2008 Where Has All The Job Board Traffic Gone V3


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Presentation by Nancy Holland (DE) and Ray Schreyer (IBM) about the evolution of the internet recruitment industry and how the commercial job boards are dying.

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2008 Where Has All The Job Board Traffic Gone V3

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