Digital strategy 11 april 2013.final
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Transcript of Digital strategy 11 april 2013.final
@googledave
DEVELOPING YOUR DIGITAL STRATEGYFOR RECRUITMENT
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OUR CLIENTS & PARTNERS
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ITS ALL GETTING A BIT TO MUCH!
CONFUSED IMAGE LAURAL AND HARDYHOW PEOPLE SEARCH
CONFUSED!
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CONFUSED!REMAIN CALM AND FOCUS ON USERS
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WHO IS GOGLE’S CUSTOMER? (Screen shot Google followed by a big YOU
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WHY SHOULD IT BE EASY?
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GOOGLE CANDIDATE HIGH STREET
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GOOGLE TRENDS CANDIDATE RESEARCH
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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
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GOOGLE KEYWORD TOOL HOW PEOPLE SEARCH
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GOOGLE ADWORDS PAY PER CLICK (PPC)
Why use Google Adwords?
1. Target people who are already searching for jobs or have jobs to fill
2. Only pay for it when they click into your website
2. Spend as little or as much as you want from £1 to £1000’s per day
3. Local, regional and global targeting; control where your ad’s are seen
4. Track ROI metrics – see the profit it can bring to you business
http://www.ph-creative.com/blog/posts/2012/november/using-google-adwords-for-recruitment.aspx
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GOOGLE ADWORDS (PPC) GEO TARGETING
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The numbers
1. 170 Applications per month
2. 5-8 hires per month
3. Average £69 per hire
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SEO ORGANIC RANKGINGS
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SEO WHY ITS IMPROTANT TO YOU
c80% of traffic clicks into the ‘organic channel’• Medium to long term• Investment in long-term, free traffic• Target phrases with higher intent to act• Medium term on broad terms for self qualification• Build a continual pipeline (hard to fill, high value, volume roles
Employer Brand, visibility and reputation• Build your online authority and reputation
Graduates for this year and the following years• Somerfield story• Build an online estate
Profitability• Cost per hire• Time to hire• Your bottom line
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GOOGLE HAVE A ‘JEDI’ COUNCILOLD SCHOOL SEO
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SO MANY UPDATES SO LITTLE TIME
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PANDA AND PENGUIN CAN MAKE THIS HAPPEN
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GOOGLE HAVE A ‘JEDI’ COUNCILGOOGLE HAVE A ‘JEDI’ COUNCIL
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GOOGLE QUALITY RATERS
Matt Cutts; Google’s Distinguished Engineer
Q:How do you optimise for the ‘human factor’? A: From a the mouth of a Google Quality Rater
• Keyword intent = Do, Know, Go• Is the page vital, relevant, slightly relevant, or off topic/useless• Spam signals, keyword stuffing, excessive links, • Does the page help users fulfill their needs?• Clarity, easy to read, user’s don’t get lost• Mobile is different to desktop
VISITORS FIRST, CONTENT SECOND AND FORGET ABOUT GOOGLE
We want all improvements for the users
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HOW TO KEEP THE PANDA & PENGUIN HAPPY
“You should evaluate all the content on your site and do your best to improve the overall quality of the pages on your domain. Removing low quality
pages or moving them to a different domain could help your rankings for the higher quality content.”
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OVER 200 FACTORS INFLUENCE YOUR SEORelevancy (on page SEO) • Focus on your users, give them what they want• Freshness of content – how often do you change yours?• Content strategy, evolves, purposeful, hot topics, contagious• Don’t spam, keyword stuff
Recommendation (off page SEO / Google Penguin)• Commit to outreach and engage with communities• Create content your audience will care about• Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links• Use Google+ and gain ‘authorship’ and your ‘identity’• Manage you link profile, assess risks and take action
Experience (Google Panda)• What do users ‘think’ of your pages? Find out.• Reduce clutter and friction• Don’t keep people waiting – improve load times• Do all you can to engage and ‘romance the share’
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SEO AND PPC ATTRACT MORE CANDIDATES
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Reduce cost per hire• Direct hires, reduce agency reliance, profitability
Talent Pooling• Work with forecasting, MPP, scenario planning, pipelines• Hard to fill roles, areas• Passive & active candidates• Tap into and engage their communities
Reduce time to hire• Impact on client ops, costs, profitability
Innovation – (lead, not follow)• Forward thinking, client satisfaction, leaders• Aid BID pitches for new clients • New sales opportunities to current clients
HOW CAN YOU CAPITALISE ON SOCIAL MEDIA?
