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Not The New Big (JJ-IV)
These days, the history that is supposed to repeat
itself is the wild success of Google. It seems like every scenario for the
future of the web recruiting industry depends on the belief that Google's good
fortune is something more than temporary. Of course, we think that Google is
already over. The vast over-commercialization of mindshare is a temporary
phenomenon with the life expectancy of any other hula-hoop. One thing you can be
sure of is that if everyone believes it's going to happen, it won't. We learned
that during the last crash. At interbiznet, we walk a strange line. Trying
to see past the consensual future and into something more likely to happen takes
patience and mistake making. The process leads us to discover things in advance
of the marketplace. It doesn't seem to stop us from missing stuff. We missed the
downturn by a country mile. It does keep us looking for changes that make a real
difference. If you look at Craigslist and Google, it's clear
that getting big has erased some (or most) of the original charm. We think it
eliminates much of the effectiveness as well. When volume and money are the only
discriminating factors in audience reach, there is no community. When permission
based marketing no longer requires asking permission, providers will get
resentful. When the act of creation is ignored in exchange for reliance on
search, something critical is getting lost. The web won't evolve into a well paved
superhighway devoid of shrubbery and scenery. It's going to be much more
idiosyncratic and local. For sure, every freedom granted local authors and
creators will be matched with an attempt to aggregate it into bigness. But, ask
yourself what is the newer more forward moving idea...concentration of power in
single media companies or an explosion of a billion small operations. We continue to believe that the importance of
the web is in smallness, not bigness. We think that things become more local,
not more global (although the two are not as mutually exclusive as it sounds).
Somehow, the band of critics who see an end to
Monster's dominance of the market are championing an even less likely
answer...unwilling consolidation at the very expense of precision targeting. It
seems particularly unlikely that small employers in local economies are going to
jump for joy at the idea that they're going to get resumes from 10,000 miles
away. None of the consolidation efforts even think about making it easier for
job hunters in x locale. They're all about huge. Make no mistake, many job board owners are
unwilling participants in the aggregation process. Their "lawn signs" (robots.txt
files) go completely ignored while the Association of Job Boards refuses to
acknowledge a problem. The conviction that they're right serves as the
fundamental justification for the aggregators. Questioning is apparently off
limits (have you read the harangues?) Most employers around the world (85%) have
between 20 and 100 employees. Their needs will dominate the ultimate solution
set. Tomorrow we'll wrap up this sequence with an alternative view of the
future.
John Sumser © TwoColorHat. All Rights Reserved.
Experience.com
Target - your ideal candidates, by school, major, location & more. Brand - your company as the place where they want to work. Learn - about the candidates you want to hire & how to reach them.
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