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.)

 

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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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