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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

It's better to
do a few things
really well than
than to do
a lot of things
If you can't
make the necessary
commitments of
time and energy
to your
scale back
your plan.
John Sumser

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Materials written
by John Sumser
© TwoColorHat.
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The Electronic Recruiting News is a Free Daily Newsletter For Recruiters, HR Managers, Advertising Agencies and Clasified Advertising Operations

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  • Check the headlines affecting your world: Recruiter's Daily Newswire.
  • Download the Winter '98 issue of our print newsletter. Requires Adobe Acrobat Reader.
  • Download the Spring '98 issue of our print newsletter. Requires Acrobat. Tidbits
    (May 1, 1998) An American Electronics Association (AEA) study of Internet and WWW salaries found A broad range (from $40,000 to $120,000 annually).

    Have we mentioned the College News recently? This newswire service strikes us as a solid potential tool for recruiting on-campus.

    NUA's How Many Online estimates that 2.40 percent of the population worldwide (115.75 million) people are online throughout the world.


    (April 30, 1998) The other side of recruiting is retention. While money clearly works (and we're hearing consistent stories about huge pay increases coupled with stock options and very flexible work conditions), there's a renewed emphasis on basic workplace variables:
    • Challenging Assignments
    • Career Development
    • Management Quality
    This suggests that retention could begin as a part of the recruiting process. Imagine a web window on the real workplace. If the first level manager is a major determinant in retention, why not introduce them to the candidate on the web? If challenging assignments make a difference, show candidates the future, in detail. If career growth makes a difference, offer a game that shows how careers develop within the organization.

    With turnover expenses rapidly growing beyond $20K per employee, it's worth taking the time to ask a simple question: Can our recruiting practices decrease turnover in a significant way.

    We bet that the web will begin to be used as a tool on this front.

    The Snooze

    (April 29, 1998) The newspapers are losing the war. Although a subset of professional recruiters seem to object to the requirement for cashflow, our industry runs on money. While it isn't true that the biggest is the best or that the largest sales volume translates into effective recruiting, money is a determining factor. With the sole exception of the Wall Street Journal, we know of no traditional newspaper who is making real money online.

    At the same time, small entrepreneurial organizations (like DICE in yesterday's article) are experiencing real growth.

    Now, it's understandable. Big newspapers often have 9 figure revenue streams from their employment advertising operations. Because the advertising agencies "carry the water", the newspapers aren't used to thinking about markets and customers. The current total size of the online recruiting industry remains a blip on the radar screens of the old journalists. Paper advertising can't be quantified while online advertising can be solidly tracked and measured.

    So, they flounder.

    Shortly, we expect to see some interesting moves. As we begin to be able to see a $1B online recruitment market, someone at the newspapers will begin to wake up. We'll be watching for the purchases to begin.

    Two Percent

    (April 28, 1998) From DICE (the in-the-know place to find high tech contractors) comes the interesting news that their database of job listings has topped 50,000 jobs. The news comes with a sales forecast for 1998. DICE anticipates revenues of $8M.

    Our current back-of-the-envelope scratchings put that at 2% of the 1998 online recruitment advertising marketplace. Yup, we're betting on a $400M year with $1B in sight for 1999.

    That doesn't include direct revenues (or cost savings) for recruiters who use the web directly. We've become a big business. Online job hunting is the de facto starting point for anyone looking to find work, enter the marketplace or shift careers.

    It's a long move forward from the early days in 1994 when we began looking at an industry composed of 5 websites. Tactics, strategies, investment levels and players have evolved at a remarkable pace.

    The really powerful thing about the DICE announcement is the background story.

    DICE predates the web significantly and is largely the work of a single minded entrepreneurial team who, at great personal risk, launched a business in their bedroom. When the web emerged, the DICE team treated it with the conservatism you'd expect from an established player. They ignored it.

    To their great credit, once the team figured out that the web was not a passing fancy, they jumped in feet first. They, as we continue to preach, were aided by a well established audience who stuck with them. As they've emerged online, they've managed to move quickly and effectively into the web space.

    DICE's survival and growth are a case study in audience and customer development. Their "capital" is human. They know it and invest in it regularly.

    In this marketplace, 2% is a very meaningful accomplishment. Imagine the envy of the 5,000 entrepreneurs who are nowhere close.


    (April 27, 1998) Sometimes, an organization creates a regional industry. That's pretty much the case with NYNMA (the New York New Media Association). If you've heard of "Silicon Alley", it's because of their hard work. Realizing that the Internet requires a human network to support it, NYNMA has tirelessly built events and connections for its membership. The result is a vibrant, influential organization that happens to have a website.

    If you want to hire real New Media talent in New York, you'd better list the job on their job board.

    From a design perspective, the job listings underline a critical principle in Electronic Recruiting. Audience comes first; everything else is second.

    Although there is a database beneath the listings, what you see as a user is simple critical information:

    • Date (freshness)
    • Job Title
    • Contact Name
    • Clickable Email Address
    The clickable email address allows a job hunter to apply directly from the top level. The Contact Name, right up front, creates a sense of intimacy and belonging, the date tells you all you need to know about whether the job is still "live". The system is designed to simplify and expedite the relationship between employer and potential employee. No graphics, no plug ins, no distractions!

    The NYNMA jobs board is not a model that everyone can use. As a job hunter (or recruiter, for that matter), you don't just wander in. Because the organization is so vibrant offline and their audience is created through other means, they can get straight down to business.

    As a recruiter, the lessons are simple.

    • Recruit in places that have audiences
    • If you're going to use a website of your own, focus on audience development
    • The feeling of intimacy is a critical component of success
    • Features that work are simple to use, not complex
    Recruiting Online:
    Advanced Seminar Series

    (March 16, 1997): Our educational series has been expanded. We will be delivering seminars in 12 cities this Spring. 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. It is designed for owners, managers and section heads. We're offering it in 3 cities this Spring.

    Schedule For Seminar I
    April 29: San Francisco
    May 12: New York City
    May 15: Chicago, IL

    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.

    Schedule For Seminar II
    May 01: Santa Clara, CA
    May 04: Chicago, IL
    May 06: Denver, CO
    May 06: Columbus, OH
    May 08: Toronto, ON
    May 11: New York, NY
    May 13: Austin, TX
    May 15: Atlanta, GA
    May 18: Irvine, CA
    May 18: Princeton, NJ
    May 20: Boston, MA
    May 20: Seattle, WA

    Graduates receive:

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

    Enroll today, seats are still available. There is a discount available for early registrations. The seminars have a retail price of $995. If your payment is received by April 15, there is a $150 discount. For Payments received by May 1, the savings is $100. We offer an additional discount of $100 for each member in a group of 2 or more.

    You can learn more about the seminars, register online or call us at the office (415.377.2255 or 800-358-2278) to register.

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

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