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ERNIE, please use the form on the
linked page. In the more traditional advertising realms (remember, Recruitment
advertising, although it is a cash cow, is considered a backwater), bigger
more intrusive advertising is seen as the wave of the future. Or, as we
like to say, when you can't be effective, be louder. So, much noise is
being made about interstitials (automatic pop-up windows), daughter window
ads (opens behind your browser) and other forms that use intrusion to
achieve results. We think they'll be popular until they run out of steam.
That's how it is in the advertising world. The opposite of what works
today is always heralded as the future. In the absence of solid thinking,
noise is often substituted for message. Shock value, the hallmark of
high-end ad campaigns, appears to be the standard alternative to focused
message delivery.
It's fascinating to watch our end of the world. Declining ad
effectiveness is blamed on a variety of things but never the form of ad
itself. Do you see any one of the major job boards innovating the basic
idea of their service? No. Is effectiveness in decline? Yes.
We're standing on the verge of the next big thing, waiting for a vendor
to say something besides "customers are too stupid to buy something
new."
Look who's gone
local!
There is an established job board making new waves in the online
recruiting industry. CareerWeb.com, a subsidiary of Trader Publishing
Company, is poised for strong growth. Careerweb.com is the online
companion to The Employment Guide, a localized print publication with a
weekly circulation of 3 million papers. Using the Employment Guide as
advertising, Careerweb.com has grown to a sizable site with over 100,000
job searches per day. So why use CareerWeb.com instead of Monster or
Hotjobs?
CareerWeb.com is building a network of localized sites. Recruiters can
post jobs locally. Similarly, job seekers will find only local jobs. The
local site idea is appealing to job seekers who lack the time to search a
monstrous job database, and who are not willing to relocate for a "hot"
job. Jobseekers like that search results are more specific to their needs.
Check out the first three of these local sites at: OrlandoCareerWeb.com, RaleighCareerWeb.com, and ChicagoCareerWeb.com.
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