Universe.jobs | 1FUEL FOR YOUR BRAND

W ith the advancement of technology, job seeker behavior is also evolving. More and more job seekers are now turning away from job boards and utilizing the power of keyword-based searches (Figure 1). With nearly

613 million career-related searches conducted globally per month on Google, Yahoo and Bing, it’s more important than ever to have a strong online presence that showcases your employer branding.1 With that said, how would you gauge the online visibility of your employer brand? Is your brand running on a full tank or could you use extra fuel?

Job boards (Monster, Stepstone, recruit.net, etc.)

48%

44%

36%2010

2011

2012Search engines (Google, Yahoo, Bing, etc.)

49%

65%

67%

FIGURE 1. Source: Potential Park

.JOBS: Fuel for Your BrandIn a recent study conducted by LinkedIn, 78% of global recruiting leaders surveyed regarded company-owned websites as the most

effective channel for employer branding messages.1 This survey is indicative of the need for supplementary websites that help add

brand recognition, or fuel, to your current efforts. Customized to fit your company’s employment brand, the .JOBS top-level domain

(TLD) was created to amplify your brand, while still keeping you in the driver’s seat in regards to the design, messaging and job seeker

experience.

1 Source: Google Keyword Tool, Comscore

2 http://www.forbes.com/sites/georgeanders/2012/10/10/linkedins-newest-crusade-fix-that-employer-brand/

Universe.jobs | 2FUEL FOR YOUR BRAND

Search Engine Optimization (SEO)We recognize that you need to be on page one of the

search results to gain exposure for your brand. As such,

the .JOBS platform leverages job seeker behaviors and

evolving search trends to pull in relevant and high quality

candidates. Through the inherent flexibility of the .JOBS

TLD, you are also able to build out an international pres-

ence to assist in capturing candidates globally.

Mobile IntegrationWith over one billion smartphones users around the world,

mobile integration is crucial in helping your company reach

job seekers on-the-go.3 Even though your corporate career

site may not be optimized for mobile devices, the .JOBS

platform is responsive for viewing on all devices. This allows

your employer brand to be displayed to domestic and inter-

national job seekers who primarily use their smartphones,

tablets and other devices for internet access.

Social Sharing CapabilitiesThrough the .JOBS social sharing feature, job seekers are

able to share job listings on their various social networks,

putting your jobs in front of a larger audience and extending

your brand’s visibility. Since social recruiting has become

more mainstream, your company’s accounts can be incor-

porated in your various .JOBS sites.

Corporate Career Site SupplementationIn addition to your company’s public brand, the .JOBS

platform can help build your brand in terms of recruitment.

Not only can you link your corporate career site to your

.JOBS site, you can incorporate your already existing

imagery, videos and content for a seamless integration.

By using the .JOBS platform, you can extend your brand’s reach through:

Investing in Your BrandSince your employer brand plays such an integral role in how job seekers perceive your company, it’s important to reinvest in your brand.

So much so that in 2012 51% of companies surveyed by LinkedIn said they increased their employer brand investment.4 By utilizing the

.JOBS TLD, you are reinvesting in your brand, on your own terms. From initial sales point to implementation, we work to replicate your

brand’s identity, helping put your company directly in front of relevant online job seekers.

3 http://www.cbsnews.com/8301-205_162-57534583/study-number-of-smartphone-users-tops-1-billion/

4 http://www.forbes.com/sites/georgeanders/2012/10/10/linkedins-newest-crusade-fix-that-employer-brand/

Universe.jobs | 3FUEL FOR YOUR BRAND

Newcomer to the .JOBS Top-level DomainKnown as a 16 year recipient of Fortune’s “100 Best

Companies to Work For”, REI strives to show their unique

corporate culture to potential candidates. They have utilized

the .JOBS platform to create a fully-branded interface—

complete with branded billboard imagery, static pages filled

with information about the company, video testimonial from

a current employee, and the awards and accolades they’ve

received. Through all of their efforts, REI has created an

effective and visually appealing online recruitment tool that

is backed up by growing visibility.

Since September of 2012, REI’s microsite—http://rei.jobs—

has grown exponentially, driving candidate traffic directly

back into their applicant tracking system. Job seekers are

responding positively to this site based upon the growth of

not only the pages indexed by search engines, but the

increase of visits and conversions resulting in a 15.7%

click-through-rate for REI in February of 2013 (Figure 2).

Gauging the Success of .JOBSMany companies, both small and large-scale, have incorporated the .JOBS platform into their online recruitment strategy and witnessed

positive results. Through the search engine optimized domain, employers are able to better reach targeted job seekers, while displaying

their brand, culture and initiatives.

0

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600

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1,500

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REI GOOGLE FOOTPRINT REI VISITS/CONVERSIONS

FIGURE 2. REI Microsite Growth from September 2012 – February 2013

REI Microsite (http://rei.jobs)

Is your company looking to expand it’s

recruiting initiatives internationally? The

.JOBS TLD offers employers the flexibility

to recruit on a global scale, improving your

brand’s online visibility.

Universe.jobs | 4FUEL FOR YOUR BRAND

Tried and True Results of the .JOBS Top-level DomainAs an early adopter of the .JOBS TLD, IBM has created a visu-

ally appealing network of sites, fully branded with the look and

feel of their corporate website. Since its launch in December of

2010, their Member microsite—http://ibm.jobs—has helped

reach job seekers in a big way. As a result, IBM created a more

extensive build-out of their network of sites, also fully branded

based upon domain name and initiative. Not only has the .JOBS

TLD helped them reach niche candidates nationwide, but IBM

is currently in the process of creating international domains to

help them target job seekers in their other markets.

Growing month-over-month, IBM’s branding efforts coupled

with the optimized platform have helped to improve the candi-

date experience and the volume of job seeker visits. When IBM

first began with .JOBS, they had 2,132 pages indexed, 274 vis-

its and a total of 17 conversions. Fast-forward to present day

and the company is still reaping the benefits of their efforts.

They have continued to grow and expand their network of sites

resulting in 1,406,121 pages indexed, 61,508 visits and a total

of 10,912 conversions as of February 2013 (Figure 3).IBM Microsite (http://ibm.jobs)

“ Leveraging technology to reduce sourcing time and recruitment cost is a core mission for IBM’s Talent acquisition team. We acknowledge the .JOBS platform as a revolutionary initiative for the recruitment industry, as well as the Internet, removing barriers and improving the candidate experience.”

RAY SCHREYER, IBMProgram Manager, Interactive Recruitment Branding

0

500,000

1 M

1.5 M

2 M

0

10,000

20,000

30,000

40,000

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Pages Indexed Impressions Visits Conversions

IBM GOOGLE FOOTPRINT IBM VISITS/CONVERSIONS

FIGURE 3. IBM Network of Sites Growth from January 2011 – January 2013

WANT TO LEARN MORE?

Talk to a DirectEmployers

Association Digital Strategist

about how .JOBS can fuel

your brand.

Call (866) 268-6206.