Take from this what you will. I thought it was interesting. I just ran a quick search for, ’sales jobs,’ on both yahoo and google. Yahoo had more direct employers running paid search ads, 7:1.
I had expected yahoo to have more traction but this was still more of a lead that I had expected.
Disclaimer: These ads change all the time. Tomorrow results could look entirely different.
In March of this year the DC based direct marketing agency had plans to add 60 people to its 200 person workforce. The company was recruiting in a labor shortage. Its career site was better than most but with media people in control, the site had the potential to be great. More here from my March 2007 post.
Given the following:
…I suggested (in that post) that RTC use search engine marketing to attract talent to its career site and add flickr to the site to engage those visitors in the company’s culture.
I’m not sure if the company ever did explore search engine marketing but they did add flickr. They also added employee testimonials to the career site. Very cool and very well done. See for yourself.
(Btw, Peter Weddle talks about employee testimonials in today’s newsletter.)
I doubt that RTC ever read this blog so the credit for these additions goes to the RTC team. This use of flickr and testimonials makes the site social and proves that RTC’s team in DC gets it.
Site evolution…
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What I think RTC should do next
Optimize the flickr pics for inclusion in yahoo and google searches. Both yahoo and google are including media like images and video in search results. Optimize the flickr account for relative and local job searches.
Keep in mind that a lot of people are running these sorts of searches on yahoo
and google and that, ‘lot of people,’ includes some of the local media people that you
want to attract and hire.
Optimizing the titles and tags of the pics in your flickr account with local and industry/occupational specific keywords will help your pics rank well for relative image searches on yahoo and google.
Think local, and industry specific but never misrepresent the image.
Some great titles may be: Marketing company DC – party, RTC Relationship Sales Event, Sales Career Night with RTC, DC Media Planner Mixer – RTC.
Like titles, the tags should accurately describe the image. Be sure to take advantage of every opportunity to tag images with a niche keyword relative to your recruiting objective and local area.
If the account has a pic of the entire company I would title it, ‘Best employer washington dc,’ and see if it ever shows up in a, ‘best employer,’ search on yahoo or google.
RTC def gets it. Im sure they are a great media company in DC too.
This week I am going to review Aerotekcareers.com, a site that the staffing leader has build to attract job seekers, covert them to applicants and new hires and brand the company as a choice employer.
The series of posts will highlight a bunch of things that Aerotek is doing well. Each post will be short, informative and valuable to employers looking to optimize their own career sites for search, conversion or branding. I’ll point out the things that stand out to me as best practice.
Aerotek has done a very good job with this site (that’s not surprising given the work the company has done before) and the company is clearly a staffing leader so if I were a business leader with staffing/recruiting under my list of responsibilities this week’s series is something that I would keep up with.
Marked on the image to the left are the points that I’ll discuss.
There’s only so much that I can cover so if you see somethings that I’ve missed or care to expand on a topic please do so in the comments.
First off…What are Yahoo! Shortcuts?
A Yahoo! Shortcut is a quick way to get to the information you want. A Yahoo! Shortcut automatically appears when it is relevant to your search and can contain links to useful content from Yahoo!, its partners, or across the web. Some of the content may come from partners who pay to be included in Yahoo! or have another financial relationship with Yahoo!. Read more about Yahoo! Shortcuts.
Here are two examples of Yahoo! Shortcuts…
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Ray Lewis shortcut from Yahoo! Sports | live link |
Wilco shortcut from Yahoo! Music | live link |
Recruitment has yet to catch on as a category being watched
by analysts such as David Hallerman of eMarketer.com though I expect that will change given the rapidly expanding adoption of new media in the recruitment ad
space and the demand of HR execs to market their own career sites. (pointed out
by DirectEmployers’s 2007 Recruiting Trend Survey).
Hallerman’s study of the Search Marketing landscape
is a valuable read to anyone interested in leveraging paid search or search
engine optimization for recruitment.
If you’re a recruiter, this whitepaper has too much
information(TMI) and you should be hittin’
the phones. So, I’ve listed below the things that I think are most
important to you.
If you’re a Human Resources consultant, blogger or pundit type
than this whitepaper is a must read. Shut down email, pay for and download the whitepaper,
grab a coffee, bite the cap off of your pen, start reading and scribbling
notes. Educate your clients. Make their recruiting efforts more effective.
If you’re an entrepreneur thinking of launching a search
engine marketing agency specifically for recruitment then quit telling everyone
about your idea. It’s annoying. Find someone whom has already paid for the whitepaper. Convince her to send you a copy. If it requires lying, don’t worry. It’s not the first time you’ll lie and it wont be the last. Use the research to formulate your biz plan. Get moving. The barrier to entry in this space is low right now. More competition is on the way. Your long term plans should include integrating VOIP, RSS and SMS into your product suite.
Recruiters, here is the summary of info from this whitepaper
that matters most to you:
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How much do search eMarketer: ‘Keywords on Google are 28% & 29% more Me: Since keyword pricing is driven up with Which works better: eMarketer: ‘More US marketers cite SEO for best return on Me: A cost effective SEO strategy is worthwhile for Measuring results… eMarketer: ‘The core metrics advertisers and agencies use Me: The best recruiters will know the source of their best leads. Identifying new sources will require your understanding career site analytics. Get familiar with analytics like clicks, conversion |
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Search Marketing: Counting Dollars and Clicks Search engine marketing is a highly concentrated industry. Over 90% of US paid search ad spending will go to Google and Yahoo! in 2007. One result of this concentration is that it often makes advertising on second-tier search engines a better value—less competition for keywords means a broader reach for fewer ad dollars. Get it at eMarketer.com. |
Related:
I recently read an awesome whitepaper on search engine marketing. I’ll review it in full here this week but wanted to quickly share this snippet from the report…
‘MarketingSherpa found that in 2006, the average price(for keywords) on Google was 28% or 29% higher than for Yahoo!’s or MSN’s paid search, respectively.’
