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

John Sumser

is more
it seems.
John Gall


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

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The Thinking in '98
(October 19, 2004)

Branding a Relationship
(December 08, 1998) Is recruiting different from other forms of electronic commerce? Like buying a car or a home, the job-change transaction occurs less frequently than the purchase of a Compact Disc or Book. Like home buying, there are a nearly infinite variety of possible transactions based on region, desirability, affordability and so on. Unlike buying a retail product, there is no standard catalog.

For the most part, contemporary electronic recruiting simply repeats the practices of the pre-web era. Candidates, in spite of their scarcity, are treated as cannon fodder. Recruiters look to volumes of resumes to make up for shortages in quality. Job Boards, hell bent on being the "biggest", sell quantity not quality as well.

The costs borne by a recruiter who uses the web include both the subscription fees paid to the job boards and the internal costs associated with ad preparation and results review. As quantities of responses go up and their quality declines, the web becomes an increasingly expensive alternative. The growth objectives of the Job Board conflict directly with the quality objectives of the Recruiter.

Over the long haul, the services that dominate electronic recruiting will be those that facilitate relationships between potential employers and potential candidates. These relationships are unlikely to carry the baggage of the language of HR. Rather, the relationships will be focused on the success of the potential candidate as defined by the potential candidate.

An interesting example of this approach was showcased in yesterday's Good Morning Silicon Valley, the email newsletter of the SAn Jose Mercury News. Mentor Graphics, a company that creates custom chip design tools, ran an ad offering "free technical papers". The topics ranged from "Dynamic Timing Analysis" to "Interconnect Characterization Systems". The papers were interesting only to the community of users, customers and competitors of Mentor Graphics. Clicking on the ad takes a web user to a place that includes the company's job listings.

The approach is a good deal more subtle than bulk recruiting based on bigness. It allows Mentor Graphics to establish solid relationships with the real pool of candidates.

Increasing sophistication of this approach will include a stream of professional material that helps members actually do their jobs. The level of personalization and professional relevance in recruiting is only going to increase. Weeding through an ever larger haystack for decreasingly available needles will be supplanted by "needle cultivation" operations that eliminate the haystack.

 -John Sumser

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

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         Materials written
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         © TwoColorHat.
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