Defining your job seeker audience
As Al Ries and Jack Trout wrote many years ago in their influential book “Positioning”, “sometimes you can want too much”. If your job board’s audience is everyone, then they’ll probably get…no one.
With over 100,000 job boards and career sites out there (at least, as of this writing), you are surrounded by competitors. I’m here to tell you that you won’t be the next Monster or CareerBuilder—and you know what? That’s OK—there is plenty of money to be made by narrowing your focus.
A good place to start in defining your audience is by demonstrating that there is an unmet need. Answer the following questions:
- What does the typical job seeker for your job board do for a living
- How many people in your target geographical area match this job seeker?
- Are there other job boards that target this job seeker?
- How many jobs are currently listed that target this job seeker?