(March 16, 2005) - New company alert.

In Cleveland, Ohio (home of industry alumni Thomas Mulready's Cool Cleveland project), Joel Cheesman is  breathing life into a company called "HRSEO". A veteran of the online job board scene, Joel has positioned HRSEO as an alternative to job boards. The theory is that traffic is best acquired through search engines.

This is more of that murky "brand" stuff that we've been writing about. Unless you are fortunate enough to represent one of the great companies (those with massive name recognition), you operate at a disadvantage in recruiting. Well known brands have traffic that just naturally comes to their site. The rest of us have to find ways to create the traffic.

This bit of marketing common sense is pretty well understood outside of the HR industries. There are large numbers of agencies and companies who make their living by "optimizing" corporate web pages. They help design the pages so that they register higher in the results of a search engine.

Cheesman is simply applying these ideas to our market. The tagline "You don't need Monster when you have Google" says it all. While we're more inclined to think that every toolkit needs a full set of tools, we acknowledge the right of screwdriver manufacturers to claim that they have the only required tool.

That said, Cheesman's blog is a bit of fresh air. His company is a much needed addition. Nice job.