Search Engine Marketing

Rich Peterson wants you to market your jobs on search engines. Rich says you’ll reach six times more potential candidates than Monster, Hot Jobs, and CareerBuilder combined.SEM is a powerful force that should lie at the core of your recruitment strategy.

Paid search - such as advertising job opportunities and driving traffic directly from search engines to your career site, a branded landing page, or a specific job - is a pay-per-click model, which means you only pay for actual clicks on your ad, not impressions.

Social Media Advertising

Video

YouTube is the second-largest search engine (after Google). That says a lot about the power of video. And as a recruiting tool, its impact is undeniable. We need to develop unique recruitment-oriented videos for the web, for mobile, and for event marketing.

Proper use of SEO techniques (called “white hat” techniques), as opposed to “black hat” tactics that are designed to “trick” the search engines and could eventually lead to a site being banned. The use of an agency helps here.

Web Analytics

By reviewing actual server logs and analyzing the data, we can get valuable information regarding website usage, behavioral patterns, most- and least-visited pages, and much more.

Web log data can be confusing and, at times, almost impossible to read. That’s why using WebTrends to read and visualize the data. Depending on the format, you can determine:                    

The number of times each page is accessed, which pages are requested most often, and the number of page views

The websites users are coming from

The keywords being used on search engines in order to locate the site

The length of time users stay and the number of pages viewed per session

And, much more.

Armed with this information, we gain a clear picture of who your visitors are, how they behave, and what engages their attention. This information is invaluable when analyzing web traffic and/or benchmarking for future web work/traffic driving initiatives.

A/B Creative Testing

A/B testing, split testing or bucket testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.

As your partner, the agency enables you to test multiple creative executions, in real time and in an extremely cost-effective manner. You’ll instantly see which digital ads are out-performing others (from a creative perspective), as well as which messaging resonates best with your target audience.

Creative optimization testing is an automated process that provides detailed reporting on the effectiveness of creative executions. It’s an effective tool that helps take the subjective nature out of creative evaluation. Using the Google Content Network or existing media placements as a testing ground, we show multiple banners (with different creative) to candidates, and then we monitor the resulting activity. We serve each banner separately so we can correctly measure the response, and we use real-time optimization, so each banner is placed equally at first, and then we begin to bias the better-performing banners.

Rich Peterson believes the audience essentially chooses which creative resonates best with them as indicated by their action of clicking on the ad.

This ensures that the audience/candidate, rather than the agency/client, is the final arbiter of the efficacy of a particular creative campaign.

Media Metrics

Campaign Management

Campaign Management from a candidate’s first impression to their final “Click to Apply,” tics (for example, a banner ad on the home page vs. email marketing) provide a full cost-per-hire reporting solution.

Develop interactive and traditional communications programs

Employer brand identity and recruitment marketplace presence through a multi-pronged approach including television, radio, interactive media, outdoors media, print advertising and brochures.

Develop brands, campaigns, messages, and supporting materials that will reach your target audience, and persuade them to follow the call to action.

Multi-platform advertising campaigns in a number of disciplines for military and government clients on the web, in print, and on-air.

Views: 75

Comment by Keith D. Halperin on November 11, 2013 at 4:29pm

Thanks, Richard. IMHO, a stronger and more pro-active approach would be to use dedicated sourcers identify  potential candidates  and then go after them, instead of trying to get them to come to you.

 

Cheers,

Keith

Comment by Richard Peterson on November 11, 2013 at 4:51pm

Yes, Keith.

"Proactivity' is everything.

Sadly, we still live in a "Reactive' world and employers are going to throw wide nets and catch 'em where they can.

Comment by Keith D. Halperin on November 11, 2013 at 5:57pm

"Employers are going to throw wide nets" filled with money (in our direction).

Hope, hope.

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