Job Board Doctor Jeff Dickey-Chasin’s latest Webinar reported the results of his global survey of 197 recruitment site publishers. For the second year in a row, these recruitment publishers saw LinkedIn as their biggest threat, with 51 percent reporting a concern. Other competitive threats included Indeed and other aggregators as well as the negative public perception of job boards.
In “Industry Trends All Job Boards Need to Know,” the former Dice marketing manager also revealed what publishers offer on their sites, and what their employer clients use and seek most.
While the majority of participants were U.S.-based, many from Canada and the U.K. were represented as well. More than one third were industry-niche sites, many were specific to occupation, affinity or location, and most had at least 25,000 monthly unique visits, with some as high as 500,000. While general sites and aggregators did participate, 74 percent represented some sort of niche.
- Hiring (job posts) were up on all sites, most with an increase of at least 1,000 listings monthly
- 85 percent offered a resume database
- Well over 60 percent of the sites used aggregators to boost their database and traffic
- Social media was the number one boost to traffic, with search engine marketing (SEM) a runner up
- Google AdWords and aggregators were the least successful forms of conversion from listings to applications
- Highest convertors included direct marketing, search engine optimization (SEO) and SEM, in order of success
One notable flaw: Sixty percent of the participating sites fail to survey their candidate users once every 12 month. “You’ll be a lot better off if you do ask them how they use it, and they’re attitude about it,” Dickey-Chasins told those of us in the audience.
The three recruitment-site features most important to employer clients, in order of importance, were quality of candidate, quantity of candidate and price. Site traffic was of less importance to these hiring managers than in years past.
Recruitment sites commonly offer the following features (Listed by percentage of sites offering, highest to lowest):
- Email (or text) job alerts to candidates
- Presence on Twitter and Facebook
- Featured jobs
- Career advice through blogs
- Mobile optimization
- feature advertiser / company
- full ecommerce for self-service sign-up and payment
- enhanced reporting to clients showing total applications and posts
- LinkedIn group presence
- Integration with a job distribution system
- Presence on Google+
Disturbing was that 18 percent of these sites had no idea what their mobile traffic was, though those that kept track noted a big jump in mobile access since 2013. Most mobile access fell into the 18 to 40 percent range. More than 70 percent of the sites were mobile optimized, a big jump from last year. Alarming, however, is the 30 percent who still haven’t made this improvement.
In the next year, these sites plan to increase SEO, change their current pricing model, modify existing software platforms, and add new social media features. Few (under 4 percent) will leave the industry. Optimism is up a bit from last year, with 46 percent optimistic and 38 percent very optimistic.
When asked what services he recommended to recruitment publishers, “SEO makes sense,” Dickey-Chasins said. “You have to get visibility with the candidates. SEO continues to be one of the best ways to do that – it’s not easy but it’s very worthwhile. ” Before adding SEO, however, Dickey-Chasins said that it was important to do a third-party walk through of the site, both as a candidate and employer.
“If you don’t have a mobile-enabled site at this point I’d do that before I’d do anything else, because without it you’re losing traffic and candidates,” he said.
Originally posted on www.aimgroup.com.