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linked page.
 Different
Audiences
(April 30, 2001) In addition to your basic "in the process" job
hunter, there are several other audiences you might consider as targets
for a job ad. It's useful to remember that reaching different audiences
usually involves the use of different properties. Reaching the active job
hunter is easy, thinking about the motivations and web browsing habits of
other target audiences is not as easy. The reason that a competitive
advantage can be gained by focusing on audiences and the web sites that
reach them is precisely the result of the hard work involved.
Picking the target audience is a part of the preparation process for
developing an ad. A general rule of thumb is that the more gainfully
employed your target is, the further away from overt employment sites you
want to go. In the IT arena, operations like the newly renamed DICE have the potential to put your
message closer to careerists and further from job changers, for example.
SV.com may be the most remarkable operation in terms of targeting
technology professionals who are not looking but are open.
(We wonder about the long term utility of systems that display ads
from a variety of sources without regard to the original ad writer's
intent. We'd expect a relative decline in overall quality of the responses
to the precise extent that ads are not specifically targeted. We also
wonder when the large scale players are going to start helping their
customers by providing targeting within the large databases. After all, no
one wants to reach all umpteen million visitors. At best, they want to
reach the right 10. The big resume dumps might be best seen as a step away
from the automated unemployment office, but just a step.)
When thinking about audience reach, you might imagine a scale of
receptiveness to an employment message (with obvious lead time
implications:
- Desperately Looking
- Worried and Looking
- Frustrated and Looking
- Contractors and Temps
- Layoff Witnesses (Not Looking but Should)
- Planning and Researching (Soon To Be Looking)
- Wanting More Money In Current Job
- Craving More Challenge In Current Job
- Looking To Improve Performance In Current Job (A Highly Desirable
Bunch)
- Lifestyle Changes Bring Financial Needs (Frustrated for Non Job
Reasons)
- Fast Trackers (Happy in Current Job but Easily Dissatisfied)
- Happy In Current Job
- Working to Pay The Rent
(Isn't it interesting that the
desirability of a potential employee is almost inversely related to the
position on this list?)
While the scale isn't perfect or complete, it is clear that you would
reach out to each segment with a different message.)
You can further segment the list by profession and geography. Depending
on which segment you wish to reach, you use a different message and (most
likely) a different communications platform (property).
- John Sumser
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