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21st Century Recruitment Agency
(June 28, 2001) Advertising is a tough word. For some reason, it conjures up an extraordinary array of emotional baggage in our industry. Really, one look at the incredibly low quality of the ads we produce would make an outside observer take pause. "Maybe," we think she'd say. "they don't like to talk about advertising because they are not very good at it."

In an earlier time, classified advertising was referred to as the "tombstone" business. This was a reference to the fact that newspaper employment ads look more like the writing on a tombstone than anything else. To this day, the advertising industry looks down its nose at Recruitment Ad Agencies. Although there are marvelous exceptions, our industry does not attract the best and brightest advertising talent. The perspective, we believe, is that there is little in the way of room for creativity or innovation in our dreary little universe. The funny thing is that as insiders, we all can see the room for fun, improvement, quality work and profit.

There is a real problem caused by not wanting to think about advertising in a disciplined way. On "the other side", advertising is undergoing a profound shift. Increasingly, companies are understanding that "customers are people". In order to build a long term relationship with those people, they are inventing incredible new technologies and concepts. Over on this side of the advertising business, we seem to want to reinvent those tools rather than absorbing them as fast as the other guys will pay to develop them.

We profoundly believe that the future holds an incredible place for an advertising agency that operates differently. (If you can think of a better word than advertising to describe what we're talking about, send us a note.) By combining employment branding, recruitment training, assessment, communications technology and the willingness to help customers constantly improve their results, we believe that really powerful businesses will be built in the industry.

One of the chapters of the 2001 Electronic Recruiting Index describes, in detail, the component pieces and business models of such an organization. As we've been saying, we're extremely proud of our new baby and urge you to download a copy of the Executive Summary and order your copy of the 2001 ERI today.

- John Sumser © TwoColorHat. All Rights Reserved.

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    Materials written
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    © TwoColorHat.
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