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Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google...
Transcript of Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google...
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Digitales Recruiting über Social Media & Onlinemarketing
07. November 2019
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Digitales Recruiting
Agenda
● Intro● Recruiting Videos● Facebook Ads● Facebook Jobs ● Google Jobs
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Digitaler Wandel
Webdesign & Onlinemarketing
Marco Zinsmeister
● Geschäftsführer der profimedien:net GmbH
● seit über 10 Jahren selbstständig
● Studium: Bachelor of Arts (Mediadesign)
an der MDH in München
● Schwerpunkt: Webdesign & Onlinemarketing
● Team aus Freelancern & Partnern
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Digitaler Wandel
Webdesign & Onlinemarketing
Konferenzen & Weiterbildungen
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Digitaler Wandel
Webdesign & Onlinemarketing
Referenzen
und viele weitere tolle Kunden & Projekte ...
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Status Quo
Digitales Recruiting
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Status Quo
Digitales Recruiting
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Digitaler Wandel / Digitalisierung / Mobile first
Digitales Recruiting
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Digitaler Wandel / Digitalisierung / Mobile first
Alles verändert sich - auch Recruiting...
Digitales Recruiting
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Digitaler Wandel
Digitales Recruiting
2005 2013
https://www.spiegel.de/panorama/papst-momente-bilder-zeigen-vergleich-zwischen-2005-und-2013-a-889031.html
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Digitaler Wandel
Digitales Recruiting
2005 2013
https://www.spiegel.de/panorama/papst-momente-bilder-zeigen-vergleich-zwischen-2005-und-2013-a-889031.html
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Zielgruppe
Digitales Recruiting
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Zielgruppe
Digitales Recruiting
https://de.statista.com/statistik/daten/studie/901105/umfrage/umfrage-in-deutschland-zum-alter-von-zeitungslesern/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Zielgruppe
Digitales Recruiting
http://www.ard-zdf-onlinestudie.de/whatsapponlinecommunities/
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Recruiting Videos
Digitales Recruiting
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Über mich
Christian Lorenz
● Leidenschaftlicher Foto- & Videograf● Selbständig seit 2015 ● Fotostudio in Bobingen
(südlich von Augsburg)
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Meine Kernbereiche
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Meine Referenzen
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Erarbeitung eines Drehbuchs
Welchen Inhalt benötigt ein Drehbuch?
● Wann, wo und welche werden Szenen gedreht?● Wer sind Teilnehmer/Akteure?● Welche Zuständigkeiten gibt es?● Welche Zielgruppen möchte ich erreichen?● Welche Sprache möchte ich verwenden?
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Welches Equipment?
Stativ Gimbal
Mikrofon
Smartphone Linsen
Licht Lizenzfreie Musik
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Welche App verwende ich zum filmen?
● FiLMiC Pro● Wichtig ist, dass man alles manuell einstellen kann!
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Viel Spaß beim Video erstellen :)
Christian Lorenz
● www.christian-lorenz.net● [email protected]● 0170 - 2035508
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Social Media
Digitales Recruiting
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Social Media
Digitales Recruiting
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Social Media
Digitales Recruiting
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Organisch vs. Paid Werbung
Digitales Recruiting
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Organisch vs. Paid Werbung
Digitales Recruiting
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Organisch vs. Paid Werbung
Digitales Recruiting
“Die organische Reichweite
ist tot.”
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Organisch vs. Paid Werbung
Digitales Recruiting
“Die organische Reichweite
ist tot.”
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Facebook Voraussetzungen
Digitales Recruiting
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Facebook Voraussetzungen
● Unternehmensprofil
Digitales Recruiting
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Facebook Voraussetzungen
● Unternehmensprofil
● Werbeanzeigenmanager
(viel mehr Zielgruppen-Targeting-
Möglichkeiten, bessere Übersicht,
mehr Features, etc.)
Digitales Recruiting
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Digitales Recruiting
Gezieltes Targeting
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Digitales Recruiting
Gezieltes Targeting
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Digitales Recruiting
Gezieltes Targeting
● Geotargeting
● Demographie
● Detailliertes Targeting
(Berufe, Interessen,
Familienstand, Ausbildung,
Studienrichtung, etc.)
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Facebook Ads
Digitales Recruiting
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Facebook Ads
● Image Ads
Bildgröße: 1080 x 1080 Pixel
Format: PNG oder JPG
Digitales Recruiting
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Facebook Ads
● Image Ads
● Carousel Ads
Bildgröße: 1080 x 1080 Pixel
Format: PNG oder JPG
Digitales Recruiting
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Facebook Ads
● Image Ads
● Carousel Ads
● Video Ads
Seitenverhältnis: 9:16 bis 16:9
max. 240 Minuten Länge
max. 4 GB
H264 Komprimierung empfohlen
Größe: 1080 x 1920 Pixel
Digitales Recruiting
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Facebook Ads
● Image Ads
● Carousel Ads
● Video Ads
● Story Ads
Seitenverhältnis: 9:16
mindestens 600 Pixel Größe (1080 x 1920 Pixel)
Digitales Recruiting
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Digitales Recruiting
Anforderungen an Formate
→ https://www.facebook.com/business/ads-guide/
Genaue Definition der Formate der jeweiligen Plattform und dem Contenttyp.
