3. blogging

8/4/2019 3. Blogging

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Markets are conversations. Theirmembers communicate in language thatis natural, open and honest, sometimes

even direct.

Most corporations, on the other hand,only know how to engage in a corporate

monotone of mission statements, productstrategies and marketing brochures.

Everything is now changing. People areconnecting and working together. The

Internet is enabling these conversationsand there is nothing corporations can do

to stop it.

Michael Specht in 21stCentury Recruiting e-book

(http://inspecht.com.au/pr

oducts-page/) citing The

Cluetrain Manifesto by

Chris Locke, Doc Searl,

David Weinberger and Rick

Levine.
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/


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The Future of:

Recruitment and the Web

Clayton Wehner


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even direct.


monotone of mission statements, productstrategies and marketing brochures.


Internet is enabling these conversationsand there is nothing corporations can do

to stop it.

Michael Specht in 21stCentury Recruiting e-book






Levine.


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The economic context

Canberra has been resilient so far, but evidence ofchange (ABS, Geoscience)

Small drop in job advertisements last month in ACT,compared to Adelaide (the worst) which had 15% drop

Unlike interstate, no rise in unemployment yet

First of the states/territories to go into recession

Likely to slow down considerably in second half of2009 as cocooning occurs

Still a good volume of applicants in the market, but arethese likely to be the best candidates? Probably not.


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Great time for change

This economic uncertainty

provides an opportunity for you to

try some new things!

Implementing a web strategy now

may give you the edge over your

competitors when the economy

turns


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Recruitment Today

A) Employer has a job opening

B) Employers post job ads on job boards for a feewait and see

C) Job seekers visit job boards

D) Job seekers apply for job by submitting a CV

E) Employer reviews CV

F) Employer conduct interviews

G) Employer offers a job

Sterile, reactive, not based on a ROI model, notcareer oriented, source active seekers only, manyapplicants, poor matching


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Recruitment Tomorrow

Jobs found almost exclusively online (not in print)

Networking much more referral-based recruitment viagroups, alumni and communities of interest

Organisations focus on Employment Branding

Job seekers focus on Employee Brandingindividual brandsshowcased through personal websites, video CVs, self-

publishing Syndication of information multiple channels to find jobs

Rich media video, audio via hi-speed broadband, wifi &mobile devices

Use of search to find jobs, to check job seekers, to checkorganisations

Reverse candidate driven recruitment advertising people,rather than advertising jobs

Interactive, proactive, sources active and passive seekers,meets short and long term needs, saves time and money


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Its called Web 2.0

Web 2.0 is a term describing changingtrends in the use of World Wide Webtechnology and web design that aims toenhance creativity, secure information

sharing, collaboration and functionalityof the web. Web 2.0 concepts have ledto the development and evolution ofweb-based communities and its hosted

services, such as social networking sites,video sharing sites, wikis, blogs, etc

Source - Wikipedia


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Topics for Today

Virtual communities

Mobile Web

Social networking

Micro-blogging

Bookmarking /Tagging

Employer / Jobseeker research

Generalist job boards

Niche job boards

Job aggregators

Other job boards

Job posting services

Websites

Search engines

Search engineoptimisation (SEO)

Search engine

marketing (SEM) RSS

Blogs

Podcasting

Video

Instant Messaging /Chat

Wikis


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Websites

Does your business have awebsite?

Are you proud of your website?

Does it DO anything? Is it just abrochure?

Fundamental part of your Web

2.0 strategy Fix this first before doing anything

else!


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Websites

Things you can do: Show all your vacant jobs on your own

website!

Register candidates through your

website and link it with your internaldatabase

Offer useful content on your websitedesigned to attract candidates andclientsCV templates, how to guides

Build an Employment Portal containingvideo, case studies, FAQs, testimonialsabout working at your company


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Search Engines

Websites that retrieve

information based on specific

keyword search terms

What are the three big ones in

Australia??

Google

Yahoo!

