Quality vs Quantity: Improving Your Job Board's Performance

Quantity vs Quality: Improving Your Job Board’s Performance

There is a tendency for job boards to get tunnel vision when it comes to website traffic. Lots of traffic usually means lots of candidates, which means applications and/or clicks, which help the job board directly or indirectly generate revenue and provide the value they promise to recruiters and employers.

 

While you certainly won’t make money from a job board that no one visits, a high volume of applications won’t necessarily guarantee continued success. With a high traffic, high volume strategy, you’re essentially betting that among the thousands of job seekers arriving at your site and applying to your jobs will be some really qualified people.

 

While on the surface, bombarding employers with dozens or hundreds of applications might make them feel like they’re getting their money’s worth, you’re actually not making their job easier. The higher the volume of applications, the more work is involved for them, and the more likely it is that candidates aren’t going to be fairly or consistently screened and evaluated. The end result is that your customer may not wind up hiring somebody they found through your job board.

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Evolving Recruitment Business Models

Evolving Recruitment Business Models

Robots

Your new assistant

Recruiting is an interesting business to be in right now. When it comes to technology, many businesses are playing catch-up to bring their processes fully into the digital age.

 

Now, before you run out and buy a fully-formed, artificially intelligent robot assistant, think about examining your business model first. Any technology you use needs to fit with your business and the problems that it solves for your customers. Here are three things to keep in mind when evolving your recruitment business model:

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Chamber of Commerce Job Boards Shouldn't Be Empty

Chamber of Commerce Job Boards Shouldn’t be Empty

Chambers of Commerce do a lot of interesting work to advocate for local businesses, support local economic development, and to engage their community. With so much on your plate, it’s not completely shocking to discover that your chamber of commerce’s job board has been a little… neglected.

 

In this blog post, we’ll take a look at what that neglect looks like, how it can be fixed, and why it matters. First up, here’s a glimpse at some chamber of commerce job boards who share this problem:

Empty Job BoardEmpty Job BoardEmpty Job BoardEmpty Job Board

Empty Job Board

 

Notice a pattern?

 

What you see in the images above are chamber of commerce job boards which should be awesome recruitment marketplaces for chamber members and local businesses to find their next hire, and for local residents to discover new jobs and opportunities. Instead, each of these boards looks like a barren wasteland of missed opportunity – I found a couple jobs posted here and there, but a lot of the time there are no jobs posted at all.

 

As I said, chambers of commerce do have a lot on their plates. So while it’s understandable that your board might be showing these signs of neglect, it’s a completely avoidable problem. Below, we’ll outline a few ways to keep your job board populated with postings.

 

How to Get More Job Listings on Your Chamber of Commerce Job Board

  • Use Job Backfill Feeds

Job backfill feeds are job postings from other websites, like job boards and aggregators, which you can republish on your website. You can restrict and curate what jobs you publish through this method based on what jobs are most relevant to the people in your community. Using backfills means you can supplement the jobs posted by members or other local employers, so that any time a job seeker visits the job board, there are new and relevant postings to review. It also incentivizes them to come back regularly to check for newly posted jobs.

 

  • Let Members Post for Free

Member businesses of your chamber of commerce may already be paying dues or membership fees, so offering them free job postings can be an added benefit. Featuring their jobs or their employer profile and access to contacting passive candidates in your database can be extra services that you charge members for, creating a non-dues revenue stream from your job board.

 

  • Let Non-Members Post Jobs

This tactic can work nicely in tandem with letting members post for free. By letting non-member businesses and other employers post jobs (for a fee), you help increase the overall activity, competition, and engagement on your job board. You also get to develop relationships with non-member businesses, which might lead them to join your chamber of commerce in the future.

 

Why It’s Important to Have More Job Postings on Your Board

 

  • Connecting Your Community to Opportunity

A job board with no jobs isn’t useful to anyone. By keeping your job board active with postings through any of the above methods, you’ll be presenting local job seekers with jobs and opportunities in their hometown. Those jobs may have been harder or even impossible to find on other job boards, or may not have been advertised at all.

 

  • Providing More Value to Members

Whether or not you charge your members to post jobs, your job board is a part of the value you are supposedly providing to them, and an inactive job board with no jobs (and therefore very few candidates) is not going to help them hire great people that help their businesses grow and thrive. By maintaining an active job board populated with jobs, you are adding to the value of their chamber of commerce membership.

