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Hot Jobscraper?
(July 20, 2005)
- We love Bill Warren, he predictably forecasts the end of Monster at each juncture in the marketplace.
This week (see below), he's certain that Yahoo's new job scraping entry is the harbinger. Usually, he thinks it's one of his
pet projects.
Yahoo, like the newspapers it competes with has an odd bi-furcation in the way that it reaches
its audience. Content categories, useful for sorting stuff into piles, are not
the way that human beings usually organize themselves. So, while they're busy
reading the sports section, they're also busy thinking about the job they
should be looking for.
The problem makes
newspapers irrelevant to the multitasking youngsters who might have been their
next generation of customer. For Yahoo, the problem of multitasking customers
is even more daunting because they can (technically) offer a solution. This is
at the heart of the decision to include scraped listings in Yahoo HotJobs
search results. The goal of a "comprehensive experience" is directly
at the heart of Yahoo's constant challenge to balance categorization and search
engine results. The question is whether can (the ability to offer a solution)
translates into should.
That's important enough
to say again.
Yahoo has, embedded in
its underlying architecture, a tension that will always haunt its policies.
It's history as a content categorization system is at odds with its future as a
search engine. Google experiences the same tension in an inverse way when it
steps out into functional offerings (like gmail or maps). Probably as long as
both companies exist, they will make key decisions along this fault line. The
tension between categorization and aggregation has one rule: know who you are
and never be muddy.
As many commentators have
noted, job scraping is nothing new. Given FlipDog's recent whimpering demise,
we wonder why anyone at all is headed down this road. Job scraping, which is
marginally legal at best, is an old idea whose time simply hasn't come.
There is one very
interesting possibility that doesn't seem to have been mentioned by any of the
pundits.
If Hotjobs were
repositioned as a loss leader (like IM and email), does Yahoo's balance sheet
work more effectively?
We don't think so, but in
the light of Craigslist and eBay as critical competitors, maybe it makes some
sense. We bet, however, that the reasoning is otherwise.
Views from around the
industry:
- Charlene
Li (Forrester): I spoke with Dan Finnigan, who
runs HotJobs, about their plans. He said that the #1 goal for HotJobs and
Yahoo! is to provide a comprehensive job search experience. They were
noticing that consumers were starting to conduct job-related searches on
the general Yahoo! search pages, and advertisers were buying up
job-related keywords.
- SearchEngineWatch:
I would argue that job scraping (for example, crawling company web sites
for employment listings) would fall into the, "what's old is
new" again category since a major online employment database once
provided this type of service. (FlipDog)
- YahooSearchBlog:
More jobs means more choices, whether you're hunting or hiring. And we
really don't think you should ever have to use more than one job search
engine to find a job listing (just like web search).
- SearchEngineJournal:
Not wanting to be "disintermediated" by Oodle, SimplyHired, WorkZoo,
Indeed and other existing and potential classifieds aggregators, Yahoo!—as
reported on several sites—has developed its own metasearch
for jobs.
- SocialPatterns:
Yahoo has been aggregating job listings from local job listing sites like Careerboard, Jobvertise, and Backpage. In addition to collecting
job listing sites, Yahoo has also been pulling job listings from
corporate, school, and government sites.
- Marc
Pincus (former CEO of Tribe):
- what drives
audience? i've never seen any proof that most comprehensive is a key
driver for jobs or dates. in all our focus group studies at tribe we
never found this to be true. popularity of sites like craigslist for jobs
and jdate for dates proves opposite.
- people want
to connect with people - job seekers have always told me they use CL
because they can get to the actual hiring manager (via email) and avoid
recruiters and hr people. this makes me think the winning site will have
a perception of connecting people more directly.
- what drives
listers? every job lister on craigslist will tell you, 'omg, i got 10 responses
in the first hour'. they do seem to care more about the immediate
gratification. from this perspective aggregation is a good thing in
driving more widespread viewing and responding.
- its all about
brand - i believe the reason monster and careerbuilder can persist and
charge such high prices is that they have brands. brands take a really
long time to build in classifieds where your audience may show up once a
year or once ever. for this reason, i dont see any scenario where the
aggregators win on better mousetraps. my bet is on craigslist, monster,
careerbuilder and of course tribe.
- OnRec:
Yahoo has
entered the vertical search market, quietly launching a vertical search
engine on its HotJobs recruitment site. Now, a job search turns up
listings from HotJobs advertisers first, but also includes listings from
other job boards and from employer sites.
- Joel Cheesman: I love Bill Warren's quote: "This is the
beginning of the end for Monster and CareerBuilder ... This is really
Monster's worst fear."
- The
Merc: It's unclear whether Yahoo really has a choice in
the matter. A slew of hungry start-ups, including Indeed and Mountain
View's Simply Hired, have launched similar Web-searching technology to
scoop employers' jobs onto their sites. Some even take the jobs directly
from the sites of the big three job search companies and craigslist, often
without explicit permission.
- Lloyd@work:
And one cheeky question - how will Yahoo react when people start scraping
their own site and turning it into a suite of RSS feeds which completely disintermediate
Yahoo?
John
Sumser
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