Marketing Archives | Careerleaf

September 18, 2017September 18, 2017 by Maddy

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.

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September 4, 2017August 30, 2017 by Maddy

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Many recruiters have come to associate the term “job board” with old, outdated relics of the 90s and early 2000s that are difficult to use.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.

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May 29, 2017 by Maddy

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:

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May 22, 2017May 23, 2017 by Maddy

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.

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May 8, 2017May 7, 2017 by Maddy

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.

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April 24, 2017April 26, 2017 by Maddy

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:

10 Reasons Why Recruitment Marketing Platforms Are Dead By Tom Steele
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.

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April 17, 2017April 17, 2017 by Maddy

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.

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.
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?
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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Recruiting and Job Search News - Spring Edition

April 10, 2017April 9, 2017 by Maddy

Recruiting & Job Search News: Spring Edition

Job Search Bot Reveals Cracks in Recruiting Process

In January I wrote about the importance of having compassion for job seekers, both the highly sought-after “top talent” candidates and the ones who don’t even make it to your shortlist. Even if job seekers follow every bit of wise advice, it’s still so often a frustrating and unrewarding process.

Well, one man decided to build a bot that would apply to thousands of jobs for him as a kind of experiment while he searched for jobs. His thinking was he might be able to A/B test different cover letters and email subject lines. In theory, he would have been able to refine the content based on the results. But he was disturbed to discover that most large companies using Applicant Tracking Software rarely even viewed his applications, and fewer still returned any response, automatically generated or otherwise.

While his experiment confirmed that applying to jobs en mass (sometimes called the “spray and pray” method) isn’t effective, it also underlines how often employers and recruiters can miss out on great talent due to the systems and processes they use. There are many factors at play here, but Robert Coombs’ experiment illustrates how important it is for employers and recruiters to look closely at their candidate experience, and whether they are losing out on great talent because of their processes and tools, or assumptions and attitudes that may shape them.

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Attracting Millennials Memberships with Association Job Boards

April 3, 2017March 31, 2017 by Maddy

Attracting Millennial Memberships with Association Job Boards

Many professional associations have found their membership growth stagnating when it comes to young professionals. The so-called “millennial” generation, who in 2017 are now roughly between ages 20-36*, may perceive membership-based organizations as “old school”, as well as being too expensive, having low value, and lacking in technology and curation.

Some context that may explain their views on associations is that most millennials have had a rough start to their lives as adults. Many began their careers during the Great Recession, facing periods of unemployment or underemployment, low wages and wage stagnation. Add to that the unprecedented weight of student loan debt most young professionals are carrying, and it’s not hard to see why millennials are reluctant to spend money to join organizations if they don’t see an obvious return on investment.

But millennial professionals are highly educated and accustomed to using digital technology, and while they earn less money than previous generations, they do want opportunities to network, to further develop their skills and training, and to discover new job opportunities. Due to the lack of economic stability during their adult lives thus far, most millennials can safely assume working in a great number of jobs over their lifetimes than did older generations. Put these facts together, and it seems millennials could really benefit from membership in professional associations – if you can convince them it’s worth their money.

So how can associations connect with millennials and be perceived as having value?

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Associations Add Non-Dues Revenue with Job Boards

March 27, 2017March 24, 2017 by Maddy

Association Job Boards for Non-Dues Revenue Streams

Membership-based organizations tend to rely heavily on the dues or fees that members pay to join and access the benefits offered by such associations.

Membership fees can vary greatly, depending on their niche or industry, and on whether the association is a for-profit or non-profit organization. Non-Dues sources of revenue for associations also traditionally include events or conferences, sponsorship, selling or reselling education/training courses, fundraising or donations, and grants.

Online career centres or job boards also prove to be effective at generating revenue while adding value for both members and industry partners, and help associations stay true to their mission.

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