Post on 07-Apr-2018
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Markets are conversations. Theirmembers communicate in language thatis natural, open and honest, sometimes
even direct.
Most corporations, on the other hand,only know how to engage in a corporate
monotone of mission statements, productstrategies and marketing brochures.
Everything is now changing. People areconnecting and working together. The
Internet is enabling these conversationsand there is nothing corporations can do
to stop it.
Michael Specht in 21stCentury Recruiting e-book
(http://inspecht.com.au/pr
oducts-page/) citing The
Cluetrain Manifesto by
Chris Locke, Doc Searl,
David Weinberger and Rick
Levine.
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/8/4/2019 3. Blogging
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The Future of:
Recruitment and the Web
Clayton Wehner
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Markets are conversations. Theirmembers communicate in language thatis natural, open and honest, sometimes
even direct.
Most corporations, on the other hand,only know how to engage in a corporate
monotone of mission statements, productstrategies and marketing brochures.
Everything is now changing. People areconnecting and working together. The
Internet is enabling these conversationsand there is nothing corporations can do
to stop it.
Michael Specht in 21stCentury Recruiting e-book
(http://inspecht.com.au/pr
oducts-page/) citing The
Cluetrain Manifesto by
Chris Locke, Doc Searl,
David Weinberger and Rick
Levine.
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/8/4/2019 3. Blogging
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The economic context
Canberra has been resilient so far, but evidence ofchange (ABS, Geoscience)
Small drop in job advertisements last month in ACT,compared to Adelaide (the worst) which had 15% drop
Unlike interstate, no rise in unemployment yet
First of the states/territories to go into recession
Likely to slow down considerably in second half of2009 as cocooning occurs
Still a good volume of applicants in the market, but arethese likely to be the best candidates? Probably not.
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Great time for change
This economic uncertainty
provides an opportunity for you to
try some new things!
Implementing a web strategy now
may give you the edge over your
competitors when the economy
turns
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Recruitment Today
A) Employer has a job opening
B) Employers post job ads on job boards for a feewait and see
C) Job seekers visit job boards
D) Job seekers apply for job by submitting a CV
E) Employer reviews CV
F) Employer conduct interviews
G) Employer offers a job
Sterile, reactive, not based on a ROI model, notcareer oriented, source active seekers only, manyapplicants, poor matching
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Recruitment Tomorrow
Jobs found almost exclusively online (not in print)
Networking much more referral-based recruitment viagroups, alumni and communities of interest
Organisations focus on Employment Branding
Job seekers focus on Employee Brandingindividual brandsshowcased through personal websites, video CVs, self-
publishing Syndication of information multiple channels to find jobs
Rich media video, audio via hi-speed broadband, wifi &mobile devices
Use of search to find jobs, to check job seekers, to checkorganisations
Reverse candidate driven recruitment advertising people,rather than advertising jobs
Interactive, proactive, sources active and passive seekers,meets short and long term needs, saves time and money
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Its called Web 2.0
Web 2.0 is a term describing changingtrends in the use of World Wide Webtechnology and web design that aims toenhance creativity, secure information
sharing, collaboration and functionalityof the web. Web 2.0 concepts have ledto the development and evolution ofweb-based communities and its hosted
services, such as social networking sites,video sharing sites, wikis, blogs, etc
Source - Wikipedia
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Topics for Today
Virtual communities
Mobile Web
Social networking
Micro-blogging
Bookmarking /Tagging
Employer / Jobseeker research
Generalist job boards
Niche job boards
Job aggregators
Other job boards
Job posting services
Websites
Search engines
Search engineoptimisation (SEO)
Search engine
marketing (SEM) RSS
Blogs
Podcasting
Video
Instant Messaging /Chat
Wikis
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Websites
Does your business have awebsite?
Are you proud of your website?
Does it DO anything? Is it just abrochure?
Fundamental part of your Web
2.0 strategy Fix this first before doing anything
else!
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Websites
Things you can do: Show all your vacant jobs on your own
website!
Register candidates through your
website and link it with your internaldatabase
Offer useful content on your websitedesigned to attract candidates andclientsCV templates, how to guides
Build an Employment Portal containingvideo, case studies, FAQs, testimonialsabout working at your company
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Search Engines
Websites that retrieve
information based on specific
keyword search terms
What are the three big ones in
Australia??
Yahoo!
