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