Windows Live/MSN (NineMSN)


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Effective Search Techniques

Search all project manager SAP canberra

Remove job ads project manager SAP canberra -site:seek.com.au

Limit your search to a particular site project manager SAP canberra site:linkedin.com

Remove references to jobs in results project manager SAP canberra -jobs -job

Get results containing resume/CV project manager SAP canberra -jobs -job

~resume OR cv Use of quotes returns exact keyword matches

project manager SAP canberra -jobs -job~resume OR cv


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Search Engine Optimisation

(SEO) Optimising a website so that it achieves a higher

ranking in the search engines for particularkeyword combinations

This is a big topicand we cant do it justicehere

Things that you can do: Review your page copy, metadata and include

keywords

Get links to your site from thematically similar sites

Submit your site to Google, Yahoo, MSN, dmoz.org

Submit your site to Google Local Business Center

Consider listing with TrueLocal.com.au andYellowPages.com.au sites

Speak to me after if you are interested in furtherinformation about this


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Organic results

Paid results


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Search Engine Marketing

(SEM)

Pay-per-click advertising in searchengines Google Adwords

Yahoo! Search Submit

Facebook advertising

Instant traffic

Trackable for ROI

Relatively cost-effective $60 of free Adwords go to:

www.google.com.au/contactadwords
http://www.google.com.au/contactadwordshttp://www.google.com.au/contactadwords


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RSS

RSS = really simple syndication

A push method of content distribution

Allows users to receive automatic

updates RSS feeds generally viewed in RSS

readers inc. browsers, Outlook

Can also distribute to mobile devices

and social networking sites All recruitment companies should be

using RSS!


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Blogs

Blog = web log

An online diary or journal

Anybody can be a content generator

and an expert in their field bad fortraditional media

Can be setup within minutes online:

Wordpress.com

Blogger.com

TypePad.com


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Blogs

Things you can do:

Have your staff contribute to a weeklyblog about their area of expertise

Write a blog for job seekers CV,interview, career tips

For larger organisations, have the CEOwrite a blog as an internalcommunication tool

Syndicate your blog content

DO NOT start a blog if you are willingto make regular, useful contributions


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Industry Blogs

Things you can do with Industry Blogs: Monitor industry blogs via RSS or email subscription

Make friends with an industry blogger and glean information fromthem

Sponsor or advertise on an industry blog

Contribute to an industry blog as a guest poster

Write comments on blog posts (ensure you include your website

URL for SEO effect) and set yourself up as an expert

Industry blogs: http://www.capitaljobs.com.au/blog

http://www.recruitmentblogs.com.au

http://www.destinationtalent.com.au/blog/

http://rossclennett.blogspot.com/

http://www.recruitmentdirectory.com.au/Blog

http://geoffjennings.com/

http://specht.com.au/michael/

http://familyandworkflexiblity.blogspot.com/

http://blog.sixfigures.com.au/
http://www.capitaljobs.com.au/bloghttp://www.capitaljobs.com.au/bloghttp://www.recruitmentblogs.com.au/http://www.destinationtalent.com.au/blog/http://rossclennett.blogspot.com/http://www.recruitmentdirectory.com.au/Bloghttp://geoffjennings.com/http://specht.com.au/michael/http://familyandworkflexiblity.blogspot.com/http://blog.sixfigures.com.au/http://blog.sixfigures.com.au/http://familyandworkflexiblity.blogspot.com/http://specht.com.au/michael/http://geoffjennings.com/http://www.recruitmentdirectory.com.au/Bloghttp://rossclennett.blogspot.com/http://www.destinationtalent.com.au/blog/http://www.recruitmentblogs.com.au/http://www.capitaljobs.com.au/bloghttp://www.capitaljobs.com.au/blog


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Podcasting

An audio file distributed over the

internet

Can be downloaded for playback

on portable media devices

Takes some effort to podcast

effectively and video is often a

better solution


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Online Video

YouTube, Google Video, etc.

Higher bandwidth = more video, bettervideo

TV via internet protocol very shortly Organisations increasingly using video

for recruitment

Video services for candidates:

HireVue Candidates Alive

VisualCV.com


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Online Video

Things you can do: Release a clever viral video and watch it spread!

Interview your staff on video for use astestimonials

Tour of your premises on video

Interview your clients about their vacancies andpost on job boards

Offer a candidate video CV production service for afee

Improve morale by creating a video library of funnycompany events on your intranet and elsewhere

Create a YouTube channel to house all of yourvideos

Embed videos into your website and into your jobadvertisements on CapitalJobs.com.au


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Videos


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Instant Messaging (IM)

Real time communication betweentwo or more people

Services include:

AIM

ICQ

MSN Messenger

Yahoo Messenger

Google Talk

Facebook Chat

Skype (great for voice over IP too)


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Instant Messaging (IM) &

Chat

Things that you can do:

Integrate chat or IM into your

website so that prospects can talk

to you straight away Use instant messaging internally for

quick communication

Adopt voice over IP for your externaltelephone communication


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Wikis

Hawaiian term for quick A website created by a group of people

who have the ability to contribute andmodify content

Often used to create collaborative andcommunity sites best known site isWikipedia

Great for internal collaboration thinkintranets, knowledge management

What you can do: Set up an internal wiki for your in-house

processes, forms, policies


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Virtual Communities

Anybody heard of Second Life?

