Presentation by Paul Forster October 20, 2006

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• Presentation by Paul ForsterOctober 20, 2006

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Topics

• the new new things
• search cutting through the clutter
• how to use search engines
• keyword advertising
• search engines for jobs
• sponsor your jobs
• track your applicants

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The New New Things

• blogs
• recruitment videos
• myspace social networking
• dot jobs
• referral networks
• web 2.0
• search engines

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Search Cutting Through the Clutter

• Goal targeted, qualified candidate clicks
• Search engines are good at this-
  comprehensive- high relevance - understand user
  intent
• Types of search engine- general (e.g. Google,
  Yahoo)- vertical (e.g. Indeed.com, Oodle)-
  hybrid general vertical (e.g. Google Base)

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How to Use Search Engines

• Search engine optimization (SEO)
• Keyword advertising
• Specialized ad systems (e.g. PPC job advertising)

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Keyword Advertising

• Set it up- Pick keywords- Write your ad copy-
  Choose a landing page- Specify your maximum bid
  per click
• Voila!- whenever someone searches using your
  keywords, your ads are displayed to them- only
  pay when your ad is clicked on

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Benefits of Keyword Advertising

• Highly qualified candidate leads
• Price per click determined by an auction market
• Low cost per lead
• Stop, start fine-tune your advertising
• Monitor results online in near real-time

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Keyword Advertising Strategies

• Job-related terms- registered nurse jobs-
  registered nurse jobs Las Vegas
• Non-job related terms- registered nurse
  degree- registered nurse degree Las Vegas

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Search Engines for Jobs

• search millions of jobs, instantly in a single
  search, from thousands of company websites, job
  sites and newspaper classifieds
• comprehensiveness relevancerelevance
  targeted, qualified candidates
• Pay-per-click advertising- sponsored jobs
  advertising- keyword advertising

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Sponsor Your Jobs

• Cost effective- only pay per click- pay no
  more than you have to- fine-tune your ad
  campaigns- online reporting
• Quick simple- no need to pick keywords or
  landing pages- no need to write advertising copy
• Highly targeted, qualified candidates
• Low cost per applicant and per hire!

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Track Your Applicants!

• You need to identify the source of your hires
• Drop-down menus dont work
• Automated tracking is technically simple
• Talk to your ATS!