automating and measuring web 2.0 strategy_doug berg

8/14/2019 Automating and Measuring Web 2.0 Strategy_Doug Berg

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jobs2web | Copyright 2009 of jobs2web. All rights reserved.

New Jersey

Web 2.0

Talent Acquisition

Summit


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Automating

Protecting& Measuring Your

Web 2.0 Strategy

Doug Berg Jobs2Web


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Thoughts

Social Media Is Changing Recruiting

Over-Hyped In Short Term, Under-Hyped In Long Term

Shift Of Process Control From Employer To Candidate

Much More About Marketing & Interactivity

Higher Focus On Soft Costs Of Recruiting

Requires Better Intelligence & Intention

Do It Or It Will Be Done To You


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Search & Social Media Is Changing

The Recruiting Landscape


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News Media Is Pushing Social Channels


7/71jobs2web | Copyright 2009 of jobs2web. All rights reserved.

Old Recruitment Ads New Recruitment Ads



New Recruiting Experience



Req-Less Recruiting



Linear Vs Social Recruiting

$ Job Boards$ Sourcing

$ Advertising

1 Hire

Unselected

Trashed

1 Time Use

Of Prospects

Twitter

Face

Book

Linked

In

Sees

Job

Apply

Email

Multiple

Hires

OngoingContact

Active

Passiv

e



Post Apply

(Employees & Alumni)

Expanding Your Reach & Engagement

Apply

Email Subscribe/Job Alerts

Join Talent Community

RSS Subscribe

Follow On Twitter

Join Linked In Group

Become A Fan/Facebook

Join Private Community

No Capture Tools

Recruiter Contact

CRM Capture

Apply

Recruiter Manually Driven

Job Alerts/RSS/Tweets

Repeat Visitors/Applicants

Referral Email Agents

Social Sharing With Friends

Social Profile Applications

Group/Fan Involvement

Web 1.0

Web 2.0

Passive Candidates

65% to 75% Of Market

Active

Candidates

90% Of

Career Site Visitors30%to 50% Increase

In Referral &

Repeat Visitors

50%

Fall Off



Home

Page

Culture

Why

Work

Here

Job

SearchBenefits

Apply

Job

Profiles

College

(Interns)

VideoCareer

Paths

Search

Results

Job View

Diversity

Locations

Biz Units

ATS

X

Web 1.0 The Home Page



Manual Marketing

Eats 80% Of Recruiter Time

Get/Review Job

Post Into ATS

Interview Mgr ForHot Points

Definition Promotion Sourcing Facilitation

Post To Monster

Post To Craigslist

Email Internally

Post To Twitter

Post on Facebook

Search/Send On

LinkedIn

Search/Send In

ATS To Prev Apps

Search/Send ToZoomInfo

Search/Send To

Personal Contacts

Search/Send

To Search Engines

Search/Send

To Niche Boards

Review Apps

Deal With

Bounces & Spam

Forward Goods ToManager

Interview Coord

& Prep

Post To

CareerBuilder

Interview

Follow Up

Declines,

RejectionsReferences &

Background

Offer Prep &

Accept

Write Blog Article

(or post on Blog)

Post To

FriendFeed

Search/Send

To Facebook

Search/Send

Tweeple

Manual Process Overview



People Driven Approach

Recruiter APersonal

Networks

Recruiter B

Personal

Networks

Recruiter C

Personal

Networks



Channel Driven Approach

Company Owned Social Networks



Typical Social Strategy



Optimized Social Media Recruiting Strategy

Careers

Home Page

Facebook LinkedIn TwitterYouTube

Targeted Career

Videos

Connect With Us page

Recruiter

Streams

Employee Referral Application Recruiter Page Links

Target

Areas

Target College Recruiting

Target Recruiting Pages

Alumni Group / Pages

Target College Recruiting

Target Recruiting Pages

Alumni Group / Pages

RSS Feed Engine

Corporate Page Corporate Page




Ernst Tax Careers

Ernst Accounting Careers

Ernst Audit Careers

Ernst Entry Level Careers

Ernst Advisory Careers



How Does This Happen?

