Best practices for improving Cigna's recruitment marketing

Best Practices for Recruitment Marketing
Prepared for CIGNA, Corporation
June 2, 2009

Heidi Dorazio
hdorazio@jobs2web.com
Sr. Solutions Representative - Jobs2Web

jobs2web | Copyright ©2008 of Jobs2Web Inc. All rights reserved.

• Top US Health Insurance Company
• ATS: PeopleSoft
• Current: 475+ Job Openings
• Top Jobs: (locations * PA, CT, AZ, MN, etc.)
• Business Operations -) Customer Service, Claims Processor, Project Specialist/Manager
• IT -) Application Developer/Manager, Business Analyst, Project Manager, Systems Analyst
• Sales/Sales Support -) Account Manager, Sales Representative/Sr., Service Specialist
• Medical -) RN, Behaviorial Case Manager, Care Associate


Improve the
Attract Talent Candidate Experience
(90% of 1st Time Visitors Don’t Apply)

What Are Your
Top Issues?

Quality of Strategic Measuring Your Online
Recruitment Marketing Recruiting Results
TODAY (Tracking 100% Of Sources)


How to find the BEST?

Jobs2Web helps you leverage and position you
best with quality/passive candidates by being
WHERE they initiate their job search…


Drive Candidates to YOU!

Where the Candidates ARE:

Cigna JOB Link

Candidate Action OPTIONS:
1
View Job & Apply
2
Join your Talent Community
3
Watch for your Jobs (RSS feed)
4 Post your job


Jobs2Web Client Goal/Objective:
$100K Recruitment
Direct Hires External Spend
Marketing Budget-) TODAY

Headhunters 10%
Year 2:
80% NEEDED
Referrals 20% Headhunters 5%

Year 3:
Sourcing Tools 10% Referrals 25%
60% NEEDED

Social Networks 10% Referrals/Repeats 30%
Sourcing Tools 10%
Social Networks 20%

Job & Niche Boards Direct Hires 20% Sourcing Tools 10%
(Search Engines,
60% Career Site) Direct Hires 30%
(Search Engines,
Job & Niche Boards Career Site)
30%
Job & Niche Boards 10%


…your Comprehensive Recruitment Strategy Partner

Candidate Attract Candidate Engage
SEO • Candidate Experience
& PPC • Enhanced Job Search
Job
• Talent Capture
Distribution Craigslist (minimize ‘drop-offs’)
• Job/Profile Marketing
Email Viral Repeat • Social Media
Referrals + =
&RSS Marketing Visitors • Email Campaigns
• Live Chat
Passive
Candidates

System-Sync Program Measure

Applicant • Visitor Intelligence
Career CRM/
Site
Tracking • Keyword Rankings
System Sourcing
• Candidate Demographics
Social • Social Network Monitoring
Media • Source Tracking
• Campaign Tracking
• Cost Per Applicant
Talent
Community Candidate Talent • Cost Per Hire
(CRM) Capture Pipeline


Market Trends
Job Boards Search Engines

Candidates


Market Trends
Search Engines

Candidates

Direct to
Candidates


Why Search Engine Optimization? (SEO) :) Candidate Behavior Evolution

„Pre‟ Web 90‟s Web 1.0 2000 TODAY Web 2.0

Craigslist

There are 225+ million searches for “jobs”
monthly on the major search engines!

How can YOU capture these candidates?


SEO > How People Search
How Do People Search For Jobs On Search Engines?

SEARCH TYPE PERCENTAGE
(With term “jobs” included)
Location 32%
Occupation 24%
Skills/Generic 19%
Employer 15%
Brand 10%

“New York Pharmaceutical Sales Jobs”
Typical Search


Career Site Optimization

Pay-Per-Click
Advertising

Companies
Who Optimize
Their Career
Site For
Search Engine
Optimization
Will Win
80% Of Clicks Are In “Organic” These
Search Results Candidates


Where People Click On Google

Heat Map Shows Where
Most Users Click When
Using Google


Search Engines 125+ million searches for “jobs” on Google each month

‘sales jobs’ specific: over 3M per month

Cigna Specific Titles:
‘part time jobs’ = 1.5M /mo.
‘retail jobs’ = 800K /mo.
 ‘teen jobs’ = 600K /mo.
‘retail management jobs’ = 100K /mo.
 ‘mall jobs’ = 90K /mo.
 ‘sales management jobs’ = 70K /mo.
 ‘part time sales jobs’ = 20K /mo.
 ‘part time retail jobs’ = 8K /mo.


Analysis based on: Sample Search:

SEO Optimization ie. ‘hartford ct claims jobs’


Jobs 2 Web Career Site Review:
Analysis based on: Career Site Impression
Career Site Impression •
•
‘Careers’ was easy to find on ‘cigna.com’
By job category/job type/Location segment for job-opportunities
• Easy to find what I’m interested in
• Able to search on keywords.
• I DO NOT need to ‘register’ to view job description
• Only option is to Apply…consider RSS/Email Subscribe for
passive visitor/interested candidates and/or future alerts.


J2W Recruitment Marketing Platform Workflow:
Job Search Engine Optimization
YOUR J2W Recruitment
Your Career Site:
Marketing Platform:

‘Free’ & Aggragation-site Job Distribution

Captures:
All Interested Visitors
& Applicants back to ATS Social Network Job Distribution
Join YOUR Talent
Drives More/Repeat Applicants Community

Bill Smith Don Peterson Mary Anderson Candidate ACTION
bill@gmail.com
Business Analyst
dp@gmail.com
Java Developer
ma@gmail.com
LPN
Apply
Chicago, IL Boston, MA Pittsburgh, PA
Text2Apply Inbound Inquiry
Tom Steele Joe Frank Jane Larson
stee@gmail.com jfrank@msn.com jane@aol.com
Custodian Engineer RN
Cleveland, OH Raleigh, NC Minneapolis, MN


Search Engine Optimization

This is what the
Google Bot sees.