Initially well supported, but no

longer flavour of the month

Think about how you could

influence communities through

other virtual pursuits eg. video

game players


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The Mobile Web

Still a way to go before we seewholesale take-up of mobile contentconsumption

Will candidates use mobile devices

to view job information? Technologies include Google

Android, HTC, Blackberry andApples iPhone

Use of SMS is already quitewidespread in the recruitmentindustry


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The Mobile Web

Things that you can do:

Consider getting a mobile-enabled

version of your organisation website

Check the mobile version of yourexisting site here: http://ready.mobi

If you dont use SMS yet, then consider

it because it is useful for job

notification, inteview reminders etc. Keep your eye on technology in this

area.its evolving quickly
http://ready.mobi/http://ready.mobi/


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Social Networking

Web based services that allow users to create

online communities based on shared interests

and activities there are over 2,000 of them!


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Facebook

Who has NOT got a Facebook account? Straw poll number of Friends?

Over 175 million users worldwide

Has beaten MySpace in Australia 41.88% of social

networking traffic goes to Facebook (Source: Hitwise) Are any of your organisations blocking access to

Facebook?

Over 90% of people in a recent survey said they wouldprefer to work for an employer who gives them accessto Facebook and similar tools

What does banning Facebook say about yourorganisation? It says you dont trust your staff

But most people remain dubious that Facebook can beof any benefit to business


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Facebook

Rubbishwere in the business ofpeople and MOSTpeople love Facebook!

Things you can do: Create a Facebook Group or Page for your staff and

encourage them to publish work-related news, photos

and video (and invite prospective applicants to join too) demonstrates that you are an Employer of Choice andboosts employee loyalty/morale

Start an alumni group on Facebook to stay in contactwith past employees

Create a group for a graduate recruitment round

Join Facebook Groups that relate to your industry andjoin in the conversation

Trial pay-per-click advertising on Facebook, limiting theads to your geographic region


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Examples of Facebook PPC Ads


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LinkedIn

Who uses LinkedIn here?

Over 8 million users worldwide

Unlike Facebook, it is a professional network that usesthe six degrees of separation principle

Things you can do: Create a company profile (good for SEO)

Actively recruit people to link to you after you dealwith them send a LinkedIn invite after a meeting, add alink button to your email signature

Respond to Q&A and set yourself up as an expert in yourfield

Let people know if you are after staff

Recommend others and get recommended good foryour own individual brand

Ask for introductions to key people via your network


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Twitter

Fastest growing, hottest property rightnow anybody using it?

Micro-blogging; 140 character limitbasically SMS on the web (but also can

be done via mobile device)

You follow people, they follow you; yourtweets are seen by your followers, yousee the tweets of people you follow

But who would be interested in thisseemingly banal, nebulous information?


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Twitter

Trick is to tweet useful information, not thingslike: I am eating a pie

Things you can do: Sign up and experiment!

Syndicate a feed of jobs through Twitter Notify followers about vacancies and ask them to

retweet to their followers (viral effect)

Offer a referral fee for candidates referred viaTwitter

Notify followers about new blog posts, articles oruseful links

Connect to job seekers and industry specialistsapproaching somebody on Twitter is less intrusivethan other networks


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Bookmarking/Tagging


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Bookmarking/Tagging

Basically these sites help to sortthe good stuff from the bad onthe web by user votes

Things you can do: Add social networking buttons to

your content so that readers canbookmark your content (eg AddThis

toolbar) Bookmark your own content using

some of these sites (good for SEO)


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E l hi


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Employers researching

Candidates Who has googled themselves? Who has googled a candidate?

Ethical? Legal? Why wouldnt you?

My recommendation make sure that

your own internet footprint is aboveboard!

And educate candidates and employeesabout this too (particularly Facebook!)

Be aware that it is sometimes impossibleto erase information posted to theinternetthink twice before postingthose drunken images


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"K l D l i t i t k f*** it


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"Kyle Doyle is not going to work, f*** it

I'm still trashed. SICKIE WOO!"

E l hi


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Employers researching

Candidates Try these tools:

Google

Yahoo!

Live Search

Facebook of course!

