Post on 24-Jul-2020
Managing Job Seeker ExpectationsKeeping them coming back even when there aren’t enough jobs
Gautam GodhwaniChief Executive Officer
+1 510-684-4674gautam@simplyhired.com
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Tough times …
Source: Office of Nancy Pelosi, Speaker of the House
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Sobering Economic News…
•
539k job losses in April 2009
•
5.7M job losses since Dec 2007–
Surpasses the last 2 recessions–
4.8 unemployed workers for every available job
•
Unemployment rate = 8.9%–
Highest in 24 years–
Locations in the Midwest at 15-20%
•
Newspapers closing
due to erosion of traditional classifieds model
Employer spending down 20-30%Job listings down 40%
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How do you keep candidates coming back when there
aren’t enough jobs?
Focus on the user …and give them a great experience
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Four elements of a great user experience
Search
Tools
Content
Community
• Job search• Advanced search• Matching
• Resume tools• Email• RSS & XML
• Salary info• Career development• Industry & occupation
•Social media•Forums
6
Top 10 Ways To Create a Great Experience
on Your Job Site
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Improve landing pages across your site10SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
8
Best Practices for Great Landing Pages
Create a different experience for new and returning visitors
Optimize job detail pages
Take a cue from Google: Don’t be evil
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Create a different experience for new vs
returning visitors
•
Simply Hired New User Experience
Show breadth of job listings
Describe our value proposition
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Create a different experience for new vs
returning visitors
•
Simply Hired Returning Visitor Experience
Highlighting previous searches
Educating users about other features
on the site
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Creating great job detail pages
□
Create a branded experience
□
State site value proposition
□
Show entire job description
□
Start job description above the fold
□
Have a search box to search all jobs
□
Highlight apply button
□
Show related jobs
□
Add social features: email to friend, tweet job
□
Add information about the company
□
Give users a path back to the search page
□
Track key metrics such as bounce rate, PVs
per UV
A checklist for creating a great job detail page
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Create great job detail pages
Branding with value proposition
Employer branding
Apply button highlighted
Job description above fold
Browse related jobs
Path back to site
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Site branding
Employer branding
Job description above fold
Company info
Apply button highlighted
Social features
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Take a Cue From Google: Don’t Be Evil
•
Low quality content
•
Expired content
•
Not showing “real”
jobs
•
Don’t make applying painful
•
Pop-unders
•
Avoid “Las Vegas Syndrome”
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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Use Backfill to Increase Coverage
Integrated functionality
with main site
“Web Jobs” to supplement
paid job postings
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Use Backfill to Expand Value Proposition
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Use Backfill to Expand Value Proposition
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Twitter Job Search
Pulls jobs from Twitter and makes them
available for search
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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Show Related Jobs
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CareerBuilder
Recommended Jobs
Clear messaging
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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The Impact of Web Performance
Google has found that a 500-millisecond delay results in a 20% decrease in Web traffic, while Amazon.com
has seen a
100 millisecond delay cutting its sales by 1%.
- Steve SoudersChief Performance Engineer, Yahoo!Chief Performance Engineer, Google
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Tools to check web application response times
•
O’Reilly’s Books on web site performance
http://www.stevesouders.comhttp://www.stevesouders.com/blog/
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Tools to check web application response times
•
Yahoo! YSlow
http://developer.yahoo.com/yslow/
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WebMetrics
–
Web Performance Management
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Web Page Test
http://www.webpagetest.org
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Jakob
Neilsen
on Web Application Response Time
Response Time User Experience
0.1 second User feels they are directly manipulating elements in the UI.
1.0 second Users are navigating the “command space”.
Users notice the delay.
Computer is “working”
on the command.
10 seconds Limit for users keeping their attention on the task.
Anything slower than 10 seconds needs a percent-done indicator.
Delays of longer than 10 seconds are only acceptable during natural breaks in the user's work.
Jakob
Nielsen’s Website
http://www.useit.com/
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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Impact of Email Referred Traffic
CareerBuilder gets 28% of traffic from email.
