1 / 50

Stuart Maxwell, Business Development Manager, ABC ELECTRONIC

Making the most from online recruitment. Stuart Maxwell, Business Development Manager, ABC ELECTRONIC. Audit Bureau Of Circulations UK & Ireland - 76 years. International Federation of ABCs - 36 years. ABC ELECTRONIC - 10 years. Who we are. About ABC ELECTRONIC. Industry-owned

ogden
Download Presentation

Stuart Maxwell, Business Development Manager, ABC ELECTRONIC

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Making the most from online recruitment Stuart Maxwell, Business Development Manager, ABC ELECTRONIC

  2. Audit Bureau Of Circulations UK & Ireland - 76 years International Federation of ABCs - 36 years ABC ELECTRONIC - 10 years Who we are

  3. About ABC ELECTRONIC • Industry-owned • Not-for-profit • Impartial and independent • Part of the UK ABC (Audit Bureau of Circulations) • 3500 magazines and newspapers • Trading some £5bn annually in print • Delivering website traffic audits for over 150 companies and certifying over 1400 domains (and growing …) in a market now worth over £2bn pa • Building confidence, delivering trust

  4. ABC ELECTRONIC Recruitment Clients

  5. ABC ELECTRONIC Recruitment Clients

  6. ABC ELECTRONIC Recruitment Clients

  7. 65% of UK population is now connected* 23 hours a week on average spent online** 10% of retail sales*** £2billion UK ad market* 11% of all UK media spend* Online is growing fast * IAB/PwC ** YouGov ***IMRG/Hitwise

  8. Industry Developments • Web 2.0 • Fragmentation • Convergence • Technology • Audiences

  9. Web 2.0 • UGC • Social Networks • Folksonomies • Mash-ups • Podcasting • Blogging • Wikis = Increased user engagement

  10. Interactive broadcasting PVRs, Interactive TV, Digital Radio… Mobile TV, Kiosks, On Screen Retail Media Behavioural Ads (that follow the user)… Trends in web content User Generated Blogs Mobile Device Content Online gaming MMORPGs User-gathered content RSS Downloads Podcasts Technology - there’s no single “Internet” any more… … all sorts of media delivery.

  11. But, an audience is still an audience… • Where are they? • Who are they? • What are they doing? • How many are there? • What’s the value???

  12. And so… • Need to measure it all • Key metrics remain • Reach: who? • share of voice • Volume: how many? • opportunities to see • Frequency: how often? • interaction with media as media becomes more interactive

  13. And deliver… • Trust and Confidence • Clarity • Transparency • Integrity • Certainty

  14. Common standards and currency • Common measurement standards create the vital currency for trade • Owned and agreed by all the media industry • Media owners • Media buyers • Advertisers • Confidence delivered by certification (through independent audit) that measures are compliant with these standards

  15. JICWEBS – setting the standards • Comprises the key UK media industry bodies: • Bring commercial perspective • Review technical proposals (from ITG) • Adopt industry-agreed metrics for census-based measurement • Adopt standards to increase online success www.jicwebs.org

  16. What does ABC ELECTRONIC do? • Develops & delivers industry-agreed standards to JICWEBS • Help organisations manage their data reporting • Delivers independent certification of electronic media usage • Bring comparability, trust & confidence to counted data

  17. Importance of key web site traffic measures Source: Benchmark Research 2006 Base: % saying 1st & 2nd most important measure

  18. Basic currency for sites • JICWEBS definitions are globally approved by the IFABC • Unique Users (how many – reach) • Visits (how often – frequency) • Page impressions (how busy – volume) excluding robots – a classic case, up to 60% • Plus many more, including: Streams, Searches, Clicks, Referrals… • NOThits (meaningless, except for server load) …

  19. Rotten Tomatoes

  20. ServerLog How do we measure online media? Counting Research H O M E Internet Web Server serving content Users’Browsers W O R K

