Careers: Comment

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.

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

recognise this.



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.



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