New data is available which tells us that where you advertise your job vacancy is more important than ever in determining whether you will receive enough applications. So what’s changed and what do you need to know?
Smart recruiters have traditionally followed a practice of placing their adverts on the top three Australian job posting sites. This strategy paid dividends because in doing so, their adverts were viewed by 95% plus of on-line job seekers. The cost to cover all three sites was typically $500 – $600. A small investment if it finds you the right candidate.
Employers could and should, be following a similar advertising strategy. However the job posting landscape has changed in the last few years and the changes are well worth understanding…
For most of the last decade and continuing to this day, SEEK remains the number one job posting site ranked by number of visits.
Going back a few years, MyCareer and CareerOne rounded out the top three places. On that basis, you would include all of them in your “Top 3” strategy. Real world experience showed that the successful candidate sometimes came from player two or three.
However over the last couple of years, SEEK began to distance itself markedly from the other two.
The result of this was that if you did receive a great candidate from player two or three, there was a good chance the same candidate also sent you an application from SEEK. Once you realised this, you rightfully questioned the value in advertising with players two and three.
But there’s been a new development. It’s the rapid emergence of LinkedIn as a job posting and talent search portal. What we can’t tell at this stage is whether more jobs are being advertised on LinkedIn compared to players two and three however, there is no doubt they are gaining.
Recent data we have seen, suggests that both employers and recruitment agencies are planning to use LinkedIn more in future. Many of these groups view LinkedIn as an adjunct to their advertising strategy. Specifically, they talk about it as a companion to, rather than a replacement for, SEEK – but no mention of traditional players number two and three.
Recent numbers from a reliable source1 tells us that SEEK sits at the top with 24.24% of visits and LinkedIn growing rapidly at 15.05%
So what’s happened to players two and three?
Traditional player number three (CareerOne), recently teamed up with Monster.com – the massive USA jobs board. This may have helped them get their nose in front of MyCareer.
Based on their traditional position of number two, MyCareer seems to have suffered the biggest fall.
The numbers tell the story. CareerOne has 5.74% of the visits and MyCareer a shade less at 5.57% 1
So large now is this gap that it may now be more valid to refer to SEEK and LinkedIn as the tier one job portals, and the others as the tier two portals.
So where should you advertise?
Well for one thing, we have a feeling (no hard data available) that LinkedIn’s primary audience is probably management level, seeking packages above $100K per annum.
On that basis if your vacancy is over $100K per annum, consider SEEK along with LinkedIn.
If your vacancy is under $100K, go with SEEK and if you’re not getting the type of candidates you want after a few days, then duplicate your advert onto one of the tier two sites.
The above comments are our opinion only and you should review each service offering before making a decision.
1. Figures are for the category of online job databases, employment classified website, employment agencies and human resources management services. It also includes any website relating to job seeking, vocational training and career development.
Source: Recruitment Extra magazine June 2012
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