 

  • Nurturing Non-Members

When you have an active job board, promoting your chamber of commerce job board as the place to advertise open positions can be a great way to engage with non-member businesses, and potentially put them on the path to joining your chamber. By allowing non-members to post jobs, they can see for themselves part of the value that membership with you provides.

 

  • Helping Small Businesses Hire Better

Some local businesses may not have the tools or expertise in recruiting and hiring to find their ideal employee, but your job board can help them. An active regional job board can reach a wider range of people in your community and give them tools to track applications and screen candidates, which helps them perform the task more efficiently and effectively.

 

With the right solution, your chamber of commerce job board can be a great way to promote your region as a place to work and do business, and with a few small changes to strategy and implementation, you can make a big difference.

 

Regional Job Boards for Cities Municipalities and Chambers of Commerce

 

 

Image credit:Kai Oberhäuser

Make More Money with Your Job Board

5 Steps to Making More Money With Your Job Board

For job boards that find themselves struggling to retain their past successes in the ever-changing world of recruiting, there are five core things you need to do to stay competitive and make more money.

 

1. Be Niche. Start Niche. Become Niche. Get… Niche-ier.

Generalist job boards – those that deal with all types of jobs on a national or international level – have the most competition. Not having a niche makes it really hard to stand out when it comes to your marketing, your SEO, and your overall value proposition to customers. (If you expect someone to search for “jobs” and find you on the first page of search results next to Indeed, LinkedIn, Monster, Glassdoor, Craigslist, Facebook, and other big established job boards, you’re going to have a long, expensive, and difficult road ahead of you.)

 

If you narrow your job board’s focus, it’s easier to gain traction with employers and candidates within that specific niche. As an example, instead of healthcare jobs across Canada, you might focus on roles which are underserved by job boards or ones which are in high demand from employers, like personal support workers in Ottawa.

 

Once you find success within your narrower niche, it’s a lot easier to expand to different geographic regions or to include a wider variety of jobs because you’ve proven already proven yourself in one area.

niche job boards - are you niche enough?

If your job board’s target market is too broad, learn how to look for patterns and trends among your jobs, customers, and candidates to narrow your niche.

 

 

2. Publish Good Content.

If your job board’s niche is focused, you need content to match. Content that talks about the work, the roles, and the employers your specialize in helps people find you, and it’s a tool you can use to keep candidates and customers regularly engaged with your job board.

 

The challenge here is that it has to be good content. It needs to be informative or entertaining and be specific to your target market with the topics it covers and the language it uses.

 

If churning out fabulous blog posts, infographics, and videos on a regular basis is too intense or beyond your means, start with a few great landing pages and resources. Aim for a couple blog posts a month highlighting and linking to the latest jobs, as well as posts covering news and events that are relevant to the candidates and employers your job board focuses on.

 

 

 

3. Publish Good Jobs.

Jobs that other job boards don’t have are the best. Jobs that are relevant to what your candidates are searching for are necessary. It’s crucial for job boards to be vigilant about curating the right balance of original (and/or backfilled) job content that is appropriate and relevant to your candidates.

 

What I mean by that is that you don’t ever want a job seeker to perform a search and find no jobs on your board. So using a backfill provider to supplement your original job content is wise, especially if hiring in your industry experiences seasonal fluctuations. But you also need to strive for jobs that can only be found on your job board, so that you aren’t always sending your candidate traffic to some other site.

 

By having employers pay to post jobs on your site, you are able to have a direct relationship with them and their applicants. Relying only on external sources like aggregators for publishing jobs can leave you vulnerable if the aggregator decides to change its business model or cut you off.

 

Publishing good jobs means curating a mix of relevant jobs and engaging in direct relationships with employers and candidates.

 

 

 

4. Offer Services & Products of Value.

With a focused niche, good content, and good jobs, your job board has the building blocks for growing revenue. But you need to actually be selling something, and it needs to be valuable.

 

If you’ve got qualified candidates and employers who want to hire them, your line of products and services don’t have to be all that complicated. Paying to post jobs, feature listings and employer brands, and access passive candidates are no-nonsense purchases your customers will easily see the value in if the results are positive.