Windows Live/MSN (NineMSN)
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Effective Search Techniques
Search all project manager SAP canberra
Remove job ads project manager SAP canberra -site:seek.com.au
Limit your search to a particular site project manager SAP canberra site:linkedin.com
Remove references to jobs in results project manager SAP canberra -jobs -job
Get results containing resume/CV project manager SAP canberra -jobs -job
~resume OR cv Use of quotes returns exact keyword matches
project manager SAP canberra -jobs -job~resume OR cv
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Search Engine Optimisation
(SEO) Optimising a website so that it achieves a higher
ranking in the search engines for particularkeyword combinations
This is a big topicand we cant do it justicehere
Things that you can do: Review your page copy, metadata and include
keywords
Get links to your site from thematically similar sites
Submit your site to Google, Yahoo, MSN, dmoz.org
Submit your site to Google Local Business Center
Consider listing with TrueLocal.com.au andYellowPages.com.au sites
Speak to me after if you are interested in furtherinformation about this
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Organic results
Paid results
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Search Engine Marketing
(SEM)
Pay-per-click advertising in searchengines Google Adwords
Yahoo! Search Submit
Facebook advertising
Instant traffic
Trackable for ROI
Relatively cost-effective $60 of free Adwords go to:
www.google.com.au/contactadwords
http://www.google.com.au/contactadwordshttp://www.google.com.au/contactadwords8/4/2019 3. Blogging
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RSS
RSS = really simple syndication
A push method of content distribution
Allows users to receive automatic
updates RSS feeds generally viewed in RSS
readers inc. browsers, Outlook
Can also distribute to mobile devices
and social networking sites All recruitment companies should be
using RSS!
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Blogs
Blog = web log
An online diary or journal
Anybody can be a content generator
and an expert in their field bad fortraditional media
Can be setup within minutes online:
Wordpress.com
Blogger.com
TypePad.com
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Blogs
Things you can do:
Have your staff contribute to a weeklyblog about their area of expertise
Write a blog for job seekers CV,interview, career tips
For larger organisations, have the CEOwrite a blog as an internalcommunication tool
Syndicate your blog content
DO NOT start a blog if you are willingto make regular, useful contributions
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Industry Blogs
Things you can do with Industry Blogs: Monitor industry blogs via RSS or email subscription
Make friends with an industry blogger and glean information fromthem
Sponsor or advertise on an industry blog
Contribute to an industry blog as a guest poster
Write comments on blog posts (ensure you include your website
URL for SEO effect) and set yourself up as an expert
Industry blogs: http://www.capitaljobs.com.au/blog
http://www.recruitmentblogs.com.au
http://www.destinationtalent.com.au/blog/
http://rossclennett.blogspot.com/
http://www.recruitmentdirectory.com.au/Blog
http://geoffjennings.com/
http://specht.com.au/michael/
http://familyandworkflexiblity.blogspot.com/
http://blog.sixfigures.com.au/
http://www.capitaljobs.com.au/bloghttp://www.capitaljobs.com.au/bloghttp://www.recruitmentblogs.com.au/http://www.destinationtalent.com.au/blog/http://rossclennett.blogspot.com/http://www.recruitmentdirectory.com.au/Bloghttp://geoffjennings.com/http://specht.com.au/michael/http://familyandworkflexiblity.blogspot.com/http://blog.sixfigures.com.au/http://blog.sixfigures.com.au/http://familyandworkflexiblity.blogspot.com/http://specht.com.au/michael/http://geoffjennings.com/http://www.recruitmentdirectory.com.au/Bloghttp://rossclennett.blogspot.com/http://www.destinationtalent.com.au/blog/http://www.recruitmentblogs.com.au/http://www.capitaljobs.com.au/bloghttp://www.capitaljobs.com.au/blog8/4/2019 3. Blogging
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Podcasting
An audio file distributed over the
internet
Can be downloaded for playback
on portable media devices
Takes some effort to podcast
effectively and video is often a
better solution
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Online Video
YouTube, Google Video, etc.
Higher bandwidth = more video, bettervideo
TV via internet protocol very shortly Organisations increasingly using video
for recruitment
Video services for candidates:
HireVue Candidates Alive
VisualCV.com
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Online Video
Things you can do: Release a clever viral video and watch it spread!
Interview your staff on video for use astestimonials
Tour of your premises on video
Interview your clients about their vacancies andpost on job boards
Offer a candidate video CV production service for afee
Improve morale by creating a video library of funnycompany events on your intranet and elsewhere
Create a YouTube channel to house all of yourvideos
Embed videos into your website and into your jobadvertisements on CapitalJobs.com.au
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Videos
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Instant Messaging (IM)
Real time communication betweentwo or more people
Services include:
AIM
ICQ
MSN Messenger
Yahoo Messenger
Google Talk
Facebook Chat
Skype (great for voice over IP too)
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Instant Messaging (IM) &
Chat
Things that you can do:
Integrate chat or IM into your
website so that prospects can talk
to you straight away Use instant messaging internally for
quick communication
Adopt voice over IP for your externaltelephone communication
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Wikis
Hawaiian term for quick A website created by a group of people
who have the ability to contribute andmodify content
Often used to create collaborative andcommunity sites best known site isWikipedia
Great for internal collaboration thinkintranets, knowledge management
What you can do: Set up an internal wiki for your in-house
processes, forms, policies
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Virtual Communities
Anybody heard of Second Life?
