Getting a handle on your SEO and SEM will create best on-line publicity for better talent recruitment and placement!

In a weak economy like this, job boards and search engines get used more than ever before (Read).

So recruiters have more applicants than ever.  So why doesn’t your applicant quality for niche roles seem much better?

The answer begins with two questions: 1) How well are job postings being seen on job boards, as well as major search engines like Google and Yahoo, and job-specific engines like SimplyHired.com and Indeed.com?  and 2) What about the company’s online brand exposure (Web 2.o/Personal PR)?

Yes, dull job postings are a part of the problem!  Most lack the “what’s in it for me” motivating appeal that lets a passive candidate visualize the role, challenge, environment, etc. and want to get off their rear and apply for the job!  Even if you rewrote a job posting to make it “sing,” that’s not going to solve the dilemma in the age of Web 2.0.

Nowadays, professionals don’t necessarily think to go to a completely different kind of website for jobs.  They naturally search in the same place they go to find everything else:  their favorite search engine.

NOTE:  Google alone has over 150 million searches per month for jobs!

Or if someone uses a job-specific search, it’s increasingly on a job aggregator site that pulls job postings from multiple boards:  Indeed and SimplyHired are now both in the top 7 of *all* US job-related sites. In either case, job postings get buried almost immediately.  Did you know that approximately 60% of on-line users don’t look past the first page of their search engine results?  And almost 9 times out of 10, users don’t venture past the first three pages of search results?  Today, it’s not how new your postings are that determine their visibility, but their search relevance.  Even most career websites are pushed far down the results where you’d like to rank high, deflating your employer brand.

Here’s a recommendation:  Consider this 90-minute webinar next Thursday, Aug. 13, that will really explain search engine optimization (SEO) and marketing (SEM) for recruiting and employer branding. Learn how to leverage these two things to your advantage. 

Save the date for: 

“SEO & SEM for Recruiters: An Introductory Guide to Improve Your On-line Visibility.” 

Whether you want to do it on your own, or you already use a consultant (me, for instance!), this session will give you the confidence to make intelligent decisions and act purposefully:

http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09

THIS WEBINAR LETS YOU TAP AN EXPERT!

When MY GUYS (I am a big fan) and SOCIAL MEDIA GURUS (when it comes to recruiting),  Shally Steckerl and  Glenn Gutmacher of theJobMachine, Arbita Consulting & Education Services (ACES) http://aces.arbita.net have a question about search engine optimization (SEO) or marketing (SEM), they turn to one expert at Arbita ACES:  Nicole Bodem. 

With seven years of SEO experience, the last 2.5 of which specializing in recruiting, Nicole Bodem is a guru at helping you increase your online visibility.  (Check out her recent excellent blogpost at http://aces.arbita.net/Optimizing-your-Social-Media-Profile about optimizing your social network profiles, too.)  Just as importantly, she clearly explains what’s in the way of your recruiting success online, and how you can do many of the improvements yourself, regardless of budget. “Nicole is clearly among the best in this space, cuts through the clutter and tells it straight,”said Shally. “When she makes a search recommendation or implements something herself for a client, I know it’s going to make a real difference in their online recruiting results.”  Today’s tools also allow you to understand where your job postings appear and who’s coming to your career website as a result.  Now, the metrics and platforms to track source exist — and don’t depend on flawed candidate self-reporting.  You can determine which channels deliver the right talent.

What surprises most recruiters is that it’s not just job boards you need to focus on.  Through a combination of SEO and SEM, you can tilt the playing field your way by targeting relevant passive talent on search engines like Google, Yahoo and Bing, job-specific engines like SimplyHired and Indeed, social networks like LinkedIn and Facebook, as well as job boards. Even if you’re new to SEO or SEM, this online workshop on Aug. 13 at 1pm US EDT will cut through the hype and give you the understanding to take action, not dependent on any particular vendor or product.  Make a noticeable difference in your job posting and career website success.  Get details about “SEO & SEM for Recruiters: An Introductory Guide to Improve Your Online Visibility” and register today for just US$99.97 at http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09

 HERE’S WHAT YOU’LL LEARN IN 90 MINUTES NEXT THURSDAY (8/13/09):

– A clear understanding of the difference between SEO and SEM:  how each channel works, what it costs and how to control it

– Real-world examples of good and bad job ads, including tips and techniques you can implement immediately

– Effective ways to optimize your job advertisements, ensuring your latest postings have strong presence on the major search engines

– Analytical tools to track responses and understand which metrics are important to track

– How to evaluate your website for search engine friendliness, including which technologies to avoid that may prevent search engines from finding your job postings

– The 3 cornerstones of SEO — technical, content and trust — and how to remove barriers so all three are present, with some simple changes you can make today to increase your search engine visibility

– Quality score:  Bidding is not everything with search engine ads: your competitor can pay less yet still get more clicks! Learn how that works.

