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ERNIE, please use the form on the
linked page. Often understood to mean the "search
for the nearly impossible", a BrassRing (for those who don't know or
remember) was a gimmick to keep people riding Carousels. Rings
were hung off to the side of the carousel and the object was
for everyone to stretch out as far as they could and grab one. A very few
were shiny
Brass and entitled the grabber to a free ride.
The outspoken
Ms. Besemer has her work cut out for her. The company is an extension
of Kaplan's
well known entrepreneurial streak. It combines a powerful Applicant
Tracking System (with embedded data quality control), the largest
assemblage of Job Fairs (nearly one a day) a number of exchanges (very
customized resume databases) and a handful of web properties (which is why
Alexa ranks Brass Ring so high). You could say, "It's a carousel of
companies that help employers and employees reach their highest
ambitions." A charitable alliance with the Brass Ring Foundation would go a long
way towards cementing the notion that this is a company committed to
making dreams real.
Unfortunately, a browse through the various web properties will give
you the sense that it's a carnival featuring independent carnies rather
than a single ride with different animals headed in the same direction.
This is Deb's legacy from her predecessors and the reason for a central
marketing team. Although they face a significant challenge, (you might say
that they are chasing the Brass Ring), the team is fresh from the task of
growing the old Hiresystems 400% in 2000. Led by Tom Kramer (the Jimmy
Stewart of Web Marketing), the team is familiar with cancerous growth
rates and coming from left field.
As for the video pilot product itself, it revolutionizes the Job Fair
business by definition. Since BrassRing owns the market, more or less, a
streaming video addition will certainly change things. Video works! Being
able to engage a potential candidate on line with body language,
presentation skills and appearance available should make it possible to
extend the Job fair experience to remote locations. All of the Recruiters
don't have to go to all of the Job Fairs (pity the Santa Clara Marriott).
With streaming video in place, remote interviews will become an organic
part of the job fair. In the long run, streaming video applies Total Cost
of Ownership thinking to the job fair product line.
We wonder if their isn't another shoe to drop. Our Sony Digital cameras
will create a one minute movie that can be transported on a hard drive. If
video works so well, then the Brass Ring move is the next logical step in
the ultimate demise of the Job Fair. We're sure that lots of houses will
be getting web cams this Christmas and that DSL based video will move into
its own over the next year or so. That means that the Job Fair might
actually become virtual in the near term.
Offerings like MyOnlineResume.com
(MOR), a logical new horse on the carousel, are already laying the
groundwork for the next generation. Doing the unthinkable, MOR positions
itself as a for fee agent. MOR is breaking through the market resistance
and discovering that there is a viable business as the advertising company
for candidates. It's easy to imagine a web based instruction system that
helps people look good in video positioned as an alternative to video
ambushes at the job fair. The MOR product assumes that candidates have
video!
With a complementary behind the firewall product line (CareerWorkstation.com) (the
parent company), the folks at MOR are interestingly able to bridge the
firewall gap. The same career management tools that someone might use
within a company have the additional benefit of being portable. MOR
clearly views the market as a Human Capital Management arena in which long
term relationships are everything. Their ASP model is a perfect up sell
for the Job Board in a Box Vendors.
If we hear one more person say that the market is ripe for
consolidation, we'll scream. Brass Ring appears to be ready to break out
into the major leagues; MOR appears to be inventing new markets and that's
just today's news.
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