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ERNIE, please use the form on the
linked page. We wear it like a badge of honor, one of the deepest symptoms of
institutionalized repression. Our little backwater, in spite of its
powerful potential contribution to revenue, retains the same status it had
when paper recruitment ads were the main source of kitty-litter liners and
fish wrappers. (the only good news is that most people don't place their
monitors under their cats or birds).The Employment Industry Ghetto,
responsible for a huge component of web profitability, innovation and
progress, remains relegated to a low status position (perhaps someone will
notice, like Tony Soprano, that the low status games have the highest
margins).
Bitching aside, many of the next waves of innovation in our universe
will come from a concentrated effort to move out of the ghetto.
Some of our favorite industry leaders (like all entrenched politicians)
see the move as unlikely. They say "the industry has its place and should
be thankful for it". Over the years, we've suggested, time and again, that
our content needs to be next to the "other" content in order to really
explode our value. The narrow minded incumbents are happier in a world
that is familiar and predictable. They'd better start getting ready for
the change.
Adjacency, like human moves from the ghetto to the suburbs, is all
about living next door to what used to be understood as superior content.
It's a sort of "fair housing" movement for internet content. Simply put, a
recruitment ad is much more likely to work when it is next door to a
subject of clearer interest to a reader. Our current model, which focuses
on the reinvention of the unemployment office, leaves other content alone.
In some corners of the newspaper world, the very notion that an ad
could be linked to the text in a story is a sort of heresy that assumes
that post watergate journalism is the only way to play the sport.
In other corners, however, the idea that an ad should be close to a
related topic, as a service to the reader, is gaining ground. The
newspaper operations that are stuck in networks (like our story on CareerCast and
CareerBuilder last week). As a technology, Job Scraping (as we've also
mentioned) tends to perpetuate ghettoization.
Obviously, while there are several very smart, non-networked shops in
the newspaper industry, the initial innovations will come from elsewhere.
Take a look, for example, at Salary.com's initial entrance into the
arena. By making access to jobs a straightforward question of adjacency to
salary information, the company has made the subtle shift that makes a
profound difference. Jobs are located in the salary report based on the
user's definition of their occupation and zip code. Take a look at a
search for salary information for a Web
Developer in San Francisco. At the moment that salary information is
presented, openings are defined as well.
Yes, it's primitive. But, as you'd expect, an industry outsider is
defining the terrain. What's really interesting is that Salary.com
instantaneously became the fourth largest Job Board when it opened this
service. And, whether you see the importance of the change or not, they
have redefined the way that people gain access to employment data. It's a
powerful and very important step.
Clearly, Salary.com is the first one to move out of the ghetto.
Resumes are not Candidates!
Finally, there's an online recruiter who
understands the difference between resumes and candidates.
EmployOn has developed new
technology to deliver qualified candidates to the employer's
desktop…people who have signaled their interest in pursuing the job
opportunity. Here's how it works. Using a proprietary concept-based search
engine, EmployOn will search its
resume database of over 2 million to identify the best matches.
An exclusive "find more like these" feature automatically refines the
search. Then the employer contacts up to 100 potential candidates with one
click, to identify people who are genuinely interested in the job. It's an
enormous time saver, allowing employers to review only the resumes of
people who have declared themselves active.
EmployOn, already the third
largest database, is adding over 100,000 resumes a month. And if an
employer cannot find the right candidate in the EmployOn database, the company will
search the entire Web until the client is satisfied.
Check it out at www.employon.com
and EmployOn's sister job site,
www.grassisgreener.com.
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