Recruitment and really all SEO and SEM are key to have in order to succeed in the Web 2.0 age.  They are the route to the success metrics that talent operations increasingly need to deliver to management.  I realize this is new territory for many, so  to make it easy for you:  The folks at ACES are so confident this webinar will make a difference in your recruiting and sourcing success, that if you decide afterwards it wasn’t useful, Shally has agreed to let you take a completely different Arbita ACES webinar workshop anytime in the next year, at no charge or obligation.

So what else can you learn by getting a handle on SEO and SEM?:

– Precisely control and track your job-related keyword spend

– Generate metrics for your site visitors & where they’re from

– Target talent by location and other criteria – even those seeking jobs among your competitors

– Customize your messaging to applicants

– Drop Your Cost per Click and per Applicant

– Turbocharge Your Employer Brand

This professional seminar offers you, without travel and from the convenience of your own computer, an ideal way to learn the latest ideas surrounding search engine optimization and marketing for recruitment.  With hundreds of millions of job-related searches done on search engines, job boards, job aggregators and other web properties per month, it only makes sense to learn how to use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to your advantage.  And there’s no easier or clearer way to get your jumpstart than this webinar on Aug. 13 by Arbita’s acclaimed SEO/SEM guru, Nicole Bodem: http://aces.arbita.net/webinars/SEOSEMforRecruiters-aug09


It’s not what you say, it’s what you DO (with your Personal Brand).

Last month, Blogger and Senior Executive Business Development and Operations Strategist, Jeff Plante wrote piece about branding in business and why it’s necessary and essential to “back up” up words with actions (within operations, policies and procedures)  in order to continue build a company brand and have it continue to be successful for an organization long term.  In his post on July 24, 2009 (read the complete version on his Growing Profits Blog), Jeff wrote:  

Branding, as a concept, is easy enough to understand. It is the process by which an entity takes certain actions and creates messaging around itself to project an image associated with the entity. The image that a person or company seeks to project is referred to as “the brand” in a company’s or person’s eyes.

He goes on to say:
Success in branding is truly about the journey.  In other words, a business has to be brutally honest with its own self when it comes to defining a brand. What is the image that comes to mind in the market when your company name is heard or signage is viewed or a product is purchased? That is the starting point. The end result point is aligning an executive leadership team and the employees on the brand or image you wish to be seen in this manner in the future. What do you want people to think? What do you want them to feel? When they hear the name of your company? 

A company that understands what a “branding campaign” is really about is truly interested in changing or improving its brand. It will embrace this understanding and will actually tie in its messaging and communications with company operations, polices and procedures that reflect and support this message!

A strategic plan associated with annual operating plans and which ties in the desired brand to specific improvements and changes in the company’s operations, policies and procedures that impact the external environment is a key approach.

The very same practice can and should also apply to every individual out there who is currently looking to build on and HAVE a well rounded and LIKABLE brand.  So I  have rewritten some of  Jeff Plante’s observations as it applies to building a great PERSONAL BRAND AND KEEPING PERSONAL PR in continuous movement.  Please keep in mind that I have learned a lot of this “the hard way” over the years, but glad that I went through what I did  via my own and my clients’ campaigns (especially in the last few years as the term Personal Brand started to come into play) to truly understand that it takes more work than just words to build personal branding, thought leadership and great publicity! 

Let me know what you think:

Branding, as a concept, is easy enough to understand, but it is the process by which a PERSON takes certain actions and creates messaging around HIS/HERSELF to project an image associated with “HIS/HER PERSON.” The image that a person seeks to project is referred to as “the brand” in THE EYES OF THE BEHOLDER.Success in branding is truly about A PERSON’S journey.  In other words, a PERSON has to be brutally honest with HIS/HER own self when it comes to defining HIS/HER OWN brand. What is the image that comes to mind in the market when YOUR (INDIVIDUAL) NAME is SEEN OR HEARD or YOUR POST/signage is viewed or YOUR PRODUCT is purchased? That is the starting point. The end result is  being able to get OTHERS  to align (your staff, your publicist, your agent, your colleagues, fans, attorney .. etc.) with YOUR brand or the image NOW and in the future. What do you want people to think or feel (even believe) when they see and hear YOUR NAME?

