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) • 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.
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.
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
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
IrishJobs.ie – Eircom.net • Key benefits for Irishjobs.ie working with Eircom.net • Relevant • Flexible • Measurable & Effective
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
IrishJobs.ie – Eircom.net • Flexible • Online marketing integrated into brand campaigns critical • Keyword, button, banner and skyscraper advertising formats • Fast turn around times
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%
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