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Welcome to issue 345 of the ukrecruiter newsletter. If you work in the traditional or on-line recruitment industry and are considering your next move, why not take a look at our new recruitment specific job board. Over 300 recruitment, corporate HR recruitment and recruitment support services jobs listed so far. www.ukrecruiterjobs.co.uk | 
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CONTENTS
Visit http://www.ukrecruiterjobs.co.uk for the latest recruitment industry jobs. |
Article One: My Favourites http://www.bloomberg.com/invest//glossary/bfglosa.htm - Bloomberg's financial glossary with over 8000 entries contains everything you ever need to know to cut through the jargon of financial roles. http://freetranslation.com - a free translation tool which enables you to get the gist of articles or emails written in a host of foreign languages including Russian and Japanese. http://www.nectar.com - businesses can earn Nectar points by shopping with Viking, Thomson Local etc. The Nectar points go much further if you spend them online at the Nectar website. They currently have a great Pizza Express 2 for 1 and Cannon's Gym offer on the website. Kate Ferguson is from People First (Recruitment) Limited Why not submit your 3 favourite web sites. See the guidelines at http://www.ukrecruiter.co.uk/articles.htm |
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Article One: The Year Ahead Conference Review – Luke Mckend of Google by Louise Triance Having recently attended the Enhance Media “The Year Ahead Conference” we are going to publish a series of reviews from the event. The first in this series is the session presented by Luke Mckend of Google. Luke is Industry Head for Recruitment at Google. He has only been with them October 2007 but has nearly 10 years e-recruitment experience (with Stepstone, I-Grasp and TMP). Luke’s fabulous presentation was around the changing landscape of online recruitment. I came away realising it was a massive sales pitch for Google (although that’s not how Luke delivered it), but that didn’t matter because it just felt like Luke was sharing the solution to your problem rather than persuading you to buy into them. Luke started with some stats about “online”: He then gave some stats about online recruitment When we looked at “Media consumption” you could see how advertisers are just not keeping up with trends. Of the time people spend consuming media: In a UK Recruitment Survey from Media Screen (Jan 07) the stats showed that 50% of people go first to a search engine when they are “employment seeking” and 34% go directly to job listings on employer websites, closely followed by 33% looking at career-specific websites (job boards). More and more people are using search engines to find jobs and recruitment related information. In fact between 2005 and 2006 there was 89% growth of recruitment related search terms and between 2006 and 2007 a 45% growth. Luke then talked through his top 10 tips of how a recruiter can use search engines and the internet in general for best success in attracting job seekers. 1) Make it as easy as possible for search engines to find and index your site. This is probably the simplest to do and probably the most important. Ensure that you update content on your site regularly. Submit a list of all the pages you want indexed from your site to Google at www.google.com/webmasters/sitemap. Ensure that page names are sensible and appropriate. 2) Drive for presence in natural and paid for listings. Luke told us that if you have a strong natural (also called “organic”) listing as well as paid for search engine placements their research indicates that people are more than twice as likely to remember your brand. 3) Make all your “brand assets” viable. Ensure you have campaigns to drive traffic to all aspects of your business – not just to the main site. 4) Understand your campaign goals and objectives and have a bidding strategy to match. Ensure you can measure the return on investment of any paid for advertising online. Measure the “cost per click” as well as the “cost per registration” and the “cost per hire”. Luke suggests the next step will be to link the performance of the hire that you get from a specific campaign to determine the value of that advertising. 5) Drive up your ad quality to reduce costs. By ensuring key words are relevant and linking direct to correct sites you should increase your ranking within the sponsored links section. 6) When designing a corporate marketing campaign ensure you have “online” in mind. Ensure it’s all integrated so that marketing strap lines or product names can be typed into Google and your site can be found. 7) Consider seasonality when planning campaigns. Google research can show what keywords work best at what times of year. This would be especially relevant for graduate recruitment, internships and summer and Christmas jobs. 8) Reach active and passive job seekers by advertising where individuals are browsing for news or their hobbies. To do this you need to determine a candidate’s interests and advertise around these (eg, news, music, art, investments, etc). On social network this is also possible as you can conduct demographic targeting to put adverts in front of relevant people. 9) Use Google’s Technology Infrastructure. Consider YouTube, Google Maps, mobile advertising, etc. For example on YouTube you can create a branded channel to post videos about your recruitment process, people, etc. 10) Include Online in your regional tests. Consider geographic targeting for regional online campaigns. You can target by city, region and radius. Google’s research has shown a higher click through rate and conversion on general keywords when geographic targeting is part of the mix Luke’s final thoughts were: You can read Louise’s review of Tim Elkington’s presentation on “How e r u?” on the
