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Recruiting Trends
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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

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Trend 1: Recruiting Gateways Emerge

(November 30, 2000) During 2000, a number of companies emerged with an obvious proposition: Job Postings produce better results when distributed broadly. From focused networks to small electronic advertising boutiques, the tested techniques of Online Recruitment Advertising are being pioneered in just a few firms. The most interesting is an emerging concept referred to as "The Recruiting Gateway".

Both CareerBuilder and CareerEngine have promoted this approach through the development of alliances and distribution relationships around the Web. The two companies share a vision of a network of websites, sold and staffed from central locations that run on a standardized platform. In these network models, each additional distribution point brings incremental revenue to the parent company.

The Electronic Advertising Boutique, represented by IIRC and eQuest gained visibility and momentum during 2000. These firms offer Recruiters the opportunity to select from a series of destinations. IIRC offers approximately 40 services. eQuest offers a smaller range of outlets preferring to grow more slowly; their service is hinged on the delivery of results measurement.

In the early days of Electronic Recruiting, the team at Net Temps pioneered the alternative approach. By broadcasting job postings to hundreds of newsgroups and websites, an account with Net Temps guaranteed a broader response to a given advertisement. Essentially, every job posting was sent everywhere. The emphasis on distribution secured the company a permanent place in the industry. Net Temps has gone on to pioneer other forms of online recruiting and should be understood as an innovation machine.

By far the most exciting offering in this area belongs to a Minnesota company called RecruitUSA. With a distribution capacity that dwarfs any other available service, RecruitUSA combines Net-Temps style distribution on a massive level with targeting at top-level sites. In addition, the company has distribution alliances with over 250 paid sites and is embedded in the architecture of a number of large integration players (including BrassRing, Peoplesoft, and Lawson).

Although the owners are quite modest about their accomplishments, RecruitUSA stands out from the rest of the crowd. An intelligent eye on required technical development is coupled with shrewd alliance development. By combining targeted distribution and "carpet bombing", RecruitUSA has defined the core features required in a 21st Century Advertising Agency.

We anticipate explosive growth in the Gateway arena during 2001. Coupled with targeted media planning, traffic development strategies and "creative development", this class of firm will shoulder the burdens of producing real recruiting results.

Excerpt from the 24 Electronic Recruiting Trends 2001 (requires Acrobat).

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