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.

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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.

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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.

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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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SEO Marketing Cheat Sheet for Job Boards

SEO Marketing Cheat Sheet for Job Boards [Infographic]

Search Engine Optimization is never going to truly be a “set it and forget it” tool for getting traffic to your job board or turning up on the first page of Google search results.

 

Ideally, search engines like Google and Bing want web search to be a meritocracy. Websites and pages that are relevant to the words or phrases you search for and have proven themselves to be valid and valuable should be what rises to the top.

 

Websites new and old have challenges in managing their SEO, often for different reasons. Old websites usually struggle with updating or cleaning up the structural and technical components of their site’s content, design, and its organization. New websites usually struggle to figure out how they can be unique and valuable enough to differentiate themselves from existing sites, and build up credibility.

 

There is a view, which stems from the early days of SEO, that making a website turn up on the first page of search results can be achieved simply through technical tricks and hacks. Google, in particular, is known for its evolving search algorithm – the way Google applies your search terms to look for appropriate search results today is not the way it worked last year, five years ago, or ten years ago.

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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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Your Pre-Launch Job Board Plan

Your Pre-Launch Job Board Plan

You want to start a job board, but you’ve asked yourself some tough questions and realize you may need to do some legwork before you’re ready to go all in. Don’t lose heart – Careerleaf’s pre-launch plan for job boards should help you reach your goal.

If you decided you’re not ready to launch yet – look at the reasons why and turn them into milestones along the path to starting a profitable job board business. The criteria you’re using to judge whether or not you are ready likely involves four key areas: market research, candidates, employers, and branding.

 

Build a Candidate Following

To get employers to be your customers, you need to prove you can deliver the kind of candidates they want to hire. To do that, you need to establish a connection with the candidates you and your would-be customers want to attract. There are a lot of great, cheap ways you can start community-building before you launch your job board, including:

  • Social media: share content, resources, and advice with the candidates you want to target. Take advantage of the hashtags, groups, lists, and search functions that social media platforms provide to discover and engage with the online community in your target industry. Interact with people and start providing value now.
  • Blogging: plant your flag and start creating your own valuable content and resources. You can also contribute content to other industry blogs to expose your brand to wider audiences in your market.
  • Start a Group or Mailing List: you might already be in the habit of finding and sharing amazing jobs within your space – why not start a social media group or mailing list to share them with subscribers? This is especially valuable, because people who have opted in to this service are more likely to want to use the amazing job board you’re going to launch.
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