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.

Read More
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

How to Promote Your Job Board in 2017

How to Promote Your Job Board in 2017

Editor’s Note: This post was originally published on June 13th, 2016 but has remained popular ever since. We’re posting it again with a few updates – let us know what’s worked for you in promoting your job board!

 

Start with Branding, and Know Your Value

I routinely come across a lot of recruiting, staffing, and software websites, and I’ve developed a very particular pet peeve as a result. I hate it when I visit a website and can’t ascertain in ten seconds or less what they actually do.

 

Reading their Twitter profile bio (if they have one) is often my best bet to get a quick summary or definition of their business, because it’s concise and to the point. 140 characters or less, baby!

 

It’s tough to take everything you do and boil it down to a tagline, but it’s so worth it. A clear message to your target market and audience helps focus your goals, making them easier to achieve. It’ll be easier to build upon that success and pitch to other markets as you grow, so don’t worry about excluding future verticals. Start with how you’re going to make money and serve your base of employers and candidates now.

 

Before you start your marketing campaigns, lay out the welcome mat. Put yourself in a stranger’s shoes–would this person be able to grasp all the amazing things your job board can do for them? In ten seconds or less? 140 characters or less?

 

It’s hard to pack the entirety of your value into such small packages, but if you lead with brevity and give them a reason to go deeper, you make it easier to stick around. A recognizable brand (name, logo, colours, taglines!) and a clear offering go a long way. Out of that, you’ll start to define keywords and more ways to sell.

Read More
Help Community Stakeholders by Marketing Your Job Board

Help Community Stakeholders by Marketing Your Job Board

 

Chambers of commerce or local governments running community-focused job boards have a lot to gain by thinking of this resource through the lens of marketing.

 

The biggest mistake that anyone can make in trying to reinvigorate or launch a job board project is to fail to market it to the people who stand to benefit from it the most. For community leaders who have taken on the challenge of tackling unemployment and economic development, it’s vital to get the word out.

 

As with all job boards, you’re marketing to more than one audience. You need to reach both the job seekers and the employers in your region, and make your pitch for other workers and businesses to relocate.

 

One of the reasons a regional job board can be so valuable is that it centralizes disparate information that is typically spread across a combination of big national job boards, help wanted signs and bulletin boards. If it’s easy to find out who’s hiring and what talent is available to hire, it simply becomes easier to do business.

 

But the localization of business and opportunity is about more than just job postings and resumes. It’s also important to provide other information about your town to shed more light on living and doing business there.

Read More
Balancing Act: Speaking to Both Candidates and Recruiters

Balancing Act: Speaking to Both Candidates and Recruiters

Job Board. Careers Portal. Recruiting Platform. Talent Acquisition Platform. Website that does the thing.

 

There are lots of different names for digital spaces where people get connected with employers and job opportunities. A recent post by Jeff Dickey-Chasins over on Job Board Doctor’s blog got me thinking about how individual job boards are communicating their value to their customers.

 

Is “Job Board” a Bad Name?

Many recruiters have come to associate the term “job board” with old, outdated relics of the 90s and early 2000s that are difficult to use. It makes a compelling case for job boards to rebrand themselves as something different.

 

Read More
Retaining Homegrown Talent with Community Job Boards

Retaining Homegrown Talent with Community Job Boards

Recently, we talked about the challenges that smaller towns and cities face, along with their chambers of commerce and local governments, when it comes to attracting and retaining a skilled workforce.

 

Many municipalities, their leaders, and businesses are working hard to make their communities great places to live and work, and are proud to see their youth achieve success in school and work. But they still struggle with being able to effectively connect those young people with the kinds of opportunities that will allow them to stay there and help grow the businesses that employ them.

 

So how can a community job board run by a chamber of commerce or municipal government help retain their young, homegrown talent?

 

To answer that question, we need to look at some key factors that make a community job board successful:

Read More
Local SEO for Regional Job Boards

Local SEO for Regional Job Boards

Something many businesses that serve a particular geographic region take advantage of when it comes to their Search Engine Optimization is local SEO.

 

If you live in Moosejaw, Saskatchewan and search for “pizza”, it’s not very helpful if the results you get are for restaurants in New York. That’s why search engines try to deliver results that are relevant to your location as well as your search terms.

 

So, if you make great pizza in Moosejaw, how do you reach local potential customers? Okay, I know if you’re reading a blog on a job board software provider’s website, there’s a chance you run a job board or a recruiting business and are not in the business of making delicious pizza. (That said, if you’ve found a market for pizza-related employment and you’re thinking of starting a job board…call us!)

 

Below I’ve gathered some tips and resources for bolstering your local SEO and ideas on how to handle some of the challenges that online businesses may face.

Read More
niche job boards - are you niche enough?

Are you niche enough?

The online recruiting industry is a big and bustling place, full of competition, but small job boards that are niche have a lot going for them.

 

Writing for the Society of Human Resource Management, Roy Maurer describes the advantages of niche job boards in recruiting:

“Niche boards may not boast the traffic of mammoths like CareerBuilder and Indeed, but their use often leads to lower cost-to-hire and higher quality-of-hire metrics because they are more likely to attract highly coveted candidates with specialized skills and relevant experience, experts say.”

 

Many new job boards can find themselves struggling to stand apart from both older, more established job boards and those mammoth-sized, generalist platforms. One of the questions we encourage job board entrepreneurs to ask themselves is, “Am I niche enough?”

 

This blog post will outline how new job boards can think about being niche, explore ways to further specialize, and highlight a few helpful tools that may help.

Read More
Recruitment Marketing: Dead or Thriving?

Recruitment Marketing Platforms: Dead or Thriving?

A couple weeks ago ERE published two articles on the same day, with each article’s premise opposing the other:

  1. 10 Reasons Why Recruitment Marketing Platforms Are Dead By Tom Steele
  2. Recruitment Marketing Platforms Are Not Dead. Here’s Why By Chris Forman

 

Both articles raise interesting questions about what problems need solving in recruiting and how different technologies have tried to solve them. Below I’ll dig into both perspectives and sum up the broader questions that recruiters need to ask about not just recruitment marketing platforms, but about their whole process and all the tools involved.

 

Steele’s contention is that most solutions calling themselves “Recruitment Marketing Platforms” come with a series of inherent flaws which will determine their demise. In his experience, a recruitment marketing platform adds unnecessarily to a recruiter’s tech stack, and doesn’t solve the fundamental problems like candidate experience, which continue to plague recruiting:

“Yes, I’ve heard you all say your career site is mobile optimized. But after your 35-step application process on my mobile device, I have to disagree. Maybe the front of your career site is mobile optimized, but not certainly the application.”

It’s a fair point, considering how many job applicants still face the situation described above. Recruitment marketing in and of itself does not fix a problem caused by employers and recruiting agencies who still use tools and processes that are suited to their own bureaucracy instead of a positive candidate experience, which in turn positively impacts hiring. So if recruitment marketing platforms are simply a glossy veneer designed to lure candidates in without the infrastructure to capture and retain them, as the picture Steele clearly paints, it does sound like they’re a dead-end.

 

But that’s not the whole story.

Read More