Automating and Measuring Web 2.0 Strategy - Doug Berg

New Jersey
Web 2.0
Talent Acquisition
Summit
jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Automating
Protecting
& Measuring Your
Web 2.0 Strategy
Doug Berg – Jobs2Web

Thoughts
• Social Media Is Changing Recruiting

• Over-Hyped In Short Term, Under-Hyped In Long Term
• Shift Of Process Control From Employer To Candidate
• Much More About Marketing & Interactivity
• Higher Focus On Soft Costs Of Recruiting
• Requires Better Intelligence & Intention
• Do It – Or It Will Be Done To You

Touch Points For Today
• How Search & Social Media Is Changing Recruiting

• Building Your Strategy Is Key To Success
• Automating & Protecting Your Social Strategy
• Top Sites & Technologies To Focus On
• Web 2.0 Tips & Tricks
• Measuring Your Results
• What’s Next For Social Recruiting?

Search & Social Media Is Changing
The Recruiting Landscape

News Media Is Pushing Social Channels

Old Recruitment Ads New Recruitment Ads

New Recruiting Experience

Req-Less Recruiting

Linear Vs Social Recruiting
$ Sourcing
$ Job Boards $ Advertising
Face
Book
Linked
Twitter
In
Passive
Ongoing
Active
Contact
1 Time Use Sees
Job
Of Prospects Email
Unselected
Trashed Apply
Multiple
1 Hire
Hires

Expanding Your Reach & Engagement
Passive Candidates Active Post Apply

65% to 75% Of Market Candidates (Employees & Alumni)
• No Capture Tools • Apply • Recruiter Manually Driven

Web 1.0
• Recruiter Contact
Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets

• Join Talent Community • Repeat Visitors/Applicants
• RSS Subscribe • Apply • Referral Email Agents
• Follow On Twitter • Social Sharing With Friends
• Join Linked In Group • Social Profile Applications
• Become A Fan/Facebook • Group/Fan Involvement
• Join Private Community
90% Of 50% 30%to 50% Increase
Career Site Visitors Fall Off In Referral &
Repeat Visitors

The Home Page
X
Web 1.0 Home
Page
Why
Locations College Job
Culture Work Benefits
Biz Units (Interns) Search
Here
Job Career Search

Video Diversity
Profiles Paths Results
Job View
Apply
ATS

Manual Process Overview
Manual Marketing
Definition Promotion Sourcing Facilitation
Search/Send On
Get/Review Job Post To Monster Review Apps
LinkedIn
Post To Search/Send In Deal With
Post Into ATS
CareerBuilder ATS To Prev Apps Bounces & Spam
Interview Mgr For Search/Send To Forward Goods To
Post To Craigslist
Hot Points ZoomInfo Manager
Search/Send To Interview Coord
Email Internally
Personal Contacts & Prep
Search/Send Interview
Post To Twitter
To Search Engines Follow Up
Search/Send Declines,
Post on Facebook
To Facebook Rejections
Write Blog Article Search/Send References &
(or post on Blog) To Niche Boards Background
Post To Search/Send Offer Prep &
FriendFeed Tweeple Accept
Eats 80% Of Recruiter Time

People Driven Approach
Recruiter A
Personal
Networks
Recruiter B
Personal
Networks
Recruiter C
Personal
Networks

Channel Driven Approach
Company Owned Social Networks

Typical Social Strategy

Optimized Social Media Recruiting Strategy
Careers
RSS Feed Engine Connect With Us page
Home Page
YouTube Facebook LinkedIn Twitter
Targeted Career Corporate Page Corporate Page Target

Videos Areas
Target Recruiting Pages Target Recruiting Pages
Target College Recruiting Target College Recruiting

Recruiter
Alumni Group / Pages Alumni Group / Pages Streams
Employee Referral Application Recruiter Page Links


• Ernst Tax Careers

• Ernst Accounting Careers
• Ernst Audit Careers
• Ernst Entry Level Careers
• Ernst Advisory Careers

How Does This Happen?
Manual Process: Automated Process:
• Recruiters User Personal Profiles • Companies Build Strategic

