Recruitment Advertising: Nine tips for saving money
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Transcript of Recruitment Advertising: Nine tips for saving money
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Recruitmentadvertising
Nine tips for ’09
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Presented by
Peter M. Zollman Founding principal
AIM Group, publishers of …
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Background research
Annual surveyof recruiters on
ad effectiveness
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2008 report
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Details
• Conducted on ERE.net …
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Details
• Conducted on ERE.net … • … by ERE / AIM Group /
Classified Intelligence
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Details
• Conducted on ERE.net … • … by ERE / AIM Group /
Classified Intelligence
• More than 170 participants
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Details
Questions about:• media effectiveness
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Details
Questions about:• media effectiveness• spending patterns
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Details
Questions about:• media effectiveness• spending patterns• budget size
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Details
Questions about:• media effectiveness• spending patterns• budget size• company demographics
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Plug No. 1
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
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Plug No. 1
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey
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The bottom line
Referral is
‘most effective’ for
sourcing candidates
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The bottom line
Print advertising
‘least effective’ for
sourcing candidates
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2009 prediction …
… there probably
won’t be
much change
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Spending in 2008 …
Spending trends …
various media
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‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites
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‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs
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‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums
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‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums• Billboard advertising
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‘Alternate’ recruiting methods
• Recruitment pages on
social networking sites• Blogs• Online forums• Billboard advertising• YouTube.com
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‘Alternate’ recruiting methods
• … eight even mentioned
‘virtual worlds’
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What’s important
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Recruiter issues
• The ‘war for talent’ continues
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Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand
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Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)
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Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)• Cuts include human resources
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Recruiter issues
• The ‘war for talent’ continues• Some skills still in great demand• … others, slacked off (for now)• Cuts include human resources • … but you’re going to need people!
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Something new …
A ‘virtual’
show of hands …
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How many of you
have to‘do more with less’?
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As I expected …
All but three
of you!
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The ‘nine tips’
If your ad budget
has been cut …
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The ‘nine tips’
( … and
whose hasn’t?)
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The ‘nine tips’
… and if you still
need to find
good candidates
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Tip No. 1
Track your
results
… on every ad
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Tip No. 2
Negotiate
for better rates
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Tip No. 3
Use niche sites
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Tip No. 4
Use local sites
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Tip No. 4-A
Use local
niche sites
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Tip No. 5
Use free sites
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… but remember
they’re not really
free!
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… and sometimes
you get what
you pay for
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… and sometimes
you get what
you pay for
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Tip No. 6
Try professional
and social
networks
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Tip No. 7
Share resumes
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Tip No. 8
Test video …
even mobile
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Three types of recruitment video
• Branding videos for employers
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Three types of recruitment video
• Branding videos for employers• Position / ‘job listing’ videos
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Three types of recruitment video
• Branding videos for employers• Position / ‘job listing’ videos• Video resumes
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Sony Ericsson U.S.
• Before: 10 applicants per day
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Sony Ericsson U.S.
• Before: 10 applicants per day• After: 30 applicants per day
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Sony Ericsson U.S.
• Before: 10 applicants per day• After: 30 applicants per day• Quality has stayed the same
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Sony Ericsson U.S.
• Added videos to e-mail blast
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Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates
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Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates • 350 applicants within 48 hours
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Sony Ericsson U.S.
• Added videos to e-mail blast• Sent through CareerBuilder – 4,500 opt-in candidates • 350 applicants within 48 hours• 115 ‘worthy of consideration’
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Tip No. 9
Use an ad agency
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Recap
• Track your results
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Recap
• Track your results• Negotiate, look for deals
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Recap
• Track your results• Negotiate, look for deals• Use niche sites / local sites
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Recap
• Track your results• Negotiate, look for deals• Use niche sites / local sites• Use free sites (but remember the cost)
![Page 104: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/104.jpg)
Recap
• Test prof’l / social networks
![Page 105: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/105.jpg)
Recap
• Test prof’l / social networks • Share resumes
![Page 106: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/106.jpg)
Recap
• Test prof’l / social networks • Share resumes• Test video and mobile
![Page 107: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/107.jpg)
Recap
• Test prof’l / social networks • Share resumes• Test video and mobile• Use a recruitment ad agency
![Page 108: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/108.jpg)
Plug No. 2
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey
![Page 109: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/109.jpg)
About us …
is now…
![Page 110: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/110.jpg)
The giveaway…
Executive summary of 2009 report
![Page 111: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/111.jpg)
Thanks to …Brendan
ToddDavid
… and all of you!
![Page 113: Recruitment Advertising: Nine tips for saving money](https://reader037.fdocuments.us/reader037/viewer/2022103111/54c13d124a7959ea4a8b45f9/html5/thumbnails/113.jpg)
Final plug (No. 3)
The 2008 / 2009 survey
is now under way:
http://tinyurl.com/
recruitersurvey