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VirtualEdge The Electronic Recruiting News is a Free Daily Newsletter For Recruiters, HR Managers, Advertising Agencies and Clasified Advertising Operations

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Advertising Networks II

(October 09, 2003) - One of the most interesting experiments in the past five years is the cooperative network Niche Boards. Under Don Firth's gentle guidance, Niche Boards has been developing an enviable track record of success for customers and members alike. The idea is simple. Niche sites, while powerful, can never satisfy the overall requirements of a customer. By joining together with other focused professional sites, members are able to share traffic development costs while maintaining operational independence.

The Niche Boards collective includes top notch sites for Retail, Logistics, College Recruiting, Hispanic, IT, Finance, Marketing and Military Transition. The professional focus of each of the members ensures a high quality mid-career audience. The shared traffic development and marketing expenses are supplemented by a collaborative discussion group that serves the executives of each of the boards.

The collective network model harnesses the resources and self-interests of each of its members. Revenues and commissions are reinvested into the network to spawn more growth and effectiveness for customers. This powerful model works well because it has a long range view of things. Members maintain their memberships because they are getting bang for the buck.

The most under-used (and arguably the most effective) Recruitment advertising network  belongs to Salary.com. Single point distribution of ads and banners to a network of targeted career oriented sites without the usual hassles. Targeting of message delivery can be done by geography, salary, profession or a combination. The network works, in this case, because there is a solid business relationship between salary.com and its satellites that exists as the platform for the advertising network. As the labor market tightens, this will become the preferred tool for recruiters who are sophisticated enough to use it.

Regionalhelpwanted.com operates 264 job boards around the country. Using a centralized sales facility, the operation capitalizes on unused radio advertising inventory. Local broadcasters agree to run tailored ads that drive traffic to the local sites. Revenue is split 30/70 with the local operator taking the lion's share. Take a close look. The local sites are profitable, essentially from the gitgo. By providing 'found money' to its subscribing operations, Regionalhelpwanted.com begins its work as a win-win solution.

Tomorrow: Monster, HotJobs, HodesIQ, JADs

John Sumser

Tech Jobs. Tech Talent.


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