[ernie] The Interbiznet ERNIE_00.11.28

[Carrie Baggs <interbiz@interbiznet.com>]

		interbiznet this week   (through Nov. 21, 2000)
interbiznet.com E R N I E Electronic Recruiting News In Email Our Rate Card S P O N S O R S Find out more About IBN Got a news tip? Tell us at news@ interbiznet.com Our Rate Card Presentations     - Basic (PDF)     - Strategy (PDF) Recruiting Trends Archives Recruiting Eyeballs Key Industry Suppliers Resume Databases (Over 60) Company Job Listings (Over 4000) Salary Surveys NATSS Enterprise Fidelity HR Live HR Online SHRM Workforce Mag DejaNews Suggestions? It is better to not be on the web than to be on and not know why John Sumser Reality is more complex than it seems. John Gall It's better to do a few things really well than than to do a lot of things badly. If you can't make the necessary commitments of time and energy to your electronic marketing efforts scale back your plan. John Sumser All material in this email is the property of IBN (The Internet Business Network: interbiznet.com) You may download a copy for personal use. Redistribution without permission is strictly prohibited. All material in this email is © 1995 - 2000 by IBN OUR HOME	Read Today's Interbiznet Bugler 2000 ERI Executive Summary Requires Acrobat. The 2001 ERI can now be ordered at the pre-publication price. Order your copy today! To subscribe or unsubscribe from ERNIE, please use the form at the bottom of this page. Given vs Received (November 28, 2000) The essence of marketing is learning to see the problem through the eyes of another. Long the foundation of market success (we're reminded of HotJob's ads on the top of buses), the technique is rarely mastered in corporate recruiting. The proposition, known by every salesperson who made a living, is that the customer never buys what you are selling. They buy what they buy. When we say it's a buyers market, this is the arena we're describing. Employment Branding does not work unless it is understood as a selling proposition. The question is not "describe all of your job openings in ways that make them rise to the top of the search engines". Rather, the goal is to build an attractive force that draws candidates to your company. Then, things get complicated because not everyone wants the same thing from an employer. In yesterday's article, we described the constituent members of the Employment Branding. To approximate, we'd bet that you need about 500 audience members to fill one opening five years from now. In a simple example, 100 openings over 5 years might require as many as 50,000 audience members from the 7 basic sources: customers competitors suppliers investors ex-employees current employees normal sources (advertising, college recruiting, headhunters, temps) Each sub-group has obviously different interests. What appeals to a competitor's employee is unlikely to be interesting to a customer. The trick is in understanding the various (and different) perceptions of each group. Employment Branding messages have to reach out, connect and attract each person they target. The disciplines of Demographic targeting, message revision and precision delivery are not normally found in recruiting operations. The skill sets exist in some marketing departments. The reason that a Chief Talent Officer can be such an effective role is that, properly chartered, she can integrate the skills from around the company. We're betting on the rapid emergence of firms that manage these processes. - John Sumser ****************************************************************************************** ****************************************************************************************** Contacting Us: Call, fax, write, email. We'd love to talk about your project. All material on this site is © 1995 - 2000 by IBN: interbiznet.com (The Internet Business Network), 346 Starling Rd., Mill Valley, CA 94941 415.380.8244 staff@interbiznet.com To Subscribe or Unsubscribe From the ERNIE... Enter email: Enter name:	1st Steps In The Job Hunt     - Bigger IS Better III     - Bigger IS Better II   FOR RECRUITERS: Free Email Newsletter Recruiter's Toolkit (New) Interbiznet Bugler Seminar In A Box Top 100 E-Recruiters      -1999      -1997      -1996 Industry Analysis      - 2001      - 2000      - 1999      - 1997      - 1996 ERN Archives Our Rate Card Last Week's ERN November 19, 2000 Fire Your Recruiters Network Confidentiality DNR Applicant Trucking Minus 30 ERN Archives Stocks We Watch Public Companies in Electronic Recruiting AOL CareerBldr CareerEngine CMGI Dow Jones E-cruiter General Electric Headhunter.net HotJobs.com IDG Inktomi Knight Ridder Microsoft New York Times Niku Omnicom Oracle Penton PeopleSoft Restrac (Web Hire) SAP Spherion Student Advantage TMP Top Jobs On The Net Tribune US Search Co VerticalNet Washington Post Yahoo ZDNet Pending IPOs - None Public Staffing Cos Adecco AHL Services Alternative Resources Analysts Int'l Barrett Butler Career Horizons CDI Co-Counsel Comforce Computer Horizons Computer Task Grp Employee Solutions General Employment GTS Duratek Hall Kinion Headway Heidrick Joule Keane Kelly Services Kforce Korn-Ferry Manpower National Technical National TechTeam On Assignment Outsource Int'l PGA Registry Remedy Right Management Robert Half Solomon-Page SOS Staffing Staff Builders Syntel TechniSource Volt Watsco Western Staff Work Int'l

---

• Prev by Date: [ernie] The Interbiznet Ernie_00.11.29
• Next by Date: [ernie] The Interbiznet ERNIE_00.11.27
• Prev by thread: [ernie] The Interbiznet ERNIE_00.11.27
• Next by thread: [ernie] The Interbiznet Ernie_00.11.29
• Index(es):
  • Date
  • Thread

---