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Niche Boards Catch Fire
(One of the most interesting things to have happened recently is the change in
information at the various stock market players. Compare the MNST data at
Google,
Yahoo and
Seeking Alpha. Each service
delivers very different news in the headlines section.) There seems to be a correlation between a
blog posting (and a long stream of comments associated with it),
an analysts opinion
and the emergence of a number of really interesting niche boards have caught the
attention of the investment community. The obvious niche delivery opportunity (blogs
target very interesting communities very easily) has been overlooked by industry
players (in spite of our efforts to talk it up). Now, entrepreneurial bloggers
with real reach are doing the obvious thing and selling job ads to their
audiences. The arguments for doing so are strong. Blogs attract very focused communities of like
minded people. It's a variant on the referral idea that is not so easy to wear
out (referral networks have a relatively low tolerance for over use.) Yet anther
iteration of the old fashioned classified advertising model, blog based
employment advertising offers all of the excitement of advertising in trade
journals. It works, it's effective, it narrows the audience to a desirable few.
Furthermore, the idea of blog based employment ads offers nrelief from the
pathetic payots offered by adsense and their competitors. Job Ads add an additional layer to the sense of
community. The commentary around these discussions nicely notes that anyone
would prefer a boss who was a fan of this or that blog to one who wasn't. In
it's pitch for employment advertising
dollars, 37 Signals makes this case: The highest common denominator and this testimonial: "We posted on Dice, Craigslist, hell we even
bought AdWords for keywords like MySQL. One of our engineers suggested we
post on the 37signals Job Board. We didn't get tons of resumes, but the one
we did get was a keeper. He's starting in a week, thanks for the help!" Ah, if we only needed to hire one person or one
kind of person. If we were Monster, we wouldn't be too scared
just yet. The administrative hassle of managing the job board crap shoot is
going to get way more complex. Monster's advantages in the market are deep and
substantial. Niche boards, rather than taking away a piece of a limited pie are
rather more likely to grow the whole pie. We expect to see a massive flowering
of job boards with huge numbers of local and niche boards popping up. The web
has an amazing way of making everything local. More to come.
John Sumser © TwoColorHat. All Rights Reserved.
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