internet & recruitment

1. eBusiness workshop 29 - 10 – 2010 Marco van Hurne

2. Part I Google

3. How does the Internet work? 1957

4. How does the Internet work?

5. About Google Data centers use between 50-100 megawatts of power and are often found near water (cooling) Google data centers are highly efficient and they claim to become carbon neutral Google servers are housed in standard shipping containers that hold 1.160 servers each. They can be up to 500.000 m2 and E 600 million each There are over 19 data centers in the US, with at least 17 more around the world

6. Google Search Engine basics Step 1: Google creates an index You write a blog post, tweet, update a site, or otherwise add content to the web Google bots crawling the web come across your post Once crawled, the page is indexed within seconds Page titles and link data are stored in one index used for broad and competitive searches On page content is stored in another index used for obscure and long tail searches When you search Google, you are not searching the active web, but Google’s cache of it, which is constantly being updated Page content is stored in a reverse index Google bots follow links. If there are no links to your site, typically it will not get crawled Google bots won’t crawl your site if you tell them not to with a robots.txt If links to your site have a nofollow tag, the google bots won’t arrive from those links

8. Step 2: Google determines the relevance of your text Google Search Engine basics Google scans a page like any human being would. It get’s better and better Google uses synonyms to look for similar words to include in your search query Time the page takes to load: Scanning for relevant keywords in: Website body text Title URL Hyperlinks Bulleted lists

9. Intermezzo: eye-tracking Google Search Engine basics 2005 2007 Fold !

10. Google Search Engine basics Step 3: Google determines the authority of your page The more links you have from higher authority pages, the greater your own page’s authority Search Engine Optimization Process A link from a non-commercial website has more value Purchasing huge number of links from linkfarms may result in a penalty (banned from Google’s results(

12. g.us: keep it simple SEO example We use the space under the Fold to create relevant points of entry for Google, i.e. Keywords The technology used, creates no barriers for the Google Bot. All HTML is valid and all code is W3C compliant Fold ! G.Us = Google x us : a jobsite that is SEO friendly (and an anagram for USG) G.Us aggregates jobs from all OpCo’s in NL. Vacancy’s are posted either automatically or by hand.

13. SEO example g.us: key – consultants training Vacancy title: structured Vacancy [Job title] in [Location] Body text: Keywords density between 2 and 5%. We’ve developed a training how to write a vacancy that scores well for people as well as Bots Fold !

14. SEO example g.us : link building

15. How do people search the Internet?

16. Holiday Italy Still too generic (450 k). Holiday Italy Lake Garda It’s specific, but still too many car trips. I want to travel by airplane. Holiday Italy Lake Garda Air Good enough ! Holiday Too generic (20 mln hits). Some people look to Hubs (startpagina) or Authorities (OAD, Idealspain.com) for help.. Search for a holiday How do people search the Internet?

17. Search Engine Optimization: Keywords in correct places Analysis position #1: Vacanceselect.nl Title URL Breadcrumb Paragraph [H2 Tag] Heading [H1 Tag] Keyword density Individuele opdracht Vacanselect

18. Looking for a job as an office manager in the Rotterdam area (NL) and I want to work part time Search for work How do people search the Internet?

19. Marketing on the internet is niche marketing The “Long tail” Generic keywords i.e. “Job Madrid” have a high search volume, are generic and attract non relevant traffic. They also have a high cost associated because of the large competition Specifick, long tail keywords, i.e. Vacancy online marketing manager Madrid have a low search volume, highly relevant traffic and low cost associated with them. Example of a Google Ad from the PTN OpCo AdRemYP: Targeting the short head

20. Will Google add vertical search engine for jobs? Finding Jobs through Google 1 Google is an A – brand  you buy (click) what’s on top ! X 2 People tend to type in longer sentences + 3 Targeting specific keywords is cheap and they convert better = 4 Google is a job search engine Google is investing heavily in vertical search engines. There are no plans yet to create a vertical job search engine

21. 10 minutes Break

23. Advertising in Google Easy to do it yourself

24. Easy to do it yourself 1 2 3

26. Remarketing Remarketing is still being debated on the net whether or not it is ethical.

28. Part II Social

29. Social Networking

30. Social Networking

31. Social Networking

32. Social Networking OMG !

33. Or the Dutch soccer team ?

34. And them ?

35. This perhaps ?

37. Which social networks are popular in spain? Social Network Distribution 2010

38. Social Networks attract different audiences

39. France: 4th largest user group on Facebook (12 milion) 64% social network penetration (NL: 53%)

40. France 8th in Twitter top 10

41. Most important social networks

42. Hyves werksfeer inhoud van het werk mogelijkheden om door te groeien Redenen om te kiezen voor een werkgever aansprekende producten mogelijkheid om part time te werken makkelijk te bereiken mogelijkheden om door te groeien myspace linkedin salaris en uitdaging van het werk aansluiting bij idealen aansprekende producten internationaal mogelijkheden om door te groeien

43. Facebook Social Network demographics Avg income: 44k USD (lowest of all social networks). Most users are single (60%) and student (23%). myspace linkedin 40% is married, 80% is caucasian, 6% is retired. Income on average 61k USD. Avg # friends: 130 Highest income of all social networks: 85K USD. 71% male, highly educated, 10-15 years experience. Goal: Job hunting, recruitment, business development Twitter A lot of freelance / part timers (25% comp to 11% avg). Avg income: 58K. A lot of early adopters and innovators in this group. Average age 31 jaar ! Average age 40 Average age 27 Average age 26 ! PEW Onderzoek: Age Twitter 18 – 24 20% 25 – 34 20% 35 – 44 10% 45 – 54 5% 35 – 44 2%

