Webcast:
It's easy to place too much emphasis on driving traffic to your career site while overlooking an important key to your career website ROI - completed applications. The Pennsylvania State University spent time developing an online recruitment diversity marketing plan as one goal when considering a career site redesign. Ultimately the intent of the redesign was to gets candidates to take action with every interaction they make with the site.
Today, website ROI is measured by conversions -- how frequently visitors reach goals. Goals are activities on your website that are important to the overall success of your organization. Obviously, a completed application is a primary goal for all HR departments. There are plenty of other examples of how to set goals for your career site and this session will provide some key insights of how Penn State University accomplished such goals. The site was created with their prospective candidates in mind and set goals to ensure measurable results could be obtained where past data didn't exist.
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Presenters
Patty Van Leer is a Senior Vice President, Interactive Sales within NAS Interactive and has extensive knowledge in the recruitment communications industry. She is an expert in e-recruiting solutions, as well as in customer relationship management and project management. She is responsible for the planning and strategic direction of interactive initiatives. Her understanding of the client's target provides leadership and guidance for developing marketing communication strategies. She also analyzes existing interactive trends, applies them to new situations, and oversees research initiatives.
Mark Parfitt is a Marketing Coordinator for The Pennsylvania State University. Since joining the Penn State team three years ago, Mark has helped its Office of Human Resources launch the University's first-ever employment branding initiative. His role covers both internal and external human resources communication, starting with recruitment marketing and following through with onboarding activities and continuous employee communication.While at Penn State, Mark has spent a great deal of time developing proactive strategies to help prepare for the unprecedented level of retirements expected as Baby Boomers exit the workforce. Mark believes an effective employment branding strategy requires using both sides of the brain, matching an engaging creative approach with a measurable analytical approach that helps put the "business" in human resources' role as strategic business partners.Prior to arriving at Penn State, Mark served in marketing and market research roles in the financial services and research engineering industries. Mark believes in taking calculated risks, celebrating successes, and learning from failures. Above all, he likes a good challenge and always tries to have fun at work.Mark holds degrees in Organizational Leadership and Business Administration. When he's not helping Penn State recruit new talent, Mark usually can be found working toward his MBA, surfing YouTube for forgotten music videos of the '80s, or watching Hannah Montana with his three goddaughters.