Initially well supported, but no
longer flavour of the month
Think about how you could
influence communities through
other virtual pursuits eg. video
game players
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The Mobile Web
Still a way to go before we seewholesale take-up of mobile contentconsumption
Will candidates use mobile devices
to view job information? Technologies include Google
Android, HTC, Blackberry andApples iPhone
Use of SMS is already quitewidespread in the recruitmentindustry
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The Mobile Web
Things that you can do:
Consider getting a mobile-enabled
version of your organisation website
Check the mobile version of yourexisting site here: http://ready.mobi
If you dont use SMS yet, then consider
it because it is useful for job
notification, inteview reminders etc. Keep your eye on technology in this
area.its evolving quickly
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Social Networking
Web based services that allow users to create
online communities based on shared interests
and activities there are over 2,000 of them!
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Who has NOT got a Facebook account? Straw poll number of Friends?
Over 175 million users worldwide
Has beaten MySpace in Australia 41.88% of social
networking traffic goes to Facebook (Source: Hitwise) Are any of your organisations blocking access to
Facebook?
Over 90% of people in a recent survey said they wouldprefer to work for an employer who gives them accessto Facebook and similar tools
What does banning Facebook say about yourorganisation? It says you dont trust your staff
But most people remain dubious that Facebook can beof any benefit to business
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Rubbishwere in the business ofpeople and MOSTpeople love Facebook!
Things you can do: Create a Facebook Group or Page for your staff and
encourage them to publish work-related news, photos
and video (and invite prospective applicants to join too) demonstrates that you are an Employer of Choice andboosts employee loyalty/morale
Start an alumni group on Facebook to stay in contactwith past employees
Create a group for a graduate recruitment round
Join Facebook Groups that relate to your industry andjoin in the conversation
Trial pay-per-click advertising on Facebook, limiting theads to your geographic region
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Examples of Facebook PPC Ads
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Who uses LinkedIn here?
Over 8 million users worldwide
Unlike Facebook, it is a professional network that usesthe six degrees of separation principle
Things you can do: Create a company profile (good for SEO)
Actively recruit people to link to you after you dealwith them send a LinkedIn invite after a meeting, add alink button to your email signature
Respond to Q&A and set yourself up as an expert in yourfield
Let people know if you are after staff
Recommend others and get recommended good foryour own individual brand
Ask for introductions to key people via your network
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Fastest growing, hottest property rightnow anybody using it?
Micro-blogging; 140 character limitbasically SMS on the web (but also can
be done via mobile device)
You follow people, they follow you; yourtweets are seen by your followers, yousee the tweets of people you follow
But who would be interested in thisseemingly banal, nebulous information?
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Trick is to tweet useful information, not thingslike: I am eating a pie
Things you can do: Sign up and experiment!
Syndicate a feed of jobs through Twitter Notify followers about vacancies and ask them to
retweet to their followers (viral effect)
Offer a referral fee for candidates referred viaTwitter
Notify followers about new blog posts, articles oruseful links
Connect to job seekers and industry specialistsapproaching somebody on Twitter is less intrusivethan other networks
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Bookmarking/Tagging
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Bookmarking/Tagging
Basically these sites help to sortthe good stuff from the bad onthe web by user votes
Things you can do: Add social networking buttons to
your content so that readers canbookmark your content (eg AddThis
toolbar) Bookmark your own content using
some of these sites (good for SEO)
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E l hi
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Employers researching
Candidates Who has googled themselves? Who has googled a candidate?
Ethical? Legal? Why wouldnt you?
My recommendation make sure that
your own internet footprint is aboveboard!
And educate candidates and employeesabout this too (particularly Facebook!)
Be aware that it is sometimes impossibleto erase information posted to theinternetthink twice before postingthose drunken images
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"K l D l i t i t k f*** it
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"Kyle Doyle is not going to work, f*** it
I'm still trashed. SICKIE WOO!"
E l hi
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Employers researching
Candidates Try these tools:
Yahoo!
Live Search
Facebook of course!
