Be Specific One problem common to many job boards is that they attempt to be all things to all people. And while this can certainly boost the overall volume of listings, there can be a high cost in terms of precision. Specialization is frequently a more effective approach. The most successful boards are very often those that focus on a specific geographical area. This is because, in general, employees prefer to interview local applicants, while most candidates prefer to apply for local jobs. A geographically focused approach also allows you to use your local knowledge to improve your services.
An alternative and often equally effective approach to specialization is to focus on a particular trade or industry. This approach often results in the development of a strong user community who can also offer extensive accumulated knowledge based around the industry in question. This can lead in turn to the provision of added-value services. Market specialization in general tends to work best for highly-paid professions, although it can have benefits when any industry is chosen in which mobility is fairly high. Otherwise a geographical focus can be more beneficial.
Search engine optimization As with any web site, search engine ranking is critical to traffic levels. The way to boost search rankings is to understand the systems that underpin the search sites – especially Google – and ensure that your site is optimized to obtain the best possible ranking for the most relevant search terms. This is not a one-off task. Competition is intense at the head of the search rankings, and competing sites will constantly be looking for ways to improve their position. In order to maintain your site’s profile you must do the same, or else expect to experience a gradual slide down the listings.
Many companies specialize in site optimization, and it can be expensive, although it is sometimes possible to reduce the cost by doing it yourself. For more information, Lorellehas a comprehensive guide which is aimed primarily at blogging, but is highly relevant to all sites.
Advertise Everyone has heard the old adage: build it and they will come. Sadly, with almost two billion web sites to choose from, that is no longer true. You need to let people know about your site, and for a service like recruitment you need to keep letting them know, as the potential audience is by definition transitory and constantly renewing itself. As soon as somebody finds a job, they generally stop looking at recruitment sites; tomorrow it is somebody else’s turn.
You should consider both online and traditional advertising. Online, Google AdSense is always good. Among more traditional media, buses and taxis, leaflet drops and radio are always effective. However you do it, make sure to let people know about your site.
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