IBN: Defining Excellence in Electronic Recruiting


Electronic Recruiting

Our Rate Card



Please Click On Our Sponsors

Please Click On Our Sponsors

Recruiting News for the Human Resource Professional

Please Click On Our Sponsors

Please Click On Our Sponsors

Please Click On Our Sponsors

Please Click On Our Sponsors




Click On Our Sponsors

Click On Our Sponsors







Find out more
About IBN

Got a news tip?

Click On Our Sponsors
The Electronic Recruiting News is a Free Daily Newsletter For Recruiters, HR Managers, Advertising Agencies and Clasified Advertising Operations

Home | ERN | Bugler | The Blogs | Blogroll | Advertise | Archives | Careers

Marketing 3

(July 10, 2002) - The point of yesterday's article was simple. In Marketing, hard work and precision are far more important than money. While we don't dispute the power of Superbowl advertising, big money often produces sloppy results.

The first and most important question in Marketing is "Who are you talking to?" followed, almost immediately by "What are you trying to say?" followed quickly by "What emotional response are you trying to achieve. The reason that the Star-Tribune's placement of their JobView kiosk was so silly was that no meaningful targeting was involved.

Without a clear understanding of the audience, the message and the desired impact, Marketing is an incomplete process. We're not saying that plenty of money is wasted on brainstorms that are partially conceived. Rather, at its best, Marketing involves envisioning the target and his or her response. Execution is all about making the vision a reality.

Money is simply no substitute for clear message and solid planning. The tools are widely available on the internet. As a recruiter, the question gets pretty simple:  "Who is reading the job ads or visiting our website?" These questions can be answered quantitatively. They open the door to asking whether or not the current audience is the right audience. That creates the possibility of fixing things.

More often than not, corporate websites are targeted at a vague group of website visitors and, fundamentally, boring. Figuring out how to create an engaging and exciting experience will make the difference in results and effectiveness.

Think about the people you are trying to reach. "What are they like?" "What do they want to hear?" "How do they talk?" Make the website or job ad reach out to the audience. Make them feel strongly, one way or the other. Use the website to produce a significant emotional experience in the visitor.

 -John Sumser

2002 Electronic Recruiting Index

Check out the Table of Contents of the 2002 Electronic Recruiting Index. Call the office today and get a Special Price for interbiznet Readers Only (415-377-2255) or email Colleen Gildea.

Home | ERN | Bugler | The Blogs | Blogroll | Advertise | Archives | Careers

Contacting Us:

Call, fax, write, email. We'd love to consult with you about your project.

Copyright © 2013 interbiznet. All rights reserved.
Materials written by John Sumser © TwoColorHat. All Rights Reserved.
Mill Valley, CA 94941

Electronic Recruiting News


  • 2003 Trends Whitepaper

  • interbiznet Bookclub

  • interbiznet Listings

  • interbiznet Trends

         - Bugler
           Daily Industry News

         - ERNIE
           ERN in Email

         ANNUAL REPORTS:      

  • Electronic Recruiting
         Index (ERI)

         - 2002 ERI
         - 2001 ERI
         - 2000 ERI
         - 1999 ERI
         - 1997 ERI
         - 1996 ERI
         - Report Pricing


  • Integrated Employment
          Branding Presentation
  • 2003 Trends Whitepaper
  • interbiznet Listings
  • interbiznet Trends
  • interbiznet Bookclub
  • Top 100 E-Recruiters
  • Presentations
         - Recruiting Then/Now
  • Recruiter's Toolkit
  • Seminar In A Box
  • ERN Archives
  • 1st Steps In The Hunt


  • Our Rate Card
  • Demographics

  • WorkAvenue
  • TMP 2?
  • Marketing 2
  • Marketing 1
  • interbiznet Bugler
  • 4 Years Ago
  • HCM Revenue Chart
  • 5 Year Plan
  • Online Job Ads
  • Getting Out
  • De Central
  • The Best Network?
  • Whose Fault?
  • To the Monkey House
  • Capital
  • People Not Candidates
  • Submit
  • Spec Status
  • Best Practices
  • Summer
  • Privacy
  • 2002 ERI



    Stocks We Watch:
    Public Companies
    in Electronic Recruiting


         © 2013 interbiznet.
         All Rights Reserved.

         Materials written
         by John Sumser
         © TwoColorHat.
         All Rights Reserved.