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ERE webinar from 1/7/09, presented by Peter Zollman.
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Recruitmentadvertising
Nine tips for ’09
Presented by
Peter M. Zollman Founding principal
AIM Group, publishers of …
Background research
Annual surveyof recruiters on
ad effectiveness
2008 report
Details
• Conducted on ERE.net …
Details
• Conducted on ERE.net … • … by ERE / AIM Group /
Classified Intelligence
Details
• Conducted on ERE.net … • … by ERE / AIM Group /
Classified Intelligence
• More than 170 participants
Details
Questions about:• media effectiveness
Details
Questions about:• media effectiveness• spending patterns
Details
Questions about:• media effectiveness• spending patterns• budget size
Details
Questions about:• media effectiveness• spending patterns• budget size• company demographics
Plug No. 1
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
Plug No. 1
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey
The bottom line
Referral is
‘most effective’ for
sourcing candidates
The bottom line
Print advertising
‘least effective’ for
sourcing candidates
2009 prediction …
… there probably
won’t be
much change
Spending in 2008 …
Spending trends …
various media
‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites
‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs
‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums
‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums• Billboard advertising
‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums• Billboard advertising• YouTube.com
‘Alternate’ recruiting methods
• … eight even mentioned
‘virtual worlds’
What’s important
Recruiter issues
• The ‘war for talent’ continues
Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand
Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)
Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)• Cuts include human resources
Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)• Cuts include human resources • … but you’re going to need people!
Something new …
A ‘virtual’
show of hands …
How many of you
have to‘do more with less’?
As I expected …
All but three
of you!
The ‘nine tips’
If your ad budget
has been cut …
The ‘nine tips’
( … and
whose hasn’t?)
The ‘nine tips’
… and if you still
need to find
good candidates
Tip No. 1
Track your
results
… on every ad
Tip No. 2
Negotiate
for better rates
Tip No. 3
Use niche sites
Tip No. 4
Use local sites
Tip No. 4-A
Use local
niche sites
Tip No. 5
Use free sites
… but remember
they’re not really
free!
… and sometimes
you get what
you pay for
… and sometimes
you get what
you pay for
Tip No. 6
Try professional
and social
networks
Tip No. 7
Share resumes
Tip No. 8
Test video …
even mobile
Three types of recruitment video
• Branding videos for employers
Three types of recruitment video
• Branding videos for employers• Position / ‘job listing’ videos
Three types of recruitment video
• Branding videos for employers• Position / ‘job listing’ videos• Video resumes
Sony Ericsson U.S.
• Before: 10 applicants per day
Sony Ericsson U.S.
• Before: 10 applicants per day• After: 30 applicants per day
Sony Ericsson U.S.
• Before: 10 applicants per day• After: 30 applicants per day• Quality has stayed the same
Sony Ericsson U.S.
• Added videos to e-mail blast
Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates
Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates • 350 applicants within 48 hours
Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates • 350 applicants within 48 hours• 115 ‘worthy of consideration’
Tip No. 9
Use an ad agency
Recap
• Track your results
Recap
• Track your results• Negotiate, look for deals
Recap
• Track your results• Negotiate, look for deals• Use niche sites / local sites
Recap
• Track your results• Negotiate, look for deals• Use niche sites / local sites• Use free sites (but remember the cost)
Recap
• Test prof’l / social networks
Recap
• Test prof’l / social networks • Share resumes
Recap
• Test prof’l / social networks • Share resumes• Test video and mobile
Recap
• Test prof’l / social networks • Share resumes• Test video and mobile• Use a recruitment ad agency
Plug No. 2
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey
About us …
is now…
The giveaway…
Executive summary of 2009 report
Thanks to …Brendan
ToddDavid
… and all of you!
Final plug (No. 3)
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey
