Total BrandTotal Brand

ListenParticipateUnderstand

Engage

Web 1.0

• Static• Centrally Managed• Slow to Change• Unidirectional• Tech Heavy

Brand

A brand is a person’s gut feeling about a product, service, or organization

•Brand is not a logo•Brand is not an identity•Brand is not a product

On-DemandPersonalEngaging

Networked

6

Canadians View the Most Content

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500

Russia

Italy

Japan

France

United States

Germany

United Kingdom

Canada

Average Pages Per Visitor - Total AudienceSource: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07

Canada beats the World and has the highest amount of Average PCanada beats the World and has the highest amount of Average Pages Per Visitor!ages Per Visitor!

7

Average Hours Per Visitor Per Month

Canadians Spend the Most Time Online

Source: comScore World Metrix, February 2008

8

Canada a leader in Social Canada a leader in Social NetworkingNetworking

0

20,000

40,000

60,000

80,000

100,000

120,000

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

90.00

Canada UK Brazil Chile Argentina Mexico United States

Tota

l Uni

que

Visi

tors

(000

)

% O

nlin

e R

each

Online Reach%Total Unique Visitors

Source: comScore Inc. Multi-Country December 2007,

February 2008

Location

Unique Visitors

(000)

%Reach (Web Pop.)

Avg. Minutes

per Visitor

Avg. Pages

per Visitor

World-Wide 538,375 65.4 205.6 499United States 108,248 66.4 225.4 518

United Kingdom 25,502 76.7 308.6 719Canada 18,181 84.3 349.6 828France 17,583 52.0 176.0 531

Germany 15,794 53.7 186.0 480

Social Networking Around the WorldReach of the Worldwide Web Population

Source: comScore Inc, Worldwide Feb’08, All Locations,

*Person 15+

Credible Web PresenceMore than 8 out of 10 Internet users look on

search engines

Pay-per-click (PPC) costs are rising

Up to 85% of searchers ignore paid listings 63% of the top natural (organic) listings get

click through

Natural (organic) search results convert 30% higher than PPC

• Google• Yahoo• MSN• LinkedIn• Facebook• YouTube

Classifieds Today

Over 2M unique Canadian visitors

every month

• Over 9B page views/month

• 30M unique visitors

• 9th place overall in N.A.

• Over 2M new job listings/month

Own your presence online

Web 2.0 plus

Fish Where the Fish Are

Social Networking

235 million

2–6 times/day 35 million

2x / 3 months (2007)

253 million

Hyperconnected

Texting

Facebook Profile

Facebook Group

Facebook Group

Facebook Page

LinkedIn Profile

People Relate to People

Nuts from the beginning

Nuts from the beginning

Social Media is NOT advertising

• Social media marketing, requires communicating not ADVERTISING so act appropriately

• Targeting beyond demographics of Facebook, you need to become part of the community

• Listen. Learn, and be ready to make mistakes

Why work here?• Originally, why did you choose to work for

this company?• What are the top 3 factors that have enabled

your success in your current position?• What do you feel differentiates this

organization from others for whom you could work?

• What would you tell a prospective hire to this company?

Why Build?

• Building awareness, spreading the word• Providing support and motivation• Coordinating unified approach• Involving those affected• Help people take action• Customizing messages• Humanizing the issues

1 + 1 = 11

Because the mathematics of collaboration is nothing less than MAGIC.

Any brand can be charismatic

1. Differentiate2. Collaborate

3. Innovate4. Validate5. Cultivate … EVEN YOURS

~ Anytime ~ Any place ~ Any way

Brand as story tellersLet them “talk” about you

Create empathy, understanding & opennessUse different media to touch your customer

Strategic vs. Creative

PhysicalVerbalVisualNumerical

SpatialLinearEmotionalLogical

IntuitiveAnalytical

On the other side are the creative thinkers

On one side of the gap are the strategic thinkers

How do we get the message out?

What is your brand?

Why should I be a part of your brand?

ItIt’’s about understanding the s about understanding the progression of successprogression of success

Visitor Community Member

Prospect Candidate

38

It is about THEM

It is not about youIt is about communicating with candidates

It is about engaging them on their turfIt is about becoming more transparent

Sources of Hires

5%Social Networking

8%Search Firms2%Campus Recruiting6%Other6%Niche Job Boards

11%General Job Boards19 %Referrals21%Employment Website

What is your brand saying?

What are your strategies to reach your targets –

students, employers, job seekers?

Mark R. Thompson

www.slideshare.net/clubjobswww.twitter.com/clubjobs

www.delicious.com/clubjobs.cawww.flickr.com/photos/clubjobs.ca

www.linkedin.com/in/markrthompson

w: www.clubjobs.cae: mark@clubjobs.cat: 866-604-6823 X222