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It is better
to not be on
the web than
to be on and
not know why

John Sumser

Reality
is more
complex
than
it seems.
John Gall






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New Things
(
November 12, 2002) - The new way is never easier. It's scary. It's always detail oriented. It involves learning and changing. The only reason that sales people are stuck in the bind of promoting the positive aspects of the new thing is that the reality would, quite likely, create no sales.

When the First Internet Era introduced the browser, desktop searching, email and local databases, the recruiting industry did not jump up and down and celebrate. HR managers did not run home to their spouses screaming "Halleluiah honey, my life just got easier."

Far from it. 

A few entrepreneurial third party recruiters began using job boards in earnest, They made a lot of money short circuiting the existing process with their new tools. The idea of becoming a billionaire sitting pool side while your computer did the work for you was not only vogue, a couple of lucky players did it.

Meanwhile, the rest of the industry learned the mechanics of Boolean logic, browser maintenance, search engine tricks and other technical details. The early winners, after all, were in no way technophobic nor were they afraid of wrestling with the mucky details.

We're going to refer you again to hcm.blogspot.com.

We're big fans of this analyst's approach (and usually, we find his perspective on target). What's really intriguing (and one of the novelties of blogs in general) is the diary-ing of his growth and experiences as a publisher. By reading his web statistics, he is able to develop a feel for his audience. If you read carefully, he adds commentary based on his understanding of the traffic.

This is the experience that HR professionals will share as they become webmasters. 

Whether it's self-service benefits and pensions or managing the workload in your recruiting specialties, a significant component of future work in the Human Capital Department will revolve around understanding your traffic and your web responses to that traffic. Audience development, intricate individual relationships and a rolodex full of potential employees are the wave of the future.

Recruiting tools, not data are the required elements of the next step. With each recruiter functioning as a micro-brand manager responsible for the quality of her audience and their online experiences (see the Army Website, again), quantitative measurements of performance will rapidly evolve as the dominant deliverable for a high functioning recruiter. The very same skillset is required to manage the rest of HCM's online portfolio.

Wading into the details is unpleasant at first. There are no real standards or 'best practices' goals. Each operation is different. The details read like noise at first. The boss is liable to think that you are wasting your time.

But ask yourself: Is there really any way that the future could be the alternative....big gobs of undifferentiated data creating massive workloads without a meaningful return on investment?

-John Sumser


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