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The Biggest Benefit of Job Boards to Employers

Posted by Kathleen Smith

There is a big benefit to a company’s regular presence on job boards: branding.

Before I go any further, let me suggest a working definition for branding in recruitment: the reputation/image/’slot’ the employer holds in its prospective employees’ minds. In other words, some employers have a brand that is ‘cool’ and ‘progressive’. Others have one that is ‘top-down’ and ‘hierarchical’. We’re talking ‘big brands’ here like Google, Apple, and so on.

But honestly, the vast majority of employers have no brand at all. Candidates don’t hold a positive or negative opinion of them – in fact, if they have one at all, it’s the result of fragmented and often inaccurate data from ads, colleagues, friends, and the media.

So what can an employer do? 

One key action is to use job boards to actively build and manage their employer brand. After all, what are job boards good at? Concentrating and exposing a candidate audience to the employer! In essence, job boards act as marketing channels for employer branding.

How can employers use job boards for branding? Here are several ways:

  • * Use a consistent look and feel for all job postings
  • * Send targeted emails and text messages to candidates promoting the core reputation, benefits, and uniqueness of the employer
  • * Own some of the job board’s  ’real estate’ – a consistent home page presence, or ongoing messaging inside the job alerts, or….
  • * Use repetition and multiple delivery methods (email, web, text, career fairs, etc.) to build the employer brand in the job board’s audience. Make those candidates yours.

For the full article visit The Job Board Doctor blog.

Jeff Dickey Chasins was the original marketing director for Dice.com, growing it from $7 million to $65+ million in three years. He has worked with 100+ job boards and HR-related sites over the past 20 years, in almost every sector, including finance, technology, education, health care, sales and marketing, energy, and specific geographic regions.

This entry was posted on Tuesday, March 05, 2013 9:45 am

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