How the business of Recruitment Advertising has changed

1
How the business of Recruitment Advertising has
changed

• Tim Gibbon, President CEOJWT Specialized
  Communications
• Orlando, January 27, 2003

2
JWTSC-then

• Media placement
• Accounting tearsheet service
• Copy writing design
• Network of local offices

3
JWTSC-now

• Integral part of J. Walter Thompson WPP Group
• Offering a full range of traditional (then),
  digital and alternative recruitment solutions
• Employment marketing expertise through Thompson
  Total Employment Branding
• Experts in eRecruiting eAdvertising
• Full service Internet recruiter direct sourcing
  experts
• Range of Channel partners

4
The Internet Changes Everything

• How we sell
• Who we hire
• How we do business
• How we make money

5
The growth of online employment communications
6
What are companies doing?

• According to a Study by the Recruiters Network
  and the Association for Internet Recruiting
• 1,000 companies interviewed
• 50 hired 1-20 of this years workforce from
  Internet recruiting
• 80 have careers sections on their corporate Web
  site
• 35 of companies with 10,000 or more employees
  had at least 1 recruiter dedicated to online
  recruiting

7
What are companies doing?
Source Forrester Research, Inc.
8
What are companies spending?

• Online recruitment advertising is averaging 1.3
  of total recruitment budgets expected to rise
  to 20 by 2003.
• In 1998,14 of recruitment ad dollars were spent
  on Internet 70 for print expected to rise to
  44 in 2004.

9
The Future of Recruitment Advertising

• It is no longer about the Internet supplementing
  current traditional advertising efforts
• It is about using traditional efforts to
  supplement what you are doing on the Web

10
The Future of Recruitment Advertising

• Center around corporate Web site and internal
  resume databases
• Less job postings, less career boards
• More resume database sourcing, online contingency
  search

11
The Future of Recruitment Advertising
Source Forrester Research, Inc.
12
Change 1 Build our own or go it alone?
13
Challenge 2Develop digital expertise

• digital_at_jwt established in 1995
• Corporate service group - assisting all internal
  business units as well as external WPP companies
  and clients
• Part of digital_at_jwt North America one of the
  top 15 interactive agencies worldwide

14
Invest in new directions
15
Web Site Development
16
posting_at_jwtworks Job Positng Distribution
17
SEO White Paper Beyond the Banner
18
Change 3 Whos going to do the work?
Get people who know how to do this
19
To do this!
Interactive CD-ROM and Game
20
Job Search From Interactive Banners
And this!
21
Staffing

• Account Service Become familiar with
  interactive media as well as how to recognize
  digital opportunities. Become comfortable with
  consultative approach and pricing.
• Creative Learn differences between interactive
  and traditional design and how both work together

22
Add staff who can deliver digitalservices

• Media Planning
• Job Postings
• Banner Advertising
• E-mail Promotion
• Web Events
• Campaign Tracking
• Campaign Optimization

• Web Site Development
• User Research
• Site Architecture
• Internet/Intranet/ Extranet Development
• Project Management
• Tracking/ Measurement

23
Train existing staff
24
Change 4 Can the Web change the way we do
business?

• Internets
• Intranets
• Extranets

25
Changing internal communication
26
Changing external communication
27
Changing ad placement processes
28
Change 5 15 of 325 aint much

• 2000 Media revenue 80
• 2002 Media revenue 60
• 2003 - Media revenue 50

29
New Revenue Streams

• Retention
• Internal marketing
• ATS
• Channel Partners

30
3 Challenges for the future

• Competition from non-traditional sources (media,
  software developers, internal IT, consulting
  firms)
• Slow-changing, reactionary nature of clients (and
  some employees)
• Creative and technical resources

31
Thank you!
tim.gibbon_at_jwt.com212-210-1092