Transcript Title of Presentation

November 18, 2014
Buyer Advertising & UMass Boston
Navigating the Changing Landscape of
Recruitment Communications
Presented to:
Buyer Advertising
• A full service, privately owned, strategic communications agency
with offices in Massachusetts, Pennsylvania and Florida
• A Top-100 Women-Led Business, experienced in successful
branding, interactive and marketing solutions for more than 47 years
• Expertise in recruitment communication strategies
• Proudly supporting the UMass System for more than 7 years
The Buyer Advantage
A strategic team headed by Jeff McEvoy partnering with our clients to
deliver:
• Custom communications and staffing plans
• Discounted media planning and buying
• Innovative ways to brand you as a top employer
• Simplified recruiting solutions that leverage social media
• Full design and production of web, collateral and support
materials
• Digital and interactive expertise
• Proactive ideas to help you recruit
The Buyer Advantage
HigherEdJobs.com
UMass System (All Campuses)
Unlimited Job Posting Contract
$8,250
Prior 12 Month Posting Activity
# of Posting
Postings
Single Posting
Costs
Total
Costs
Amherst
Boston
Dartmouth
Medical School
President's Office
Lowell
59
211
47
285
35
215
$230
$230
$230
$230
$230
$230
$13,570
$48,530
$10,810
$65,550
$8,050
$49,450
Totals
852
$195,960
Grand Total
Contract Pricing
$195,960
$8,250
UMass Savings
$187,710
The Buyer Advantage
The Buyer Advantage
The Changing
Recruitment Media Landscape
U.S. Traffic Rankings
Job Aggregators
Job Aggregators
• Job Aggregators index job postings from the web
• Jobs may be sponsored and will appear at the top of the search
results
• The pay-per-click model ensures pay for performance; you’re only
charged if a candidate clicks on your ad, so your jobs benefit from
brand visibility even if action is not taken
• The two most common Job Aggregators are Indeed & Simply Hired
Job Aggregators
Sponsored Jobs
Organic Jobs
Social Media
Social Media
• 66% of Online Boomers maintain a profile on at least one
social network
• Gen Y has surpassed Boomers in size as an employable
generation ages 18-35 (Pew)
• By 2015, 50% of the workforce will be Gen Y: Social,
Mobile, Digital Communication
Linkedin
•
•
•
•
•
•
300+ million professional members in 200+ countries
72% 25-54
90% college educated
About 34% of members located in the U.S.
Over 5.7 billion professional searches performed in 2013.
Professionals are signing up at a rate of more than two new
members per second.
Products Include:
Work With Us Ads
Job Slots
Career Tab
Talent Direct Emails
Recruiter Licenses
Facebook
• More than 1.3 billion users
• 72% of all U.S. Internet users are on Facebook
• 2nd most visited site on the Internet
• Average user has more than 200 friends on the site
• Average user spends 75 minutes/day on the site
Facebook Tile Advertising
Target by: location, gender, age,
education, school, interests,
employer and keywords.
Pay-Per-Click pricing allows the
advertiser to pay only when a user
clicks on the advertisement.
Facebook also allows for the
advertiser to control how much they
are willing to spend on a daily basis.
Facebook is very successful in
promoting hiring events, hiring
initiatives and Likes on Facebook
pages.
Search Engines (Digital Media)
Search Engine Marketing
Sponsored
(SEM)
Search Engine Marketing
• Campaigns are based on key words and can be geotargeted within a defined location and time of day
• Text ads have a title of 25 characters and 2 lines with 35
characters each and a link to a live webpage
• Google is a pay-per-click model
• No long term commitments
Google Display Advertising
• Google display ads run on Google Ad
Network sites (CNN, Amazon, etc).
Based on algorithms, the display ads are
served up on sites that candidates within
certain job categories frequent
• Google is a pay per click model using a
daily budget limit
• A Google campaign may
be limited by location and
time of day
Your Career Site The Cornerstone of Your
Recruitment Strategy
Career Site Development
Does your career site:
• Reflect your Employer Brand
• Promote your EVP
• Provide Compelling and Detailed Info
• Deliver Content Dynamically
• Organize Content by Hiring Area
• Leverage Video
• Provide Candidate Interaction
• Leverage Social Media
• Take Advantage of SEO
• Attract Mobile Job Seekers Responsive/Mobile
Career Site Development
Career Site Development
Social Media Integration
Video Integration
UMass Boston Career Homepage
Dedicated Mobile Platform
A mobile-friendly job search platform is available to ensure
candidates on the go have the ability to easily search and “quick
apply” to your jobs
A Single Responsive Site
Thank You!