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Is Your Job Board Hot Or Not? Tony Lee Chief Alliance Officer Adicio Inc.

Is Your Job Board Hot Or Not? Tony Lee Chief Alliance Officer Adicio Inc. Hot or Not?. Is your job board a ‘1’ or a ’10’? Hot Maximizing ad response rates Ensuring advertiser satisfaction and retention Encouraging job seeker repeat visits Generating new leads and revenue Not

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Is Your Job Board Hot Or Not? Tony Lee Chief Alliance Officer Adicio Inc.

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  1. Is Your Job Board Hot Or Not? Tony Lee Chief Alliance Officer Adicio Inc.

  2. Hot or Not? Is your job board a ‘1’ or a ’10’? Hot Maximizing ad response rates Ensuring advertiser satisfaction and retention Encouraging job seeker repeat visits Generating new leads and revenue Not Limiting ad response rates Disappointing advertisers Driving job seekers away from your site Failing to capitalize on new leads and revenue

  3. The Basis for Our Analysis • Reviewed Wide Range of Job Board Enhancements • By Region (US Census Bureau) • Northeast • Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut, New York, Pennsylvania, New Jersey • Midwest • Wisconsin, Michigan, Illinois, Indiana, Ohio, Missouri, North Dakota, South Dakota, Nebraska, Kansa, Minnesota, Iowa • South • Delaware, Maryland, District of Columbia, Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida, Kentucky, Tennessee, Mississippi, Alabama, Oklahoma, Texas, Arkansas, Louisiana • West • Idaho, Montana, Wyoming, Nevada, Utah, Colorado, Arizona, New Mexico, Alaska, Washington, Oregon, California, Hawaii • By Market Size (Small, Medium & Large), Industry/Job & Top 10 Job Categories

  4. Let’s Start With Enhanced Listings: Featured Jobs • High Visibility: Feature advertisers’ listings prominently on your home page • Attract More Job Seekers: Featured Listings attract more detailed views from job seekers • More Exposure: Calls more attention to advertisers and their opportunities

  5. Enhanced Listings: Spotlight Jobs • More Visibility: 10x more page views than a standard listing • Reach a Targeted Audience: Listings appear based on job seeker’s specific search criteria, just like Google and other search engines • Fast Loading: Results returned within one second • More Clickthroughs: Advertiser’s listings get more detailed views from job seekers

  6. Northeast Analysis • Small markets: 42% of Featured or Spotlight “Enhanced” Job Postings received higher # of applies compared to Standard Job Postings • Medium markets: 30% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Large markets: 70% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings

  7. Northeast – Market Size: Large

  8. Midwest Analysis • Small Markets: 20% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Medium Markets: 60% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Large Markets: 65% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings

  9. South Analysis • Small Market: 67% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Medium Market: 90% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Large Market: 54% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings

  10. West Analysis • Small Market: 64% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Medium Market: 78% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Large Market: 70% of Enhanced Job Postings received higher # of applies compared to Standard Job Postings • Bottom Line Nationally: Enhancements Really Work! (now decide whether to sell them or bundle them)

  11. More Best Practices: How To Get a 10 • Know your market space and keep on top of trends • Analyze keyword searches so you know what seekers are looking for (and target those employers to post jobs) • Analyze job alerts • Analyze response by category and company sales and marketing education part time administrative assistant nurse accounting pharmacist customer service

  12. Best Practices: Targeting Works • Use well-defined categories for search & browse • Too many sites rely on general categories, making it hard for job seekers to drill down to find relevant jobs • General categories also make reporting less meaningful • Research your market demographics to define specific categories of interest • Help advertisers understand your categories and where their job postings best fit • Stay away from variations of the same category – it’s confusing (e.g., brand management vs. product management or medical vs. health care)

  13. Best Practices: Focus on Titles • Encourage employers to use most popular job titles: • Job boards typically provide for hundreds of different job titles under the same categories • Our research shows that consistent job titles boost ad response rates by 30%+ • Seek a balance between being too specific and too general, such as: • Experienced Sales Manager vs. Sales or Manager • Relevant job titles make it easier for job seekers to find appropriate jobs, and reduces the number of unqualified applies as job seekers better match their experience with titles

  14. Best Practices: Make Job Sharing Easy • Sharing Jobs Analysis • 92.95% Email • 5.37% Facebook • 1.18% Misc. (Text, IM, etc.) • 0.31% Twitter • 0.19% MySpace • Email links on job postings are still the best way to get your listings redistributed and increase applies

  15. Best Practices: Solid SEO Is Critical Use Search Engine Friendly (SEF) URLs and canonical links that follow latest standards using two directory structure Use Canonical links for keyword, location, and other targeted searches: e.g. http://jobs.wsj.com/jobs/sales-manager/telecommunications/new-york/ Use search engine friendly browse for job category, location, company and custom facets Customize both SEF URLs and canonical links to match your SEO strategy Use SEF image ALT tags Use Sitemap XML

  16. Best Practices: Cross-Linking Use links to other relevant jobs, locations, companies and custom types to increase page ranking Add new links to new listings so your site stays fresh Add contextual text (spider food) to each job listing The Result: Boosts page views and applies Maximizes SEO Creates job seeker loyalty

  17. Don’t apply the same principles to all markets – each market is unique Use your reporting tools to analyze and evaluate your database performance on a regular basis Check in with your advertisers frequently to communicate how they’re performing on your site, according to your reporting Offer help on writing effective job titles, descriptions and categories Keep your SEO and cross-linking capabilities current Set accurate expectations with advertisers before they post a job Summary: How To Get a 10

  18. Thank You! Questions: Tony Lee Chief Alliance Officer 609.737.2442 tony@adicio.com

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