(August 03, 2007)
As usual, lunch with Hank Stringer is refreshing. Huddled over the table
in yet another big city hotel, we catch up quickly on family, former
associates and the industry. Itzbig,
he says, is
succeeding well beyond expectations. We talk about what we've
learned recently and what's on the schedule for the rest of the year.
The next morning, a thank you note is in my
email box.
Joel Cheezman's note about
free employment
branding on techcrunch was the surprising genesis of the memories of
Hank. In Joel's not he describes how to use a "blog log" as a way to get
free ads on websites. A Blog Log
is a tool (like
Jobster's buddy system) that enables readers to see the other people
who visit a blog or website. Cheezman's artful articulation points out
that there's no reason that you can't use a banner style ad in the same
space.
You get free ads. And, if your targeting
is good, they might be visible for a long time.
Except, just because you can doesn't
mean you should.
Maybe employment branding that is all
about being cheap isn't the message you want to convey about your
organization. Maybe there's something important about being able to say
that when you spend money you want the best. Maybe manners trump cheap
almost every time.
You see, while you could
use Blog Logs this way, you might just offend the very people you are
trying to attract. And, if you do it in a precisely targeted niche, you
have the opportunity to offend the very targeted people you are trying
to attract.
You see, there's really no such thing as
free. It's just a question of how you pay, not whether.
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