job board and cv match roi model seminar 200110
Post on 21-Oct-2014
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The benefits and cost models underpinning outsourced SaaS job board software ownershipTRANSCRIPT
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A powerful business case: how the ROI models stack up for media brand ownersMads MollerGlobal Sales Director, Madgex
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£26B UK Job Market
Large audience
Cost-effective medium
Proven Strong
RevenueModel
New service to your
audience
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ROI: why bother with a job board?
David Meerman Scott
Do you have an ROI for the man removing leaves in front of the HQ reception?
What’s the ROI on the billboard campaign?
What’s the ROI on the web site? What’s the
ROI on the search campaigns?
What’s the ROI on the TV campaign?
What’s the ROI of trousers?
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ROI?
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So ... Why do we want to see an ROI?
• These days it’s a vital part of the decision process– Driven recession, competition, general market conditions etc.
• Financial sign off• Managed revenue expectation• It’s a great tool to outline
– How we will be successful with a job board– Identify any new process needed– New hiring, organisational changes, new responsibilities– What is going to be the USP’s for the site
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Walter Mischel, W. (1968) Marshmallow experiment - Delayed Gratification
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The Madgex ROI model
• We are determined to make it fit, work and successful• We are trying to understand
– Your online capabilities to • Managing the site • Publishing• Selling
– Your risk levels• How fast do you want this new service ramp up?
– What is important to you? (SLAs, goals, targets, KPIs etc)– How is your market and how is your audience?
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Key drivers in the Madgex ROI model
1. We estimate the potential job postings and the y-o-y growth potential• Based on the traffic on your current site
– Unique visitors, register, premier user etc.– Audience characteristics
» Geographic, regional, professional, job type and industry sector2. The rate card• Based on your current sales model or market (niche or wider market)• Bundles and unit prices3. Up sell ratio (featured, branded, premier postings, mini sites etc.)4. Client growth ratio
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Star Tribune
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14th Biggest newspaper in USA300,000 daily circulation
Gained massive uplift from switching to Madgex
Stats: ABC Oct-2009
Star Tribune Jobs
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56% increase in email alert creation
Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
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38% increase in job seeker searches
Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
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67% increase in job applications
Star Tribune experienced after switching to Madgex from August ‘09 to September 2009
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Why is your site important?
Any kind of frustration, delay or annoyance will cause a proportion of users to give up and leave your site.
The cumulative effect is huge. This is why Madgex is obsessed about designing its platform to maximise conversion rates.
A well designed job board platform maximises your revenue stream by minimising the drop-out at each step.
You will lose user if the sites takes more that 3 seconds to load
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Madgex’s offering
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The Madgex Value proposition
Madgex view job board success as:-• Maximising revenue
opportunities
• Driving down operational costs
• Maximising quantity and quality of activity
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SaaS
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Pre SaaS: frozen in time
• Some vendors sell you a
• However, the web moves quickly, and it is now showing its age
• Things have changed hugely in the recruitment industry and efficiency is more vital now than ever
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• Essentially an activity in looking for pain
points
• What aspects of our platform are do users
have trouble with?
• Remove the “pain” (frustrations,
annoyances), and deliver more conversions
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The Madgex SaaS release Cycle
• User Experience Optimisation & SEO is an implicitly on-going activity.
• It requires substantial expertise and investment
• You get it “for free” with V3
• Our release cycle is every 3-6 months
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A reduced number complete the activity they set out to do
Users start an activity, e.g.Apply for a job
Time investment:“How long is this going to take?”
Disorientation:“How do I proceed?”
Fatigue“This is tiring”
Cognitive overload“What does this all mean?”
Drop-outs
SEO increases
the number of users here.
User Experience Optimisation (UXO) reduces the leakage of users during
activities
Both SEO and UXO improved the
number of users who complete valuable
activities
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•Behavioural tracking•Think aloud protocol•Video analysis
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Job Boards
CV Search & Match
Job
wrapper
Reve
nue
Time and the evolution of your requirements and the Saas solution
SEO
UX Consultan
cy
Account Managemen
t
Miniand
Maxi sites
SEOSEOSEOSEOSEOManaged Servi
ce
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Its about making work for you
Fully managed or outsourced solution
Low risk
Medium risk
High risk
In-house managed solution
Revenue
Revenue share
Commitment Risk options
Sales, marketing, publishing, resource, running and maintaining the site
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Secure your ROIOperational success = strong ROI
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Revenue Share Model?
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You MOT and vital check up most happen regularly
• Dedicated Account Manager– Single point of contact– Month reviews of performance
• Reports• Analytics • SLAs, targets etc
– Feedback on enhancements– Insights to how you can improve the sites
performance
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For example
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Advanced Search
Recent research showed that this new footer design would deliver high SEO value & usability
1 month later we launched this new feature on all our SaaS- powered sites
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250% uplift in organic traffic on some sites
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Questions?