#firm day manchester 19th march 2015 creed fresh careers sites
TRANSCRIPT
Today’s agenda
• Why careers sites are still so important
• Guidance on
- Good candidate & user experience
- Social Media integration
- Effective marketing
- Measurement & Improvement
- Understand your audience
• Keeping it ‘A FRESH’ site
• Managing & Improving
Careers sites in a social world
70% 90% 76% 78%
Proprietary candidate behaviour research
How would you research a potential employer?
Company
careers site
Always be mindful of
• What do they wish to know?
• Who are they comparing you to?
• What do they want to achieve?
• What do you want to communicate?
• How do you want visitors to feel?
• What action do you want them to take?
Your audience Your propositions
How is this reflected your site’s
design, functionality, structure and content?
Authentic
• Consumer experience has made us more sophisticated candidates
• Propositions delivered in a believable way
• A window into your organisation - feel your culture
• Power of video
Findable
• SEO
- think SEO before you build your site
- write in depth about the subjects your audience will search for
- update often
• PPC
- use wide range of keywords
- target & retarget by skills, geography, talent competitors etc
- deploy banners, videos and text ads
• YouTube 2nd largest search engine
• Social links
Responsive
• 50%+ careers site visitors from mobile
devices
• Think mobile up not desktop down:
- structure
- functionality
- content
- design
• Candidate experience - great on a site &
mixed on an ATS?
• 80% of candidates for IDH Graduate roles
were mobile visitors
Mobile candidate behaviour
0.0
1.0
2.0
3.0
4.0
Mobile Tablet Desktop
min
s o
n s
ite
40% less time
Less likely to convert immediately4:1 ratio of desktop applications to mobile applications
30% fewer pages
3.0
4.0
Mobile Tablet Desktop
min
s o
n s
ite
Engaging
0.2 second to make first impression
2.6 seconds for your eye to reinforce that
impression
Think!
3 click rule
Vlogs
Gamification
Chat now
User experience
Engaging
• 120 chats per week - 3% of visitors
• Enables conversion of semi-active jobseekers
• IDH forward thinking & candidate driven
Social
• Be authentic and engaging
• Don’t shout - converse
• Mash up
• Become a resource
• 50% applicants will search social before/whilst applying
• Are you managing how they engage with you socially?
Social
• IDH shares
- Industry news
- Best practice
- Clinical updates
- General Dental news
• 30% of UK Dentists are socially
linked to IDH
13,000 2,182 2,849
Happening
• Sticky - promote return visits
• Keep people interacting
• Use your Blog
- SEO value
- Authenticity
- Humanise - tone of voice?
• Easy with a CMS
Managing and Improving
• Decide what you want your site to achieve
• So, what are the appropriate metrics?
- Visitors?
- Unique visitors?
- Location?
- Time on site?
- Bounce rate?
- Referral Sources?
- Applications?
- Hires?
- Cost per goal?
- Search box usage?
- Applicant feedback?
- Combination?
Closing thoughts
One size doesn't fit all
Good annual serviceConstant re-fuelling
Regular maintenance Have a nominated driver!