A McJobs Site

November 10th, 2008 · Low cost providers do well in market downturns. McDonalds and Wal-Mart both posted topline growth in October. This demonstrates that the right market positioning (”Dollar Menus” and “Every day low prices”) can permit a company to make share of wallet gains in very competitive markets. In this environment, Value is the key USP. For recruitment advertising, though, how do companies establish ROI (cost per qualified candidate, cost per fill, cost per visitor, etc.) and how should job sites position themselves?
It’s not clear to me that job sites and recruiters have a standard metric that can be reverse engineered to create a common benchmark for publishers/recruiters/boards to position against, but this may just be the inherent nature of the category. Since online media, when bought and tracked smartly, is so accountable, some common metrics and benchmarks would be eminently useful. It's also a conversation we're happy to engage in.

Wm
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