Why do so many companies think that simply by advertising their
vacancies they will solve their recruitment problems? Why don’t they
realise that the reason so many irrelevant CVs drop on their desks is
because they have not targeted their audience correctly? It makes sense
to research potential staff. FMCG brands wanting to target football
supporters would advertise on a billboard in a stadium; likewise, you
would expect firms looking to recruit IT professionals to target their
audience via the internet.
Online recruitment is a natural extension to traditional print and
agency-based recruitment, providing a perfect means of matching certain
jobs to specific job seekers. Cyberspace is the environment in which
many IT professionals spend their day, so why should they go elsewhere
to develop their career? The UK has a severe bout of recruitment
fatigue, and lacklustre recruitment methods accentuate the IT skills
shortage. Worse still, although IT has gone from a niche industry to a
prerequisite for all sectors, the recruitment market has been slow to
If the UK follows the US in terms of recruitment practices, then
recruiters need to take note. The recently published ’Forrester Report’
estimates that spending and price pressure from the net will reduce
classified ad revenues by dollars 4.7bn (pounds 2.9bn) by 2003 in the
US. The report also suggests that the allocation of recruitment ad
budgets in traditional media will fall from 70% to 52%, making a 32%
rise on the net by 2003.
However, this does not mean that a wholesale shift from print to online
recruitment media will occur. At the top end of the recruitment ladder,
the personal touch offered by a publishing house or recruitment agency
will remain valuable.
Publishers, like recruitment agencies, need to tailor services. In this
way, employers won’t need to sift through irrelevant CVs, and
job-seekers will be able to apply for jobs with the confidence that they
know what lies in store at that vital stage - the interview.