Grumbling aside, Recruiters say employment sites get the job done

Recruiters and HR leaders find online job sites effective in filling openings, despite complaints that they generate too many unqualified applicants. Only employee referral programs got higher marks, while print advertising trailed the pack.

The first comprehensive national study of recruitment advertising effectiveness, conducted by ERE Media, Inc. and Classified Intelligence LLC, asked recruiters to rank the value of job sites, print, social networks, employee referrals and career fairs. Most important in making that judgment, the survey showed, is number of hires compared to cost.

ìThe big news is that recruitment sites are identified as an effective way to find and hire employees,î said Peter M. Zollman, founding principal of Classified Intelligence. ìEspecially among large companies, recruiters are increasing their spending. This should mean real growth for the online job segment ñ most likely at the expense of newspapers.î

Nearly half of the 353 recruiters who participated (45 percent) expect to increase spending with job sites this year over 2005; more hires for more companies come from job sites than anyplace else. Niche and national boards are more effective than diversity, regional or executive boards. Of respondents who spend more than $100,000 a year on advertising, 39 percent use job boards.

More than half the recruiters expect to spend more on employee referral programs, although fewer than one-third of hires come from these. Social networks are used by 43 percent, but the jury is out on effectiveness. While dollar levels are low, 44 percent said they expect to spend more this year.

Print received the lowest rating, with 58 percent calling it ineffective. Forty-three percent will spend less on print this year. One recruiter called print ìless and less effective every year, as the new generations donít read the classifieds.î

All forms of advertising have a place in the spending mix, recruiters emphasized.

ìThis is extremely valuable information for recruiters who want to know what approaches their colleagues are finding successful, and consider how best to allocate their budgetsî said David Manaster, CEO of ERE Media. ìThe report reflects HR professionals from a great cross-section of industries and company sizes talking about how to get the most for their money.î

The report presents key findings about recruitment advertising trends, with guidance for recruiters seeking the best results from their advertising budgets and for publishers, print and online, for improving their recruitment products. Profiles of HR professionals share specifics about methods that work well for their companies.
This report is available for $495 at www.classifiedintelligence.com and www.ere.net. Reporters may request complete copies for editorial use at 407-788-2780 or through the Web site.