jibe career site transformation planning

WEBINAR

Career Site Transformation Planning Webinar

Ivan CasanovaRun marketing at Jibe … passionate about helping enterprise organizations adopt new technology

I tweet a lot about HRTech @itsmeivan

WE ARE LUCKY TO WORK WITH A CROSS SECTION OF THE WORLD’S BEST EMPLOYER BRANDS

Transforming your career site and candidate experience requires careful planning and organizational alignment

BUSINESS DRIVERS FACING RECRUITING AND TALENT ACQUISITION LEADERS

RECRUITING CHALLENGESECONOMY REMAINS

STRONG, HIRING REMAINS DIFFICULT

Recruiting continues to be a struggle. The

inability to find qualified candidates has

lengthened hiring times relative to last year

Bureau of Labor Statistics Establishment Survey

July 2016

CANDIDATE DRIVEN

JOB MARKET

62% of employers feel talent is driving the job market

2016 Manpower Employment Outlook

Survey

RETENTION ISCHALLENGING

58% of employed adults search for a job at least once a month

2016 Manpower Employment Outlook

Survey

CHANGES INCANDIDATE BEHAVIOR

76% of candidates conduct their own

research & due diligence in a job

search

The Talent Board’s 2015 Candidate Experience

Research

CONSUMER TOOLS PROVIDE NEW

OPPORTUNITIES

73% of candidates start their job

search on Google

The Talent Board’s 2015 Candidate Experience

Research

CAREER SITES YOUR MOST STRATEGIC RECRUITING ASSET

COMPANY WEBSITES DRIVE MORE HIRES THAN OTHER SOURCES

Job Fairs / Recruiting Events

Campus Recruiting

Agencies / Third-Party Recruiters

Professional Networking Sites

Employee Referrals

Internal Candidates

Job Boards

Company Websites

0 5 10 15 20

20112015 With the Internet making information more easily

accessible than ever before, job candidates routinely utilize company websites to assess a firm’s strengths and help determine if they would be a good fit with an organization before even applying for a job. BERSIN BY DELOITTE 2015 FACTBOOK

© Copyright 2000-2012 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.

EVERY SOURCE OF RECRUITMENT MARKETING FUNNELS INTO YOUR CAREER SITE

JOB BOARDS

GOOGLE SEARCH

EMAIL, JOB

ALERTS

GO WHEREVER YOU WANT

UBER

INFORMATION AT YOUR

FINGERTIPS

GOOGLE

BUY WHATEVER YOU WANT

AMAZON

CANDIDATES EXPECT THE SAME KIND OF EXPERIENCE THEY GET FROM POPULAR CONSUMER SERVICES

CAREER SITE TRANSFORMATION PLANNING

Phases we go through with our clients

ANALYTICS

LOYALTY

AWARENESS

FAMILIARITY

CONSIDERATION

B2C DIGITAL MARKETING FUNNEL

PURCHASE

ANALYTICS

EMPLOYER BRAND

SEO / ORGANIC TRAFFIC

STRATEGY

RECRUITMENTMARKETING

APPLICATIONCONVERSION

RECRUITING DIGITAL MARKETING FUNNEL

EMPLOYEE ADVOCACY*

Five Phases of Career Site Transformation Planning

EMPLOYER BRAND SEO RECRUITMENT

MARKETING CONVERSION ANALYTICS

EMPLOYER BRAND

ESTABLISH YOUR EMPLOYER VALUE PROPOSITION

The characteristics behind and appeal of working for your company

Applies to current employees (retention) and future employees (recruiting)

CareerOpportunity

CulturePay and Benefits

Work / LifeBalance

?

INTEGRATE YOUR BRAND AND EMPLOYEE VALUE PROPOSITION ON YOUR CAREER SITE

Design - leverage internal creative, hire an agency

Content - what content / channels do you want to develop (video, blog, social, etc.)