Spock ZoomInfo

Pipl

Spokeo

ZabaSearch

Checkster 123People

PeekYou

KnowX


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C did t hi


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Candidates researching

Employers

Beware! It works in reverse Candidates are connected and

informed

Somebody is watching you

Take a look at: http://www.jobvent.com

http://www.glassdoor.com

http://forums.whirlpool.net.au

Blogs like http://geoffjennings.com
http://www.jobvent.com/http://www.glassdoor.com/http://forums.whirlpool.net.au/http://geoffjennings.com/http://geoffjennings.com/http://forums.whirlpool.net.au/http://www.glassdoor.com/http://www.jobvent.com/


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Monitoring the Chatter

People are going to blog, comment,tweet about your organisation

People are going to learn about yourorganisation through Google and other

online tools Things that you can do:

Monitor chatter about your brand byusing Google Alerts, Twitter Search,Hitwise, Buzznumbers or other monitoring

services Actively respond to criticism where you

believe it is warranted

Sometimes its best to ignore it


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Job Boards

200 in Australia

40,000 worldwide

88% of Australians use them

86% say that they will use them

for their next job

Will continue to take market share

from printwhy pay $1,000+

when you can pay less than $100?

Generalist/National Job


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Generalist/National Job

Boards Majors

SEEK clear market leader

MyCareer.com.au - Fairfax

CareerOne.com.au News Corp

Minors JobsJobsJobs

JobX merging??

Trends: Likely to be consolidation market too small

to sustain more than 3 Upheavel in print media will flow through to

online media at Fairfax and News Corp (joblosses, internal consolidation)


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Niche/Regional Job Boards

Proliferation of these in recent times 90% of boards fighting for 20% of advertising revenue

But niche boards are also uncovering new markets thathavent used a generalist board or newspaper for advertising

Major positive more qualified traffic = better qualityapplicants

Niche boards Hippo for teens

Six Figures - $100K+ jobs

OlderWorkers middle aged

CareerMums for mums

RagTradeJobs for the fashion industry

Geographic boards CapitalJobs.com.au!


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Other types of Job Boards

Candidate driven job boards / CVrepositories

LinkMe

nt3

NowHiring

CapitalJobs.com.au

Referral services new phenomena

Hoojano 2Vouch

Jobster


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Job Aggregators

Sites that pull content from existing sites toaggregate content in one place for convenience,and then redirect the job seeker to the sourcewebsite

They make money from pay per click and banneradvertising

There has been a proliferation of them in recenttimes: SimplyHired

jSeeker

WorkCircle

Recruit.net CareerJet

Indeed.com


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Job Posting Services

Services that post jobs to multiplejob boards at once

Useful if you advertise on multiplesites because it saves time and effort

Two major services in Australia: AdLogic / PostJobsOnce

JobAdder

More innovation likely; efforts willbe made to integrate in-houserecruitment systems and postingservices


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Job Boards

Things you can do: Write good job ads!!

Keep your eye on the job board industry

Understand the benefits of each type of

job boardand value is more importantthan cost

Use the full benefits of job boards eg. CVrepositories

Understand where your traffic comes from

and measure your ROI If you have an RSS feed of jobs, contact job

aggregators and they will generally addyour jobs for free


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What now?

Information overloadmy head hurts Review this presentation

Do some independent research

Write a strategy and implement it

Your strategy should include:

Need to identify target market Need to concentrate on what will work for you

Need to be transparent, honest and open

Need to engage, engage, engage

Need to push information and content

Need to devote time to doing it properly it takes time

and effort Need to keep an eye on what your competitors are

doing

Need to manage your online reputation


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Thank You

Email me: [email protected]

Read my blogs:

http://www.capitaljobs.com.au/blog

http://www.netpreneur.com.au

Follow me on Twitter:

http://www.twitter.com/bluetrain

http://www.twitter.com/canberrajobs

Youll also find me on Facebook, YouTube,

LinkedIn, Skype

Thank you to Thomas Shaw,

Michael Specht & Philip

Tusing for elements of this

presentation

Markets are conversations Their
mailto:[email protected]://www.capitaljobs.com.au/bloghttp://www.netpreneur.com.au/http://www.twitter.com/bluetrainhttp://www.twitter.com/canberrajobshttp://www.twitter.com/canberrajobshttp://www.twitter.com/bluetrainhttp://www.netpreneur.com.au/http://www.capitaljobs.com.au/blogmailto:[email protected]


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even direct.


monotone of mission statements, product

strategies and marketing brochures.


Internet is enabling these conversationsand there is nothing corporations can doto stop it.

Michael Specht in 21st

Century Recruiting e-book






3. blogging

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