 

But sometimes your customers need more help than just reaching the right candidates and accessing your job board’s recruiting and hiring tools. That’s why more and more we’re seeing niche job boards that offer recruiting services like shortlisting and screening of candidates, or recruitment marketing packages that include writing and optimizing job posts.

 

Figure out where in the hiring and recruiting process your customers are struggling, and address it with tools and services to complement your standard products.

 

Three Mistakes Job Board Owners Make

Don’t fall into these common traps that job board owners may find themselves in

 

 

5. Be Efficient with Sales and Marketing 

Lots of companies will happily take thousands of dollars from you each month to cold call sales prospects or spend on paid campaigns, but whether you pay someone else to do it or you’re shouldering that work yourself, you need to be efficient.

 

There is a reason why this point is last in our list. It’s not the least important by any means, but if you’re not doing the four things listed above it’s always going to be harder in the short and long term, and it’ll cost you more.

 

With a niche focus, your sales and marketing will have an easier time reaching the right people. With candidates heading to your job board for the content and jobs that interest them, and employers signing up to reach those candidates through the problem-solving products and services you sell, you’re in a good position to scale up and make more money.

 

To be efficient, it’s good to both examine your current strategy and explore new options. Ask yourself what is most likely to help you gain direct relationships with candidates and customers. You might find paying for traffic gets results, but like being dependent on backfills for job content, relying exclusively on paid sources of traffic for your bread and butter leaves your job board business vulnerable to changes beyond your control.

 

Consistently reaching out to existing customers and candidates (without pestering them!) should be an important pillar of your strategy. As should outreach campaigns to attract and convert new employers and job seekers. Your tactics can be a simple mix of content, social media, and paid advertising, or you might be constantly experimenting with new tools and tricks.

 

The important thing is that you regularly assess how these tactics and tools are working out. If you’re not getting enough bang for your buck with the money or effort you put into one marketing channel, do some analysis to figure out if there is something you can change or optimize on your end, or if you need to do something else entirely.

 

The point is to make sure the labour or money spent on sales and marketing gets positive results.

 

 


Image credit:
Christine Roy

Welcome to the zombiepocalypse, Job boards aren't dead, they're getting better. Illustration by Maddy Bea

Zombiepocalypse: Job Boards Aren’t Dead, They’re Getting Better

Editor’s Note: This post was originally published on October 31st, 2014 and in addition to being appropriately Halloween-themed, it’s still relevant today! We’re posting it again with a few updates – let us know your experiences with “job boards are dead” rhetoric!


 

There’s an ongoing narrative that crops up in the recruiting space that goes something like this: Job Boards are dying! Social media recruiting, that’s the way of the future! Indeed is taking over the world, no room for others! LinkedIn is everything! Job boards are dead, dead, DEAD! (Does anyone else get that scene from Monty Python’s Holy Grail running through their head when they hear this? ”Bring out yer dead! Bring out yer dead!”)

 

Everyone hears about job openings that don’t get advertised. These jobs are therefore filled using referrals, personal networks, headhunting, proactive recruiting, etc, etc. There’s also a lot of good evidence behind the value in employer branding and marketing to proactively attract candidates, so of course using things like social media becomes an important part of an overall recruiting strategy.

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Job Posts as Native Ad Revenue for Publishers

Job Postings as Native Ad Revenue for Publishers

Ad-Blockers are Causing Publishers to Lose Revenue

Display advertising is an important pillar of revenue for digital publishers, but disruption of those advertising revenue models has presented several challenges.

 

Last week Laurie Sullivan at MediaPost reported that US publishers have lost up to $15.8 billion in advertising revenue due to ad-blocking technology. The numbers come from a study done by OnAudience.com, which estimates the international loss of ad revenue as a result of ad-blockers rose to $42 billion.

 

Some publishers have found that a “less is more” approach may yield better results. By being selective about the number of ads, their placement, and just who is advertising what, readers visiting a website are more likely to click on an ad when it’s relevant and their experience is enjoyable.

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Hybrid Recruiting: How Recruiters Can Move Forward

Hybrid Recruiting: How Recruiters Can Move Forward

The recruiting industry is fascinating in how its use of technology varies from company to company.

