Moz is one of the most well known and prominent SEO resources in the world. Originally known as “SEO Moz”, they dropped the “SEO” when they eventually became more than a tool for Search Engine Optimization. Now an extremely valuable resource for digital marketers, Moz also hosts one of the best marketing conferences in North America.
About MozCon
July 9-11, 2018 – Seattle, WA
MozCon 2018 is a great opportunity for marketing experts in the staffing industry to learn and grow their skill set. This three-day conference takes place in Seattle, WA and includes sessions, presentations and networking with some of the brightest minds in digital marketing. By attending you’ll have access to professionals on the cutting edge of the industry sharing tactics for search engine marketing. In addition to SEM, MozCon will have sessions on brand development, mobile marketing, social media, content marketing and much more.
Why You Should Go
I don’t doubt that this year’s conference will continue the tradition of delivering actionable strategies for your staffing agency. One of the best aspects of this conference is the networking opportunities. As a staffing agency, you’ll be somewhat of an interloper. Most of the professionals here are from marketing agencies. That’s a great place to be in. Firstly, you won’t be seen as a competitor, which could allow others to let their guards down, giving you an opportunity to learn more from them. The second reason is that you’ll have a unique opportunity to recruit talented marketing professionals for your agency.
There are a lot of job boards online and many offer similar promotional/advertising products which allow you to promote your jobs. Zip Recruiter is one of the most prominent of these job boards. It’s up there with Monster, Jobs2Careers, and CareerBuilder (not quite Indeed’s level, but then again no one is so…). ZipRecruiter is a lot like these other sites except that it’s designed for staffing/recruiting. The big difference is that Zip Recruiter offers a Pay Per Click (PPC) service via email alerts called Zip Alerts.
Zip Alerts
Zip Recruiters email based PPC service allows you to target qualified candidates in their inbox on a daily basis. The service is pretty effective and often yields conversions (applicants/candidates) for the same price if not cheaper than Indeed. Here’s how it works. When a candidate goes to ZipRecruiter, or one of their tertiary job boards, they perform a search and get the option to receive email alerts about similar jobs. Those alerts get sent to their inbox whenever there are jobs that fit their search criteria. If you’re in the Zip Alerts program you get priority over all other jobs and appear in better positions, more frequently than organic jobs. When a candidate clicks on a link for your job they go directly to your website. Since it’s Pay Per Click you only pay for performance. Unlike many other services that you pay a flat fee and hope for the best ZipAlerts allows you to maximize your budget.
Success Stories
I’ve worked with dozens of IT/medical staffing companies who have used ZipAlerts. While managing the advertising for these clients ZipAlerts has been a staple. While Indeed was always the largest source of leads for my clients, ZipAlerts was a close second and it consistently yielded high quality leads at a great price.
Most of my experience with ZipAlerts has been in the medical staffing arena and it’s been great for travel nursing & allied healthcare. A few of my past IT staffing clients have used it and had a lot of success. There is a limit to the amount you can spend before you start to see diminishing returns on your financial investment but it’s close to on par with Indeed. As in most cases it depends on the amount of jobs you have, as well as the different specialties and cities/regions in which they’re located.
Of course Zip Recruiter also allows you to post your jobs which then get circulated through their network of job boards and they even offer branded landing pages that allow you to collect applications in a mobile friendly environment.
Getting Started
ZipRecruiter has a great staff. I met some of their people at industry conferences over the years and they have been invaluable in providing support with their products and services. The best way to get started is to reach out to their sales department and get in touch with an account rep.
There are a few different ways to promote jobs on Indeed including an automated feed method that allows you to setup campaigns. In this post we’ll be covering how to create a manually posted job (also known as Indeed hosted jobs).
After you’ve created your account go to “Employers/Post Job” then click the blue button on the right hand side of the screen that says “Post Job”
From here you can enter a job title, description and additional details such as requirements, experience and special questions you want to ask the candidate as they apply.
After that, set your budget and click continue. There will be one last screen to verify your information is correct before you submit the job for promotion.
Note: You can choose to keep the job free, although it will get fewer impressions, clicks and applications if you don’t sponsor the job.
Promoting Jobs There are two different methods for promoting Indeed hosted jobs. The first and more straightforward method is called “Simple”. It allows you to set a monthly or daily budget for the job. This method uses Indeed’s Bid Optimizer tool which sets a competitive bid for you based on what other advertisers are bidding. This can get expensive when all other advertisers are bidding high or using Bid Optimizer as well.
The second method (which I prefer) is called “Advanced”. Advanced bidding allows you to set a lifetime budget for the job and set a maximum cost per click bid. This Max CPC is the most you’re willing to spend on a click. This can be a more effective way to get more applications for cheaper. But it’s also more difficult and requires more experience in the industry.
I recommend starting low and increasing your bid as you monitor performance. Also, the more competitive the industry and the more requirements there are for the positions (nurses, developers, etc.) the higher you’ll need to set your Max CPC. For more entry level jobs (sales, retail clerks, etc.) you can bid lower and get better results.
Watch The Video From Indeed
The giphy’s from above have been taken from this Youtube video produced by Indeed.