Manual Process: Automated Process:

Recruiters User Personal Profiles

Manually Post Jobs Into

Channels

Candidates Respond Directly To

Recruiter

Typically Not Measured

Channel Belongs To Recruiter

Companies Build Strategic

Recruiting Channels

Automated Job Posting/Streams

Into Social Channels (RSS)

Candidates Respond Via Career

Site & ATS System

Measured At Visitor, Member,

Applicant & Hire Levels

Channel Belongs To Company

With Recruiter Involvement



Career Site

Automated Job Distribution (RSS Feeds)



What Is RSS? (Really Simple Syndication)


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Everyone Is A Viral Recruiter

Social SharingOn All Pages

Employees

Visitors

Hiring

Managers


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Technologies & Sites To Focus On (For Now)


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Twitter For Recruiting

Job Tweets

(Search & Apply)

Candidates(Find & Follow)


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Problems: Tweets, Posts, And Feeds Not Targeted

Not using important

data within tweets.- Job Title

- Location (City/State)

- Company Name

Not compelling nor

conversational posts.

Either no hash tags or

too many hash tags.

No direct feeds into

Twitter, nearly all job

boards posting.


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Problems: Workflow Processes Not Optimized

Join 3rd Party

Job Board

Or Site


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Solutions: Knowing The Web 2.0 World Helps Optimize

Insuring You Have The

Right Keywords In Your

Job Titles

Title

Location

Job or Career

Put Candidates DirectlyBack On Your Jobs

And/or Career Site.

Adding Hash Tags

#Jobs To Postings WillHelp Job Seekers On

Twitter


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#____jobs

#career

#careers#employment

#hiring

#job

#jobadvice

#jobhunt

#jobhunting#jobinterview

#jobpostings

#jobs

#jobsearch

#recruiters

#recruiting

#resume#resumes

#salary

#success

#work

Example: Hash Tags To Insert Into Your Job Tweets


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Example: Streaming Jobs To Your Twitter Accounts

Twitter

Account

Feed URL

Hash Tags


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Automated Distribution


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Facebook Pages


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Job Marketing

Matching Jobs

Getting

Personal

Job Search

Diversity

Media Integration

Social Network Functionality

Company

Branding


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Facebook Solution: Workflow Process Optimized


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Solution: Picking & Configuring The Right Tools


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Puts You On The Wall


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Search Engine Examples:

Pay Per Click:

20 Characters Per Line

$4+ Per Click

Search Engine Optimization

150 Character Description

$0 Per Click 90% Of Clicks


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Search Engines: PPC - Workflow Process (Not Good)


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Drive Talent Direct (SEO)

User GeneratedKeyword Targeting

h kfl d


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Search Engines: Workflow Process Optimized


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Dynamic SEO Landing Pages


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Drive Talent Direct (SEO)

Results To Date:

600+ Targeted Keyword Landing Pages

5,000+ User Generated Keyword Landing Pages

95% Of Pages Are 1st Page Ranked On Google

80% Of Pages Are 1st Page Ranked On Bing

10,000+ Search Engine Visitors Per Month Currently

S l i SEO H l Wi h F b k S


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Solutions: SEO Helps With Facebook Strategy

Bing serves web

results into

FaceBook search

results. SEO

efforts will direct

traffic to your site.


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Linked In Groups


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Linked In Groups


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Example: Streaming Jobs To Your LinkedIn Accounts


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Example: Building Groups With Automated Feeds

Jobs

News

E l W kl U d t T Y Li k dI G


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Example: Weekly Updates To Your LinkedIn Groups

Company News

& Blogs

Jobs


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Promote Your Social Channels!


