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IN THIS ISSUE
Newsletter Sponsors
A Note from the Editor
Breaking News
Today's Recruiting News Headlines
Featured Recruiting Jobs
Weekly
Article:
Job Ads
That Don’t Work
Employment and
Economy Stats
Special Trials and Discounts
Employment Studies and Trends
Layoffs and Downsizing
Report
Recruiting Essential Bookmarks
Upcoming Conferences
Site Of The Week:
EmploymentGuide.com
Final Note - On The Lighter Side
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Newsletter Sponsors
1.
Recruiting Professionals - Join the Microsoft research
panel!
Have a direct impact on the design of new productivity
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2.
EmploymentGuide.com
For exact hiring at your
fingertips, visit
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nearly 40 industries. Find and hire hourly to
mid-management candidates. A division of Trader
Publishing Company, EmploymentGuide.com is partnered
with HealthCareerWeb.com and The Employment Guide,
the nation's largest employment weekly.
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A Note From The Editor
What’s the best way to get hired?
CareerXroads 4th Annual Sources of Hire Study
CareerXroads releases its annual Sources of Hire Study,
covering the hiring trends of some of America’s largest
organizations throughout 2004. The 40 firms who
completed the survey employ 2.7 million employees in the
US and 4.1 million worldwide. On average each of the
respondents to this year’s survey lead or influence
staffing organizations of 50 recruiters and,
collectively, filled more than ¼ million positions. What
do the activities of these leading organizations tell us
about today’s recruiting environment?
View some of the key findings.
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Breaking News
Eliyon Technologies Corporation today
became Zoom Information, Inc. (www.zoominfo.com),
the search engine that extracts and summarizes people
information. Zoom Information and its product name,
ZoomInfo, were chosen to describe the capability they
deliver for users to “Zoom-In” on information about
people using a summarization search engine, which
currently includes summaries of 25 million people.
ZoomInfo’s people summaries include work history,
education and other information, all compiled from pages
from multiple sources across the Web.
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Today's Recruiting News Headlines
View more HR/employment
news
headlines or our Recruiting
Newswire.
Please send us your press releases. Click
here for submission instructions.
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Featured Recruiting
Jobs
This section highlights
several recruiting related positions recently posted on
Recruiting Jobs. To view all jobs or to register
for a career agent
click here.
Looking to hire
recruiting professionals? Post a 60 day job
posting ad on RecruitingJobs.com for $225 and be
featured in The Recruiting News.
Register
to post >>
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Weekly Article
Job Ads That Don’t Work
By
Peter Weddle
This past
fall, the Advertising
Research Foundation delivered some very bad news to
companies: they are wasting one-out-of-every-five
dollars they spend on advertising. That’s right; a study
by the Foundation found that the cost of ads that fail
to communicate their message effectively now equals $50
billion per year.
What’s behind such lousy performance? The study
concludes that two factors cause much of the
miscommunication:
- Many ads simply
deliver the wrong message, and
- Companies continue to
invest in ads beyond the point of diminishing returns.
How do these factors impact on recruitment
advertising? Let’s take a look.
Ads that
deliver the wrong message.
 Sadly,
many if not most job postings today deliver the wrong
message. In many cases, that message is conveyed by
using a print classified or, worse, a position
description as the content for the online ad. As a
result, these ads have little information, very little
appeal or both. When that occurs, the message the job
seeker receives is loud and clear: here’s a company that
is too lazy, too arrogant or too incompetent to use the
online medium to its full advantage. Said another way,
here’s a place you don’t want to work.
Job seekers, in general,
and the best talent, in particular, expect much more.
They know the Internet doesn’t have the space
constraints of the printed page, so they want employers
to provide job postings that are both informative and
compelling. They want ads that answer their questions
before they even have a chance to ask them. They want
enough detail to be able to evaluate an opportunity
carefully and make an informed career decision. And,
they want to be wooed. They want an ad with enough
selling power to sway them into considering a new
position, even when they aren’t looking for one.
Such ads transform the
job posting from a print classified ad listed on the
Internet to an electronic sales brochure. Ironically,
this “alternative advertisement” is more akin to an old
fashioned, full page print display ad, but one on
steroids and at one-tenth the cost. It not only sells
the opening the organization has to fill, but it makes a
powerful statement about the organization’s employment
brand, as well. Explicitly and subliminally, it
transmits the right message: here is a company that
understands the importance of hiring the best and
brightest and of helping them to succeed in its employ.
In short, here’s a place where you do want to work.
Companies that
continue to invest in ads beyond the point of
diminishing returns.
Print ads grow weary over
time, and thus fail to motivate buyers as they once did.
Job postings lose their effectiveness in a different
way. Although they typically remain visible for 30 days
or more and could conceivably suffer the same exposure
fatigue, their poor performance is actually driven by
their location. In other words, the ads continue to be
posted at certain sites even though the quantity and/or
quality of their yield is insufficient to meet
recruiting requirements. The results aren’t diminishing;
they’re diminished. The net effect, however, is the
same: the advertiser achieves a sub-par return on its
investment.
Why do ads continue to be
posted at sites that generate “diminished returns”?
There are at least several reasons:
- Habit. Recruiters can
get into ruts and continue to use sites long after the
results warrant a change. More often than not, these
“behavior locks” occur when an organization lacks a
process by which it evaluates the performance of its ad
spending at each online source and makes timely
adjustments to that spending, as appropriate. Without
such continuous assessment and adjustment, organizations
inevitably perpetuate mistakes and guarantee
disappointing results.
