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

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

Consumer Generated Media

(June 27, 2006)  We're in the process of revising the newsfeed that drives our Blogs section. The page gives you access to Recruiting blogs as soon as the content is published. You can literally watch the flow of information around the Blogosphere by hitting the refresh button (or F5). We'll let you know when the project is finished.

The goal is to include all 146 blogs that we cover in the blogroll. Once the project is finished, it will be easy to keep it updated as a part of ongoing operations. We'll be working to provide you with other ways to ingest and understand the tsunami of content being generated in the newly emerging Consumer Generated Media Marketplace (CGM) in our industry.

It's really worth tasking a little time to learn about the CGM worldview. Neilsen, the ratings company, has a section called BuzzMetrics that is all about the benefits and measurements associaterd with this emerging phenomenon. The white papers section is astonishing. Two of their downloadable webinars are worth the investment of your time:

From Neilsen's perspective

"Consumer-Generated Media" (CGM) encompasses the millions of consumer-generated comments, opinions and personal experiences posted in publicly available online sources on a wide range of issues, topics, products and brands. CGM is also referred to as Online Consumer Word-of-Mouth or Online Consumer Buzz. CGM originates from:

  • Blogs
  • Message boards and forums
  • Public discussions (Usenet newsgroups)
  • Discussions and forums on large email portals (Yahoo!,AOL, MSN)
  • Online opinion/review sites and services
  • Online feedback/complaint sites

We're surprised by the number of serious and seasoned players who are all but ignoring this phenomenon. While CGM is a great sourcing tool, and many of the most sophisticated sourcers are using it, it's also a profound tool for supply creation.

Sourcing, as valuable as it is, is an unsustainable variation on the old "strip-mining" theme. Data driven sourcing (the internet game) rests on the assumption that more and novel data about the candidate supply will continue to be created at the current rate. It's a complicated gamble that is subject to high variability in cost.

Employment branding and other supply creation approaches offer more sustainable alternatives. Investment in content and reach, the proactive use of CGM, allow control through metrics and improvement processes. Because the emphasis is on the creation of supply, standard business calculations about ROI can be developed.

Sourcing is an extraction process, resembling techniques used by the mining and energy industries. Branding is a more predictable and sustainable toolset.

We keep updating the blogroll. There are now 146 Recruiting related blogs.

John Sumser © TwoColorHat. All Rights Reserved.
  Permalink . - . Today's Bugler

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