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Results To Date:Group Linked In Twitter Facebook

Music 91 47 -

Hardware 101 29 32

Xbox 268 2,241 155

Office:Mac 31 23 21

Gaming 448 719 -

Reliability 418 - -

Mobile 181 35 46

Women In Tech 38 - -

Connected TV 78 34 26

Surface Computing 53 30 46

Automotive 28 20 23

Zune - 43 48

XNA - 153 28

Games For Windows - 48 45

Game Studios - 151 100


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Measuring Your Social Strategy The Recruiting Dashboard
http://clients.jobs2web.com/


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Typical Web Analytics > A Broken Process

Web Analytics: Shows Visitors (Site Level)

Page Views (Page Level)

Top Keywords (Referrals)

Campaigns (# Of Clicks)

Geographical (By Site/Page)

ATS System: Completed Applicants

Apply Sources:

- Candidate Selected

- Job URL Defaulted (Only)


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Jobs2Web Driven Analytics > Dynamically Bridged To ATS

Web Analytics: Shows Visitors:

- Person Level- By Referrer/Talent Type

Keywords (By Referrer)

Campaigns (Person Level)

Apply Starts

(CRM/Referring Sources)

Geographical (By Type) Time/Date (By Type)

Search/Social Footprint

ATS System: Completed Applicants

Apply Sources- Dynamically Set By Jobs2Web

- All Online Sources


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Dynamic Source Tagging

www.Twitter.com Your Jobs Your ATS With Tag

Your ATS

Sources

Exact

ReferringSource

Types Of

Sources
http://clients.alpha.jobs2web.com/http://clients.alpha.jobs2web.com/http://clients.alpha.jobs2web.com/http://clients.alpha.jobs2web.com/


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Measuring Your Social Strategy


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Example: Measuring Your Social Media Effectiveness


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Example: Measuring Your Interactive Channels


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Measuring Your Recruiting Effectiveness

ToMeasure

Career Site& Direct

SocialNetworks

EmployeeReferrals

Blogs,

Partners

Micro-Sites

Job

Aggregators

& Boards

Campaigns

(Email &

Events)

Search

Engines

(SEO/PPC)

Use

Jobs2Web

As Your

Career Site

Jobs2Web

Apps & RSS

Feeds

Employee

Referral

Marketing

Links &

Landing

Pages

Jobs2Web

Job Feeds

Jobs2Web

Campaign

Codes

Talent

Landing

Pages

View

Direct

Traffic

Sources

All Social

Traffic

Referral

ActivityVisitors, Apply Starts, Drop-Offs Click Thrus& Conversions

Benefits

Builds Your Talent Community

(Captures Passives & Fall Offs)

Dynamic Source Tagging

Into ATS System

Higher Conversion Rates

(Repeat, Viral, Referral)

Your Career Site


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Recruitment

Marketing Platform

Search Engines

Social Media & Networks

Talent Community

Prospects& Passive

EmployeeReferrals

PastApplicants

Job Aggregators/Classifieds/BoardsCraigslist

SEO

SEM

Dash

board

Talent

Pool

Your Applicant

Tracking System

Job Job Job

Job Job Job

Apply Apply Apply

Apply Apply Apply

Your Career Site

Search

Jobs

Apply To

Jobs

Your Recruiters

Branded

Job View

Join

Talent

Pool

Talent

Landing

Page

Source & Visitor

Data Collected

Sourcing

Team

YourCRM

No Change In Process For Recruiters.

Adds NO Additional Work!

Site Distribution Across Channels
http://www.simplyhired.com/


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Whats Next?

N t G ti S i l R iti T l


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Next Generation Social Recruiting Tools

N t G ti S i l R iti T l


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Next Generation Social Recruiting Tools

Hi Doug!

F H T Vid j b 2 b


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Free How To Videos www.jobs2web.com

J i R iti G k O Li k d I


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Join Recruiting Geeks On Linked In

Free Videos On Vimeo com/Jobs2Web


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Free Videos On Vimeo.com/Jobs2Web

automating and measuring web 2.0 strategy_doug berg

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