Sitting in the back of the room of about 400 delegates for the Enhance Media annual conference looking at the future of recruitment. Excellent speaker line up as we move into the afternoon sessions.
Intersting that this year there are probably about 50+ twitterers on the stream: #emconf2010. Last year there were 6 of us.
We will cover the individual presentations in more detail over the next few days.
Bringing the Internet Inside
Automating Recruitment Knowledge
Integration of the use of the Internet with the internal business processes of recruitment
Knowledge=Information + Process
Information on candidates, job boards etc and the internal process/workflows
Who Wants What?
- Candidate wants job
- Employer wants employee
- Match = knowledge heaven
Where, when and why
timing, location and message
(Guess what, Recruitment is a sales function – which we have been saying for what seems like forever)
Where is the information?
Job boards and social/business networks, comms systems, referral networks and knowledge sites
How can we exploit all of these data sources?
Good slide with the boxes and arrows, can’t replicate here
Some good slides of Recruitment and Internet 1.0, how thinks used to link together.
Another view of Internet 2.0
About the knowledge interface and integration of the processes.
Info and text from the web and elsewhere is only unstructured information, is not data which can be knowledge. Need to use the extraction/parsing tools to structure the data.
This approach enables new recruitment business practices and models because the data can be searched and matched more effectively
Improve the efficiency of the processes: Use Multi-search to examine a wide number of information sources/databases
- Greater quantifies of knowledge
- needs to be integrated into workflow
- Some technologies can do this now
- More will come
Posted by: Alan Whitford in technology, strategy, social networking, Recruitment, online recruitment, future, Facebook, erecruitment, Enhance Media, Bracknell Forest Coucil, Advertising on
29 Jan 09
Bracknell Forest council
Bummer, just closed the browser window and lost the entire presentation blog
Will try and remember what I already wrote.
Council has Facebook pages and Twitter pages.
On Twitter: 55 following, 87 followers, 210 updates
Both link to the Council career pages
Council has intentionally moved to online, with both their career site and Jobsgopublic.com
Reduced their overall spend on recruitment advertising by moving to direct sourcing. Almost no local press jobs advertising, other than lineage for lower level jobs.
The real key for me of what Janet has done:
She has analysed and researched the existing staff, the potential marketplace for staff and the potential impact of trying to reach the GenY universe.
A great chart mapping:
GenY, GenX, Baby Boomers and Veterans/ mapped against national averages within the employment community.
They analysed what will attract GenY employees
Then analysed what are likely to be barriers to attracting GenY - including internal culture and processes.
Then develop the candidate attraction strategies to match the real requirements.
Challenges of promoting web 2.0 technology
Facebook advertising - only reaching those on Facebook
BFC employees cannot access Facebook at work
Add on ideas
20-30 % of hires by word of mout
Include the messages about Facebook to staff comms, and ask them to add BFC to their personal pages
Future - What will Janet do in 2009?
- Emphasise and enhance the initiatives already started for Geny
- Section and team branding
- Use SEM
- Influence the Baby Boomer managers
- Measure and monitor where the jobs are being initially seen
Last session before Lunch Finally, a future view will be discussed by Giles of Enhance Media, our hosts. - this is what we came to hear.
A view of online recruitment from Web 1.0 to Web 3.0 - although I am not sure Web 3.0 is necessarily 'real' , as Web 2.0 is not really fully utilised or even really well defined within most pe0ple's minds - which Giles is referring to.
Future elements will be based on:
Funnily enough, we talked about Semantic Web 3 years ago as the 'next thing' and Long Tail has been in 2 of the 3 presentations this morning.
Jeremy Mason from Revenue Science delivered an excellent presentation on Behavioral Targeting, a term well discussed amongst online marketeers and more information on the topic can be found on the IAB site.
For many publishers this has become a key issue and one which they are investing in to give greater value to their advertiser BUT it is as important to understand who their audience is and what and where they have been and go after they touch your site.
Jeremy defines what behavioral targeting is; "targeting groups of users with ad and content based on anonymous previous activity and attributes".
Why is this becoming a "boom"business" ;
- We have a pyramid issue when it come to online content- at the bottom is the huge chunk of advertising led content BUT at the top is contextual search which has far more limited content.
Posted by: Alan Whitford in technology, strategy, Recruitment, future, erecruitment, Enhance Media, Creative, blogs, awards, Alan Whitford, Advertising on
29 Jan 09
Aggregation and Data Driven Marketing
They founded Planet Recruit and sold it to Hot Group in 2003. Set up Workcircle initially as an IT job board. Changed to Vertical Search Engine (Aggregator).
What does the aggregator really do?
For Candidate: can search across multiple platforms on one site.
Traffic source/driver for job advertisers – job boards, employers, agencies
What is Data Driven Marketing?
Attract the right candidates in high volume, and then direct them to the right destination site.
How have the new revenue generating and traffic generating models evolved?
Nice stuff on ‘cost per action’ if you run a web business
Evolution of their thinking on most cost effective way of gathering jobs and then reaching the candidates.
What they call: Workcircle 2.0
Evolved to the jobs aggregation model (like Indeed.com from the US)
Can help the smaller niche job boards get ‘cheap’ traffic
Challenge was how much traffic could the cost effectively buy.
Long tail thinking entered into the evolution of Workcircle
Sponsor all combinations of a job title (wrote a tool to generate the long tail list - over 1 million keywords)
Used the Google API (application programming interface) to create the giant Google Adword campaigns
Resulted in Massive Traffic Driving
Lots of great stats and ROI data for them (80% ROI for money spent on Google).
Using both SEM (for paid for listings) and SEO (for organic listings) to ensure overall listing and traffic works at optimum for traffic driving
Long Tail generates overall cost is optimised
Ensure that paid for listings have the deep link directly to the job, not the job site
Ensure that you actually have job inventory to match the keywords you are actually advertising
Click through rate is not the best measure of ad success
Here we are at the annual Enhance Media conference to look at what might be happening in the future - interesting to see how this might compare with what we said 2-3 years ago when I spoke at the same event.
Tim and Alastair will be on Twitter, as will I. Interested to see if anyone else will be.
Keith and I will take turns writing some blog posts during the day.
Find us, make some comments and check it out.
This event has the 'who's who' of UK thought leaders in the audience - Luke McKend, Mike Taylor, Don Macintosh, David Hurst, Charles Hardy, Jonathan Mills, Mark Kieve, Jez Chance, John Salt, Louise Triance..... The list goes on and on.