  21. Research & Counting Yes – sample Yes - total Yes – skew? Not normally User data – pop-ups, questionnaires, surveys Server data – Multi-source & platform No – JICIMS developing Yes - JICWEBS

  22. Research & Counting • research • counting • 2 complimentary tools e.g. NORAS

  23. What is NORAS? • UK’s leading source of job board audience data • Enhance Media in partnership with ABC ELECTRONIC • 2002 – 7,680 online job seekers across 8 job boards • 2007 – 37,617 online job seekers across 27 job boards

  24. What is NORAS? • Recruitment advertisers use NORAS to • Understand online recruitment • Understand online job seekers • Compare and choose job boards

  25. What does NORAS include? NORAS combines two pieces of data • Demographic audience profile= the quality of a site’s audience • Audited Unique User numbers= the quantity of a site’s audience

  26. NORAS - 27 job boards

  27. Online jobseeker demographics – across NORAS • The average online jobseeker: • Is aged 34 years • Lives in the southeast (41%) • Female (53%) • Uses the internet every day (62%) • Currently working full time (42%) • Actively looking for a new job (58%) • Earns £31,600 • Visits 5 sites when looking for a job • Looking for full time permanent positions (62%) • NORAS 2007 • For more details and reports on each participating site visit www.noras.co.uk

  28. Emailing CV most popular

  29. Success levels increasing • 72% have applied for a job found online • 65% of these got an interview • 56% of these got a job

  30. Average salaries £18K - £78K

  31. Chief Execs to Temps

  32. Online usage: Job seeking, 7th most popular activity Source: BMRM Internet Monitor, Q3 2005

  33. 30.9 29.8 29.3 65% 28.1 27.2 Millions of people 25.1 24.6 24.0 23.6 22.0 21.1 19.1 17.5 14.2 12.7 10.7 8.7 7.2 6.2 4.6 3.6 Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun- 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 06 Have you used the Internet in the last 12 months? Source: NOP World, 2006 Over 30m people now onlineUsed in last 12 months

  34. 10m households with Broadband in Britain

  35. Average 23 hours a week online

  36. £2,015.8mmarket in 2006An increase of£649m year-on-year

  37. Market share over 11%Full year 2006 Internet 11.4% Total advertisingmarket £17.6bn Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio Advertising Bureau. Directories are estimated.

  38. Online drives the whole marketYear on year growth for 2006 Total advertising market growth = 1.1% Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / Radio Advertising Bureau/ WARC

  39. Online’s share growth accelerates Market Share Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC

  40. Online in contextFull Year 2007 £2,015m Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio Advertising Bureau. Directories are estimated.

  41. Recruitment sector continues to lead the market in 2nd half of 2006 IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 43% of online revenues in H2 2006. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  42. What’s it worth? £215m18% increase year on year Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC

  43. How is recruitment advertising changing - print? • Continued move of advertising to online • Print advertising becoming more generic and brand centric • Recruiters engaging more directly through their own careers websites

  44. How is recruitment advertising market changing - online? • Increased choice & ability for candidates to find new opportunities whether active or not • Enhanced matching & filtering services • Better added services – eg career advice, corporate profiles etc • Rise in branding & interaction vs ‘listing’ • Consistency with advertiser’s own careers site

  45. Summary • Online advertising becoming integral for recruitment • Recruiters want to engage candidates on their own careers sites • Recruiters becoming more sophisticated in attracting and retaining best candidates through online • Successful media owners becoming more sophisticated to deliver candidates to recruiters • Online can provide real and meaningful information & results to recruiters to best select recruitment sites • Online recruitment sites should know and be able to prove their performance to recruiters to attract continued growth in ad spend

  46. 4 issues to think about… • Brand position • Key differentiator in recruitment market • Communities, fragmentation & convergence • Knowing users • Digital immigrants & digital natives • How many, where are they, who & what do they want? • Service innovation • Embracing new channels & platforms • Technical innovation • Delivering effectively

More Related