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    (February 12, 1998) We like the no-nonsense approach taken by Best Software. Their new offering, the Best Internet Recruiter (BIR) is a solid start at "one-stop-shopping". Using BIR, you can post jobs to a variety of services from a single screen. An easy to understand Guided Tour walks you through the process of submission and payment. Once your listings are submitted, you can sit back and easily analyze the results.

    BIR provides a user friendly interface for posting jobs to the following services at the stated prices:

    • Online Career Center - $150 for 60 days
    • Career Web - $115 for 30 days
    • E-SPAN - $175 for 60 days
    • JobBank USA - $125 for 60 days
    • 4Work - $80 for 60 days
    • Classifieds2000 - $150 for 60 days
    Rather than sucking up hours of in house time, you get to fill out one form, pay retail rates and receive a solid added value from the consolidated analysis screens. This service has been a long time coming and provides solid value.

    In recent days, we've been discussing the purchase of "eyeballs" as a component of online recruiting. Unstated in our articles is a small notion: they have to be the right eyeballs! Being able to compare results on a listing by listing basis will enable you to determine whether or not a given service provides the results you need. You can tell which works and which doesn't!

    We imagine that as time goes on, BIR will be expanded to cover more focused posting sites that directly target specific expertise. In the meantime, it looks like someone has finally figured out how to provide advertising placement services that add value, reduce hassle and price out at retail. How could you argue with that?

    Buying Eyeballs

    (February 11, 1998) The basic rule of the web is: You create content and then buy eyeballs to view it. While not widely understood yet, this basic premise is the punch line behind the notion that "everyone is a publisher online." Great websites are one thing. Great websites that produce predictable results are an entirely different thing. Predictable results are the result of careful market planning and clear budgeting.

    In traditional advertising (excluding direct mail, telemarketing and large account sales), the delivery of eyeballs is the responsibility of the medium. Advertising placed on television, radio or in print is a simple transaction. The creative development (the ad itself) is inserted in front of an audience which has been established by the media outlet. You pay to have the ad seen by a periodical's existing audience..

    If you're developing a web presence of some sort, it's your responsibility to build both the audience and the content.

    At IBN, we're advertising our seminars around the web. We buy ads whose purpose is to bring visitors to this website. We pay about $60 for every 1,000 times our ad is displayed. Because our products are very niche oriented, only 1% of the people who see the ads actually visit our site. That means that we pay about $6 for every visitor.

    At that price, we're determined to turn every visitor into a regular customer.

    Our "out of pocket" expense for eyeballs is determined partially by our size. While our overall advertising budget seems high to us, it is dwarfed by larger concerns. As you might guess, the cost of acquiring eyeballs declines based on the volume that you purchase. We know of many cases in which companies are buying eyeballs for one third of the rates we pay. But, they're buying 10 to 100 times as many advertising impressions.

    This is where the decision to use a job posting service is rooted. If you are trying to use a web presence to recruit, you need eyeballs. The large services can deliver them much more cost effectively than you can buy them.

    So, a part of the decision about how to go about recruiting online has to be rooted in your plans to build traffic. If you are going to use a job posting service, it's important to understand that all you are buying is their eyeballs.

    Ad-ing Value

    (February 10, 1998) What is a job posting worth? This usually perplexing question deserves to be tackled by the major job services (Master Sites). On the web, the equation is simple...you create content and then purchase eyeballs to view that content. HotJobs, the fast charging entrant, is aggressively staking its claim on effective delivery of candidates and eyeballs. In a recent databurst, they cited the following statistics: HotJobs

    Resumes submitted per job per month: 9.14
    Hits per job per month: 3,428.57
    Unique hosts per job per month: 85.71

    This compares with:

    Monster Board
    resumes per job per month: 9
    hits per job per month: 2,511
    unique hosts per job per month: 66.95

    resumes per job per month: .79
    hits per job per month: 99
    (No numbers for unique hosts)

    Career Mosaic:
    resumes per job per month: 2.4
    hits per job per month: 1,400
    (No numbers for unique hosts)

    resumes per job per month: 3.17
    hits per job per month: 583
    (No numbers for unique hosts)

    resumes per job per month: 1
    hits per job per month: 250
    unique hosts per job per month: 17.5

    The statistics are unconfirmed but tend to validate the quantitative evaluations we're hearing.