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IF CARLSBERG DID NETWORKING
We have tried to make a feature or event within the site, meaning that it grabs more attention that a simple Twitter button.
Therefore they see a higher conversion rate when compared to a standard site.
HO
W R
AD
CA
N E
NG
AG
E
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ROMANCING CANDIDATES ON TWITTER
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FOLLOWERWONK – ANALYSE FOLLOWERS
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Compare followers to competitors, helps you to build new relationships
FOLLOWERWONK – COMPARE FOLLOWERS
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HOOTSUITE MANAGE YOUR SOCIAL ON THE GO
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Google Hangouts – its Free• Chat face to face• Host virtual meetings• Screen sharing• Extended circles, means you
influence your followers and theirs
Hangouts ‘On Air’• Live broadcasts – for free• Stream to you Google + Profile,
YouTube• And your website• Save instantly to YouTube• Shared to the world
WHY YOU SHOULD USE GOOGLE+
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How you can search and build your circles
• Search by keywords • Search by people, pages,
communities and posts• Search for IT managers, or
specific companies and their employees
WHY YOU SHOULD USE GOOGLE+
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Get your content read and ranking faster• Faster indexing of your content – make it
relevant to your candidates• Extended circles, means you influence your
followers and theirs
Authorship Tag = Identity• Have you set yours up?
AuthorRank is coming!• How authoritive and interesting are you to
your audience?• Share-ability of authors content• Number of people in your circles and how
many you are in• Engagement levels of your content
WHY YOU SHOULD USE GOOGLE+
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AUTHORSHIP IN PRACTICE
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AUTHORSHIP IN PRACTICE
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AUTHORSHIP IN PRACTICE
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SEARCH PLUS YOUR WORLD – FED BY GOOGLE
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CONTENT MARKETING IS A MUST
Rome wasn’t built in a day• Commit and invest for ROI• Remember - why should it be easy?• Earn links for SEO, enhance reputation, build trust from customers
If Carlsberg did networking• Influencers and their influencers – aligning the planets• Don’t just target you audience, involve and build relationships• Givers, gain
Content is a ‘king maker’ in different disguises• Written • Surveys, news, roundtables, interviews• Infographics, 404 pages• Slidedecks• Education resources, downloads• Photo’s, video
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CONTENT MARKETING IS A MUST
You content needs to be• Findable – SEO, PPC, Social Channels• Engaging – compelling, convincing and converting• And…’romancing the share’ – contagious content
Winning Formula• Thought and brand leadership - focused on your audience• Customer empathy and understanding• Storytelling, analogies… and be creative• Involve, encourage and engage your audience and influencer networks
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We have tried to make a feature or event within the site, meaning that it grabs more attention that a simple Twitter button.
Therefore they see a higher conversion rate when compared to a standard site.
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CONTENT STRATEGY TACTICS AND MARKETING PROCESS
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SEARCH, SOCIAL AND CONTENT MARKETING
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SOCIAL MEDIA WHAT DO YOU WANT TO MEASURE?
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MEANINGFUL MEASUREMENT GOOGLE ANALYTICS
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CONVERSION RATE OPTIMISATION (CRO)
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FUTURE PROOFING YOUR SEARCH
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Be a Mogwai, not a gremlin (IMAGE)• Black hat, white hat• Make like a hedgehog not a fox (Jim Collins – Good to great)• ‘high quality’• Opportunities to improve low occupancy periods
DON’T GIVE IN TO THE DARKSIDE!
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WEBSITES IN YOUR WORLD
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HEAT MAPPING CANDIDATE EXPERIENCE
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HEAT MAPPING USER EXPERIENCE
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SHOW LIFE WEBSITE
HEAT MAPPING USER EXPERIENCE
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Google Checkout video
HEAT MAPPING USER EXPERIENCE
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HEAT MAPPING USER EXPERIENCE
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IOR MEMBERSHIP PAGE
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QUESTIONS AND ANSWERS
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