 

Some recruiters are always following the latest trends to try and keep a competitive edge, while others are just fine with the tried and tested – they know relationships are at the heart of what they do and don’t mind missing out on new technology. In many ways the latter group has the most to gain by modernizing some parts of their recruiting business but can be hampered by the process of changing.

 

This is one scenario we’ve heard from recruiters:

I have a legacy ATS that we’ve used for well over a decade. It’s worked well for the most part, but our outdated website reduces our credibility for candidates and sales leads. We also feel we could be attracting candidates and sales leads passively with the right tools, in addition to our outbound work.

We want to change, but we’re entrenched in our current system, so it will be difficult. (We have a checklist of things we know we need: mobile-friendly, social media connections, etc. But we don’t want to throw away what we like about our current process.)

 

Their concerns are valid, and it’s important to address them head-on. Below, we’ll discuss the four main problems and how recruiters can tackle them.

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How Niche Job Boards Solve Big Problems for Recruiters

How Niche Job Boards Solve Big Problems

Niche job boards can solve a lot of problems for recruiters, and there are many different types of recruiters. Most of them have to really hustle and work hard to do their jobs, and while new technologies are opening up all kinds of doors and possibilities for the future, it can be overwhelming. Some people who need to hire employees aren’t recruiters at all – they’re primarily business owners and office managers who are also responsible for recruiting and hiring.

 

Hiring feels like an aberration of some kind. It’s a disruption to an employer because it means that somebody has quit, retired, or been fired. Or it means their business is growing and they need more hands on deck to get the work done or even just to keep their heads above water.

 

Often, it’s a big hassle that needs to be dealt with in a rush.

 

And yet, without the right people to fill those gaps and come on board, businesses can really struggle. Niche job boards can help solve these problems for employers and recruiters.

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Pricing Your Job Board Services

Pricing Your Job Board Services

If you’re starting a new job board, you’ve hopefully been making use of Careerleaf’s resources for job boards, and now you’re starting to think about how you’ll price your services.

 

To do this, you’ll need to know your overall costs and your business model, including what products or services you’re selling, and any other sources of revenue.

 

Revenue Goals

Many entrepreneurs may start off with dollar signs in their eyes, dreaming of all the cash they’ll have once they get their new business off the ground. The reality is many businesses take the time to become really profitable, so it’s important to set milestone goals for you to meet along your journey.

 

  1. Your First Sale – The first goal is proving out your business idea by making a sale, or a few initial sales, and learning from those early customers. Was the price right? Did they get what they wanted? Will they recommend your services to other people? You might experiment a little during this early stage to find the prices that match the value your customers expect and experience.
  2. Break Even – The second milestone is making enough money to cover your costs. How much do you spend to operate your job board in the first place? What do your monthly costs for software, hosting, marketing tools, and hours of labour (yours or that of an employee or contractor) add up to?
  3. Make a Profit – The third goal is generating enough revenue to cover your operating costs and make a profit. Once you’re profitable, you may invest that profit into growing the business further.

 

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6 More Reasons Not to Start a Job Board

6 More Reasons Not to Start a Job Board

Maybe it’s the magic of reverse-psychology, but our most popular blog post has consistently been 5 Reasons Not to Start a Job Board since it was published.

 

It’s not that I don’t think people should start job boards. In fact, it’s kind of important to our business that people do run and start job boards. But, there are things that can cause problems for a new job board, and I’m interested in helping you avoid and overcome those problems.

 

So, back by popular demand, here are 6 more reasons not to start a job board!

 

1. You Don’t Know What You’re Selling

Why should anyone use your job board? Why should job seekers use your board, rather than using Indeed, LinkedIn, other large aggregators and job boards? Why should employers use your job board either, for that matter?

 

If you can’t answer those questions, you have a problem. This is usually the first thing to trip up a new job board. If you can’t think of what your board offers that other competitors (big or small) don’t, you’re going to have a hard time selling it to employers and candidates.

 

One of the reasons why job boards with a focus on a particular niche or regional market are successful is because it makes it easier to identify the problems of finding great talent and great jobs, and then work to solve them.

 

Make sure you know what you’re selling so you can communicate it to the people to whom you’re selling.

 

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