By Claire West
UK online search volumes for London-based jobs rose 10%, from 550,000 in March to 673,000 in June, according to Greenlight www.greenlightsearch.com. The leading search and social marketing agency’s latest quarterly report ‘Recruitment June 2010’, also observed a surge in online searches for career advice, with search volumes for the term ‘Career advice’ soaring from just 14,800 searches in March to a staggering one million in June.
“The surge in career advice may likely be explained by the influx of recent graduates researching career information online”, says Simon Hollingsworth, lead Researcher at Greenlight. “In addition, the recession, which resulted in job losses, has seen people look to pursue new career paths and acquire skills enabling them to apply for roles beyond those they have traditionally worked in.”
Greenlight used industry data and proprietary technology to identify and classify 3,300 of the most popular search terms used by UK consumers when they went online in June to search for jobs. It included generic, job and location-specific terms. Greenlight also used the data to compile its quarterly league tables. These chart the 60 best performing websites and brands, in both natural and paid search, based on their online visibility and share of voice in relation to the most popular search terms identified. The 15 most proactive brands and aggregators in social media were also ranked.
Some key findings reveal:
* There were 13.2 million searches performed in June for recruitment-related keywords, an 8% decrease compared to May, when 14.3 million were conducted but almost 5 million up on December 2009 volumes
* Job-specific terms were the most searched for, accounting for over 5.6 million searches — 43% of the total search volume. The term ‘Sales jobs’ was the most popular, accounting for the largest share of the overall search volume, 4% (246,000 searches)
* Of the 18 sectors covered, job searches within retail and sales received the highest search volumes, over 700,000. Administration and HR followed then construction and engineering
* At the opposite end of the spectrum was the recruitment sector. It had the least number of job queries, around 30,000. Procurement followed then Science and technology, each with a little over 120,000 searches
* TotalJobs was the most visible website in natural search. It achieved 44% share of voice. Reed followed with 34%. Monster, with a 33% share of voice, ascended Greenlight’s league table from sixth to third position, increasing its visibility by 10% since March. Gumtree, the most visible website in Greenlight’s previous report, fell to position four in the league table, having lost l8% visibility
* It was a similar picture in paid search where TotalJobs, the most visible advertiser, attained 70% visibility. Monster followed (47%) then Reed (45%). By contrast, The Guardian did not feature in Greenlight’s top 60 advertisers, having ranked at position five in Greenlight’s March report, when it achieved 31% share of voice
Table 1 below shows Greenlight’s top 10 of the 60 most visible recruitment websites in both natural and paid search.
To gauge social media interaction with brands, Greenlight monitored the Facebook and Twitter accounts of the top 15 brands in its integrated league table (Table 1, above), in order to assess how many ‘fans’ and ‘followers’ each has. Greenlight ranked brands based on the cumulative value of their ‘fans’ and ‘followers’, a score which it terms the Social Media Popularity Index (SMPI). It further analysed the proactivity of brands by considering the number of ‘posts’ and ‘tweets’ brands produced for consumers to interact with in June.
Greenlight’s SMPI reveals the Guardian had the greatest number of followers in social media (due to the fact that it is a multi-channelled brand), with a combined following of over 32,000 on Facebook and Twitter. However, Reed was the most interactive brand. It produced over 2,400 ‘tweets’ in June. Content included latest job opportunities available, with job details and links to its website.
Table 2 below shows the most proactive brands in social media