Download - 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
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