Job Recruiting Online Using Internet Marketing Tools

There are two types of job seekers: active and passive. An active job seeker is someone who is unemployed and is actively searching for a job, posting their resume on internet job boards, responding to available positions on Craigslist and networking with friends to find a job. A passive job seeker is currently employed. They aren’t actively looking for a job by posting their resume where ever they can, but if the right opportunity came up, they might consider a change. If you’re only recruiting from active job seekers, you are limiting your potential to find great talent.

Passive job seekers are much more sought after by recruiters and head-hunters than active job seekers. Active job seekers are riskier since they are currently unemployed (and may be that way for a reason), potentially desperate which could make them over-eager to the point of exaggerating their skills and unproven that their skills are adequate to do the job.

Internet marketing tools lend themselves perfectly to attracting passive job seekers since recruiting is in itself marketing:

The recruiter doesn’t solve an urgent problem for the person being recruited, in fact, they create one. That person already has a job (hence no problem). The problem being created is that until they change over to your job, they’ll be unhappy. (Seth Godin, The Difference Between Hiring & Recruiting)

Passive job seekers are out there online reading blogs and consuming content just like everyone else. Using Google’s AdPlanner and AdWords tools, you can select your demographic, get targeted ads in front of those passive job seekers within that demographic, send them to engaging landing pages after they click that invite them to submit a resume and use cost per resumes submitted (CRS) as your driving metric and then accurately measure your cost per hire. I won’t go into full detail on all the strategies that could be used to do this (because there are many), instead I’ll hopefully open your eyes to how effective and affordable recruiting for passive job seekers online can be.

Lets say you need to recruit a web designer to work for your business in Denver. Using Google Adplanner, you can create a detailed media plan based on the demographic of that person. In the “Research Tab” of AdPlanner you can search by site if you know of particular sites that you think your passive job seekers are going to, or you can search by audience.  Whenever you search by site you can see stats for that site to see if it aligns with the kind of candidate you’re looking for. I choose the site for this example so you can see the kind of detail it gives.

Adplanner stats

Click for larger image

The other option is to use the “Search by Audience” tab. You can filter by Geography and either target the whole state or click the plus box and choose a region within the state. I also recommend using the Ad Specs button to choose “In Google Content Network” so that only sites that allow ads from Google show up and also the “Ad Specs” button to filter the kind of advertising you’re going to do, there’s no sense at looking at sites that don’t support image ads if that’s what you’ll be using.

You can also filter by demographic to build your targeted list. For targeting a web designer I would choose the “Sites Visited” button and enter a few sites that have to do with web design and then I would click on keywords searched and choose words like “web design blog”, “MYSQL update” or “photoshop brushes”. Sites meeting your criteria get listed and you can ad them to your plan. If you sort by “Comp Index” it will sort by the sites that closest meet your requirements. Once you have your Media Plan made you can export it to excel for uploading into Adwords.

In Adwords you can create a campaign for your Web Designer candidate and choose to have your ads show only on the sites that you chose. You can also set the location that your ads will be seen, in my example case this would be Denver, schedule the ads to only be shown during work hours (for catching those passive job seekers while they are browsing the net while at work) and set a daily budget for how much you are willing to spend a day.

After the ads get going you can start to optimize your ads by testing different ad variations, excluding sites that aren’t performing well and use Google’s Website Optimizer to do A/B testing on your landing pages to get the most resumes submitted as possible.

Utilizing these tools for recruiting passive job seekers is a must for any organization looking to find good talent without spending large amounts on head hunter finder fees and job placement companies. Let me know any questions that you have in the comments!

Data Driven New Years Resolutions

ResolutionsIt’s that time of year again for new years resolutions. The trick to accomplishing your resolutions is this:

If You Measure it, it will improve.

Having an easy to use system for recording progress on your goals is essential. Here is a post on some iPhone apps for keeping goals. And here is another post on online tools for keeping goals.

Here are some recommendations of tools I have used for measuring my goals:

  • For reading books I use Goodreads. In 2009 I read 18 books. Still shy of my goal of reading 2 a month.
  • For running I use Nike Plus. I ran 205.27 miles in 2009. If you don’t want to buy the Nike Plus and have an iPhone, RunKeeper is a pretty sweet alternative.
  • is a popular way for measuring your finances.

This year I want to remember to send birthday cards to all of my family. I’m setting up reminders in NotifyMe 4 days before each birthday for the whole year.
I’m using Evernote to keep track of ideas I get for writing more posts, songs, film ideas, business ideas and fun things to do to achieve my goals of: building my personal brand, being in a touring punk band, making an indi film, starting my own business and making memories with my family. I really like the tagging feature in Evernote that lets me tag any ideas I get for easy filing.

Another goal of mine is to exercise more and lift weights. I haven’t found a good way to track lifting other than keeping track with paper and pencil since I don’t want to  carry my iPhone in the gym. I have a spreadsheet that I record how much weight and how many reps that I carry with me in the gym instead. This way I never forget how much weight I did the last time and I can push myself when I start to see myself plateauing. I will be using a calorie counting app called DailyBurn on the iPhone to track how many calories I’m getting. We’ll see how it goes.

