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It is better
to not be on
the web than
to be on and
not know why

John Sumser

is more
it seems.
John Gall


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

Home | ERN | Bugler | The Blogs | Blogroll | Advertise | Archives | Careers
Daily News. Archived Weekly. Click Here For The Current Issue.


(August 01, 1997): Talk about aggressive recruiting...when we hit the airport in Seattle, we were immediately face to face with Today's Careers. The free weekly print newspaper is available right next to the cab stands. That's impressive distribution.

Like most major metropolitan areas, Seattle is facing labor shortages. We met a couple who own a local Precision Tune (the quick stop lube and tuneup place). They face the same hiring problems as the rest of American business. Turns out that their entire staff has email and that they communicate about compny business. They're busy trying to figure out how to keep the headhunters away. Like most of the road experiences on this trip, we were surprised to hear both of these things.

Since the web seems foreign, these folks are happily placing ads in local services (like Today's Careers) that feature both print and web components.


(July 31, 1997): We've got nothing but praise for our latest acquisition: Radio Modems from Ricochet. We installed three of them in mid June. They have proven to be cost effective and very reliable.

For $30/month, a Ricochet Modem provides both a direct connection to the net and an Internet account. It's significantly less expensive than a dedicated phone line and a local account (about $50/month) but provides the same benefit.

Currently, the areas covered are quite limited. The largest cities are San Francisco, Seattle and Metro DC. If you are lucky enough to live in those areas, the service is fantastic. The radio modems are portable so you can have the same net access from your car that you have in the office. It's perfect if you want to demonstrate your net recruiting approaches to your customers in their offices.

Who's Pushing Whom

(July 30, 1997): According to a recent bulletin from Hurwitz Group, "...most Internet users do not need push technology...".

The bulletin makes the point that only a small proportion of people stand to benefit from "pushed", time-critical information, whilst email and phone will prove adequate for the majority of workers.

We find ourselves in agreement with Hurwitz.

After all, do you want to be interrupted every few moments by a fragment of information on a topic in which you were interested a few months or weeks ago?

We may even get to the point of being somewhat aggravated by both the message and the messenger.

While "push" has been hailed as the ultimate web application (for the next month or so...), we wonder whether a lot of the hype is generated by those who appear to benefit. In the short term.

Let's face it, only a minority of people - and a very small minority at that - have jobs or occupations which are totally dependent upon the prompt delivery of time-sensitive material.

In fact, as Hurwitz points out, "push technology will be most useful for delivering, upgrading and managing software within organizations at a lower cost."

Look before you leap before jumping on this particular bandwagon.

Bits 'n Pieces

(July 29, 1997): We had the chance to meet Barb Reuss and Maureen Callaghan the other day. If you don't know, they're the marketing engine behind ESpan. (You might remember that we're not exactly huge fans of their recent redesign.) Their anecdotal reports are that the new interface has increased the likelihood that a job hunter will stay and investigate the site. They assume that it's because the interface is decidedly different from the rest of the industry. It's worth thinking about!

The new site from Thomas J. Dougherty and Associates seems to demonstrate two things:

  • Manufacturing folks are being increasingly recruited online; and,
  • Launching a recruiting site without investing in useful design remains in vogue.

    Last week's piece, A Modest Proposal, was written in jest. We're less likely than most to think that any government intervention on the net is useful.

    Impact Publications claims to be"the largest career resource center (books, videos, CD-ROMs, software, wall charts, subscriptions, etc.) on the Internet". Their catalog, which includes about 1500 items for sale, is a modest offering. We're wondering when marketers will discover that "biggest on the Net" is a tired claim that most web users ignore.

    From The Trenches

    (July 28, 1997): We're proud to know Jim Burkholder. A solid veteran of the trenches in Online Recruiting, Jim is currently ensconced at Perot Systems. He's agreed to give us several articles, written from the experience he's gathered. Politely put, he's earned his wisdom the hard way.

    Here's His first piece:

    Is Anyone Out There?

    I've built a recruiting web site and no one cares. The web site has been registered with all the search engines. Its address is part of all the marketing and advertising material. What is wrong? Why do only a few measly deadbeat visitors come to the site when it was projected that thousands would show up and buy everything there was to be sold?

    The projected return on investment is a source of ridicule. Upper management now thinks the Internet is a joke. I had my shot to take the company into the future but now I've lost and ruined all chances of this happening until upper management sees some changes and results.

    This is a common scenario for many recruiting web sites today. What most new web site owners don't realize is that people don't come just because it exists or because it has "cool" graphics. Believe me, web sites are not the Field of Dreams - "If you build it they may not come."

    A recruiting web site is a sales and marketing channel existing on the Internet. So, it should be run as a sales and marketing medium . This means the web site should be the responsibility of marketing and sales, not of the technologists.