Spock ZoomInfo
Pipl
Spokeo
ZabaSearch
Checkster 123People
PeekYou
KnowX
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C did t hi
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Candidates researching
Employers
Beware! It works in reverse Candidates are connected and
informed
Somebody is watching you
Take a look at: http://www.jobvent.com
http://www.glassdoor.com
http://forums.whirlpool.net.au
Blogs like http://geoffjennings.com
http://www.jobvent.com/http://www.glassdoor.com/http://forums.whirlpool.net.au/http://geoffjennings.com/http://geoffjennings.com/http://forums.whirlpool.net.au/http://www.glassdoor.com/http://www.jobvent.com/8/4/2019 3. Blogging
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Monitoring the Chatter
People are going to blog, comment,tweet about your organisation
People are going to learn about yourorganisation through Google and other
online tools Things that you can do:
Monitor chatter about your brand byusing Google Alerts, Twitter Search,Hitwise, Buzznumbers or other monitoring
services Actively respond to criticism where you
believe it is warranted
Sometimes its best to ignore it
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Job Boards
200 in Australia
40,000 worldwide
88% of Australians use them
86% say that they will use them
for their next job
Will continue to take market share
from printwhy pay $1,000+
when you can pay less than $100?
Generalist/National Job
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Generalist/National Job
Boards Majors
SEEK clear market leader
MyCareer.com.au - Fairfax
CareerOne.com.au News Corp
Minors JobsJobsJobs
JobX merging??
Trends: Likely to be consolidation market too small
to sustain more than 3 Upheavel in print media will flow through to
online media at Fairfax and News Corp (joblosses, internal consolidation)
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Niche/Regional Job Boards
Proliferation of these in recent times 90% of boards fighting for 20% of advertising revenue
But niche boards are also uncovering new markets thathavent used a generalist board or newspaper for advertising
Major positive more qualified traffic = better qualityapplicants
Niche boards Hippo for teens
Six Figures - $100K+ jobs
OlderWorkers middle aged
CareerMums for mums
RagTradeJobs for the fashion industry
Geographic boards CapitalJobs.com.au!
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Other types of Job Boards
Candidate driven job boards / CVrepositories
LinkMe
nt3
NowHiring
CapitalJobs.com.au
Referral services new phenomena
Hoojano 2Vouch
Jobster
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Job Aggregators
Sites that pull content from existing sites toaggregate content in one place for convenience,and then redirect the job seeker to the sourcewebsite
They make money from pay per click and banneradvertising
There has been a proliferation of them in recenttimes: SimplyHired
jSeeker
WorkCircle
Recruit.net CareerJet
Indeed.com
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Job Posting Services
Services that post jobs to multiplejob boards at once
Useful if you advertise on multiplesites because it saves time and effort
Two major services in Australia: AdLogic / PostJobsOnce
JobAdder
More innovation likely; efforts willbe made to integrate in-houserecruitment systems and postingservices
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Job Boards
Things you can do: Write good job ads!!
Keep your eye on the job board industry
Understand the benefits of each type of
job boardand value is more importantthan cost
Use the full benefits of job boards eg. CVrepositories
Understand where your traffic comes from
and measure your ROI If you have an RSS feed of jobs, contact job
aggregators and they will generally addyour jobs for free
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What now?
Information overloadmy head hurts Review this presentation
Do some independent research
Write a strategy and implement it
Your strategy should include:
Need to identify target market Need to concentrate on what will work for you
Need to be transparent, honest and open
Need to engage, engage, engage
Need to push information and content
Need to devote time to doing it properly it takes time
and effort Need to keep an eye on what your competitors are
doing
Need to manage your online reputation
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Thank You
Email me: info@capitaljobs.com.au
Read my blogs:
http://www.capitaljobs.com.au/blog
http://www.netpreneur.com.au
Follow me on Twitter:
http://www.twitter.com/bluetrain
http://www.twitter.com/canberrajobs
Youll also find me on Facebook, YouTube,
LinkedIn, Skype
Thank you to Thomas Shaw,
Michael Specht & Philip
Tusing for elements of this
presentation
Markets are conversations Their
mailto:info@capitaljobs.com.auhttp://www.capitaljobs.com.au/bloghttp://www.netpreneur.com.au/http://www.twitter.com/bluetrainhttp://www.twitter.com/canberrajobshttp://www.twitter.com/canberrajobshttp://www.twitter.com/bluetrainhttp://www.netpreneur.com.au/http://www.capitaljobs.com.au/blogmailto:info@capitaljobs.com.au8/4/2019 3. Blogging
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Markets are conversations. Theirmembers communicate in language thatis natural, open and honest, sometimes
even direct.
Most corporations, on the other hand,only know how to engage in a corporate
monotone of mission statements, product
strategies and marketing brochures.
Everything is now changing. People areconnecting and working together. The
Internet is enabling these conversationsand there is nothing corporations can doto stop it.
Michael Specht in 21st
Century Recruiting e-book
(http://inspecht.com.au/pr
oducts-page/) citing The
Cluetrain Manifesto by
Chris Locke, Doc Searl,
David Weinberger and Rick
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/