Recruiting Channels
• Manually Post Jobs Into • Automated Job Posting/Streams

Channels Into Social Channels (RSS)
• Candidates Respond Directly To • Candidates Respond Via Career

Recruiter Site & ATS System
• Typically Not Measured • Measured At Visitor, Member,

Applicant & Hire Levels
• Channel Belongs To Recruiter • Channel Belongs To Company

With Recruiter Involvement

Automated Job Distribution (RSS Feeds)
Career Site

What Is RSS? (Really Simple Syndication)




Everyone Is A Viral Recruiter
Employees
Social Sharing
On All Pages
Visitors
Hiring
Managers

Technologies & Sites To Focus On (For Now)



Twitter For Recruiting
Job Tweets
(Search & Apply)
Candidates
(Find & Follow)

Problems: Tweets, Posts, And Feeds Not Targeted
• Not using important

data within tweets.
- Job Title
- Location (City/State)
- Company Name
• Not compelling nor

conversational posts.
• Either no hash tags or

too many hash tags.
• No direct feeds into

Twitter, nearly all job
boards posting.

Problems: Workflow Processes Not Optimized
Join 3rd Party

Job Board
Or Site

Solutions: Knowing The Web 2.0 World Helps Optimize
• Insuring You Have The
Right Keywords In Your
Job Titles
• Title
• Location
• “Job” or “Career”
• Put Candidates Directly

Back On Your Jobs
And/or Career Site.
• Adding Hash Tags

“#Jobs” To Postings Will
Help Job Seekers On
Twitter

Example: Hash Tags To Insert Into Your Job Tweets
#____jobs
#career
#careers
#employment
#hiring
#job
#jobadvice
#jobhunt
#jobhunting
#jobinterview
#jobpostings
#jobs
#jobsearch
#recruiters
#recruiting
#resume
#resumes
#salary
#success
#work

Example: Streaming Jobs To Your Twitter Accounts
Twitter
Account
Feed URL
Hash Tags

Automated Distribution

Facebook Pages

Social Network Functionality
Company
Branding
Job Search
Job Marketing
Media Integration
Getting
Personal
Diversity
Matching Jobs

Facebook Solution: Workflow Process Optimized

Solution: Picking & Configuring The Right Tools

Puts You On The Wall

Search Engine Examples:
Pay Per Click:
20 Characters Per Line
$4+ Per Click
Search Engine Optimization

150 Character Description
$0 Per Click – 90% Of Clicks

Search Engines: PPC - Workflow Process (Not Good)

Drive Talent Direct (SEO)
Keyword Targeting User Generated

Search Engines: Workflow Process Optimized

Dynamic SEO Landing Pages

Drive Talent Direct (SEO)
Results To Date:
• 600+ Targeted Keyword Landing Pages

• 5,000+ User Generated Keyword Landing Pages
• 95% Of Pages Are 1st Page Ranked On Google
• 80% Of Pages Are 1st Page Ranked On Bing
• 10,000+ Search Engine Visitors Per Month Currently

Solutions: SEO Helps With Facebook Strategy
Bing serves web

results into
FaceBook search
results. SEO
efforts will direct
traffic to your site.

Linked In Groups

Linked In Groups

Example: Streaming Jobs To Your LinkedIn Accounts

Example: Building Groups With Automated Feeds
News
Jobs

Example: Weekly Updates To Your LinkedIn Groups
Company News
& Blogs
Jobs

Promote Your Social Channels!

