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ERNIE, please use the form on the
linked page. We're always a little rough on Jeffrey and his company. Part of it is
the terrain that comes with being number one. Part of it is the
fundamental disagreement we have with their strategy.
On the road to trying to be come the "number one source for talent
online", Monster and its parent are
recreating the diversity of the web under a single brand name. Now the
third (nearly second) largest owner of staffing agencies, we argue that
there are embedded conflict of interest problems and too much overhead
associated the method. We think that the buckshot approach to brand
segmentation is a show of muscle and a recipe for ultimate failure.
It makes picking on them an easy fall back position that occasionally
clouds our judgment.
We were tempted to dwell on the syrupy "Mom and Apple Pie" approach and
ask if they were going to launch a "Veg-O-Monster" product line.
In a fit of near objectivity, however, we noticed something important.
There are tons
of people who are peddling the "Internet Secrets of Finding
Passive Candidates", the ability to "Find Candidates Before
the Competition", and the "Jealously Guarded Secrets Of
Online Recruiting". We tend to think of these approaches as "things
Recruiters can do to avoid making a phone call". The bogus search for so
called passive candidates is a distractor from the real task at hand.
We've railed against the very idea that there are such things as
passive candidates. We even registered the domain name "JobMarley.com" as
a part of a plan to guarantee the delivery of the most passive candidates
available. As an old friend used to say, "Either you is or either you
ain't".
Monster, on the ohter hand, has gone into the business of trying to
create fresh inventory. The show featured many images of people who were
other than the best and brightest (you know, the normal kind who work hard
and are loyal) discovering that their market value exceeded their wildest
expectations. It explained how easy it is to use the features of Monster's
Resume system. Kidding aside, it was an insightful look at the question of
motivating and educating new users. We're going to have to applaud this
particular venture. Monster is working hard to develop new ways to expand
their database. It's a model worth following.
To enlarge the market, Monster has to unlock a riddle: how do you
motivate currently content people to seek a change in employment? Given
its clout and the size of its war chest, Monster is shouldering the burden
of education and new candidate development for much of the industry. It's
a part of the price of being number one. Many of the folks who applaud our
needling of the company benefit in nearly direct ways from the largesse
Monster is required to show to grow the market. Not a small amount of job
hunter traffic is built on Monster refugees who are looking for
alternatives. Some of the silly, doomed for failure, business plans that
we see assume that candidates just wander around the web waiting to see a
banner ad. What they're really doing is sponging off the work that Monster
has to accomplish to retain its position.
So, we'll give them a little time out from under our harsh light.
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