THE PERSON who understands what a “branding campaign” is really about is also truly interested in also providing a human spirit to as well as always developing, changing or improving upon THE PERSONAL BRAND.  A SUCCESSFUL PERSONAL BRAND will embrace this understanding as well as actually tie in THE RIGHT messaging and communication pattern with HIS/HER own personal (or company) viewpoints and concepts that reflect and support the message!

A strategic plan and a consistent campaign that ties in A PERSON’S DESIRED BRAND to specific qualities and practices that HE/SHE can offer on a consistent basis (again, WITHIN A BUSINESS OR CAREER PATH –for instance) to impact an external environment or audience in a positive way is THE  BEST approach TO BUILDING A BETTER AND  MAINTAINING A CONSISTENT PERSONAL BRAND THAT WILL SIMPLY DOVETAIL INTO EXCEPTIONAL PERSONAL PR.


Personal PR/Branding is what you need in today’s job market…

Had the local CBS Los Angeles evening news on yesterday (Thursday 7.30.09) in my office as I was busy creating new “social media” messages for my clients. I am usually an NBC watcher (since they are really good to me here in the LA market – I am quite loyal to my NBC Channel 4 News in the evenings (Fox11 in the a.m.s!), but it was meant to be. Amongst the tidbits about the day’s local and national news, all of a sudden the announcer starts an intro to the next report saying something like: “Personal Branding is what you need in today’s job market…” Of course I starting freaking out. I just love it when the news media talks about personal branding!

The last few pieces on the news like that revolved around my client www.RezBuzz.com and their impact on the use of video branding for job search and career movement within a social network platform. That report ran on NBC Channel 4 and in and around NBC and MSNBC over the last month! So I was 1. mad that it was not me they were talking to (LOL), but 2. I was excited to see that CBS was in fact talking to “the” personal branding guru himself (who I am honored to have following me on Twitter no less!)…Dan Schawbel, the author of “Me 2.0” which I think is one of the best reads around (THE BIBLE of personal branding if you will…) for anyone who is on the job market OR looking for new business (i.e. consultants and other solo professionals).

I have been at this personal branding thing for a long time now. I am in the throes of trying to complete my own “Got Personal PR?” book, but quite frankly I have been so busy doing the producing of personal branding and publicity for my clients — I just don’t have time (you know, the “plumber’s leaky faucet syndrome” and all). Most of the people who come to me need help not only to build a brand and personal publicity, but more so to PRODUCE IT… let’s face it you still have to be able to find the time, the desire and the ability to be able to do it. There is also a thick learning curve and time availabilty factor to truly be able to build a brand and develop a following. This is a niche that I think I have developed over the last 10 years that is much akin to the making of a movie, production of an event or even the raising of a family and sometimes it does “take a village” (more than just one’s own self) to develop a unique and highly visible personal brand. It’s also kind of cool to have a personal publicist tooting your horn and going to bat for you when you need that extra edge as well as someone to speak up for your greatness when you might not feel you should.


Dr. Carol McCall and her new Webinar: So You Think You’re A Good Listener?

Part 1 of an informative, enlightening and exciting discussion with acclaimed coach, therapist, educator and entrepreneur, Dr. Carol McCall–CEO and Founder of The Institute for Global Listening and Communication, LLC (www.listeningprofitsu.com). Dr. McCall has recently announced the launch of a NEW Webinar Program. The first 90-minute session she is presenting is titled, “So You Think You’re a Good Listener?” and will be offered on July 28, July 29, and July 30, 2009 (6-7:30 P.M. PACIFIC/9-10:30 P.M. EDT).

In this segment, we’ll talk about her “Coaching Journey” and why she decided into the area of Listening Coaching/Training, her current role in Israel, and her book “Listen! There’s a World Waiting to be Heard” More importantly: Why is the “SKILL of LISTENING” one of the most important tools to great success IN BUSINESS AND LIFE?


“Do it yourself PR” is not always the best practice (focus on what “you do”).

I keep going back to this article that was published in Entrepreneur Magazine last month (I had to put it on my website): Get Thee to a PR Firm (by Sara Wilson).  Sara’s short article says it all.  I sit here on a daily basis wondering why most people still tend to believe that “self promotion” is the only way.  Here’s my train of thought: I you are not a regular promoter of “thy self” (i.e. in the vein of Donald Trump— who in fact does have PR people) or a promoter/publicity producer in a company or for an agency (those people don’t have the need to self promote for the most part – they are too busy working for their company or clients), you should not be in dabbling in the business of personal publicity.  There is no such thing as “do it yourself PR” – and there are ways to outsource it to people who can provide a 3rd party representation angle with production and management.  In my opinion, focusing on “what you do” best should always be your best practice.