Results To Date:
Group Linked In Twitter Facebook
Music 91 47 -
Hardware 101 29 32
Xbox 268 2,241 155
Office:Mac 31 23 21
Gaming 448 719 -
Reliability 418 - -
Mobile 181 35 46
Women In Tech 38 - -
Connected TV 78 34 26
Surface Computing 53 30 46
Automotive 28 20 23
Zune - 43 48
XNA - 153 28
Games For Windows - 48 45
Game Studios - 151 100

Measuring Your Social Strategy – The Recruiting Dashboard

Typical Web Analytics > A Broken Process
Web Analytics: ATS System:

• Shows Visitors (Site Level) • Completed Applicants
• Page Views (Page Level) • Apply Sources:
• Top Keywords (Referrals) - Candidate Selected
• Campaigns (# Of Clicks) - Job URL Defaulted (Only)
• Geographical (By Site/Page)

Jobs2Web Driven Analytics > Dynamically Bridged To ATS
Web Analytics: ATS System:

• Shows Visitors: • Completed Applicants
- Person Level • Apply Sources
- By Referrer/Talent Type - Dynamically Set By Jobs2Web
• Keywords (By Referrer) - All Online Sources
• Campaigns (Person Level)
• Apply Starts
(CRM/Referring Sources)
• Geographical (By Type)
• Time/Date (By Type)
• Search/Social Footprint

Dynamic Source Tagging
Exact
Types Of Your ATS
Referring
Sources Sources
Source
www.Twitter.com Your Jobs Your ATS With Tag

Measuring Your Social Strategy

Example: Measuring Your Social Media Effectiveness

Example: Measuring Your Interactive Channels

Measuring Your Recruiting Effectiveness
To Blogs, Job Campaigns Search

Career Site Social Employee
Measure Partners Aggregators (Email & Engines
& Direct Networks Referrals
Micro-Sites & Boards Events) (SEO/PPC)
Jobs2Web Jobs2Web Employee Links & Jobs2Web Talent

Jobs2Web
Use As Your Apps & RSS Referral Landing Campaign Landing
Job Feeds
Career Site Feeds Marketing Pages Codes Pages
Direct
All Social Referral
View Traffic Visitors, Apply Starts, Drop-Off’s Click Thru’s & Conversions
Traffic Activity
Sources
Builds Your Talent Community Dynamic Source Tagging Higher Conversion Rates
Benefits (Capture’s Passives & Fall Off’s) Into ATS System (Repeat, Viral, Referral)

Your Career Site
Join Talent
Search Apply To Branded
Talent Landing
Jobs Jobs Job View
Pool Page
Your Recruiters
Source & Visitor
Data Collected
Job Job Job
Search Engines
SEO
SEM
Job Job Job
Recruitment
Marketing Platform
Apply Apply Apply Job Aggregators/Classifieds/Boards
Craigslist
Apply Apply Apply
Talent Dash
Pool board
Your Applicant
Tracking System Talent Community
Sourcing
Team
Your Prospects Past Employee

& Passive Applicants Referrals
CRM
Social Media & Networks
No Change In Process For Recruiters.

Adds NO Additional Work!

Site Distribution Across Channels

What’s Next?

Next Generation Social Recruiting Tools

Next Generation Social Recruiting Tools
Hi Doug!

Free “How To” Videos – www.jobs2web.com

Join Recruiting Geeks On Linked In

Free Videos On Vimeo.com/Jobs2Web

Automating and Measuring Web 2.0 Strategy - Doug Berg

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New Jersey

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

• Social Media Is Changing Recruiting

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

• How Search & Social Media Is Changing Recruiting

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Passive Candidates Active Post Apply

• No Capture Tools • Apply • Recruiter Manually Driven

Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Job Career Search

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Definition Promotion Sourcing Facilitation

Eats 80% Of Recruiter Time

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

YouTube Facebook LinkedIn Twitter

Targeted Career Corporate Page Corporate Page Target

Target College Recruiting Target College Recruiting

Employee Referral Application Recruiter Page Links

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

• Ernst Tax Careers

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Manual Process: Automated Process:

• Recruiters User Personal Profiles • Companies Build Strategic

• Manually Post Jobs Into • Automated Job Posting/Streams

• Candidates Respond Directly To • Candidates Respond Via Career

• Typically Not Measured • Measured At Visitor, Member,

• Channel Belongs To Recruiter • Channel Belongs To Company

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

• Not using important

• Not compelling nor

• Either no hash tags or

• No direct feeds into

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

Join 3rd Party

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

• Put Candidates Directly

• Adding Hash Tags

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.

jobs2web | Copyright ©2009 of jobs2web. All rights reserved.