[ernie] The Electronic Recruiting News In Email_010208

[Carrie Baggs <interbiz@interbiznet.com>]

		John Sumser's   Electronic Recruiting News
interbiznet.com E R N I E Electronic Recruiting News In Email Our Rate Card S P O N S O R S Find out more About IBN Got a news tip? Got a news tip? Tell us at news@ interbiznet.com Our Rate Card Articles Presentations Trends Reports Archives Resume Databases (Over 60) Company Job Listings (Over 4000) Suggestions? 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 All material in this email is the property of IBN (The Internet Business Network: interbiznet.com) You may download a copy for personal use. Redistribution without permission is strictly prohibited. All material in this email is © 1995 - 2000 by IBN OUR HOME	Read Today's Interbiznet Bugler (New) Download the 2001 ERI Executive Summary. Requires Acrobat. 2001 Electronic Recruiting Index is available. Order your copy today! To subscribe or unsubscribe from ERNIE, please use the form on the linked page. Differentiation (February 08, 2001) At the heart of the idea of having a brand is a single concept: differentiation. It's a simple notion. The reason that you have a brand is so that your audience can tell how you are different from the competition. In the traditional advertising world, this is a well understood concept involving the identification of the target audience, an analysis of the competition, the positioning of brand attributes, and the development of branding campaigns. The most important thing about a brand is that it allows your target audience to tell the difference between you and a competitor. The targeting exercise is the only way to manage advertising costs (by knowing who you don't want to reach). A branding campaign built on this sort of fundamental analysis is much more likely to result in predictable and desirable results. Unfortunately for all of us, very few players in the Recruitment Advertising universe offer meaningful brand differentiation support. Certainly, none of the job boards give their clients even the most primitive support in this regard (E-Bay style annotation of the database, for instance). Brand Differentiation, the intellectual discipline required to define it and the budgets required to execute on it are a long way from the mainstream of recruiting. Our vendors don't support it because so few of their customers know how to ask for it (let alone contemplate the costs of paying for it). We've tried very hard to think of a discipline that is a corollary to 20th Century Recruiting. Words like reactive and proactive shield us from the reality that Recruiting (and HR in general) are the Beverly Hillbillies of the corporate world. Years of easy candidate availability results in an incredibly low regard for the costs and processes associated with real marketing. While we found oil by "shooting at some food", the rest of our peers in the organization had to make investments in "geological surveys and drilling experiments". In other words, our industry's notional understanding of the way that marketing and advertising works is distorted by the fact that it used to be like fishing with dynamite. - John Sumser ****************************************************************************************** Workforce has the Recruiting and Staffing information you need. Search through thousands of archived articles, participate in the forum, print out sample letters and policies and more. All for free. Come to Workforce today! Workforce -- HR Trends and Tools for Business Results. ****************************************************************************************** Contacting Us: Call, fax, write, email. We'd love to talk about your project. All material on this site is © 1995 - 2000 by IBN: interbiznet.com (The Internet Business Network), 346 Starling Rd., Mill Valley, CA 94941 415.380.8244 staff@interbiznet.com To Subscribe or Unsubscribe From the ERNIE... Enter email: Enter name:	FEATURES: Interbiznet Trends (New) Email Newsletters      - Daily Industry News      - ERN in Email      ANNUAL REPORTS:      - 2001      - 2000      - 1999      - 1997      - 1996      - Report Pricing      RESOURCES: Top 100 E-Recruiters Presentations Recruiter's Toolkit Seminar In A Box ERN Archives 1st Steps In The Hunt      ADVERTISING: Our Rate Card Last Week's ERN February 04, 2001 In-Depth Database 2001 Executive Summary Perspective JobHead II Jobhead ERN Archives

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