BRIAN HAFNER – INTERNATIONAL FINANCIAL OPERATIONS EXECUTIVE

Mr. Brian Hafner has more than 17 years of executive experience in international financial operations. He is a hands-on leader with a record of business development and operational transformations. He launched his career as an intern at Krediet Bank in Antwerp, Belgium followed by work at Banque Bruxelles Lambert in Brussels. Although he worked for a short time at a small local bank, Oklahoma State Bank, in Mulhall, Oklahoma, Brian has spent the majority of his career overseas—primarily in Japan working in the formative stages with investment banks and hedge funds. Brian has managed operations, accounting functions, and information technology systems in various financial firms. He is experienced in legal, financial, and tax issues involved in structuring international financial firms. He earned a Masters of International Business Studies and a BA in Economics. He speaks Japanese and English and is adept at motivating people and driving projects in international finance. Proficient in Japanese and English as well as holding U.S. Citizenship with permanent residency in Japan, Brian recently established his company, Cherokee Capital to use as a means for managing personal investments, exploring new business investment opportunities as well as consulting opportunities and advising small new venture companies in need of guidance as they navigate through various challenges that come into play during the startup phase.


Video Resumes, Online Video Promotion

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Online Promotion with Professional Video Production

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Mark Sadovnick and Catherine Gray of RezBuzz – NEW VIDEO RESUME SOCIAL NETWORK LAUNCH

As the Social Media Revolution continues to change the way in which we all connect, socialize, meet and network online, the resume–one of the last remnants of the “paper world”—has finally gone digital. The video resume (VR) concept has been around for awhile, but the way in which they are produced and utilized will have a lot to do with the acceptance and success of VRs in the marketplace. Needless to say, the VR concept has yet to be perfected. Until now.

Los Angeles-based Corp Shorts Video Productions (www.Corp Shorts.com) is changing the landscape of how video resumes are being produced, utilized and promoted with the launch of REZBUZZ(www.rezbuzz.com).

RezBuzz is a video resume and branding service paired with a social networking platform that spans the globe bringing together job seekers and businesses looking for new employees. RezBuzz offers hiring professionals and employers a way to search for candidates and for candidates to search for employers with the distinctive feature of connecting through a Professional Video Resume (or “PVR”) or a Corporate Profile Video.

RezBuzz combines some of the most popular networking communities on the World-Wide-Web. We like to think of it as a “LinkedIn meets YouTube meets Monster.com meets Facebook meets Match.com” kind of networking environment.

A video introduction is located on the RezBuzz home page: www.rezbuzz.com.


Turning a Failure into an eB2B Success

Success is often achieved as a result of a failure. Successful entrepreneurs experience failure as a normal part of growing a business; it is an essential part of the development process. In 2000, Michael A. Berman joined the public Internet-based supply chain management company, eB2B, as Vice President of Sales and Client Services and quickly moved up to the position of Executive Vice President, COO and General Manager. Within one year, he repositioned the Internet start-up company from its original aspiration as a provider of sporting equipment and supplies to an Internet outlet for regional retail pharmacies.

Mike Berman had already led several successful company transformations, but none had involved Internet business. When he joined eB2B, they had $40 million in investment money and a business plan certified by McKenzie Corporation. Their business plan looked good on paper and was structured to provide an Internet-based platform for selling sporting goods.

Their first objective was to secure the supply side. They contacted existing name brand suppliers like Nike and Adidas, but were unable to persuade them to market their product through their Internet platform. Without the name brand suppliers, they were unable to succeed. Internet customers of sporting goods are highly unlikely to purchase “off brands” because they cannot be certain of quality. For Internet sales on sporting goods, the power shifts to the “sales side.” Customers generally prefer to purchase reputable products based on name identification. Without the name brand suppliers, an online sporting goods sales platform was doomed to failure.

Mike did not want to throw in the towel. He examined the e-business model and platform and set out to find a business on which it would work. He needed suppliers with products that could be marketed based on price and convenience, which the Internet could satisfy. Retail pharmacy offered just the right platform. They took their proposition to CVS, Rite Aid, and regional players like Plainview in New York. These retail pharmacies were all comfortable with Internet sales because they all purchased through suppliers like Johnson & Johnson, Pfizer, and Merck.

The eB2B business platform was a good match for the retail pharmacy business. They were able to build up their eB2B business and sell it twice. Although Michael A. Berman set out to create a blockbuster star in Internet sporting goods sales, he ended up building a supporting actor that generated a nice, $20 million, $30 million, or $40 million in annual revenues. Through this experience, Mike learned that the Internet is more like an enabling tool rather than the mechanism for success itself. And failure sometimes leads to success.