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 3
(June 13, 2005) When recruiters focus on ROI, they are helping their business to fail. Return-on-investment is a bottom line oriented measurement that is only appropriate when a company or product is in it's waning stages. One uses ROI to measure returns from "cash-cows", not growing operations. Many recruiters, now slavish to the idea of measurement, right or wrong, use metrics whether or not they are appropriate.

A rearview mirror is a handy monitoring tool. It can tell you when there is something behind you and, sometimes, how fast it is going. One would never use a rear-view mirror to tell which way to go. A map, common sense, reading signs or knowing the way are basic methods for figuring out direction. A rearview mirror is only useful for a small range of things. So it is with ROI.

We often hear that job boards are becoming "too expensive" compared to the cost of candidates who natively arrive at the company website. When we dig a little, we find that people who say this rarely know any of the underlying details. Rather, the idea that traffic can be cheaper, or more effective, requires a substantially different kind of measurement.

It is very clear that the value per candidate fluctuates wildly amongst varying companies. Those lucky enough to have one of the top 250 brand names receive much more native traffic than the other 7 million employers. In each case, however, the cost and value of an additional visitor to the website is quantitatively different for each unique website and industry.

The easiest and most cost effective method for driving traffic to a website involves advertising on job boards.

Search engine optimization is a close second but Provides an initial floor rather than a continuing boost (like job boards can).

Other methods include community building, referral systems (like jobster), direct marketing, non-job board advertising, niche board development, keyword acquisition and so on.

In the next articles, we'll look at building an investment case for traffic development.

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


  • Driving Traffic 2
  • Driving Traffic
  • 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.