Clicks vs. Cliques
The recruitment value in
online communities
Greater Valley Forge
Human Resources Association
October 18th, 2013
Joe Stubblebine
Vice President, Corporate Outreach
1
Clicks vs. Cliques
The recruitment value in online communities
WHAT WE’LL DISCUSS…
the evolution of online communities
not all clicks are created equal
thinking like a marketer
common mistakes to avoid
Crash course on measuring our recruitment spend
This is how it all started.
Conversations. Communities.
YOU
Us…
WE
It’s all about you. We. Us.
Recruit me.
leg·a·cy
/ˈlegəsē/ - of or pertaining to old
or outdated computer hardware, software, or data that, while still
functional, does not work well with up-to-date systems.
search
social
professional
career
Let’s drill down.
Place
Person
Relevance
Time
PERSON
PLACE
TIME
RELEVANCE
PERSON
PLACE
TIME
RELEVANCE
PERSON
PLACE
TIME
RELEVANCE
PERSON
PLACE
TIME
RELEVANCE
5
Common Mistakes
1.
Poor product representation.
Focusing on the click price rather
than the person behind it.
2.
Relying only on job postings to
engage candidates.
3.
Doing the same old thing
we did last year.
4.
Buying recruitment products
without measurement.
5.
Clicks vs. Cliques
The recruitment value in online communities
Thoughts to Ponder…
Where does my candidate live, work, and play?
Am I diversifying my efforts to brand and attract people?
How good is my product? Would I shop at my store?
Am I making a commitment to try new things?
Am I measuring my results?
And to my last point…
Let’s get into the weeds.
Which came first?
Effective Measurement.
Flat Fee
Performance Advertising
CPM
CTR
CPC
CPA
CPH
Flat Fee
Candidate Acquisition Funnel:
1. Candidate views ad
2. Candidate clicks on ad
3. Candidate applies to ad
4. Candidate gets interviewed\hired
Flat Fee
CPM
Cost per Impression
This is a cost measurement to indicate how much you are
paying for views to your ad. “M” stands for 1,000.
Example: if you purchase 3,000 impressions (views) at a $3
CPM, this would cost you $9.
Flat Fee
CTR
Click Through Rate
This is a measurement of what percentage of impressions
(views) result in clicks.
Example: if you purchase 1,000 impressions (views) and 100
of those impressions result in clicks to your ads, your CTR
would be 10%.
Flat Fee
CPC
Cost per Click
This cost represents how much you are being charged per
click.
Example: if a site sends you 50 clicks to your job at .50 cents
per click, you will have paid $25 for 50 jobseekers to view your
ad.
Flat Fee
CPA
Cost per Applicant
This cost represents the cost you are paying for each
applicant.
Example: if you paid $25 for 50 clicks, and 10% of those
clicks applied (5 people), then your cost per applicant is (25 /
5 ) or $5.
Flat Fee
CPH
Cost per Hire
This measurement represents the cost you are paying for
each hire.
Example: if you paid $25 for 50 clicks, and 10% of those
clicks applied (5 people), and you hired 2 people, then your
cost per hire would be $12.50.
Flat Fee
Flat Fee
Candidate Acquisition Funnel:
1. Candidate views ad = CPM
2. Candidate clicks on ad = CPC
3. Candidate applies to ad = CPA (CPL)
4. Candidate gets interviewed\hired = CPH
Flat Fee
Do the Math:
You have 200 jobs you need to fill. You can either
pay a flat fee of $16,600 for a posting package (flat
fee), or you can pay 1.75 per click (performance).
Assume performance is the same: each job gets
500 impressions, has a CTR of 10% and click-toapply conversion rate of 10%. On average, you hire
1 out of every 100 applies.
Which gives you the best cost per hire?
Performance-based ads or Flat fee ads? Flat Fee
Do the Math:
Views:
Clicks:
Applies:
Hires:
100,000
10,000
1,000
10
Package
Cost
Flat Fee
CPC
CTR
CPA
Hires CPH
$16,600 $0.60 10%
$16.60
10
Performance $17,500 $1.75 10%
$17.50
10
$1,660
Flat$875
Fee
It’s Your Turn.
GOAL:
Facilitate peer-to-peer discussions around recruiting and
sourcing experiences to share and learn from each other;
EXERCISE TIME:
Approx. 20-25 minutes, time permitting;
INSTRUCTIONS:
1.
2.
3.
4.
Gather in groups, and pick a scribe for your group;
Discuss 2-3 of the provided questions as a group;
The scribe takes brief notes during the discussion;
At the end of the discussion, each scribe will provide a
summary of what was discussed within their group to the
larger group;
It’s Your Turn!
Clicks vs. Cliques
The recruitment value in online communities
WHAT I HOPED YOU LEARNED…
Online communities and non-conventional
ways of marketing your recruitment brand
can help you build a better workforce;
A few tips when it comes to buying and measuring
your recruitment marketing efforts and
understanding the performance landscape
Valuable take-aways from each other during our peer to peer
discussion and that you got to know someone within our own
little community!
“
call me maybe.
Beyond: http://Beyond.com/JoeStubblebine
”
Twitter: @JoeStubblebine
Linkedin: http://Linkedin.com/in/JoeStubblebine
Email:
JosephS@beyond.com
Phone:
610-878-2800