Search Engine Optimization


2 Factors of Greatest Consideration when Evaluating CSO

Talent Landing Page
Development
and Maintenance

Keyword
Job/Location
Optimization
(not job titles)


New Technologies > SEO
LOCATIONS: MN Minnesota St. Paul IL Illinois Chicago

Accounting
MN Minnesota St. Paul IL Illinois Chicago
Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs Accounting Jobs

Developer
Developer Jobs Developer Jobs Developer Jobs Developer Jobs Developer Jobs Developer Jobs

Nursing

Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs Nursing Jobs

Sales

Sales Jobs Sales Jobs Sales Jobs Sales Jobs Sales Jobs Sales Jobs

CATEGORIES:


Jobs2Web Vs. ‘Other’ SEO Providers
example…Jobs2Web:

Talent Landing Page
Development
and Maintenance

Keyword
Job/Location
Optimization
(not job titles)

Building out of pages for all keywords
leading to a job


Jobs2Web Vs. ‘Other’ SEO Providers

example…other SEO/’job-indexing’ provider:

Talent Landing Page
Development
and Maintenance

Keyword
Job/Location
Optimization
(not job titles)


Sourcing/Recruiting Professionals…

Client Dashboard


Sample Client Results:
Since August 25, 2008

Client Profile: Client Results to-date:
 What: Leading multispecialty academic medical center.  Hires: Over 200 health-care highly professional
 Where: Cleveland-Based  Cost Per Hire: $385. Prior avg. cost >$10K
 Base: 20,000 Employees; $4.4 B Ann. Revenue  Cost Per Applicant: $11.92. Prior avg. cost >$40
 Current: 650+ Open Jobs  Cost Per Visitor: $1.41. Prior avg. cost > $4
 Top Jobs-) HealthCare: Nursing, Medical Assistant,  Visitors: Almost 85K
Physician, Medical Technologist, Pharmaceutical, Respiratory,  Applies: Over 8,700
Home Care, Lab Technician, EMT, etc.  Email Subscribers: Over 5K


1  Jobs Active: Current Number of jobs/by Job Category/Segment

2

 Talent Community: LEADS for
your SOURCING/RECRUITING
team. Passive/Quality Candidates
and VALUALBE information!


Candidate Profile:
 Name
 Email
 Current Company Employed by
 Current Title
 Phone Number
 Traffic Source
 Interested in being CONTACTED by YOUR Sourcing/Recruiting Team


Job Categories This Candidate is Interested in…Watching


Page Ranking…Actual keywords driving results


Web 2.0 Recruiting Platform

 Single Platform
That Powers All
Web 2.0 Channels

 Leverages Existing
Career Site & ATS

 Delivers All
Candidates Back
To Centralized
Apply Process

 Measures All
Activities Online


Jobs2Web Results
“If you’re still relying on the big boards (which can still play a role in your
overall strategy), a good place to start is taking 30-50% of your annual
spend and try something different.

Sounds aggressive and possibly harsh depending on your overall reliance
on the big job boards, but the results are very telling.

After a 6 month pilot with SEO career site leader jobs2web, here are the
results:
Jason Buss
VP of Talent Acquisition • Visitor to candidate conversion ratio doubled - from 9 to 18%.
Ameriprise Financial
• Percentage of traffic generated from search engines from 2.2% to 11.3%
Formerly: • Career site ROI tripled
Russell Investments • Visitor time on the site skyrocketed from 3 minutes to over 8 minutes
• Site traffic and candidate contacts increased by over 300%.
• Based on the initial success of this initiative the overall online recruiting
costs were cut in half, with stronger results.”


Realized Benefits – SUCCESS!
• Increase in the number of QUALITY/PASSIVE candidates applying direct through your career site
• ‘Brand Exclusivity’ lessen candidate ‘competition’
• Your recruiting team will maximize sourcing efforts (quality sourcing vs. admin. Tasks)
• Increase your ROI from your career site and applicant tracking system
• Improve key metrics:
• ‘Cost Per Hire’
• ‘Time to Fill’
• ‘Visitors to Apply’
• Build your own private talent community of quality, passive candidates
• Improve the candidate experience
• FINALLY, track your sources of candidates, isolating your cost per applicant/hire


Company Evolution Endorsement/Partnerships

 Seamless Integration

 Strategic Partnership

 Solutions Partner

 Over 20 clients adopting the J2W Solution

 Interactive-Savvy Recruitment Ad Agency

 Proud Sponsor

• Founder; Doug Berg, PhD
• Industry pioneer; 20+ years * Interactive Recruitment Leader
• Evolved from Job Board, former Techies.com since 1996, now www.hotgigs.com
• 50+ Clients; 30+ Employees



Job
Distribution

Search
Engine Optimization Candidate Messaging
EMAIL Subscribe &
RSS Feed

Monthly
Talent Landing Metrics Reports
Pages


YOUR Job Feeds J2W Dedicated
Account Manager
Candidate
Source Tracking


Some of Our Clients
Consulting/
Services

Engineering/
Technology

Financial

Healthcare

Retail / Product

Med Tech

Energy/Ag


Change Everything Without Changing Anything

 Easy Deployment
 Live In 4-6 Weeks
 No IT Or Integration Required
 No Site Redesign
 No Changes To ATS System
 We Do It All


Thank you.

Your representative:
Heidi Dorazio Sr. Solutions Representative
hdorazio@jobs2web.com
952.697.2915


Best practices for improving Cigna's recruitment marketing

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