Where Has All TheBig Board Traffic Gone???

Dec. 2008

Ray Schreyer

Manager, Internet Recruiting, IBM

Founder & Current President,

DirectEmployers Assn.

Nancy Holland

Director, Marketing &

Business Development

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

Panel Centric

Panel of 10,000 – 2mm users

Information on top sites only

Primarily used for advertising

decisions

Report monthly

HITWISE Network Centric

Site Centric

Monitors traffic to a specific

site

Extensive marketing &

technical performance

information

No comparative data

Report daily, sometimes

hourly

√ Hitwise adds breadth,

depth and timeliness

√ Hitwise adds context

and perspective

Sample of 25mm users

worldwide (10mm in US)

Information on 1mm+ sites

Used for a range of customer

acquisition and retention

programs such as search

marketing, affiliate programs

and content development

Report Daily

November traffic to Employment & Trainingwebsites 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

10

Online Recruiting Myths vs. Reality

Myths

Employers track – know ROI

Online Ad Buys made on Performance

The “Big 3” have 90% of the market

Jobseekers go directly to the Big Boards

Big Boards are a wise investment

–Ads are cheap

–Employers get excellent candidates

Employers still need to use them

Reality

Very few Employers know ROI

Online Ad buys made on Brand & (Pressure)

The “Big 3” have 20% of market

They go to Google - Big Boards buy traffic and use aggregators to deliver traffic

Many Employers Have No Idea –Those that track see decrease in ROI

–Millions of dollars may be wasted on needless spend

Employers need to be part of the “Long Tail of Job Postings”

The “Long-Tail” of Internet Recruiting Sites

National Labor

Exchange +

JobCentral DistributionVisits

“Big Job Boards”

Careerbuilder

Monster

12

Hitwise Data on Visits to Employment Category

Careerbuilder, HotJobs, Monster = 20.3% of employment traffic

11/2008

Established Boards – 3 Year Trends

Careerbuilder

Monster Dice

Hotjobs

Emerging Job Aggregators – 3 Year Trends

Indeed Simplyhired

Jobcentral Jobster

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 SyndicationCommercial 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

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

Questions