IBN: Defining Excellence in Electronic Recruiting


Electronic Recruiting

Our Rate Card



Please Click On Our Sponsors

Please Click On Our Sponsors

Recruiting News for the Human Resource Professional

Please Click On Our Sponsors

Please Click On Our Sponsors

Please Click On Our Sponsors

Please Click On Our Sponsors




Click On Our Sponsors

Click On Our Sponsors







Find out more
About IBN

Got a news tip?
Tell us at

Our Rate Card



Trends Reports


Click On Our Sponsors

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

Home | ERN | Bugler | The Blogs | Blogroll | Advertise | Archives | Careers

Driving Traffic 1
(June 09, 2005) It's funny that people still talk about "traffic" as if it were a monolithic force. "Traffic comes to our website and visits our employment area," is the kind of numb-speak that we usually encounter. "We've got plenty of traffic," they say, without knowing much at all about where it comes from or what it is.

Maybe John Sullivan is right. The only way to hire top performers is to proactively identify them. In that case, traffic will never matter. Employment branding will never matter.

Not many people research or study recruiting strategies, but those who do realize quite quickly that all recruiting strategies fit into two categories: "you find us" and "we find you."

The "you find us" category is the most commonly used, where a firm essentially posts a notice that it is looking for someone to hire and then sorts through those individuals who respond. The more proactive category, however, is the "we find you" approach, where a firm instead attempts to identify the names of top performers as individuals and then contact them directly. The first approach almost by design attracts "the masses," while the other is more targeted to minimize the volume of applications and maximize the quality of the applicants.

The only way to hire top performers is to give up the notion that they are going to find you and instead adopt a recruiting strategy that proactively finds them. Tiger, much like other top performers, has so many choices that the only way you could possibly recruit him would be to target him individually and then build a relationship with him over time in order to eventually convince him to join your golf team.
- John Sullivan, ERE, The Best Recruiting Strategy Is the "We Find You" Approach

Sadly, Sullivan's idea assumes that the organization has no influence on individual performance and that organizational culture should be set aside in favor of the next guy's definition of performance. While there is a place for proactively seeking out some kinds of talent, it's small. Proselytizing is generally a better deal for the missionaries than it is for the converted.

You can see that we think there is a small case to be made for Sullivan's position. But, if all we needed was mercenary recruiting for talented individuals, we'd recommend outsourcing the whole thing to seasoned executive headhunters. Recruiting is the gateway to the organization and as such must be managed systemically

The difference between "you find us" and "we find you" is the difference between attraction and promotion. Promotion, the tool of street corner evangelists, involves targeting an individual and persuading them. Attraction, the opposite, means engaging in behavior that draws a desired demographic towards the organization. The flaw in Sullivan's reasoning is that attraction can be managed, it doesn't just happen.

A quick look at the pioneering work done by Susan Burns of Federated Department Stores shows the value of harnessing and targeting traffic to produce bulk hire candidates. Retailology, which services Macy's, Bloomingdale's and the Federated administrative chain, develops traffic and has become expert in traffic refinement.

There are several avenues for traffic development that depend on your goals. The easiest place to start is Search Engine Optimization (the process of making your web materials accessible to the audience you desire).

In the coming articles, we'll look at the relationship between traffic development and workforce planning, other techniques for developing traffic, and various measures of effectiveness.

John Sumser

*** Check out the Bugler for up-to-date Industry News.

Where Top Candidates Seek Career Opportunities
Call Center CallCenterJobs.com
Drivers / Trucking JobsInTrucks.com
Executive RiteSite.com
General JustJobs.com
Health / Medical HealthJobsUSA.com
IT Contracting & Consulting Corp-Corp.com
Logistics JobsInLogistics.com
Manufacturing JobsInManufacturing.com
Retail AllRetailJobs.com
Security Clearance USADefenseIndustryJobs.com

For more Specialty Boards, visit:

Employer's Corner on TopUSAJobs.com

Home | ERN | Bugler | The Blogs | Blogroll | Advertise | Archives | Careers

Contacting Us:
Call, fax, write, email. We'd love to consult with you about your project.

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

Click On Our Sponsors
Electronic Recruiting News



         - Bugler
           Daily Industry News

         - ERNIE
           ERN in Email


  • BlogRoll
  • Integrated Employment
          Branding Presentation
  • Trends Whitepaper
  • interbiznet Listings
  • interbiznet Trends
  • interbiznet Bookclub
  • Top 100 E-Recruiters
  • Presentations
         - Recruiting Then/Now
  • Recruiter's Toolkit
  • Seminar In A Box
  • ERN Archives
  • 1st Steps In The Hunt


  • Our Rate Card
  • Demographics


  • BlogRoll


  • About The User
  • Kneecapping Email
  • Communications
  • Infrastructure
  • Our Community
  • Interests
  • Podcasts
  • Shmetrics
  • Bloglines
  • Bugler Update
  • Hiring Is Obsolete
  • Deals and Pitches
  • Everything You Know
  • How Microsoft Changed
  • The End of Big Media
  • Staffing.org
  • Top Job Boards 2
  • Top Job Boards
  • Industry Search Tool
  • Special Edition: ESR
  • Work.com
  • Changes In The Bugler
  • Morning Silicon Valley
  • Workforce Insights
  • Getting Better
  • Flight Of The Creative
  • Industry News
  • Small Is Getting Bigger
  • Brassy


    Stocks We Watch:
    Public Companies
    in Electronic Recruiting


         © 2013 interbiznet.
         All Rights Reserved.

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