I met Jason Gorham at Kennedyâ€™s Recruiting 2006 conference in Las Vegas this past spring. Perhaps it was his thick New England accent and sense of humor, or the charming presence of the greeter at his Careermetasearch booth which drew me to listen to his pitch. A Push click demonstration and few conversations later I discovered the steroid version of an idea I had in redirecting niche sites a few months prior. Jason was pioneering a thorough A-to-B-to-C approach that was hire-savvy and industry pertinent. Later that same day, Shally Steckerl and his wife, Stefanie, re-introduced the two of us, and now with mutual friends to lead us to dinner and drinks I gained a point of reference on what is possible in the realm of e-cruitingâ€™s future. Jason is evangelizing a cutting edge idea. Is Push Postingâ„¢ the future? I had a chance to chat with Jason this past weekend and inquire further on Push Postingâ„¢ technology.
DM: Why did you start Careermetasearch.com?
JG: Having spent 10 years in recruiting I was really tired of the job boards not giving me qualified candidates. Even to the point that I would post a financial analyst job and receive 400 cashiers. As online technology progressed we were able to integrate our product with other online search tools to drill down deeper and broadcast ads in a very specific and direct manner to an audience of prospective candidates todayâ€™s employers seek above all others – ultimately the passive candidate. I was seeking something different. I wanted to find a means to provide the employer with less quantity and more quality and as a recruiter I had a frame of reference that differed from the usual morass of software development without the recruiterâ€™s perspective.
DM: Can you explain what Careermetsearch.com does?
JG: Careermetasearch.com integrates a job board with search engine pay-per-click marketing techniques – with an edge. Itâ€™s really a combination of keyword advertising meets job board. Our Value-Added Difference: Push Postingâ„¢ is a proprietary process that places job postings on sites where top quality candidates in your industry spend time on the web. Essentially, we extract keywords from job descriptions and push them into search engines to reach passive candidates.
DM: What is R3 methodolgy?
JG: Our R3 methodology means Right Ad, Right Candidate, Right Time. Our ads are shown in content where passive candidates are reading about their job and or industry we are serving them job ads based on keywords. So itâ€™s a marketing tool which in essence reaches the right audience and catches the elusive passive candidate.
DM: I noticed on your site in the employer view that you offer two segments, one being an applicant with a resume and the other being a passive candidate with job title and contact information. Can you elaborate?
JG: We offer a two phase process to capture candidates in the process. Our push ads captivate passive candidates in the direction of our client employers. We first collect vitals including first and last name, job title, phone and email. In the second phase we direct the lead to create an account and upload a resume. To ensure we have a means of engaging the candidate, we consider that passives-to-active candidates may consider other prospects on a whim, and are not prepared in terms of having a resume at work, or an updated version which is relevant in the years since he/she last reviewed opportunities. The aim is to simplify, and hand hold the interest to point of resume submittal.
DM: How does Push Posting leverage an employer’s outreach to passive candidates and can it be aligned with other solutions?
JG: Passives are unlikely to engage the employer directly unless its associated with their day-to-day jobs. The employer wants to initiate brand connection, and to proceed wisely, the message, and the forum needs to be fine tuned. Basically, it’s a process investment which takes longer and is more meaningful when you succeed in getting this target audience captured to the point of motivating them to apply with a resume. Passive prospects have jobs. You need to raise your hand in a crowded field. You need to do more. Wow them, or at least have a voice in their market stream. My mission is to get the two sides “in the same room” so to speak. The employer has to have the platform that facilitates a means to call or email the candidate to get them to apply to the job with a resume and get them hired. As an added bonus, we offer an excel export to put these people into other products such as H3.com. Hans Gieskes and his team are doing some wonderful things at H3 and I hope other technologies/platforms make that outreach to add yet another value-add. We are in the process of building other products that will compliment these contacts as well. We are constantly building alliances we believe in.
DM: How much involvement does the employer have with the keywords?
JG: The employer can assist us as much or as little as they choose. The more information that the employer gives us the better off we are, even to the extent of using their competitors information to reach people.
DM: What are some of the issues that are raised in your sales pitch to employers?
JG: The main question we get is why couldnâ€™t I just create a Google account and do this myself? The answer is you can and we encourage people to do so, because after they have wasted their money with the pay-per-click engines they will come back to us to get candidates. Search engines make it very easy to create ads, select keywords and to spend-per-click, however the one thing to remember is that itâ€™s a pay-per-click, not a pay-per-lead, pay-per-sale nor a pay-per-applicant. The look-and-feel is user friendly, and it is often confused with simplicity. The entire process pay-per-click model to capture people is actually quite comprehensive. The process demands impressions, keywords, click through rates, conversion rates, ad copy, landing pages just to name a few critical components. Employers often have neither the time nor the marketing savvy demanded in the search engine realm to be effective. CareerMetaSearch manages the back-end process, creating efficiency at the front-end and throughout each phase. It is our expertise in attracting, developing and directing the candidates which makes for effective ROI.
DM: How does your pricing structure work?
JG: We offer employers a typical job board menu of options, such as paying-per-job, monthly subscription or an annual subscription. Unlike other search engine models, however, the employer doesnâ€™t pay-per-applicant, click or ad. We offer the best of both worlds at an affordable price.
DM: Where do you see your product competition in the space with other players?
JG: As our product is patent pending we donâ€™t really have any competitors that do exactly what we do. There maybe companies that offer pay-per-click marketing for their clients but itâ€™s more than that. I consider our product more of a solution/methodology because itâ€™s like building a house. You donâ€™t start with a roof and then put the foundation on so with our product itâ€™s a combination of page development, web analytics, ad creation etc. So in regards to current products we donâ€™t really compare to the indeeds, jobsters etc because we arenâ€™t a referral network, nor a job board search engine. We play more in the advertising space then any of the other products so itâ€™s hard to classify.
DM: Do you provide any reporting?
JG: We provide keyword reporting that shows the employers what keywords were used, how many people saw their ad (impressions) clicked on their ads and actual conversions (how many people applied to the job). Basically, our solutions are transparent to the employer. Our clients gain a broader understanding of what influences their key talent audience in terms of keywords, niche interests and what leads them ultimately to apply for these jobs.
DM: Why are keyword analysis reports significant to your clients?
JG: Often employers donâ€™t have an accurate read on avenues people undertake when searching job boards or within the various search engines and that disconnect translates into limited reach and often to the wrong target groups. The more educated we are on the talent pool of interest, the more significant it is to share that knowledge with the technologies we offer to create job postings rich in keywords to maximize their visibility in search and job boards. In effect, we are discussing an SEO, a Search Engine Optimization product. In the process of enhancing their individual jobs, we are enhancing the corporate brand and above all â€“ elevating the ranking of our clientsâ€™ corporate careers page in natural search. Our solution bypasses the active playgrounds of the tired and usual job boards and avoids the cost of paying per click in search engines â€“ and all the while we offer enhanced branding within the solution.
Isnâ€™t this the difference we as recruiters talk about, and blog about?
( Note: If you are interested in CareerMetaSearch solutions, contact Jason directly at jg @ careermetasearch.com )
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