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The greenlight sector

REPORT PRODUCT FOCUS Generics Job Title Location

An exclusive snapshot of the online Search landscape

DEC 2015

Report Overview Executive Summary This report profiles search behaviour for the online Recruitment sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Recruitment-related terms. In our analysis we established that:

In December, 2.9 million searches were made by consumers searching for Recruitment-related terms on Google UK.

Queries for job title-specific keywords accounted for 38% of all searches made for the sector.

The search term 'jobs' was queried 201,000 times, accounting for 7% of all searches made for the sector.

indeed.co.uk was the most visible website in the Natural Search listings, achieving a 74% share of voice.

indeed.co.uk was the most visible advertiser in the Paid Media space, achieving a 65% share of voice.

indeed.co.uk ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Recruitment Sector Report

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December 2015

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The most visible websites and advertisers on Google UK

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December Overview In December 2015, 2.9 million searches were made for Recruitment-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Recruitment market in the past 12 months. Number of searches by subsector At a glance In December, 2.9 million searches were made for recruitment keywords.

Searches for job title-specific keywords were most popular, accounting for 38% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Recruitment: Overall 2.9 million searches In December 2015, 2.9 million searches were made by consumers searching for Recruitment-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 6,058 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘jobs’ was queried 201,000 times, accounting for 7% of all searches made for Recruitment-related keywords. indeed.co.uk was the most visible website, achieving a 74% share of voice through ranking for 3,355 keywords, including the search terms ‘jobs in london’ and ‘job’. The 20 most visible websites:

reed.co.uk attained a 63% share of voice through ranking for 3,042 keywords, including the search terms ‘part time jobs’ and ‘job’.


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Recruitment: Generics 861,060 searches In December 2015, 861,060 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 150 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘jobs’ was queried 201,000 times, accounting for 23% of all searches made for Generic-related keywords. reed.co.uk was the most visible website, achieving a 70% share of voice through ranking for 91 keywords, including the search terms ‘part time jobs’ and ‘job’. The 20 most visible websites:

direct.gov.uk attained a 61% share of voice through ranking for 56 keywords, including the search terms ‘job search’ and ‘job’.


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Natural Search Recruitment: Job Title Specific 1.1 million searches In December 2015, 1.1 million searches were made by consumers searching for job title-specific keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 2,566 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘civil service jobs’ was queried 201,000 times, accounting for 18% of all searches made for Job Title-Specific keywords.

indeed.co.uk was the most visible website, achieving a 76% share of voice through ranking for 1,472 keywords, including the search terms ‘security jobs’ and ‘cleaning jobs’.

The 20 most visible websites:

totaljobs.com attained a 56% share of voice through ranking for 1,136 keywords, including the search terms ‘receptionist jobs’ and ‘admin jobs’.


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Recruitment: Location Specific 970,130 searches In December 2015, 970,130 searches were made by consumers searching for location-specific keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,342 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘jobs in london’ was queried 27,100 times, accounting for 3% of all searches made for Location-Specific keywords.

indeed.co.uk was the most visible website, achieving an 85% share of voice through ranking for 1,788 keywords, including the search terms ‘jobs in london’ and ‘jobs in glasgow’. The 20 most visible websites: reed.co.uk attained a 70% share of voice through ranking for 1,721 keywords, including the search terms ‘jobs in cornwall’ and ‘jobs for 16 year olds uk’.


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Paid Media Recruitment: Overall 2.9 million searches In December 2015, 2.9 million searches were made for Recruitment-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 6,058 keywords analysed. The 30 most visible advertisers: At a glance: In December, indeed.co.uk was the most visible advertiser, achieving a 65% share of voice through bidding on 2,880 keywords, at an average ad position of 3.

jobsite.co.uk achieved a 46% share of voice through bidding on 1,749 keywords, at an average ad position of 4.


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Recruitment: Generics 861,060 searches In December 2015, 861,060 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 150 keywords analysed. The 20 most visible advertisers: At a glance: In December, indeed.co.uk was the most visible advertiser, achieving a 65% share of voice through bidding on 86 keywords, at an average ad position of 4. jobsite.co.uk achieved a 58% share of voice through bidding on 61 keywords, at an average ad position of 3.

reed.co.uk displayed the most visible individual ad creative, achieving a 38% share of voice.

The 5 most visible ad creatives:


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Paid Media Recruitment: Job Title Specific 1.1 million searches In December 2015, 1.1 million searches were made for job title-specific keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 2,566 keywords analysed. The 20 most visible advertisers: At a glance: In December, indeed.co.uk was the most visible advertiser, achieving a 51% share of voice through bidding on 1,212 keywords, at an average ad position of 3. jobsite.co.uk achieved a 31% share of voice through bidding on 628 keywords, at an average ad position of 4. charityjob.co.uk displayed the most visible individual ad creative, achieving a 5% share of voice.



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Recruitment: Location Specific 970,130 searches In December 2015, 970,130 searches were made for location-specific keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 3,342 keywords analysed. The 20 most visible advertisers: At a glance: In December, indeed.co.uk was the most visible advertiser, achieving an 80% share of voice through bidding on 1,582 keywords, at an average ad position of 3. jobsite.co.uk achieved a 54% share of voice through bidding on 1,060 keywords, at an average ad position of 4. damekellyholmestrust.org displayed the most visible individual ad creative, achieving a 21% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

indeed.co.uk achieved strong

indeed.co.uk and reed.co.uk

indeed.co.uk achieved strong

Integrated Search Visibility.

achieved strong visibility in the

visibility in the Paid Media

Natural Search listings.

Space.


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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance indeed.co.uk featured at the top of our integrated search league table, as its combined share of voice was most dominant. reed.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 6,058 Recruitment-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Recruitment sector in December 2015.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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