Tuesday, September 1, 2009
Employers over-reliance on job boards
Just got out of a really interesting analysis of the future of Australian job boards with the Sales Director of MyCareer, Matt Newcomb.
What really caught my attention was Matt's point that the main reason employers rely on job boards is because they haven't invested in their own careers sites. In short, if every Australian employer built a decent careers site, the internet tools already exist to attract and bring in the individuals the employers want.
Fits in with a lot of other research I've read, including an expert in this particular area, Michael Specht who has in the past analysed how lacking many Australian careers sites are in functionality, content, navigation, url, and so on.
But Matt's point was put into stark terms by the growth of vertical aggregators who can bring together all the information an individual might want to receive. Tradittionally, job sites (and, indeed, employers) have a view that they simply stick something online, shout about it, and expect candidates to find it.
That stands in stark contrast to the trends in the way the Australian population actually uses online media - which is all about receiving the information you want, in the format you prefer, at a the precise time you want it.
And if we know that approximately 2/3 of the global population use social networks, job sites and employers are addressing engagement of top talent in completely the wrong way.
In Australia, the demographics that caused a candidate-short market less than a year ago still persist. In the months to come, we'll return to a market where employers need to again be more innovative in attracting and engaging more of the best candidates. Employers can only do this by investing in long term strategies, importantly including the one place you know candidates will go to to apply - your corporate careers site.
If employers actively invest in their own careers websites (and think long-term about engagement, rather than bums-on-seats), they will be able steal a competitive advantage in the future.