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Facebook Ads Beispiele
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
Digitales Recruiting
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Facebook Ads
● Mehrere Anzeigen gegeneinander testen
(mind. 2 Anzeigen je Kampagne)
● Werbebudget je Kampagne mind. 5-10€ pro Tag
● Ziel der Kampagne entsprechend abstimmen
(Traffic, Interaktionen etc.)
● TESTEN, MESSEN, ANALYSIEREN, VERBESSERN, TESTEN & return
Digitales Recruiting
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Digitales Recruiting
Facebook Jobs
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Digitales Recruiting
Facebook Jobs
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Digitales Recruiting
Facebook Jobs
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Digitales Recruiting
Facebook Jobs
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Facebook Jobs
● Quasi “1-Klick-Bewerbung”
● Herausforderung: DSGVO
(personenbezogene Daten werden an Facebook übermittelt)
● Werbebudget notwendig für adäquate Reichweite
● Abrechnung für Reichweite (CPM)
● Starres Format / vorgegebene Struktur
Digitales Recruiting
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Google Jobs
Digitales Recruiting
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Google Jobs
Digitales Recruiting
![Page 63: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/63.jpg)
Google Jobs
Digitales Recruiting
![Page 64: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/64.jpg)
Google Jobs
Digitales Recruiting
https://www.sistrix.de/news/google-jobs-in-deutschland-marktfuehrer-ueber-nacht/#Sichtbarkeit_Marktfuehrer_ueber_Nacht
![Page 65: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/65.jpg)
Google Jobs
Digitales Recruiting
“Marktführerüber Nacht.”
![Page 66: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/66.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
![Page 67: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/67.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
1. Über eine Drittplattform.
![Page 68: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/68.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
1. Über eine Drittplattform.
![Page 69: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/69.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
1. Über eine Drittplattform.
![Page 70: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/70.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
2. Mit der eigenen Webseite.
![Page 71: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/71.jpg)
Wie komme ich in die Google Jobs?
Digitales Recruiting
2. Mit der eigenen Webseite.
![Page 72: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/72.jpg)
schema.org
Digitales Recruiting
Strukturierte HTML Auszeichnung/Markup
![Page 73: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/73.jpg)
schema.org
Digitales Recruiting
https://www.sistrix.de/news/google-jobs-in-deutschland-marktfuehrer-ueber-nacht/#Sichtbarkeit_Marktfuehrer_ueber_Nacht
Strukturierte HTML Auszeichnung/Markup
<div itemscope itemtype="http://schema.org/JobPosting">
<h1 itemprop="title">Jobbezeichnung</h1><br>
<span itemprop="employmentType">FULL_TIME</span> <strong><span itemprop="workHours">40 Stunden</span></strong>
Branche: <strong><span itemprop="industry">Branche</span> </strong>
...
![Page 74: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/74.jpg)
schema.org
Digitales Recruiting
https://developers.google.com/search/docs/data-types/job-posting?hl=de
![Page 75: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/75.jpg)
Google Jobs Pflichtfelder
● Veröffentlichungsdatum (datePosted)
● Stellenbeschreibung (description)
● Organisation (hiringOrganization)
● Arbeitsort (jobLocation)
● Jobbezeichnung (title)
● Gültigkeitsdatum der Bewerbungsfrist (validThrough)
Digitales Recruiting
![Page 76: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/76.jpg)
Googles’ strukturierte Daten Testtool
Digitales Recruiting
https://search.google.com/structured-data/testing-tool/u/0/?hl=de
![Page 77: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/77.jpg)
Digitales Recruiting
![Page 78: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/78.jpg)
Digitales Recruiting
![Page 79: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/79.jpg)
Google Jobs
● Jobanzeigen auf eigener Webseite veröffentlichen
● Auszeichnung nach schema.org
● Google Testtool zur Prüfung des HTML Markups
Digitales Recruiting
![Page 80: Digitales Recruiting · 2019. 11. 12. · Intro Recruiting Videos Facebook Ads Facebook Jobs Google Jobs. Digitaler Wandel Webdesign & Onlinemarketing ... H264 Komprimierung empfohlen](https://reader033.fdocuments.net/reader033/viewer/2022051607/60305252d2de027c0f34008a/html5/thumbnails/80.jpg)
Vielen Dank für die Aufmerksamkeit.Fragen?
Marco ZinsmeisterE-Mail: [email protected]: www.profimedien.net