UK Recruiter
Blog. |
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Article Two: Stop wasting money on PR by Cadence Market Strategy The PR profession has a problem in many people’s eyes, and it’s a big one – it’s also one that’s shared with the recruitment industry: justifying the value of the client’s spending. But when it comes to evaluating the value of PR in the recruitment market, there are several things that recruiters could be doing to make sure that they get value from every penny they spend promoting their business. There’s an old saying in business: any road will take you there if you don’t know where you are going. And it’s a valuable lesson when thinking about investing in PR. So many people I meet decide to spend on PR when they feel that other sales activities aren’t working. They don’t know why PR would be a replacement for failing sales activity but they know that all successful brands invest in PR so they assume that’s why, and decide they ought to do it too. Another recurring theme is how late in the process people turn up the gas on a PR push, often when it’s too late. Just as recruiters get frustrated that when budgets are tight companies cut back on recruitment spend, at the time when the best staff are needed, it is often the opposite in recruitment marketing. Too many companies invest very little in promotion when things are going well, and then find themselves buying PR for the very first time just when things are tough, as though you can hit the ground running with PR at the drop of a hat. And when PR ‘doesn’t work’ fast enough the gas is turned off again without any sense of knowing whether it did, would or could work at all. To be the superbrand that your clients simply can’t imagine being without, will pay top rates for and recommend to their associates, needs you to have faith in your business first - and in your PR and marketing company second. Imagining that your brand can be a super one means that you must take a long term view of any marketing and PR investment. If you are not going to commit to at least one year (other than if you want a short-term stunt) then don’t bother starting. But if you are confident enough in what you have built, then - if you haven’t already - think about a medium-term PR plan now, and in a year you will be amazed how much more resilient your business is. But how will you know what is down to PR and marketing? Back to the evaluation question. If you know where you are going, in other words you know the goals you have for your PR plan, then evaluating it is much easier than people would have us believe. There’s little need for complex evaluation science and mathematical metrics when you can start by agreeing that if you don’t have specific marketing goals you are throwing money down the drain. Of course much marketing and PR is intangible – how can you assess the value of an editorial compared to an advert that’s designed to sell? Well – say your goals include increasing the levels of repeat business with clients, or increasing your average fee. You can test the effectiveness of your sales activity against when and where PR activity could have had an impact in making your sales activity more effective. Don’t allow yourself to be fooled into believing that a large amount of coverage is a good thing without planning for where it needs to be, when it needs to appear, what key messages it needs to include and how will it support your sales activity. One company I was asked to help once was very sceptical about spending any more on PR, as they already had folders full of press clippings without seeing any real effect on their bottom line. Just one discussion showed that the cuttings were almost a form of vanity publishing - as they were in the same publications as all the company’s competitors and had nothing new to say. But a new approach brought an amazing return. An evaluation of the company’s objectives showed that it wanted to be seen as not simply a contingency supplier but more of a consultant to its clients. Several well-written, well-placed opinion pieces in major newspapers brought results that hundreds of trade clippings would never have achieved. The company became more able to win retained assignments at higher fees and with more clients. The point is that designing PR strategies that exactly met the company’s objectives meant that we could evaluate effectiveness. OK, PR is intangible but we could see the effect it was having in leveraging the tangible sales activities. If you are serious about making yours a superbrand then do three things now: first -don’t put off investing in PR waiting until things get tough; second - align your PR objectives with your strategic business plans, setting specific goals and third - commit for at least a year and you WILL get tangible results. Dan Doherty is chief executive of Cadence Market Strategy, the first PR and marketing company to become Investor in Customers – and at the highest level. His recruitment experience spans four decades and he is a member of the Recruitment and Employment. You can email Dan at dan@thecadenceteam.com or visit Cadence’s website at www.theCadenceTeam.com |
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Online Recruitment Update UKRecruiterJobs:
Traditional, On-line and Corporate HR Recruitment Job Board Hitwise top 10 Recruitment
Sites, week ending 16th February 2008 Louise's UK Recruiter blog Discussion Board Summary Press Release: Jobsite Partners Berkshire Media Group |
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Don't Miss This Press Release: Petition against the Bill that could kill the recruitment industry Press Release: Winning ways at Wynnwith |
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Regards
Louise Triance
UK Recruiter http://www.ukrecruiter.co.uk
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