Zach’s Best/Worst Of 2009

Best Purchase: M-Audio Firewire Solo Runner up: Two tennis rackets and 20 tennis balls at the thrift store for $12
Best Moment: Hearing Jane laugh for the first time
Biggest Achievement: Getting hired at Crocs
Scariest Moment: Getting caught in a thunder storm while jogging, thought I was going to get struck by lightning.
Most Painful Moment: Getting jalapeño juice in my eye, thought I was going to go blind
Suckiest Moment: Getting my first driving ticket. Runner Up: Sinus infection
Biggest Drag: Going to Mt Rushmore for the 4th of July but not being able to see the fireworks because it was too foggy.
Biggest Letdown: Hot stone massage, wasn’t that great
Thing I Thought I Would Never Do: Run a half marathon (2 hrs. 19 mins.)
Funnest Moment: Being in Teenage Bottlerocktet’s music video.
Best Movies I saw: Adventureland, Star Trek, Taken, 500 Days of Summer, Office UK Christmas special, Drag Me To Hell, Man On Wire
Best Music I Got: Dillinger Four – Civil War, Teenage Bottlerocket – They Came From The Shadows, Off With Their Heads – From the Bottom, Rancid – Let the Dominoes Fall, Cobra Skulls – American Rubicon, Everything by The Lillingtons
Best Books I Read: Moneyball, Predictably Irrational, What Would Google Do, Punished By Rewards
Worst Movies I Saw: Bride Wars, Transformers: Revenge of the Fallen, Knowing, Synecdoche New York, Paul Blart, Ghost Of Girlfriends Past

How To SEO A Contact Us Page

A lot of businesses don’t take advantage of their Contact Us page. Most Search Engine Optimization comes down to keywords in the meta title and content on the page and the typical business’s Contact Us page meta title says “Contact,” and the only content on the page is an email form, phone number and physical address. Yet there is much more you can include to get the most of of your Contact Us page.

One of the most frequently searched add-on keywords is “find a,” “how to” and “where is” – as in “how to find a good dentist,” and “where is the nearest dentist.”  These kinds of keywords are highly used in search engines by people looking for businesses but not always easy to place on the website. The Contact Us page comes in as one of the few places on the website you can use these keywords.

In the meta title and content say things like, “Looking to find a local dentist?” or “How to find a dentist can be hard…”

Also in the meta title include your business name and location.

Other things to consider including in the page content: Realize that your Contact Us page might be the first interaction someone has with your website. People don’t just enter into your site from the homepage. You’ll want to include important keywords like your location and what services/products you provide.

  • If yours is a local business say something like, “At [business name] we are here to help you with all of your [business services keywords] needs. Please contact us at our local [your city] office.
  • Give a brief synopsis of what you do. Treat it like a mini About Us page.
  • List your services. Use the keywords people use to find a business like yours.

And don’t forget to include a map, directions, picture of your business and all that good stuff.

Too Many Lists On The Internet

These are a few examples of posts including lists that took me about 5 minuets to find:

“6 SEO Website Redesigns Your Developer May Not Know,” “7 Tools to Optimize the Speed of Your Website,” “Top 100 Internet Marketing Posts of 2009,” “12 Best Free Online Resources for Learning SEO,” “55 Google Website Optimizer Tips & Tricks, “9 Great Collaboration Tools For Teams,” “10 iPhone Apps To Avoid Disaster,” “5 ways to Expand B2B Blogging Beyond the Marketing Staff.”

People write posts about lists because 1. They get lots of clicks; you are curious to see if you know about all 10 ten things. 2. They are easy to put together; a few Google searches and you’ve got a pretty good list going.

I love lists. But only when they are from people that I trust and put those items in some context.

Finding tools and tips and tricks and ideas doesn’t make you smart. Using all those ideas and then reporting back with experience and a suggestion on the best way to go forward is. What the Internet needs now is not more lists. What the Internet needs now is more analysis and commentary  that looks at all of the stuff out there, and says this one is the best. I need more recommendations from smart people who have my best interests at heart and less “comprehensive lists.”

Short Attention Span Writing

Does anyone else ever feel like me when reading content online that too many writers take too long to get to the point? I’m annoyed by long introductions in blog posts. People feel like they need to give me a synopsis of the history of what they are about to write and tell me why what they are about to write is important. Get to the point.

Or maybe my attention span is shrinking. According to the trends tab in my Google Reader: “From your 98 subscriptions, over the last 30 days you read 3,466 items, starred 0 items, shared 67 items, and emailed 5 items.” I do most of my reading on Tuesdays with an average of 1068  items that day and my favorite time of day to read articles is at 7 p.m, with an average of 818 items. I guess it’s easy to see how the average American could consume 34 gigs a day.

