Download - Six Figures RecruitTECH 2009 Presentation
Niche Job Sites for Quality: Why a Mix of Advertising Solutions is Best
Kelly Magowan
Six Figures – Executive Jobs. News. Services
www.sixfigures.com.au
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most
adaptable to change.”
Charles Darwin
Agenda
• Evolution of Job Advertising
• Why Choose Niche? Content & Context Matter!
• Examples of Niche Job Sites
• Case Study: Executive Job Sites
• When to use Niche & When to Use Generalist
• Questions
Evolution of Job Advertising
• For hundreds of years until mid 1990’s we had print
• One advertising channel
• Mid 1990’s to mid 2000’s generalist job sites
• Three major job boards & print
• 2000’s social networks & niche job sites emerged
• 250+ niche job sites, social networking sites, organisations’ own careers sites, generalist job boards & print
Why Choose Niche?
• Content & Context matter!
• So much information & so many content sources
• We refine what is relevant for us to make sense of it all
• Organisations struggle to get their message out there
• Competition is fierce - both for our attention & for talent
• Niche offer the best ROI for senior and niche roles
Examples of Niche Job Sites
• Government (Australian Job Search)• Industry Associations (CPA, AHRI, CIMA) • Profession (Mining Jobs, Teachers Jobs)• Profession Level (CEO & Graduate sites) • Salary Specific (Six Figures)• Geographical (Capital Jobs) • Expat (Expat Jobs) • Age (Adage)• Gender (Career Mums, Just Be)• Religion (Christian Jobs)• Interest (Arts Hub)• Blogs / Forums (Whirlpool, TechCrunch)
Case Study: Executive Job Sites
• Executive job sites servicing a targeted & growing global audience
• 41% of Executives view Executive Job Sites as very important to their job search
• Executives expect the importance of these sites to increase by up to 51% in the coming 2 years
• 24% of CEOs successfully secured a new job through online job boards (USA)
Source: Executive Job Board Survey, Harvey Nash June 2008
Six Figures – Member Profile
• 10% of the workforce
• 30 years plus
• Degree qualified
• Over 80% currently employed (passive)
• Salary not their primary driver
• Value privacy of information and professionalism
• Value relevant job and careers related content
Job Seekers & Advertisers Like Niche
Job Seekers
Relevant Jobs
Time Saving
Legitimate Jobs
Discerning Advertisers
Trust
Tribe
Advertisers
Relevant Applicants
Time Saving
Dollar Saving
Passive Job Seekers
Discerning Job Seekers
Build Relationships
When to Use Niche vs. Generalist
Niche
Professional / Specialist
Low Volume
Relevant Applicants
Target Market Exposure
Connect with Passives
Build Relationships
Generalist
Lower Skilled
High Volume Applicants
Mix of Relevance
Broad Market Exposure
Attract Active Job Seekers
Transactional
Thank You
Six Figures - Executive Jobs. News. Services
www.sixfigures.com.au