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A website's natural performance is a function of
the strength of its brand in the web environment. As is the case in most
competitive environments, some brands are stronger than others. In order to make
a website function properly, it needs a flow of the right kind of traffic
at the right level or volume. That traffic is then processed by the employment
subset of the overall site for a net yield. We'd call the difference between the
stronger and weaker brands the "handicap" just like golf. There are many factors that influence the net
yield of resumes from an employment section. How well the traffic is routed to
the employment section (or how prominent is the link to the jobs page)
significantly influences the percentage of traffic that can be converted into
resumes. Neither Coke nor Pepsi offer jobs on their home page! The design of the employment section itself,
from friendliness to the availability of jobs to the ease with which an initial
relationship can be established to the way the company is described as a work
environment influences the rate at which traffic can be converted into resumes. In the end, however, the productivity of an
employment site is a function of the traffic it processes. There are many ways to increase traffic to the
employment section of a website. Traditional traffic building tactics are widely
discussed. They amount to making sure that your website is well placed in search
engines and directories like Yahoo. In reality, there is no real substitute for
purchasing traffic outright. In order to properly compensate for a brand's
handicap, the organization must be able to articulate its goals numerically.
Precisely how many resumes do you want the website to produce. Although the
vendors of employment section surrogates (Job Board In A Box Companies) rarely
say so, the employment section is simply a tool that must be fed traffic. It, in
and of itself, only processes traffic. It can not create it. Most employment
sections of a corporate website could use more traffic. How much traffic you need is a relatively simple
calculation that begins with the question "How many resumes and of what
type do you require to make staffing function properly?" Multiply that
figure by the inverse of the website's production rate. If a website gets a resume from ten in a
thousand visitors, then you'd need ten thousand visitors to produce one hundred.
It has an inherent production rate of 1%. The inverse of 1% is 100. If you need
1,000 resumes then you will need to produce 100,000 visitors over some amount of
time. Typical search engine marketing will only help a tiny bit. Some of the Job Board In A Box companies offer
direct e-mail (spam) marketing that can produce additional traffic. The problem
with this approach is that it actually erodes the value of your brand over time.
Most users are irritated by unsolicited email and that negative quality actually
makes success harder over time. The best idea is to purchase traffic (usually
through advertising). Most decent advertising agencies, including RecruitUSA,
TMP, Hodes, Advance and HodesIQ can help with traffic acquisition. A good Job
Board In A Box company will have working partnerships that help you manage the
fact that your brand will generally have a traffic handicap.
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