Established in 1999, CareerNet is the leading provider of Talent Acquisition and Recruitment Process Outsourcing solutions to the Technology, Knowledge Services, Banking and Financial Services sectors in India. They are considered the “Go-to” organization in the Talent Acquisition space due to their reputation in the industry and their proven success at pioneering customized solutions to their customers.

	CareerNet Consulting’s business model has allowed them to reach customers globally without requiring a physical presence in each geography
	Marketing efforts in the past focused primarily on word of mouth or getting leads through references
	Online marketing was seen as an optimal channel to reach out to the masses
	The goal was to provide high touch customer service to its candidates and potential customers

The effort required a better understanding of their customers online and offline behaviors and integrate the information to develop a better understanding of the prospect. Using web analytics, TEG identified areas of improvement and areas of investment.

Online data from was analyzed for the following insights:

	Source of traffic to identify areas that had better awareness of CareerNet brand-Nearly 85% of the incoming traffic was either direct traffic or traffic that was exposed to offline marketing initiatives of CareerNet. This implied the presence of a strong offline marketing initiatives, but not complemented by online marketing initiatives.
	Improve ‘call to action’ index on certain pages as a measure of increasing visitor engagement-Certain key metrics like time on site and page views pointed towards the need for visitor interaction and engagement on those pages.
	Average time spent on the site-This metric gives a clear indication of the visitor engagement index that is projected either at a page level or on an average, the entire site. Certain key pages of the site had lesser visitor engagement index than desired.
	Combination of pages that generated highest interest-This metric was particularly useful in an attempt to profile visitors to site and try and understand the objective of their visit and how much of it was in alignment with the core objectives of the website.
	Pages that had highest number of single views- This metric was particularly instrumental in helping us diagnose the causes for high exit rates and suggest suitable recommendations to reduce the same.
	Site traffic analysis of competitors-This analysis gave tremendous insight into the competitors’ online positioning strategies vis-à-vis the strategy that was previously adopted by CareerNet. The Enterprise Genie proposed key recommendations based on this analysis.

The Enterprise Genie proposed a five stage analytics maturity model to move from content oriented portal to an integrated view of its customers.

As a first step, The Enterprise Genie used a structured approach which would ensure that the CareerNet website would enjoy greater visibility across the search engines.

The entire site was analyzed and optimized at the content level to capture the internet traffic that is relevant for their business
The Enterprise Genie formulated offline optimization methodologies that acted like auxiliary traffic sources which drove relevant and quality traffic

Align the content with the business objectives and drive the traffic to the most important pages on the website
The Enterprise Genie produced decks on insights and recommendations at regular intervals that focused on improving website’s positioning and visibility across the internet using web intelligence around forum participation, strategic link building and crafting targeted messaging.

The Enterprise Genie solution to transform their website not only into a marketing tool but also a lead generation machine!

TEG follows a structured and phased approach to meet its customers’ objectives

The Enterprise Genie began its Site Analysis by looking for key findings from the Google Analytics tool. TEG found several interesting findings about the traffic patterns and the sources, few of which were negatively impacting the website from fulfilling its core objective of lead generation. Few of these findings are displayed below:

Treating these as data points, The Enterprise Genie conducted several keyword and link building workshops to gain a clearer picture about keywords that are business centric. The online marketing team at The Enterprise Genie then embarked upon an extensive keyword research taking into consideration business centric keywords, relevant keywords which enjoyed high searches and competitor keywords. The Enterprise Genie produced a distilled master keyword set upon which the subsequent optimization procedures were based.

The Site Optimization phase focused on aligning all the elements of the website to make it both search engine and user friendly. The Enterprise Genie adopted a clinical approach by ensuring that all the site elements are optimized down to the last detail.

Constant monitoring of the visitor metrics and traffic metrics helped The Enterprise Genie formulate an effective Social Media Optimization plan, directory submissions and link building initiatives which proved to be complementary to the online marketing effort.

Within 45 days of the implementation, the efforts started to show positive results. Not only did the traffic volume increase, the traffic also became more relevant. The website started appearing at the top few results for both for business centric keywords as well as relevant keyword searches with high search volumes in leading search engines like Google, Yahoo, MSN etc.

The Google Analytics metrics also started to reflect the effectiveness of the online marketing efforts. The average number of page views shot up, the bounce rate reduced significantly and traffic influx from search engines was considerably high.

Today the CareerNet website not only serves as a information portal but also as a lead generation channel.