44. 5 minutes Break

46. I asked my wife to map her social life Vrienden Werk Familie Vrienden van vrienden

47. The social networks that we’re creating do not match our offline networks People tend to have between 4 and 6 groups of less then 10 people around life stages. Only 5% is called a “Friend” group. Despite people trying to mix them. The groups remain independent ONLINE OFFLINE In social networks people tend to have between 10 and 20 groups around certain types of relationships. Groups tend to form around common interests

48. And social networking is not about making friends Are we friends? Uhm.. I tink we’re connected

49. It’s about relationships Strong ties are the people you care about most: circle of trust Most people have on average 4 strong ties. Most have between 2 and 6 On average. People have about 10 people they meet or speak with at least weekly. On Facebook, people interact with 130 friends. They only interact regularly with 4 to 6. A small number of strong ties. Studies in online gaming show that gamers are most often playing with strong ties who they allready know

50. Our brain can handle only a limited number of weak tie relationships 150 weak ties is the limitation of our brain

51. Strong ties often have influence over people’s decisions The biggest factor in purchase decisions

52. The value add of social networks

53. But strong ties and weak ties are not enough when describing online relations A new category of tie: the Temporary Tie Temporary ties

54. Weak and temporary ties have influence over decisions people make The person or ex worker who rates your company on Glassdoor (or Companyrating)

55. That’s why Google integrates them in search Google Social Search Create a Google profile, sign in. Seaches will cover Twitter, Friendfeed and Gmail networks

56. The person who tweets about your company In this case about the announced mass lay-offs at the postal service TNT

57. The person who answered your forum question You don’t know the people beyond the conversation you have. Your interaction with them is temporary. With the rise of user generated content, temporary ties are becoming more important

58. Or the influencer who writes frequently about your company

59. How are people connected around our business?

60. The challenge is to design for different types of relationships

62. Twitter

63. About Twitter

64. Communicating in 140 characters

65. It’s addictive

66. Twitter searches the real time web Google Real time search: relevance meets the real time web: Live Tweets, Newspaper headlines, Blogs,…

67. How to start: 1) listen to what they say about your brand

68. 2) Listen a bit more

69. Post content and start following 3) Get active

70. Post more content and start following more people 4) Get even more active

71. Dumping jobs on Twitter is not communicating This is still broadcasting, not a dialogue !

72. 5 minutes Break

73. (Corporate) Referral Recruitment

75. Social Referral Step 1 : Link your online networks to Social Referral Step 2 : Corporate recruiters post jobs ons SR Step 3: SR shows all matches in your network Step 4: Send your friends an invite to apply

76. Social Referral Step 5: “Sounds interesting”. You know me and the company Step 6: A bonus for you, a job for your friend and a great hire for the company

77. Linkedin

78. 65 MIO members in a worldwide footprint

79. 15 MIO European members

80. Linkedin Netherlands

81. Custom profile targeting

82. Displays

83. Polls

84. Enhanced / Custom groups

85. LinkedIn partner messages: InMails (targeted)

86. Custom Programs

87. USG Juristen Dutch Legal Professionals

88. Ikki LinkedIn profile import

89. Part III Mobile

90. Mobile users > desktop internet users within 5 years Global mobile vs desktop internet user projection - 2015

91. Number of days to sell 1 million units iPod: 2 years iPhone 3G: 90 days Google Droid: 74 days iPad: 28 days iPhone 4: <1 day

92. ATTB research: most important job functions on mobile phones

94. Development: Choose your platforms

95. Development: Choose your platforms

96. The issue with microsoft It’s about the WAF (Wife Acceptance Factor) Technology is cool…arf arf

97. Phase I: jobsites on mobile phones One giant look-a-like contest

98. Don’t forget the iPad PadVertising

99. Augmented reality “ real world is augmented by computer generated images”

100. Augmented reality “ real world is augmented by computer generated images”

101. Nokia: A killer App

102. Social Networking and geolocation: Foursquare

103. Mobile tagging: QR codes

104. Deel IV 7 shifts

105. 1st shift: Mobile internet use 1

106. 2nd shift: Identity management in the cloud 2

107. Sites we visit will have our identity and social networks with us Showing the activity on that site of people in our network

108. New York Times: TimesPeople miniFeed on Facebook People’s identity is shared accross sites. There will be a few places where we keep this identity up to date

109. People will keep their identities updated only on a few places Government Platforms Social Networks NGO’s

110. Technological standards will also help getting identities synchronized

111. Most People will have an online CV in 2015

112. This development will put the Candidate in charge: CMR

113. Our challenge is to create matches within this cloud Based on availability for work and permission granted by the candidate

115. 3rd shift: Competition from customers 3

117. 4th shift: The rise of marketplaces 4

118. What’s a marketplace? A market: supply and demand Candidate Assignment An e-procurement site Candidate Assignment Price transparancy – difficult to maintain if organised as 1:n Candidate Assignment Price transparancy – economy of scale Aggregating (n) supply and (n) demand. Independent of place & time Intransparant, informal networks. Internet has not yet penetrated A digital marketplace

119. Virtual temping agencies Marketplace, payrolling, virtual intakes

121. 6th shift: local for local 6

123. F-Commerce 7th shift: Markets are conversations ! 7

124. About RSS