The Careers Website of from attraction to conversion

Transcription

1 The Careers Website of 2015 from attraction to conversion

2 Agenda Search Engine Optimisation (SEO) Common problems and pitfalls Best practice for 2015 Conversion Rate Optimisation (CRO) What is it and why it s important CRO essentials

3 What is Search Engine Optimisation? The practice of optimising websites to attract traffic from search engines

4 Building websites = Building houses

5 Are SEO SPECIALISTS the ARCHITECTS of the web?

6 Current Process of Building Websites

7 A house should withstand nature s wrath A website should withstand Google s algorithm updates

8 The effect of natural disasters on houses

9 Future-proof websites

10 Expanding a site - similar to house extensions

11 Expanding the site with a Blog Section blog.abc.jobs abc-blog.wordpress.com working-at-abc.com abc.jobs/blog/

12 Site

13 Building the careers website of 2015

14 Main pillars of a successful careers website JOBS CULTURE

15 Structuring the Jobs Section HR Jobs HR Manager HR Administrator UK Germany

16 Case Study - reed.co.uk

17 What is Conversion Rate Optimisation? The practice of converting more visitors to customers

18 It provides a framework to better understand and reach candidates with more relevant and persuasive messages increasing the probability of conversion.

19 How? Who are you? Are you relevant to me? Conversion Funnel Just Browsing What careers do you offer? Do you have a grad scheme? Roles at my level of seniority? What s it like to work for you? What are the salaries and benefits like? Aware of Need Do you offer career progression? Can I see the roles on offer? Can I register my interest? Can I view the roles relevant to me? Can I filter roles effectively, e.g. by location? Knows Exactly Do the jobs have all the info I need? Can I apply NOW? What s the application process?

20 Driving points Organic search PPC Just Browsing Aware of Need Knows Exactly Driving points Social Media Referral Direct Offline

21 Scenarios User journeys for: Candidate type + Stage in job-seeking process

22 For each scenario 1. Get their Attention 2. Keep them Engaged 3. Call them to Action

23 What do we look for?

24 Prominence Persuasiveness Placement

25 Menu and sub-menu order Site navigation Wording Home page Page layout Landing pages Purpose Persuasion Copy Length Fields Text Forms Length Channel pages Placement Images Content Size

26 Scenario

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28 LOGO (home) < Back to results Job search Who we are Our offices What s it like to work here? Distraction 1 Distraction 2 Distraction 3 Distraction 4 Distraction 5 HR Manager, Europe and Asia - Birmingham, UK Behind every great company is a strong corporate team. At ICF International, we have one but we re growing and so are our needs. We re seeking dynamic talent to help support our continually expanding organization. If you re interested in a rewarding career in marketing and communications, contracts and finance, IT, business development, human resources, or anything in between, visit our careers site to explore our global job opportunities in corporate services. We are looking to recruit an experienced generalist in our growing HR team to provide an operational HR service to employees and management in our Birmingham office. The HR Manager will be the only HR presence in our Birmingham office but will be supported by and work closely with the wider HR team based in London. Key responsibilities are: Providing advice across the full operational HR remit including: recruitment, performance management, learning and development, family friendly policies. Responsible for the payroll data collation and data entry, reviewing payroll reports and liaise with ADP. Overall responsibility for ensuring the monthly payroll is reviewed and committed on time. Responsible for the administration of the UK Auto Enrolment Pension Scheme. Responsible for the administration of all UK Benefits (e.g. liaise with appointed brokers, advise employees on schemes rules) Support the Senior HR Manager of Europe in implementing bespoke HR initiatives and HR projects for the UK offices. This role would suit a HR professional with strong compensation and benefits experience already operating as a HR Manager or an experienced HR Advisor who is looking to take the next step in their career. The successful candidate will have a conscientious approach, acute attention to detail and solid UK employment law knowledge. The HR Manager will work closely with the wider HR team in London and across the E&A group so a collaborative approach and true partnership style is a must. As ICF International continues to grow in Europe the HR Manager will have the opportunity to develop their skills and knowledge of international HR. Apply

29 LOGO (home) Distraction 1 Distraction 2 Distraction 3 Distraction 4 Distraction 5 < Back to results Job search Who we are Our offices What s it like to work here? Meet David! There s an atmosphere here where I m a friend first, a boss second, probably an entertainer third.

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31 Most wanted action

32 Apply

33 Thanks! Where did you hear about us? Search engine Next

34 Register with us Please supply some brief details below then attach your CV to complete your application

35 Don t Panic! Improve in order of importance and impact

36 SEO Summary Involve SEOs from the start of the new build Build future-proof websites Take the 2 pillars approach Jobs & Culture sections CRO More cost effective to convert existing traffic Understand your audience Meet their needs Do not distract them Start your improvements where it matters most

37 Any questions?

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