Most of these barely count as reading (Photobomb,, FreeAppAlert, etc.). But in the case of actual articles, I see a title and decide quickly weather or not it’s worth reading further, in the case I do end up reading further, I skim and pick out ideas and move on. Engaging headlines help, so do pictures, charts and lists. Long winded introductions don’t.

Some examples:

Mashable: As the news industry looks to reconstruct its suffering business model, the journalists of today must reconstruct their skill sets for the growing world of online media. Because of cutbacks at many news organizations, the jobs available are highly competitive, blah blah blah.

PPCHero: Testing your ad copy and your landing pages can significantly improve your paid search efforts. Of course, building a solid keyword base, creating an optimized account structure, and executing a well-planned bid management strategy are also crucial. However, testing blah blah blah

Hubspot: Calls to action are the gateways that your visitors must click through to become leads. If your calls to action aren’t optimized and attractive to your visitors, they are less likely to complete the actions you want them to on your website. Creating a great call to action isn’t simple of course, blah blah blah

Metrics Determine Methods

Choose wisely the metrics that you use to define success.

Pick a bad metric to measure and you’ll adopt poor methods. For example, if high average time on site or page views/visitor is the metric you choose for gauging the success of your site you may end up with a bunch of visitors who are annoyed with how long it takes them to find anything.

Or if having a huge amount of visits is your metric of choice you may be tempted to use spammy techniques to get traffic; is it better to get a click and then annoy someone, or better to only reach the people who care?

I think a good question to ask is, therefore what? “I want to double the amount of email subscribers to my site,” therefore what? “So that I can get more sales.” Howabout seeing if you can improve your conversion rate from 1% to 2% on those currently in the subscriber list, which also doubles the amount of sales your email subscribers generate, and in the process creates loyal customers that will have a desire to generate word of mouth for you and  improve their lifetime value?

Why Doesen’t Hulu Show Ratings?

There are reports on how many videos Hulu streams but how come they don’t tell us how many views individual shows are getting? Usually TV shows are quick to point out which ones are getting the highest ratings on TVs even though the way ratings are derived is anything but exact:

Nielsen is making an assumption using a sampling statistic based on 5,000 homes what the approximately 113 million U.S. television-viewing homes are watching.

Yet online, exact amounts of viewership is much more possible. Hulu knows exactly (almost exactly depending on the constraints of their web analytic providers) how many people are watching which shows, how many people drop out and watch shows only half way and they also know the mix of shows people are watching. For example, they would know that a high percentage of people who watch the Simpsons also watch Family Guy, etc.. Sure, Hulu has their “most popular videos” category but they don’t show how many views to substantiate their claim of what is most popular.

You would think they would advertise things like, “Come see the most viewed show on Hulu!” but they don’t, why not? They are hiding something. I bet there is some conflicting data between what the Nielson ratings show and what online shows and they don’t want their advertisers to know about it. And their “most popular videos” category is probably anything but the most popular. I think they cherry pick which clips they want people to watch more of based on which shows demand the highest costing CPMs.

What if Arrested Development is the most popular? But since that show is not airing on TV they don’t want people to like it more, they want people to like The Office more so they can get those people to tune in on Thursdays to sell more advertising. Is their new show Community, which is on the top row for most popular, among the most viewed? Doubtful, I bet they want more people to be exposed to the show since they have a lot riding on it becoming a success. Does Hulu take stocking fees like in supermarkets where networks pay them to put their show on the homepage? Maybe.

For sure they have some good reasons why they don’t reveal which shows get the most views.

The SEO is Overrated Debate

I read this article thats ruffled some feathers lately about how SEO is not a legitimate form of marketing and I think what the article says is mostly right. Yet there are a few things about SEO in my opinion that make it worthwhile. In the article it says,

Look under the hood of any SEO plan and you’ll find advice like this: make sure to use keywords in the headline, use proper formatting, provide summaries of the content, include links to relevant information. All of this is a good idea, and none of it is a secret. It’s so obvious, anyone who pays for it is a fool.

This statement is absolutely true. Ranking better in search engines is no secret. All SEO comes down to three things: keywords on your site, other sites linking to yours and having your site code formatted correctly. People in SEO make a lot of hubub on all kinds of other stuff  other than those three things but in reality that’s all you need to do. A writer  for Search Engine Land who replied to the above writer makes a point that I think is very valid,

Still, sometimes people have problems. And the stuff that you think isn’t rocket science — that anyone knows — is indeed a mystery to others.

The fact that this information is well known doesn’t limit it’s value and won’t keep people from wanting someone to use that knowledge on their behalf. There is plenty of information out there on how to change the oil on your car by yourself but that doesn’t make Jiffy Lube a con man. Stock brokers also come to mind as people who are paid a lot to use other people’s money in an industry over which they have no control.
Nothing is stopping businesses from learning the best practices on how to get the most out of their website but they choose to pay experts to do it for them, so what’s wrong with that?