MKH Advertising

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Online Recruitment Advertising and Marketing How
to choose the best job board
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Contents

• Online marketplace
• Jargon-buster
• Website definition
• Choosing job boards
• Case Studies

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The online market place

• 30 million (62)
• 13 million
• 3 million
• Broadband 60
• 23 hours per week
• 72 of jobseekers applied for the jobs they found
  online, of those 65 gained interviews and 56 of
  those got the job. (NORAS)

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Why Recruit online?

• Fast and efficient
• 24 / 7 culture
• Tracking
• Cost effective
• Brand Building capacity

Who is the average job seeker?

• Average age 34
• 13.6 years work experience
• Earning on average 34,600 per annum
• Looking at five sites for a job

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Past the jargon

• Unique Users

Page impressions
IP Internet Protocol Cookie file on a Web
user's hard drive
CPM
Registered User
Applications
Hits
Candidate Profiles (CVs)
MPU
Visits
Traffic
Click Through
Super-banner
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Website Definition
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Generic Sites
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Vertical Sites
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Publication Sites
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Portal sites
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Choosing the right site
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Preparation

• As much relevant information as possible is
  required
• Industry sector?
• Title and description?
• Salary and benefits?
• Location?
• Qualifications?
• Experience?
• Where are the candidates now?
• Budget?

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Examples

• We want to recruit someone to be a finance
  assistant, working in a team of five in London.

• We require a recently qualified (ACCA/CIMA)
  Financial Assistant, to be part of a team in a
  vibrant Legal office in the West End of London.
• The candidate should have 3 years experience and
  may possibly be currently working in a private
  law firm, or commercial business.
• The salary is 35,000 and includes a pension
  scheme and gym membership.
• We have a budget of 1000 for advertising.

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Site Audit

• Traffic?
• ABCe?
• Established?
• Demographics?
• Marketing?
• Links and alliances?

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Sexy Site?

• Site design?
• Easy to use?
• Up to date?
• Editorial content?
• Search facility? Keywords/location/industry?
• Similar jobs on the site?
• Application process?
• Competitors?

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Copywriting

• How much do we read on screen?
• Job Title
• Search Criteria
• Employer brand
• Action process?

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Layout
19 mentions of Quantity Surveyor
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And now
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Case Studies
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• LCG Bioscience

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The Brief.

• To recruit male and female volunteers aged 18

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Objectives

• To alter perception of clinical trials
• Raise Profile
• Recruit volunteers

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Strategy

• Who
• Where
• How

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Proposal

• Entertrials.co.uk
• Jobsreunited.co.uk
• Hotrecruit.com
• Tnt.magazine.com
• Saga.co.uk

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Campaign

• Entertrials.co.uk
• Jobsreunited.co.uk
• Tntmagazine.com

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Results

• 4,300 Clicks
• 250 Applications
• Cost per application - 24
• Cost per click - 1.40

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Other Successes

• Promethean Technical Helpdesk Advisor
• Kidde Graduate Engineer
• McIntyre Support Workers
• SAHA Accounts Officer
• (Salvation Army Housing Association)

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• Finally