Your next hire is online Featured

11:25am EDT December 17, 2003
According to Pew Internet, 70 percent of the U.S. population is online; 50 percent of those people have high-speed Internet access.

What does this mean for you and your company?

It means that you can get your job advertising recruitment message in front of qualified candidates faster and more easily than ever before. There are various ways of accomplishing this.

The first and most obvious way, using the Internet as a recruitment vehicle, is to make sure that you have an effective job board strategy in place. Job boards such as Monster, HotJobs and CareerBuilder, along with industry niche and geography specific Web sites, will continue to be the primary online recruitment vehicle for most positions. Job boards provide the most inexpensive method of getting your jobs in front of job-seekers.

However, while they are the best vehicles for reaching job-seekers, they are not going to help you reach those perfect candidates who are gainfully and happily employed. Loyal, hardworking, effective people often have great job security and don't have the time or the desire to browse job boards.

Attracting these types of people takes creativity and targeted profiling techniques that have been used by corporate giants in America to market their products and services to potential customers. There are various methods for utilizing the Internet to reach potential candidates, such as targeted e-mail campaigns, buttons, banners, tiles, skyscrapers and "pop-unders."

One great thing about the Internet is that as it has developed and grown in functionality and popularity, so has the sophistication of the tracking and profiling capabilities used by Web sites that are interested in the demographics and psychographics of their visitors. This information will allow you to get your message in front of only the candidates you wish to target.

There are various techniques for establishing the profile of the person you want to hire, but a few have proven more effective than others. One of the best is the construction of profiles based on the most successful individuals within your organization.

This is far from a new concept, but exactly what type of profile you are building is very important. For the targeted reach that the Internet can provide, it is important that you talk extensively to your "A" players as to how they use the Internet.

Are they all utilizing online banking services? Do they all regularly visit Weather.com? Are they playing games online? Do they check their stocks on a particular site? Do they tune in to Dilbert.com for the cartoon of the day? Find out their hobbies and interests, and you might be surprised.

By determining where and when your top performers are spending their online time, along with how often they frequent these destinations, you can start crafting your recruitment strategy for reaching out to individuals who share the same profile.

The power of the Internet is available; the challenge is in how you harness the full capabilities of the Web to get your message in front of your target audience, in this case, potential employment candidates. While newspapers are still a viable recruiting outlet in some cases, they are quickly becoming what the encyclopedia has become to research.

As the markets rebound and hiring growth returns to normal levels, it will become increasingly important to proactively have a recruitment strategy in place to reach out to both active job-seekers and passive ideal candidates.

The good news is that thanks to the reach made possible by the Internet, you can now get your job advertising recruitment message in front of qualified potential candidates faster and more easily than ever before.

Mark Anderson (manderson@trustarsolutions.com) is part of TruStar Solutions' executive team as the director of business solutions. He has been a featured writer for various industry publications on the topics of human capital and sales strategy. Prior to joining TruStar Solutions, he worked in the financial industry for organizations including Home Gold Financial and Bank One Corp. Reach him at (317) 813-0500 or www.trustarsolutions.com.