Thursday, September 10, 2009

Job Advertising Networks Generally Fail

It's now been about 3 years since we decided to start Personforce. When we first started, we had some idea about being a "Google Adsense for Jobs" or a "Ad Network For Jobs". After talking to potential customers, we dismissed the idea. Every few years though, a company tries to setup up this sort of ad network. There are a couple of reasons job ad networks are economically unsound ideas:

1. It's unlikely a job advertisement is the most lucrative use of ad space for a publisher. In fact, it's impossible.

2. Advertising to "passive job seekers" is a kind way of saying "advertising to people who have no interest in what you are advertising."

3. Cost per applications are very very expensive when you are advertising to people who have no "purchase intent" for what you are selling (your job opening).

4. An easier way to target passive job seekers is just to find their profiles on LinkedIn and message them.

These economic realities generally make it difficult to pull off an ad network for jobs.

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