Once upon a time, if you visited a job board, you knew what you would get: whatever jobs the board had on that day. These were jobs that the board’s sales force had convinced employers to post, on that job board. If you clicked on a job, you went straight to that job posting. And if you applied for it, you did so through that particular job board.
Well, those days are long gone. Since the advent of job board aggregators such as Indeed and Simply Hired, it’s become so easy for a job board to ‘backfill’ their listings that almost everyone does it.
- you immediately give the illusion of size and depth – just look at all of those postings!
- you hide any shortcomings in your existing sales efforts
- you keep job seekers happy (you hope!)
- the job board aggregators make it so darned easy – and you can pick up some spending money via click-thrus tied to your site
But things aren’t always as simple as they seem. These are a few of the dangers I’ve seen in backfilling:
- you create job seeker dissatisfaction – when jobseekers click on a job posting, they are suddenly transported to another job site (which may or may not have the job they’re looking for – it might just be another click on the way)
- you advertise your site’s shortcomings – job seekers (and employers) aren’t dumb; they realize that if they see ‘Jobs by…’ logo in your search results, your site just doesn’t have its own listings
- you give up traffic and job seekers – a certain percentage (often as high as 60-80%) of job seekers will leave your site and never come back. That can be a lot of traffic that you’ve fought hard to get – that you’ve just given away.
So what’s the answer? I don’t have one. Backfilling can make a lot of sense at a certain time – but it can also create problems. Just like PPC and other temptations, use backfilling when you have to – and not a moment longer.[Want to get Job Board Doctor posts via email? Subscribe here.].