In New Zealand, we are now seeing the proliferation of many new job boards. An attempt to take some of the market from the market leader, Seek, cut costs and provide a better product. The problem all of these boards have is getting brand recognition and then web traffic.
Seek have had another stellar year, lifting profit by 37% up to $76.3 million, up from $55.5 million in 2007. Seek have a low cost model and plenty to spend on marketing.
Companies can of course advertise on Seek or any board they chose to but it is always worth checking out the numbers. Compete and Alexa are reputable web analytics sites but most NZ job boards come up as “too little data”. Web analytics is not an exact science but it does give you some indication of traffic. Give it a try yourself – http://www.myjobspace. co.nz comes up with 3,500 unique visitors compared to Seek’s 4,500, JobX 1.500. CVBank.co.nz, Spotjobs.co.nz have insufficient data.
TradeMejobs.co.nz and NZHeraldJobs have no separate job listings so you cannot see their numbers.
Seek appears to be no longer has the dominant position it once had.
Also these numbers do not tell you if the same people are now just searching on more job boards. It doesn’t show where these people come from and can they work in New Zealand. The numbers are very low so the “Cloud Recruiting” ideas of Talent Pooling look far more compelling.
Image via CrunchBase
Companies who are advertising on job boards will find this fragmentation of the market difficult. There are now company job boards, professional organisation job boards, print and other media, social networks, google adwords and a number of specialist boards. In the US, companies just don’t know where to list. The boards all fragmented and now there are aggregators like Indeed that “scrape” all the sites and get all the jobs in one place again!
What it means for companies is more expense listing across multiple boards and also more time to load the jobs and to monitor them. In New Zealand we still don’t have mass job uploader products like Broadbean that are available in the UK.
Niche New Zealand sites, that are already well trafficked like Geekzone have started attaching job boards to their sites. GeekZone has plenty of interesting, fresh content and a strong user base. Geekzone has tied up with http://www.jobx.co.nz. but it is just a click through. Interestingly, the model of paying to list jobs is fast disappearing in the US.
There are a proliferation now of free boards that are attached to well trafficed sites. SapFans is for fans of SAP – very specific. I had great success and response using this job board. A marvellous combination of high traffic, active users and free.
Like all advertising you have to go where the eyeballs are! Also if you have your own talent pool you shouldn’t need to advertise on boards at all but be able to approach the right people when the time is right.
Here is an interesting article on this by Jason Buss “What if Job Boards became obsolete? . This article gives a good overview of the issues being discussed around Job Boards in the US, where the market is far more mature than New Zealand.