A tale of two job boards, traditional advertising and the internet.

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I've been doing a lot of thinking about offline marketing and traditional advertising. I decided to do a quick analysis on two job boards that dominate the local market. Both use traditional tv, radio and print advertising, Let's call them JB-A and JB-B.

JB-A has very plain site, logo header and white background. Also JB-A has all recent jobs listed on the front page. It has 25 jobs posted today on their site. It has the cost of making a listing and premium listing right next to the job listings. JB-A has only has one premium featured listing at $15 extra. At $30 per basic listing that's $750 earned today. They posted about 120 jobs total for the month of October that's about $3645 including the one premium. JB-A gives direct contact info for the employer and has a host of social media sharing functions.

JB-B's site looks better. it has a slicker design. It has only their featured jobs posted on their front page. The featured jobs are just the latest job listings, at no extra cost. You have to dig into the site to find the cost of posting a job which is $175. It has 5 listings for today. That's $875. It has 19 listings for the month. $3325. JB-B requires you to register and employers can see your application and resume and hire/contact you via JB-B's site.

I noticed a few key differences.

The one that most of the people in my social and Facebook circles recognize is the one that is on Facebook, JB-A. I see people passing around jobs to their friends on Facebook. In fact over the last year or so, I noticed that JB-A has cut back on their radio and TV advertisements and dropped their print advertisements completely in lieu of more Facebook promotion.

As for JB-B. They have kept up a steady stream of TV and radio ads. But they have no Facebook presence of which to speak of. One would be tempted to try and sell them offline services on this, but here is another key difference. JB-A is locally owned and operated while JB-B is a part of a national job board company.

I think from this cursory analysis, by leveraging the internet and local connections, JB-A is able to compete with JB-B on a monthly level and probably earning nearly equal money with less traditional advertising and more internet (Facebook) advertising. BUT! I notice that it was traditional advertising that got it on the map. There was a time when you saw JB-A commercials dozens of times per day. Now their current commercials push their website and Facebook pages and run less frequently.

The point of all of this? I just like to see what I can learn about my local markets and see what I would like to replicate and what I would like to avoid. I thought it would be interesting to share and to see what you guys think about traditional advertising in offline local marketing.
#advertising #boards #internet #job #tale #traditional

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