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Email-driven Returning Traffic
Email-driven Returning Traffic, Sept. 2008
0%
10%
20%
30%
40%
50%
60%
CareerBuilder Yahoo! HotJobs Monster
Share of Returning
Traffic
Almost 50% of returning traffic for CareerBuilder is from email
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Implement RSS feeds
•
Your users
can utilize RSS feeds to access
job searches through their RSS readers like My Yahoo and Google Reader
•
Other sites
can repurpose this content and
send traffic back to you
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CollegeRecruiter
RSS Subscription
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Add This Feed Subscription Service
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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Trovix
Job Matching
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Trovix
Resume Analysis
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Job Matching
LinkedIn can leverage profile data to provide job recommendations
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
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Personalized for me
Conversational tone
By a “real” person
Compelling title
•
2M+ subscribers
•
Sent weekly
•
Authored by Marc Cenedella
(CEO)
newsletter
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TheLadders
Newsletter
… and they’re having some fun
along the way
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Coroflot
-
Blog
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Blog
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“what good corporate blogs do”
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
Create content partnerships in non-core areas3
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
47
Partnership Categories
Partnership Category Selected Providers
Salary Information PayScale, Salary.com, …
Career Content RSS Feeds from Media Sites, …
Career Tests LiveCareer, CareerPath, …
Online Education QuinStreet, NexTag, Education Dynamics, …
Career Videos Career TV, CareerVoyages.gov, …
Resume Services Resume Rabbit, Blue Sky Resumes, Career Solvers, …
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Monster creates broader positioning through career planning services
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CareerOneStop
–
A Resource for Content
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
Create content partnerships in non-core areas3
Activate the flow of user generated content on the site with forums2
SEARCH
TOOLS
CONTENT
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
51Source: Alexa
TOP 10 INTERNET WEB SITES
#2
#1
#4
#5
#6
#8
#10
#9
#7
#3
User Generated Content = Lots of Traffic!
6 of the top 10 Internet Properties
are built with user generated content
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
Create content partnerships in non-core areas3
Activate the flow of user generated content on the site with forums2
SEARCH
TOOLS
CONTENT
1 Embrace and leverage social platforms
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
6%6%
Source: Compete.com
2%4%
18% of all time online is spent on 4 sites
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Top Social Networks
Registered Users
200M+ 200M+ 35M+
Monthly Visitors (U.S.A.) 76M 65M 12M
Monthly Visitors (worldwide) 175M 275M 21M
Daily New Members 300,000
daily
600,000
daily
50,000
daily
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The Growth of Twitter
April 24, 2009
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Leveraging Twitter
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Integrating Social Media Into Job Descriptions
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TiVo
Job Detail Page
Jobvite integrates social features into
client job descriptions
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CollegeRecruiter
Social Media Integration
Includes social media integration points on search results pages
TechCrunch offers extensive features for
sharing blog posts
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Creating a community using a 3rd
party social platform
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
Create content partnerships in non-core areas3
Activate the flow of user generated content on the site with forums2
SEARCH
TOOLS
CONTENT
1 Embrace and leverage social platforms
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
BONUS TIP Measure, measure, measure, and optimize
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Web analytics tools measure general usage / behavior.
Tools range from free (Google Analytics) to very expensive.
Getting the “right” metrics may require advanced setup.
Use a funnel approach to track metrics
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Install Google Analytics on Your Site
Selected Metrics
• Source of traffic
• Bounce rate
• Page Views / UV
• % returning visitors
• Frequency of return
• Search keywords
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Improve landing pages across your site10
If you don’t have enough jobs, source them from elsewhere9
Help people find related jobs8
Optimize site performance7
Implement great email alerts and RSS feeds6
Collect deep profile data to enable great matching5
Start a newsletter & blog and syndicate it4
Create content partnerships in non-core areas3
Activate the flow of user generated content on the site with forums2
SEARCH
TOOLS
CONTENT
1 Embrace and leverage social platforms
COMMUNITY
Top 10 Ways to Create a Great Experience on Your Job Site
BONUS TIP Measure, measure, measure, and optimize
70
But there is light at the end of the tunnel …
Recruitment coming online
Baby boomers retire
Web 2.0 emerges
Internet becomes pervasive
TREND
$10B market
in the next three years
Shortage of 10M workers
projected
Target passive candidates on search, social networks, blogs
1.5B internet users globally
OPPORTUNITY
Managing Job Seeker ExpectationsKeeping them coming back even when there aren’t enough jobs
Gautam GodhwaniChief Executive Officer
+1 510-684-4674gautam@simplyhired.com