monster.com and workopolis…a sunset industry?

sunsetI attended the BC Human Resources Management Association conference last week and was struck by the theme of constant constant constant change. Stop building a strategy…you need to start strategizing constantly. There is no such thing as sustained competitive advantage because that requires stability which doesn’t exist. You need to build a series of momentary advantages. If you can’t see ahead of the curve and bring those ideas in, you are not adding value. You have got to keep moving…

So let’s take a look at monster.com and workopolis. Traditional stalwarts of internet recruiting that seem oh so very 2003. I took a quick look at the rates they charge. You can post a job on Monster.com nationwide for 60 days for $725. Workopolis is a touch more pricey at $750. Back in 2003, 750$ was a steal when your competitor was a daily newspaper like the Globe and Mail or the Vancouver Sun that charged $6000 to run an ad on a Wednesday and a Saturday. But today, newspapers are shuttering on a daily basis because no one reads them anymore. Monster and workopolis are now competing with the twitters, facebooks, linkedin’s and craigslist’s of the world. Even professional associations who have job postings as significant sources of revenue – (BC HRMA charges its members 675$ to post a job) are in trouble. The reason being that the internet has gone 2.0. We expect to interact with it. If you post a job on a site and h0pe that I will visit your site and see your posting…well you have become the newspaper and they are nearing extinction. And post my resume to monster or workopolis so that employers can pay 900$ to search the database? What? Been on Linkedin lately…But if you tweet me when a new job is posted on your corporate website because I registered with your site because I think your company is kind of cool…well that is more like it.

It does not look like these guys are looking ahead of the curve. Last week at the HRMA conference, Monster was giving out stuffed animal monsters to delegates…in the hope that they would create business. Time to find a different approach.

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9 responses to “monster.com and workopolis…a sunset industry?

  1. I agree with your insights but wondering if employers want to spend the time and money to create a twitter following?

  2. Your post refers to cost but doesn’t mention return on investment… I have yet to see proof that the “twitters, facebooks, linkedin’s and craigslist’s of the world” actually generate any successful hires.

    For one, lots of folks aren’t on Twitter or Linkedin, people like me don’t open up their Facebook pages to the public and the thought of applying for a job I heard of through Craigslist makes my skin crawl. Monster and Workopolis have some credibility to go with them, everyone has heard of them and most are not intimidated by their technology.

    At the end of the day, isn’t Web 2.0 all about networking and building that interest in your organization? I think the online social sites might not actually a method of announcing an actual job opening, accepting an application, tracking source of hire and ultimately ROI.

    Therefore, maybe Monster and Workopolis are a different type of social networking tool not necessarily comparable to the Facebooks and LinkedIn.

  3. The fact of the matter is that many corporations are still resistant to change. It is clear that web 2.0 is the way to go, people want interactivity. I see social networking as the next big tool when it comes to recruitment, sure nothing has been proven yet but it doesn’t take a rocket scientist to see the benefit of free job postings. I don’t see why Helen you can’t see how social networking can become a method of announcing an actual job as it already is (at least on LI), or accepting an application (If someone wants to apply they may be more likely to have a fully developed profile, with information similar to what would be on their cover letter or resume).

    LinkedIn is basically a virtual job fair, corporations have the ability to post their profiles, link to their corporate website, have news feeds attached, and more importantly post jobs on the cheap. Individuals are free to include as much or as little information as they want to and can actively network and look for contacts within corporations that they are interested in looking at. Monster and Workopolis are still very web 1.0, they offer little to no interactivity; while LinkedIn is all about networking, that has often been validated as the number one way to find a job.

  4. Thanks for the comments. Helen – I have to say that there is a whole new generation who don’t think twice about having their pages on the web public and applying to jobs via craigslist. In fact, recently I have found that when some of my friends talk about how “careful you have to be on Facebook” there is a part of me that is starting to think we are sounding awfully old fashioned. In terms of ROI – the strength of your employer brand is what drives your ability to recruit great people. Monster and workopolis simply get the word out. My point is that they are no longer necessary – and certainly not at $750 a posting.

  5. Neil and suzy78 – all great points.

    Suzy78 bring up a good point of “sounding awfully old fashioned”. Boy, do I feel that way sometimes when making my arguments!

    I am all for Web 2.0. In fact, I have a Facebook, LinkedIn profile and a blog. I argue that there is value for all these tools though they serve a different purpose. Know which tool works best for your case.

    Can you post a job announcement and accept applications on the social networking sites? Absolutely. They just aren’t designed to work that way, at least in a way that easily facilitates the hiring and communication between the recruiting and hiring manager. For example, there is no process technology to volumes of resumes, tools to quickly scan and search them, code status updates for tracking purposes, etc. Monster/Workopolis work as both a job posting and an Applicant Tracking System technology which can integrate into other ATS.

    I’m also challenging folks to figure out their ROI using these tools. I have yet to see solid proof of the value of these tools other than testimonials that it works.

  6. Sandy-thanks for posting this-With the affordability of I-Phone and the blackberry-companies will be able to push their positions to clients-I think with the next gen-this is a major impact on how they will get their information.

    Larry

  7. You have to hit your target market and I find a lot of success through social networks. But it is just one median.

  8. I went on to Workopolis for the first time in years yesterday.

    I went there for back-up information for a seminar that I am creating.

    I was surprised (don’t know why) to find that it is simply a job ad sheet for placement agencies — middle men. Hardly any ads originating from the actual companies with positions to fill.

    What an incredibily inefficient way to look for a job.

    An over-the-horizon, sunset company, indeed. Any bets on the number of years remaining?

  9. Less than two.

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