Leverage existing employees, marketing and recruiting resources to get the word out

on your EVP

SHARE YOUR EMPLOYEE VALUE PROPOSITION

SEO

DRIVING ORGANIC TRAFFIC TO YOUR CAREER SITE

3/4 of all job searches start with a Google Search

Recruiting is evolving into a digital marketing function

Awareness

Familiarity

Consideration

Purchase

GOOGLE ANALYTICS AS CORE COMPETENCY

Establish a baseline for career site web performance

Understand volumes, platforms (mobile vs desktop) and sources

Measure, measure, measure

SEO LANDING PAGES

Consistent Google friendly URL structure careers.yourcompany.com/category careers.yourcompany.com/location

Dynamic employer brand content

Job search and relevant jobs

RECRUITMENT MARKETING

EVERYONE IS A PASSIVE CANDIDATE

58% of employed adults search for a job at least once a month

Build passive candidate opt-in directly into your career site (Talent Networks / Job Alerts)

CONTENT MARKETINGFIND YOUR OWN AUTHENTIC VOICE

Build an editorial calendar for the a quarter or even a year

Build content production into your costs and team structure (outsourcing is dropping in price)

Build content marketing into your site

LEVERAGE AUTOMATION AND EMAIL MARKETING

Automate and personalize brand centric emails to passive candidate pools

OPTIMIZE FOR CONVERSION

OPTIMIZE FOR MOBILE

Jibe has hosted 250M job seekers, 40%+ from mobile

END TO END MOBILE OR NOTHING

First time you present a UI not optimized for Mobile, conversion rate goes to zero

SHORTEN YOUR JOB APPLICATIONS

05:05

14:15

23:25

32:35

41:45

0%

20%

40%

60%

80%

A B C D E F G H I J K L M N

Conversion Rate Time on Site

Time to complete job applications negatively impacts conversion

Do you need to be asking every single question?

IDENTIFY DROP OFF POINTS

Use analytics to determine where candidates are dropping off in your search and apply process

Test different strategies for addressing drop off:

• UI / UX Changes • Mobile • Move to later in the flow • Eliminate • Move to offline

ANALYZE AND MEASURE

% that can’t effectively track

0%

18%

35%

53%

70%

ApplicantSource

Time to Fill

Candidate Conversion %

Cost per Hire

RECRUITING ANALYTICS: ARE YOU FLYING BLIND?

• Ability to see all key metrics in a single pane of glass

• Detailed insight into the application funnel, sourcing metrics and hiring funnel

• Personalized views of data for recruiters, TA execs and hiring managers

• Analytics on a PC or mobile device • Ability to filter and customize views of the

data by data, recruiters, job category or source

RECRUITING ANALYTICS: Make better recruiting decisions with full visibility into your data

CAREER SITE TRANSFORMATION PLANNING

Phases we go through with our clients

TAKEAWAYS FROM TODAY’S WEBINAR

THINK ABOUT RECRUITING LIKE A CONSUMER MARKETER AND ALIGN YOUR DIGITAL MARKETING FUNNEL

Why should job seekers want to work at your company?

Focus on analytics to understand where current efforts are failing and how you can

continually improve

When they get to your site make it easy for job seekers to share information and

tell your story to job seekers

Focus on the career site and how to get more job seekers to visit the site.

EMPLOYER BRAND

SEO / ORGANIC TRAFFIC

STRATEGY

RECRUITMENTMARKETING

APPLICATIONCONVERSION

BASELINE KEY METRICS TO UNDERSTAND WHERE YOU NEED TO IMPROVE

• VISITORS • SOURCES • CONVERSIONS

FOR MORE INFORMATION ON JIBE: visit jibe.com

EMPLOYER BRANDASSESSMENT

CAREER SITEASSESSMENT

@JIBE www.linkedin.com/company/jibeLETS CONTINUE

THE CONVERSATION

For a one on one session with the team reach out nowivan (at) jibe.com or @itsmeivan on Twitter