    A recruiting web site best resembles catalogue sales from companies like LandsEnd, L.L. Bean and Spiegel. In catalogue sales marketing is very, very important. The right information must get to the right people at the right time presented the right way. Technology is very important because it enables marketing to effectively pursue its customers.

    A web site, like a catalogue must be positioned to capture and attract its target market. To accomplish this, the web site must present an environment that will attract its potential client base, provide the information or products that the customer is seeking and be available to its client base 24 hours a day, 7 days per week. These are truly marketing issues to be enabled by technology but not directed by technology.

    Once people receive a catalogue the question to be determined is the catalogue opened and surveyed or is it pitched straight into the trash? The same question exists with web sites. Once "surfers" find the web site is the "Back Button" clicked to leave ASAP or is the web site surveyed for value? Therefore, the web site, like the catalogue, must promise to deliver value to get people to stop at the site, survey the products or information and then make a purchase.

    After people open the catalogue or enter the web site is value actually delivered? A catalogue and a web site must sell without a salesperson so information must be delivered in a way that value is easily perceived. On a web site the technology must be transparent so the value can be seen.

    The following questions need to be asked when developing a successful recruiting web site:

    • Who are my customers and are they on the Internet?
    • If they are on the Internet what web sites do they visit and how often?
    • Can I reach my customers on-line and off- line so they will visit my web site?
    • Does my web site deliver value so my customers will come back as well as tell other people about it?
    • How many people must visit the web site to make it successful and is this achievable?
    • What infrastructure must be in place to handle the projected volume of customers?

    Recruiting web site responsibilities will and are rapidly shifting from technologists to marketing and sales. This is due to the fact that the Internet is a medium that the business or channel exists to increase revenues, decrease costs, and or provide higher levels of customer service. It is up to us to help our customers understand this and deliver business solutions that exist on the Internet.

    -Jim Burkholder

    Advanced Internet Recruiting Seminars

    (June 23, 1997): We're delivering Seminars around the country in the Summer. The schedule is below. Clicking on the city will take you to a map and information about the hotel:
  • August 01 - Seattle, WA
  • August 04 - San Francisco, CA
  • Click here to learn more about the seminars and register online. Class size is limited to 30 per seminar. The seminars run from 9:00AM to 4:30PM. Take a look at a list of companies who have been to the seminars.

    See a detailed index of our past issues

  • July 27, 1997
    • Training On Recruiting Sites
    • Modest Proposal
    • Gossip
    • Resume Robot
    • Tidbits
  • July 20, 1997
    • What's It Cost
    • Computer Jobs Store
    • Writing Tips
    • Market Readiness
    • Recruiting Surprises
  • July 13, 1997
    • Creating Privacy
    • Netscape 4.0
    • Security
    • Knowing hat You Want
    • Pre Employment Screening
  • July 06, 1997
    • Tidbits
    • Slow, Slow
    • Medium=Message
    • Why People Leave
    • Audience Balancing
  • June 29, 1997
    • Email Etiquette
    • Workforce Changes
    • Employment Projections
    • Hits and Stats
    • Overload
  • June 22, 1997
    • Net Growth
    • Good PR
    • Who's Recruiting?
    • Net Demographics
    • PEOs Online
  • June 15, 1997
    • References
    • Right Coast Careers
    • Newspaper Mania
    • Aleph
    • Cover Your Assets
  • June 08, 1997
    • Not Just Resumes
    • Hodes
    • More Junk Mail
    • Survey Sez
    • Ad Service
  • June 01, 1997
    • Bad Design, Bad Timing
    • The Last War
    • Mail Security
    • Gimmicks
    • Fed Stats
  • May 25, 1997
    • Blueness
    • What Works
    • Job Smart
    • Consolidation
    • Marketing Your Site
  • May 18, 1997
    • Searchbase
    • Email
    • Job Smart
    • Specialty Recruiting
    • What's an Ad?
  • More Archives

    The past 21 months of the Electronic Recruiting News

    More Archives
    "Recruiter's Resolutions For 2003:

    1. Finally, clear the resumes off my desk
    2. Take a speed-reading course to get through resumes faster
    3. Find three new places to source good people
    4. Lower cost-per -hire (make that, determine cost-per-hire...then lower it!)
    5. Find a talent Management system to help with all of the above.

    We know what you're up against. And we've got the answer.

    Hodes iQ, brought to you by Bernard Hodes Group. From adopting our talent management system or enhancing your own system to providing new sourcing strategies on the web, we have proven solutions to make your recruiting enterprise better. Find out how Hodes iQ and Hodes iQPost can help you in the new year and beyond.

    Put Hodes iQ to the test.

    Call 888.438.9911 or visit http://www.hodesiq.com today.

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    Copyright © 2013 interbiznet. All rights reserved.
    Materials written by John Sumser © TwoColorHat. All Rights Reserved.
    Mill Valley, CA 94941

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