    While we can't validate the statistics (we'll happily publish corrections), HotJobs is on the right track. Their approach, which limits job postings and focuses on traffic development guarantees that customers get the value they pay for. In most services, the value of an ad declines as the volume of ads increases.

    The thing to keep in mind when evaluating these statistics is that "hits" is a fairly meaningless number. It simply tells you the number of files the server sends. "Unique hosts" is a closer measure of the actual number of job hunters.

    HotJobs keeps it ratios high by investing heavily in very focused advertising in strategic points around the web.

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    (February 09, 1998) Our old favorite, Extreme Resume Drop, is now up and running at http://www.resumepath.com under the name (you guessed it) ResumePath. It was smart of Bridgepath (the new parent company) to unbundle it.

    The Wall Street Journal Careers section is growing rapidly. With over 13,000 jobs in the high profile database and the "street-credibility" of the brand name, their making the most significant splash of any of the newspaper online recruitment operations.

    While we know of one or two who might argue the claim that they're "Canada's leading IT focused Internet Recruitment site", Positionwatch gets our nod as the second most memorable name we've seen in a while. (EmergIT comes first). Things are really stirring north of the US border.

    Canada 3, Everyone else 0.....JobShark, another runner up in our favorite names contest, offers the stunning news that it has revolutionized the pricing structure of recruiting. Their prices are "nominal in comparison to rates charged by newspapers". Shooeee! We're betting that this line of reason really opens some doors for them. (Trapdoors!) Their brilliant literature goes on to assure that "You can even have a link from your profile within JobShark directly to your own web site." Yeehaw!

    MBAFreeAgents is a job matching service that provides e-mail access to experienced MBA professionals. Most have significant managerial and P&L work experiences (38% describe themselves as CEOs, Senior Execs and Executives). Their main focus is on four non-traditional types of job opportunities:
    Interim engagements,
    one-off consulting projects,
    temp-to-perm positions,
    sweat-for-equity opportunities

    It's a good idea.

    Recruiting Online:
    Advanced Seminar Series

    (February 02, 1997): Our educational series has been expanded. We will be delivering seminars in 15 cities this Winter. We will be offering both of our successful courses, updated to reflect the changing web environment.

    Seminar I: Management, Strategies and Tactics
    Don't jump on the bandwagon to be cool. Don't use technology without a clear view of the payback. This intense seminar addresses the questions any manager, owner or director should ask before continuing to invest in Electronic Recruiting.

    Seminar II: Advanced Searching and Sourcing
    Learn how to mine the data fields. This one day presentation covers spidering, flipping, and depth searching...all of the tools required to unearth the passive candidate. The course includes a A CD Chock-Full Of Net Software and Tools.

    Graduates of both receive:

  • $2,000 In Special Offers From 5 Online Recruiting Services
  • A One Year Subscription ($395 Value) To Our Protected Web Site
  • All Course Materials

    Enroll today, seats are still available. There is a discount available for early registrations.

    This is our Winter 1998 Seminar Schedule. We will be delivering both seminars in each city.

    Feb 09: Atlanta, GA
    Feb 11: Chapel Hill, NC
    Feb 13: Columbia, MD
    Feb 16: Princeton, NJ
    Feb 18: New York, NY
    Feb 20: Boston, MA
    Feb 23: Cleveland, OH
    Feb 25: Minneapolis, MN
    Feb 27: Chicago, IL
    Mar 02: Kansas City, MO
    Mar 04: Seattle, WA
    Mar 06: Silicon Valley, CA

    Call our offices for more information at (800) 358-2278

    Contacting Us
    Call, fax, write, email. We'd love to talk about your project.

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    (The Internet Business Network), Mill Valley, CA 94941

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