google jobs compete study q3 2012

Google Confidential and Proprietary 1

Search plays a significant role for job seekers

84% of consumers start their

research on a search engine

25% discover a new site they were not aware of before searching

Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012.



Research has become a lengthy process 80% of research sessions occur 2+ weeks prior to conversion

Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012. Clickstream: base = converters Google Confidential and Proprietary 2

Maintain an always on strategy to capture users throughout the research process.

9% 12% 24%

Same Day Same Week 2 to 3 Weeks

56% 30+ Days

Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012. 3 Google Confidential and Proprietary


Job searchers are 2X more likely to convert than non-‐searchers

92% View 16+ pages

prior to conversion

56% Rely on non-

branded search

32% Use a branded search prior to

conversion

48% Use search 5+ times while doing research

Source: Compete, “Understanding the Consumer Path to Purchase Journey – Local and Social Companies”. July 2012. 4 Google Confidential and Proprietary


Researchers cast a wide net while they research 46% of in market online service consumers on average visit 5+ sites

Remarket to users who are exploring options.

26% 1 Site

28% 2 to 4 Sites

46% 5+ Sites



Users rely on search to…

81% Obtain information

25% Discover new site(s)

25% Decide which site to convert

Be reminded of existing site(s)

17% Compare options

22%



4 out of 5 of searchers will ‘switch’ prior to conversion

80%

of converters ultimately convert on a different site than they originally intended



25%

21% 19%

5%

Expand reach outside of search 1 in 4 in market job seekers are on the GDN during their research period

30%

25%

20%

15%

10%

5%

0% GDN Facebook YouTube Twitter

1 in 5


Online video influences job seekers Job seekers watch online video as part of their research.

+16% Increase in YouTube referrals to job sites

Source: Compete, “Understanding the Consumer Path to Purchase Journey – Careers”. July 2012. *Over a 6 month period.

18M Job site researchers searching on YouTube


9 Google Confidential and Proprietary


Searching on the go



76% of job seekers are using mobile devices to search

53% use mobile applications during their research


While researching on a mobile device, users access…

Search 76%

Social 62%

Use an app 53%

Reviews 40%

Video 37%

Source: Google and Compete P2P Classified and Local Mobile Survey RT1. Which mobile device, if any, did you use to access each of the following online sources while looking for information about job searching websites? N=229 July 2012. Google Confidential and Proprietary 11

REVIEWS

55% 34%

46% 34%

37% 42%

30% 47%

24% 52%


And we’re seeing mobile usage increase year over year Which resource do you use on your mobile device to research job sites?

Use More Use the Same

Search Engines

Read Articles Online

Mobile App

Consumer Generated Reviews

Video Sharing Site

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: Google and Compete P2P Classified and Local Mobile Survey. M6. Thinking about looking for information about jobs do you perform each of the following activities on your mobile device(s) (e.g., mobile phone and/or tablet) more or less than you did 12 months ago?. July 2012.



Missed opportunity: job sites are not optimized for mobile conversions

50% Over 50% of job site researchers rely on mobile apps and mobile search; however,

5% Less than 5% of users end up converting on their mobile device

Source: Google & Compete Local & SoFo P2P Survey P1. Did you end up purchasing, subscribing to, or filling out a form to get more information from a/an job search company or provider while you were looking for information about job sites online? n=229. P2. How did you purchase, subscribe to, or fill out a form to get more information from the job search company or provider? n=123



Key Takeaway: Competing for job seekers online

Job seekers rely on search and often research for 3+

1 weeks: Invest in search & display to increase consideration of your brand.

Job seekers browse multiple sites: Remarket to customers who don’t immediately convert on your site.

Job seekers are utilizing mobile devices: Create a mobile optimized experience to boost conversions.


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google jobs compete study q3 2012

Marketing