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linked page. The Web, as it grows and matures, offers an expanding series of tools
that allow a Recruiter to exploit "marginal" opportunities. The high
profile success stories are always about these opportunities.
Unfortunately, the successes are short lived. The "marginal" opportunities
depend on "being there first". They work better for very early adopters
than they do for the later. Examples include job posting, advanced search
techniques, broadcast email and so on. Each "marginal" approach involves
an innovative use of technology to solve an old problem. As such, these
techniques get high and quick visibility.
Then, there is the application of the Internet to Internal Synergy
problems. Every office, no matter how large or small, has communication
problems that can be readily addressed by opening the company's
information flow. Usually implemented as an Intranet, the objective is to
solve another age-old problem...it's predictable that the right candidate
ends up on the wrong desk. In theory, an effectively designed Intranet
helps harness these misplaced resources.
Neither approach solves the longer term problem...building a reliable
supply of potential candidates. This is the real Electronic Recruiting
question. In order to build relationships with enough potential candidates
to ensure (say) 5 years of recruiting success, an operation needs to
invest in the candidates themselves. Long term relationships must be
built.
While it's certainly true that the network can be facilitated using the
net and its growth can be accelerated with online advertising and
searching, the real value lies in customer relationships and network
management.
Companies that focus on the use of advertising and search tactics will
be able to solve old-style sourcing problems. At least they'll be able to
do this until everyone else catches on to the techniques (several search
tactics training companies are now offering retention programs for
companies who have been "raided" with the techniques they teach in other
classes). You might remember that early automobiles clearly resembled the
horse drawn carriages that they replaced. None of the carriage makers
turned auto manufacturers survived. A different assembly technique and
radically different design won that market war.
The future of Recruiting belongs to companies willing to manage their
part of the labor supply. You can't get there by learning the bits and
pieces. It takes an integrated view of the problem before the attempt to
solve it.
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