- Finances. In some,
perhaps many organizations today, the CFO negotiates a
special deal with a job board and then requires all
recruiters to use that site regardless of the kind of
opening they are trying to fill. While this forced level
of usage may justify the deal in financial terms, it all
but eliminates the value of the resulting advertising in
recruiting terms. Limited sourcing inevitably limits
recruiters’ reach into the candidate population and
that, in turn, limits the quantity and quality of their
yield.
- Awareness. There are,
today, at least 40,000 job boards and career portals on
the Internet. You can write a job posting with the right
message, but if you place it on the wrong site, its
yield will be just as disappointing as the yield you
achieve from an ad with the wrong message. Recruiters
who fail to acquire the information necessary to
identify and evaluate all of the relevant job boards for
any given requirement are, in effect, advertising by
guesswork. And, the odds are against they’re being
successful.
Online recruitment
advertising can be extraordinarily effective. In the
survey of recruiters that we at WEDDLE’s conducted
earlier this year, over half of the respondents said
they were filling a quarter or more of their vacancies
with candidates sourced from the Internet. That’s proof
positive that online ads do work and that online ads
with the right message and at the right site work best.
About Author
Peter Weddle is a
recruiter, HR consultant and business CEO turned author
and commentator. Described by The Washington Post as
"... a man filled with ingenious ideas," he has earned
an international reputation, pioneering such concepts as
Human Capital, Career Fitness and the Internet as a
resource for recruiting and HR management. He has
authored seven books, edited six others and published
dozens of articles in professional and trade magazines.
He writes a weekly column about online recruiting for
CareerJournal.com from The Wall Street Journal and a
monthly newsletter that is distributed worldwide. In
addition, he oversees WEDDLE's Publications, the leading
print publisher of newsletters, guides and directories
about employment resources on the Internet.
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Employment and Economy Stats
|
Current Stats
Unemployment Rate:
0.4% in Feb 2005
Payroll Employment:
+262,000(p) in Feb 2005
Average Hourly Earnings:
Unchanged in Feb 2005
CPI:
+0.4% in Feb 2005
ECI:
+0.7% in 4th Qtr of 2004
Productivity:
+0.8% in 4th Qtr of 2004
Source:
BLS.gov
(p) = projected |
Trends Unemployment Rate
5.4% Feb 2005
5.2% Jan 2005
5.4% Dec 2004
5.4% Nov 2004
5.5% Oct 2004
5.4% Sept 2004
Employment Cost Index
+0.7% in 4th Qtr of 2004
+0.9% in 3rd Qtr of 2004
+.9% 2nd Qtr of 2004
+1.1% 1st Qtr of 2004
Change in Payroll Employment
+262,000(p) in Feb 2005
+146,000 in Jan 2005
+157,000 in Dec 2004
+112,000 in Nov 2004
+337,000 in Oct 2004
+96,000 in Sept 2004
Source:
BLS.gov |
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Special Trials And Discounts
Below is a partial list of trials and discounts that companies
have extended to our readers.
Click here for full list. If your company is interested in
offering a promotion/discount, please contact
us.
1.
Guidebook to Online Recruiting
Free from
from Yahoo! HotJobs
Learn how to:
-Target qualified candidates
-Maximize your recruiting dollars
-Evaluate online vs. newspaper job advertising
-Write effective online job descriptions
Click here
to get your free Guidebook today!
2.
elance.com
- Post projects and contractor positions free.
Looking for a freelancer
or contractor. Post your project free! Everything from
business services, web design, programming and more!
Click for
more info on elance.com.
3.
Recommended Leading
Niche Boards - Get Focused, Go Niche.
NicheBoards.com
- Gateway to 3 Million Quality Targeted Candidates
Call Center :
CallCenterJobs.com
Finance / Accounting :
jobsinthemoney.com
Health / Science :
Jobscience.com
Hispanic / Bilingual :
LatPro.com
Human Resources :
Jobs4HR.com
IT Professionals :
Computerwork.com
Logistics / Transportation :
JobsInLogistics.com
Military Transitioning :
DestinyGroup.com
Retail Management / Hourly :
AllRetailJobs.com
Telecom / Wireless:
TelecomCareers.net
Insurance:
GreatInsuranceJobs.com
4. JedaSystems
- Free Demo!
Add
a powerful, full-functioned recruiting application as
the employment or careers section of your corporate
website. At $99 per month, WebLoom Recruiter is a cost
effective solution for small and mid sized
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Click
for more info and a free demo!
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Employment Studies
and Trends
New Survey Shows Customers Value Flexibility and
Access to Talent
ASA Launches Campaign to Enhance Customer Perception
U.S. staffing companies are giving their customers
what they want: flexibility and access to talent. These
are what customers value most from staffing firms and
these are what they say the industry is best at
providing, according to the industry's most
comprehensive survey of customer opinion.
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Layoffs and Downsizing
Report
The layoff and downsizing report can be a great leads source for
candidates.
More information on how to use this section >>.
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Recruiting Essential
Bookmarks
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Upcoming Seminars &
Conferences
March 31 - AESC Annual US
Conference
Apr 18 -
Staff
Digest Rendezvous
May 9 -
Recruiting 2005 Conference & Expo
June 9 -
Recruitment & Retention Summit
July 19 -
NAHCR Annual Conference
Complete calendar for upcoming
conferences and
seminars.
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Site of the Week
EmploymentGuide.com
Advertise on the nation's
leading career site focused on entry level and hourly
employment.
Post a job now >>
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Final Note - On The
Lighter Side
I stumbled upon some
funny interviewing stories from the employee/candidates
view.
Check out
www.lawhaha.com/funnycategories.asp?cat=interview
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