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Building a Top Online Brand Maria Mahon, Group CEO Irishjobs.ie

Building a Top Online Brand Maria Mahon, Group CEO Irishjobs.ie. September 23 2004. About The Group. Established in 1995, IrishJobs.ie was Ireland’s first online recruitment site. (Globally, one of the first online recruitment sites ever established)

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Building a Top Online Brand Maria Mahon, Group CEO Irishjobs.ie

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  1. Building a Top Online Brand Maria Mahon, Group CEO Irishjobs.ie September 23 2004

  2. About The Group • Established in 1995, IrishJobs.ie was Ireland’s first online recruitment site. (Globally, one of the first online recruitment sites ever established) • IrishJobs.ie is Ireland’s No.1 recruitment site, generating over 7 million page impressions per month from 500,000 visits to the site. (ABCe Audited) • At any one time over 27,000 vacancies are advertised on IrishJobs.ie, giving us a market share of in excess of 65% • Over 700 companies advertise positions on an ongoing basis. • Offices in Cork, Dublin and Galway • Site has been made accessible – enabling visually • impaired people to search for job vacancies.

  3. IrishJobs.ie – Advertising Strategy • How we have built our brand: • The brand has been developed through a clever mix of • traditional above the line activity, below the line & on-line. • Above the Line: TV, Radio Cinema, Print, Outdoor • Below the Line: Promotional Teams, Smart Cars, Sponsorship, SMS • On-line: On-site promotions (Golden Click It) • Eircom.net channel sponsorship • Spend is linked to the habits and actions of the marketplace – e.g. radio • advertising during morning commute, Eircom.net recruitment channel • sponsorship.

  4. IrishJobs.ie – Online Marketing • Our on-line activity, not surprisingly has been a key driver in • delivering on brand awareness, but particularly traffic. • Three core strands: • Search engine optimisation • Pay per click advertising • Eircom.net strategic partnership

  5. IrishJobs.ie – Eircom.net • Strategic partnership has been a key element in IrishJobs.ie overalladvertising and marketing strategy, since February 2002. • Lead recruitment channel sponsor • Button advertising on Eircom.net and recruitment channel homepages • 250,000 site banners per month • 50 pop ups per quarter • Sky Scraper banner advertising • IrishJobs.ie career content in Women and Recruitment channels

  6. IrishJobs.ie – Eircom.net • Key benefits for Irishjobs.ie working with Eircom.net • Relevant • Flexible • Measurable & Effective

  7. IrishJobs.ie – Eircom.net • Relevance • Eircom.net delivers our core target audience – ABC1’s 18-34 • Sponsorship of the Recruitment Channel provides seamless link to job search results on IrishJobs.ie • IrishJobs.ie content integrated into the recruitment and women’s channels provide another gateway for jobseekers into IrishJobs.ie

  8. IrishJobs.ie – Eircom.net • Flexible • Online marketing integrated into brand campaigns critical • Keyword, button, banner and skyscraper advertising formats • Fast turn around times

  9. IrishJobs.ie – Eircom.net • Measurable & Effective • Monthly reporting • Job searches from Eircom.net to IrishJobs.ie – over 20,000 per month • Visits from IrishJobs.ie advertising on Eircom.net – 10,000 per month • 25% increase in referrals Q1 2003 to Q1 2004. • Test effectiveness of alternative creative treatments • Example: Home Page Button Performance • Click Rate 0.31% • Click Rate 0.22% • Click Rate 0.14%

  10. IrishJobs.ie – Summary • Creating a top online brand: • Adhering to core brand values • Implementing innovative and integrated advertising campaigns • Leveraging strategic partnerships such as Eircom.net • Ongoing measurement of advertising effectiveness

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