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linked page. Many of the major job boards (Headhunter, CareerBuilder, CareerEngine, Monster, Vault.com) can funnel postings through
internal networks. These networks allow targeting to specific properties.
In some cases, the job board directly owns the properties (Monster); in
many cases, the networks consist of licensed users of the core technology
(Career Builder, Career Engine); and in others, the Job Board provides
access. The inherent flaw in this approach is the degree to which choice (and
effectiveness) is limited by the parent company being in the business. As
we've mentioned elsewhere, objectivity is singularly important in the
media planning and acquisition component of a Recruitment advertising
campaign. We suggest the following approach:
Use of a gateway should be governed, ultimately, by the results it
produces. All of the fancy talk aside, the simple question is "do my
results improve as a result of using one company's services instead of
another's?" With the number of competitors rapidly growing towards 50, the
customer's ability to comparison shop is virtually non-existent. So, the
first line of defense is to rely on Customer Service as an analog for
effectiveness:
Does the company listen when you have a problem? Is there a single
point of contact for support and issue resolution? Does the damn thing
work?
All customers don't have to choose this way, however. Some are just
hunting for someone to help spend their budget and, some of the gateways
are good at this (we suggest you stay away, but that's another story).
Some are in rich formative phases and being an early customer will pay
handsome dividends.
It's a complex arena and the ability to generate results is already in
decline. Anecdotal evidence suggests that job postings, in general, are
only 20% as effective as they were two years ago. So, our most important
suggestion is that you stick with a company who is committed to your
success, not their internal process. It's very clear that the gateway
companies will be the generators of results over time. To the extent that
they don't push their own publications and focus on customer satisfaction,
they're building a winning culture.
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