2008 Where Has All The Big Board Traffic Gone V2
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2008 Where Has All The Big Board Traffic Gone V2

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Remember Prodigy, CompuServe, and America Online - the Big 3 Networks that ruled the world before the World Wide Web?. At one time they could do no wrong -- but today, they are names from the distant ...

Remember Prodigy, CompuServe, and America Online - the Big 3 Networks that ruled the world before the World Wide Web?. At one time they could do no wrong -- but today, they are names from the distant past with only AOL still hanging on............. The same thing is happening to Career Builder, Hot Jobs and Monster. The following Hitwise graph is based on these original "Big 3" job boards showing the market deterioration. So where is the traffic going? - To job aggregators such as JobCentral, Simply Hired, and Juju.

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2008 Where Has All The Big Board Traffic Gone V2 2008 Where Has All The Big Board Traffic Gone V2 Presentation Transcript

  • Where Has All The Big Board Traffic Gone??? Dec. 2008 Nancy Holland Ray Schreyer Director, Marketing & Manager, Internet Recruiting, IBM Business Development Founder & Current President, DirectEmployers Assn. DirectEmployers Assn.
  • New Tools Help Examine a Marketplace….  Prior to 2008 only Panel Centric Tools – Media Metrix, NetRatings – Tools provided estimates – Prone to “gaming” by vendors  New Tools like Hitwise provide view of user flow – Monitored at ISP Level – 10 million US Internet users monitored – Able to define universes, run comparisons – Able to aggregate site data together & compare  Hitwise provides a NEW VIEW of the Online Recruiting Marketplace
  • HitWise Competitive Intelligence  Partnerships with multiple ISPs and Opt-In Panels to cost effectively monitor more people as they visit more online businesses – every day  25 million Internet users (10mm in the US) – the largest sample monitored every day  1,000,000+ online businesses  170+ industry categories  Home, work and education usage  Methodology and data audited by PricewaterhouseCoopers
  • How Hitwise Compares – 3 types of web monitoring HITWISE Site Centric Panel Centric Network Centric   Monitors traffic to a specific Panel of 10,000 – 2mm users site  Information on top sites only  Extensive marketing &  Sample of 25mm users  technical performance Primarily used for advertising worldwide (10mm in US) information decisions  Information on 1mm+ sites   No comparative data Report monthly  Used for a range of customer acquisition and retention  Report daily, sometimes programs such as search hourly marketing, affiliate programs and content development √ Hitwise adds breadth, √ Hitwise adds context  Report Daily depth and timeliness and perspective
  • November traffic to Employment & Training websites reached 3 year high Employment Traffic is up 40% in Nov 08 from previous 3 years
  • Online Commercial Job Board Industry at Crossroads  Employers are Challenged – Price – Customer Service – Level / Quantity Candidates
  • Online Commercial Job Board Industry at Crossroads  Employers are Challenged – Price – Customer Service – Level / Quantity Candidates
  • Online Commercial Job Board Industry at Crossroads  JobSeekers are Challenged – Focus on “Selling” is turning off jobseekers • Interstitial ads • Marketing emails • Offers to buy placement in search results • Non-job related product & services offered – Number & Type of Postings • Less than 20-25% of Fortune 500 job postings are on “Big 3” • Increase in “work from home” / “start business” postings – Privacy Issues • Online Resume Theft • Lack of Trust with giving data to commercial enterprise
  • Online Commercial Job Board Industry at Crossroads  Major Flaw in Commercial Model – Mining jobseeker data becomes too tempting for short term gain – Little regulation of industry – Goal is $$$$  Model is Shifting away from Major Commercial Boards – Job Aggregators are growing dramatically – Shift from “destination site” model to “long-tail” model  Insiders are Aware of Issues with Industry but Still Are Challenged with Industry Myths Accepted by:  “Public Comments” of Wall Street analysts  Uninformed media  Uninformed hiring managers & non-recruiting HR
  • Online Recruiting Myths vs. Reality Reality Myths  Very few Employers know ROI  Employers track – know ROI  Online Ad buys made on Brand &  Online Ad Buys made on Performance (Pressure)  The “Big 3” have 90% of the market  The “Big 3” have 20% of market  They go to Google - Big Boards buy  Jobseekers go directly to the Big Boards traffic and use aggregators to deliver traffic  Many Employers Have No Idea  Big Boards are a wise investment –Those that track see decrease in ROI –Ads are cheap –Millions of dollars may be wasted on –Employers get excellent candidates needless spend  Employers need to be part of the  Employers still need to use them “Long Tail of Job Postings” 10
  • The “Long-Tail” of Internet Recruiting Sites “Big Job Boards” Careerbuilder Monster National Labor Exchange + JobCentral Distribution Visits
  • Hitwise Data on Visits to Employment Category 11/2008 Careerbuilder, HotJobs, Monster = 20.3% of employment traffic 12
  • Established Boards – 3 Year Trends Dice Monster Careerbuilder Hotjobs
  • Emerging Job Aggregators – 3 Year Trends Indeed Simplyhired Jobcentral Jobster
  • Commercial Syndication Compliance Syndication Member Career Sites Member jobs are automatically indexed by JobCentral daily Jobs are available to State Workforce Agencies on a daily basis Member jobs are available daily to partner sites Partner & Alliance Sites State Workforce Agencies Local delivery of Federal Contractor Job Listings (FCJL) to LVERs & DVOPs through the One-Stop Career Centers …and hundreds more 15
  • National Labor Exchange (JobCentral Syndication) compared to Branded Job Destinations
  • So…… Where Has All the Big Board Traffic Gone??  “Board” traffic is still there on the Internet….  But dispersed among 1000’s of sites  New strategy –Don’t just be on one single “destination site” –Be on the “long-tail” network of free / partner sites
  • Success in Online Recruiting….. 2009+  Employers must distribute jobs to the “long-tail”….  Employers must understand the source of their hires….. – Simple drop down lists on ATS systems are unreliable – DirectEmployers Assn. to deliver advanced tracking for members in Q1 2009  Employers must understand the Online Recruiting Marketplace – Boards, Aggregators, Search Engines, Social Networks – PPC, SEO, SEM, etc.  Employers must take control of their own strategy – Outsource at your own peril…… DirectEmployers Assn. was created to address these challenges
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