Recruitment Best Practices

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Recruitment Best Practices

• Eight Great Features to Boost Revenue Online and
  in Print
• Tony Lee

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Start With the Good News

• Over the next four years, total recruitment
  spending will rise 25, from 58 billion in 2008
  to 73 billion in 2012. The largest beneficiaries
  will be online media and full-service employment
  agencies. Online spending will rise 23.5
  to a record high of over 11 billion.
• Opportunity abounds online nearly half the job
  seekers who have Internet access today are not
  using online media to look for a job.
• Source Borrell Associates 2008 OUTLOOK ONLINE
  RECRUITMENT ADVERTISING (Apr '08)
• Strong projections also available from the
  Conference Board, Labor Department and Classified
  Intelligence

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How Can You Attract Increased Spending from the
HR Community Small Companies?

• By becoming the primary source of qualified
  candidate applications in your local market

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Best Practice 1 Put Top Jobs Everywhere

• Reach passive candidates with jobs throughout
  your site in news, sports, community, etc.
• Display a targeted list of jobs based on location
  or category
• Provide prominent placement for featured results
  to increase response, which will prompt employers
  to upgrade their ads
• Typical revenue increase 5K - 20K a month

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Targeting Works Best
The job results shouldnt be limited to featured
jobs - display jobs based on other criteria, such
as date posted, industry, location, adjacent
editorial content and more
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Best Practice 2Add Top Jobs to Partner Sites

• An easy, inexpensive way to increase visitor
  traffic to your job database, boost distribution
  for your clients listings and reach candidates
  you wouldnt reach otherwise
• Offer revenue-share opportunities to
  participating organizations and publications
  give them a percentage of the revenue from every
  job posting they send to you
• Typical traffic increase of 10 to 20 to your
  job database depending on the partner
• Potential Partner Sites
• Local chambers of commerce
• Local chapters of trade associations, fraternal
  groups, educational organizations, tourist
  boards, etc.
• College university placement offices
• Niche publications, community newspaper radio
  station web sites

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Example Partner Site
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Best Practice 3Add Browse Jobs Wherever
Logical

• Click-through rates often are 50 to 100
  better
• Improves search engine optimization (SEO)
• Attracts curious yet targeted candidates
• Builds communities with targeted content
• Great spot to promote preferred companies
• Generates more display ad revenue through
  increased page views

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Browse Can Even Have a Dedicated Page
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Best Practice 4 Boost Ad Volume With a Great
Media Page

• Develop a page that employers can reach easily
  when visiting your site in search of print and
  online job-posting information
• Clearly communicate your unique audience and
  value proposition
• Outline upsells, bundled products, special
  offers, featured banners, etc.
• Make buying online easy through a straightforward
  e-commerce application and offer clear pricing
  options and contact information
• Use e-commerce postings as a lead-generation
  source and follow-up

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Media Page Example
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Media Page Example
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Media Page Example
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Media Page Example
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Media Page Example
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Media Page Case Study

• The results after a metro daily newspaper updated
  its media page
• 2006 579 E-commerce postings 121K in revenue
• Launched new media page
• 2007 951 E-commerce postings 177K in revenue
• Postings up 64
• Revenue up 46

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Best Practice 5Embrace Reverse Publishing

• Offers online advertisers the chance to place
  their listings in print 24/7
• Generates new revenue and increases spending by
  existing clients while generating more lineage
• Uniformly easy to use advertisers input print
  ad details
• Secure automated transactions should be
  integrated with your e-commerce platform
• Typical model Auto-generated file of print ads
  and advertiser billing information dropped to an
  ftp box on your schedule
• Be sure to include an ad ID in print to draw
  readers to see the expanded ad your web site

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Reverse Publishing Media Page Example
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Best Practice 6 Job Scraping

• An automated process for extracting jobs en masse
  from a companys job database
• One sale that locks up each client from three to
  12 months depending on the terms you offer
• Populates your sites database with jobs much
  faster than print classified feeds, packages and
  manual posts combined
• No work for employers automatic scrapes each
  day/week
• Easy to bundle with real and virtual job fairs
  and impression-based ad campaigns to
  increase client response
• Unique to newspapers since it breaks the revenue
  model of national job boards

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Scraping is cost-effective for clients since the
price per job is low

• Use reporting to show metrics that clients
  appreciate
• Case study Client pays 1,000 a month to post
  200 jobs on average on your site via a wrap
• Sample metrics you can share each month with
  client
• Cost per job 5 (based on 200 jobs)
• Cost per view .50 cents (based on 2,000 views)
• Cost per apply 10 (based on 100 applies)
• Better ROI than any national job board

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Best Practice 7 Maximize Your Email Marketing

• As a traffic driver to your site
• Stay in constant contact with your visitors by
  sending a monthly newsletter, job alerts, site
  upgrades, etc.
• Create promotions, chats and events through
  emails
• Invite visitors to return if they havent updated
  their resume recently, and use contests to
  motivate that behavior
• Track open rates and revise to improve readership
• Generate revenue
• Offer email sponsorships
• Send targeted emails on behalf of advertisers
• Use HTML to include display advertising

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Promote Email Sign-Up Prominently
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Best Practice 8 Offer Virtual Job Fairs

• Benefits
• Build your candidate database
• Attract new advertisers within a specific niche
  and/or time period
• Generate revenue with candidate database access

• Features
• Promote advertisers with company profiles
• Allow seekers to pre-register for a physical
  event
• Import scanned resumes from the physical event
• Allow employers to search for candidates for a
  set period of time after the event
• Configure as registration-only or also allow
  employers to post jobs

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Virtual vs. Live Job Fair Case Study
Daytona Beach News-Journal
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Questions