GOOGLE ADWORDS (PPC) GEO TARGETING

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SOMERFIELD ROI GOOGLE ADWORDS

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The numbers

1. 170 Applications per month

2. 5-8 hires per month

3. Average £69 per hire

SEO ORGANIC LISTINGS

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SO MANY UPDATES SO LITTLE TIME

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OLD SCHOOL SEO

Over optimisation

Unnatural content

Unnatural links

Keyword stuffing

Poor user experience

Leads to the darkside!

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PANDA AND PENGUINS MAKE THIS HAPPEN

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GOOGLE HAVE A ‘JEDI’COUNCIL

OVER 200 FACTORS INFLUENCE YOUR SEO

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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’

SEO AND PPC ATTRACT MORE CANDIDATES

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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

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AUTHORSHIP IN PRACTICE

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GOOGLE ANALYTICS ROI OF DIGITAL ACTIVITY

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CONTENT EXPERIMENTS CONTINUOUS IMPROVEMENT

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FUTURE PROOFING YOUR DIGITAL STRATEGY

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WEBSITES IN YOUR WORLD

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WEBSITE EXPERIENCE IN ‘REAL LIFE’

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http://www.youtube.com/watch?v=3Sk7cOqB9Dk

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NATIONWIDE-JOBS.CO.UK MOBILE RESPONSIVE

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NATIONWIDE-JOBS.CO.UK

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HEAT MAPPING CANDIDATE EXPERIENCE

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THANKS FOR LISTENING QUESTIONS AND ANSWERS

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