No Magic Bullet for On-Line Postings

It used to be easy, knowing where to place a “Help Wanted” ad—the local Sunday paper. However, with the advent of the Internet and the conflicting claims by the big job boards, it is difficult to know which board might be the best bet for your facility’s individual needs.

Julia Burleson, Professional Healthcare Recruiter for the Norman Regional Health System in Norman, OK writes to ask “Which job board gets more medical related hits/applications as it relates to: Nursing, PT, Pharmacy? Would it be: Careerbuilder, Monster, Hotjobs or something else? Can you recommend one over another? Do you have some stats that I can share with my HR team?”

All of the national boards have worked hard to increase their reach into the important and demanding healthcare sector. Each have formed alliances with professional organizations, they attend national conventions aimed at increasing “job seeker” traffic and they offer resume writing and other free services, but none of the boards have pulled into a big lead. If you listen to their numbers, they all lead in something.

Bottom line—where you are located and the type of position you have open should drive where you post your ad. All the major job boards were formed from 1994 (Monster) and 1996 (Hotjobs!) and they all have developed effective strategies for growth.

CareerBuilder developed their base and consequently readership by affiliating with local newspapers. Newspapers knew they had to offer some type of on-line incentive for companies to continue placing print ads so they teamed up with CareerBuilder. Buy a print ad and they would post free on CareerBuilder. So, if you are in a geographic area where CareerBuilder is affiliated with the local paper, you probably should consider CareerBuilder. In the trade, we refer to those cities as “A CareerBuilder Town” and they include areas such as Nashville, Baltimore and Los Angeles.

Monster, on the other hand, simply built a national job board with a hip and trendy name and brand. They saw that the Internet was going to change the way individuals looked for new careers and they built it independently without any affiliations. They have been very successful and they have invested a lot of marketing dollars (think Super Bowl ads) branding themselves as the one national job board.

Monster has however begun to recognize the fact that newspaper affiliations do bring benefit. Recently they have started to aggressively go after newspapers—such as The New York Times—and work an agreement similar to CareerBuilder.

HotJobs! is a little different from the basic national job board in that it is currently a product of Yahoo! Job postings are very lucrative and people seeking jobs are great traffic builders. HotJobs! was developed originally as a technical job posting board so when they wanted to broaden their base to financial and sales jobs they needed a push. Enter Yahoo!. Because Yahoo! was not a job board they provided Hotjobs! with a platform to develop products different from either Monster or CareerBuilder. HotJobs is a very good job board, but their real strength is that they have developed a great array of “side” products such as direct e-mailing lists to certain types of professionals—including healthcare.

It is always wise to consider niche job boards when posting for healthcare positions. Professional groups, such as Hospital Pharmacists and the American Physical Therapy Association, maintain specific job boards. Normally the niche sites cost much less and they result in fewer, but qualified applicants. They are never as sophisticated as the national job boards in terms of bells and whistles, but they still deliver the qualified candidates.

So the bottom line is—for postings only, if you are in a CareerBuilder town, then go with CareerBuilder—otherwise go with Monster. And, be acutely aware of what HotJobs! can offer in combination with their demographics and products they have developed to pinpoint an audience. A lot of benefit comes from those Yahoo! accounts and HotJobs! can often provide the sophistication the niche boards can’t with a broad base of job seekers.

If you have a question related to healthcare recruiting you’d like me to answer on a future blog, send me an email at askgreta@tmp.com

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Thomas Delorme
Written by Thomas Delorme

VP, Digital Products & Strategy

2 Comments

  1. Peter Lo Bello

    A new era in recruiting has begun! The economy has changed and with that, recruiting has also changed. The vast majority of companies were "fishing in the same pond" to recruit candidates. Ergo Monster Careerbuilder & Hot Jobs. A wise and new trend has begun.

    The pressure to find the right people with the right skills and the ability to have diversity talent that helps an organization adapt to the ever changing business landscape is increasing dramatically. It has become a matter of being compliant, cost effective, have a strategic advantage and maintain a high quality of recruiting standards.

    For efficiency and economic reasons, many companies are subscribing to only one large job board. They are then looking to niche job boards to save time, money and maintain the ability to recruit highly qualified candidates.

    Some of the niche boards include:

    WORKPLACE DIVERSITY – 95% have a four year degree or higher and 33% have a masters degree or higher. 55% are female, 35% African American, 30% Hispanic, 11% Asian, 14% Veteran, 3% Native Americans and 7% others including people with disabilities and the gay / lesbian populations.

    THE NATIONAL BLACK MBA ASSOCIATION job board. Approximately 100% of the candidates have an MBA Degree or higher.

    ACCESSIBLE EMPLOYMENT – Dedicated to people with disabilities.

    We do some of our best work when you are constrained by budgets, headcount and the economy. We can build a custom program that meets your specific needs and budget.

    We have programs that range from single job postings, unlimited job postings, candidate resume database searching and e-mail blasts to targeted audiences and banner advertisements.

    Peter Lo Bello
    Plobello@workplacediversity.com

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