January 28, 2008
By
A proliferation of specialized job sites is causing much of the impressive growth in online recruitment advertising. These sites offer recruiters and job seekers a variety of advanced technology and tools focused on specific vertical markets or jobs, such as emergency room nurses, truck drivers, casino dealers or any of scores of other niches that transcend geographical markets. At the local level, the suburban and community newspapers that have partnered with networks such as Chicagojobs.com have done a good job of catering to the local market positions. Networks that bring together a mass of the hourly paid positions and the lower-end job types make economic sense for smaller businesses, especially the mom and pop's. These businesses represent a large portion of local revenue, but newspapers that partner into larger job board networks risk leaving these businesses behind. Eventually they turn to online alternatives such as Craigslist and perhaps SnagAJob. Newspapers have found the HotJobs and Monster coalitions to be a fast and easy way to gain technology, content and revenue. In the long-term, this strategy may not provide enough juice for the squeeze for smaller newspapers when most of their forecast recruitment revenue is from non-executive positions. Local job networks focused on a tight geographic region and catering to the prevalent small-business positions is still an untapped revenue source. Suburban and community newspapers could continue to take the popular Shaker method of local partnerships and expand upon this concept. Partnering may even go beyond just the other local newspaper publishers and include radio, TV, cable and even specialty job boards focused on the non-exempt position jobs. A variety of partners could bring strength in content, marketing and technology. Click here for recruitment revenue charts.
By
A proliferation of specialized job sites is causing much of the impressive growth in online recruitment advertising. These sites offer recruiters and job seekers a variety of advanced technology and tools focused on specific vertical markets or jobs, such as emergency room nurses, truck drivers, casino dealers or any of scores of other niches that transcend geographical markets. At the local level, the suburban and community newspapers that have partnered with networks such as Chicagojobs.com have done a good job of catering to the local market positions. Networks that bring together a mass of the hourly paid positions and the lower-end job types make economic sense for smaller businesses, especially the mom and pop's. These businesses represent a large portion of local revenue, but newspapers that partner into larger job board networks risk leaving these businesses behind. Eventually they turn to online alternatives such as Craigslist and perhaps SnagAJob. Newspapers have found the HotJobs and Monster coalitions to be a fast and easy way to gain technology, content and revenue. In the long-term, this strategy may not provide enough juice for the squeeze for smaller newspapers when most of their forecast recruitment revenue is from non-executive positions. Local job networks focused on a tight geographic region and catering to the prevalent small-business positions is still an untapped revenue source. Suburban and community newspapers could continue to take the popular Shaker method of local partnerships and expand upon this concept. Partnering may even go beyond just the other local newspaper publishers and include radio, TV, cable and even specialty job boards focused on the non-exempt position jobs. A variety of partners could bring strength in content, marketing and technology. Click here for recruitment revenue charts.