Could your publication be doing more to help readers?
With an online job board, digital publishers can better serve their readers and generate additional revenue at the same time.
When most people think of online job boards, they think of the standalone websites like Monster.com and CareerBuilder. These websites publisher hundreds of thousands of listings from around the globe, but they can also be too generic and unwieldy for job seekers to navigate.
Publishers with city and regional magazines, along with niche publications that focus on specific industries, are in a unique position to benefit from adding a job board to their websites. Given the professional relationships these publishers have developed with executives in the industries or areas they cover, exclusive listings and advanced notice of upcoming job openings are a distinct possibility. Recruiters also understand that a niche publication’s readers are the types of highly-qualified professionals they’re looking for, and they will pay a premium to tap into that reader database.
In most cases, city and regional magazine publishers launching job board products are selling listings through self-service portals. That means businesses can visit their websites and enter their own information about the open positions into an online form. Payments for those listings are processed online, as well. Publishers then have the opportunity to screen listings to make sure they don’t violate any policies before publishing them on their own job boards.
Smashing Magazine is an online publication for web designers and developers with its own job board. Job seekers have the opportunity to search for remote or on-location work in the design and programming fields. Finding a job on the website is free, but businesses have to pay a fee that ranges from $75 to $225 to post their opportunities for 60 days.
From an ROI standpoint, a job board presents an incredible opportunity for publishers with existing websites. Once the initial work of launching the job board is done, incremental revenue continues to roll in with minimal financial outlay. This is particularly true for publishers with self-serve portals, since businesses can upload and pay for their listings without requiring help from the publisher or his staff.
Some digital publishers are finding that add-on services can help improve ROI, as well. For example, a publisher might charge businesses $30 per month to post a job listing, with the option to pay an extra $5 per month to include a logo or $10 per month for premium placement on the job board.
Another publisher that has found success with an online job board is PracticeLink. PracticeLink publishers in print and on the web—PracticeLink Magazine and PracticeLink Online—with content geared toward helping physicians navigate the recruitment process. The publisher’s job board receives more than 1.7 million page views each month, with 5,000 hospitals, medical groups, private practices and health systems posting more than 20,000 physician job opportunities. As is the case with many other digital publishers, PracticeLink allows job seekers to search and respond to opportunities for free, while charging hospitals and medical groups for its recruitment products.
The products that PracticeLink offers go beyond what most basic job boards provide. For example, in addition to listing healthcare opportunities for a fee, PracticeLink has created an active candidate database that in-house recruiters at health care systems can use to search for physicians. The publisher also has a number of additional recruitment tools, such as conference leads and career fairs designed for recruiters at larger healthcare organizations. Part of PracticeLink’s strategy here involves offering free trial accounts for recruiters.
While PracticeLink’s job board has been fully optimized to take advantage of as many revenue generation opportunities as possible, digital publishers also have the ability to take a scaled down approach. In fact, that’s what we recommend for publishers who are just dipping their toes into this new arena.
Job boards offer total flexibility from a publisher’s perspective. With the right directory software in place, publishers can grow their boards gradually over time.
Based on our experience helping publishers launch and grow their online job boards, we’ve put together this list of things to consider:
- Create a job board with room to grow, since there’s a good chance your board could take off among companies and job seekers in your industry.
- Make it easy for job seekers to search for listings. The more opportunities that exist for sorting and filtering listings, the more functional a job board becomes.
- Don’t be afraid to send emails to job seekers when new listings that fit their criteria go live on your website.
- Provide reporting tools that companies can use to see how many people have viewed their job listings and clicked on their links. Advanced reporting tools will be increasingly necessary as your job board grows and as larger employers start putting their exclusive listings on your site.