Just reblogging this fantastic summary from Ben on RecruitingBlogs showing how career sites and job boards may be dragged into the current century with a little thought. Who’d have thought that writing good job descriptions might actually help, eh?
Fascinating report into the current US job market sparked my interest. I’m usually careful about reblogging or assuming that what goes in the US is relevant to my UK clients, but this report By Jobvite (PDF) contains lots of food for thought.
It stands to reason really when you understand that referrals are still fundamentally the most common way to secure a new job.
Young professionals build their networks faster and generate more referrals online (when compared to previous generations still using more traditional methods) and social media is the arena for that networking more and more.
The astronomical growth of social networks has created a new way for companies and candidates to connect online. Nielsen calculates social network traffic grew by 43% from June 2009 to June 2010, and social network activity is now the single largest activity online, dwarinng online games, email and search. And Americans are now turning to their social networks to find jobs.
44% of all job seekers cited referrals and/or social networks as the source of their most recent job, compared to 32% for job boards (note, respondents could select multiple options).
18% of respondents ages 18-24 and 19% of respondents ages 25-34 used social networks to find their current job, compared to 9% of those 35-44, 4% of those 45-54 , and 1% of those 55+.
Extrapolated to the national adult population, approximately 14.4 million US American job seekers would credit online social networks for their current/most recent job.
It sounds a simple question, but how important is SEO to your recruitment website? I honestly don’t know. Did you expect me to? How could I possibly know – you haven’t shown me the figures… so I can’t say.
You do have the figures… don’t you? Don’t you?
If you’re putting any effort into marketing your recruitment company you’ll have some good idea of the cost of using various channels
Pay Per Click
Social Media Optimisation
Other online advertising or sponsorship
Print media, newspapers, directories, Yell.com, etc etc.
… but it’s not about costs – is it. If expenditure was about cost we’d all live in the woods under tarpaulin. It’s about value. What’s the value to your recruitment website of every pound you spend on any of the channels
And I’m not talking about value of a click – those are just flattery. Surely you’re measuring your marketing in terms of a good CV or ultimately a placement. What’s worth most to you – a click from Google on some long-tail search, or one of the 500 hits your site just sent out from its email alerts.
What’s the best source of good CVs?
Which keywords are generating the most placements?
I won’t go into it verbatim here, but I’m particularly keen on the “Automate” angle of recording marketing expenditure – and am currently helping a client to do this. We’re looking at
Providing full referrer information in a consultant’s application email (Source of click, keywords typed (if search) etc.)
Providing a linkback to the Recruitment Database (in this case the FXRecruiter website also doubles as the database)
Full custom reporting system that can pull application and referrer data from the database into easy to view graphs and spreadsheets.
Basically, it’s about filling the gap that currently exists between spending your money on marketing and getting good candidate CVs through the door and getting paid for making placements. And recruitment is all about filling the gap – right?
If you think you’re working hard to get the right candidates in the right posts, think how hard some candidates are working…
Alec Brownstein, a 28 year old New Yorker who was in need of copywriting work.
Alec’s plan was to play upon the the guilty pleasure of ‘Vanity Searches’ (Googling your own name) and paid for Google PPC ads using the keyword of the name of his targeted big-shot employers. When those employers Googled themselves (go on – we all do….) the ‘sponsored’ result they saw was Alec Brownstein’s pay-per-click Advert, pointing them to his own website.
The clicks on all the ads cost a total of $6 – and he’s now employed. Nice work.
We understand the importance of the Brand – all companies need to keep careful control of how they come across to their audience – and the importance of presenting a good image to your audience – whether clients or candidates – on your website is very high. You only get one chance in many ways.
Visually, your site needs to do the job well, and we must accept that one of the big tools in ‘grabbing’ people is animated, (usually Flash) graphics in some way. There’s no avoiding it… things that ‘move’ tend to work. (Within reason – we’ve all been to sites that are way, way too annoying before!).
The problem is, of course, that Flash is effectively a graphical interface – the words or messages in Flash are not indexed by Google or any search engines. They’re ‘empty’ words as far as SEO goes. So does that mean you should be avoiding Flash for your new recruitment website? Well… not really, but you do need to get the balance right. Continue reading →
A good web developer for your recruitment website is a huge asset to any recruitment web design project – or indeed an in-house developer can be to a recruitment company if it’s large enough. But many developers do not seem to ‘get’ SEO – probably because they don’t see the need to.
I’d liken this to a brickie not ‘getting’ what an architect does – or even trying to understand the process of architecture. A brickie could pretty easily build a house without an architect – so why would they need one?