(April 12, 2005) - Yesterday, we introduced the news that a new domain extension is going to be born soon. ICANN's approval of the new "dot jobs" domain is certain to catch the buzz this trade show season. Is it a good thing or not? The debate is going to rage for quite some time.

The new "dot jobs" extension offers employers (and, we'll bet anyone who wants to deliver recruitment advertising) the opportunity to move out from under the 'tyranny' of the corporate "dot com" domain name. In one quick move, ICANN, SHRM and Employ Media have provided employment site webmasters with a long sought end run. The new domain names, only available to 'qualified HR practitioners', offer the chance to work outside the traditional corporate channels.

The most positive possible results of the new era in domain naming will be to focus the spotlight of accountability on the Recruiting function. With a top level domain name, there will be no more excuses for misunderstanding traffic management, site design and the various measures of website performance. The industry-wide muddle concerning the measurable role of the website should come to an end. The competitive playing field will start to level between companies with a renewed focus on the quality of the website and its productivity.

It's been convenient to hide behind internal political battles and cross-department coordination issues, one of HR's unheralded strengths. The new dot jobs domain names could well bring an end to the era. We're all for increased accountability.

Sadly, a domain is just an address and a website is just a file folder. Any fool can call the local tech guy and have him arrange to have the address point to a particular file. It's a 30-second transaction. When you type in "http://www.intel.jobs" it will simply take you to intel.com/jobs/ .

The only winners in the process will be Employ Media and SHRM. With 8 Million potential customers for the service, the market could be as large as a quarter billion dollars. And, that's before add on services.

As for the argument that this will somehow help job hunters, the answer is simple: No.

Adding a new set of names to the internet search process simply doubles the number of potential places to look. Rather than decrease the power and value of operations like Monster, CareerBuilder, HotJobs, and other established brand name job boards, this will have the opposite effect. The more possibilities to get lost, the more important a well known name becomes. In the end, as usual, the move will penalize small, unknown companies.

Meanwhile, the prospects for building a big consulting business have never looked brighter.

John Sumser

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