In some circles the words ‘job board’ are used as a pejorative – as in, “This site stinks! It’s just a job board!” Whether uttered by a recruiter or job seeker, the sentiment animating these words is negative. Why?
- Familiarity breeds contempt. Let’s face it – job boards have been around for 15 years – folks don’t remember the bad old days of searching through newspapers and haunting the local jobs bulletin board. Job boards are part of the fabric of job hunting – they’re no longer the ‘shiny new thing’.
- Some sites aren’t that great. In fact, most sites aren’t that great, to be honest. So those sites give the good ones a bad rap.
- You can’t always get what you want. As in, “I went to your job board and I didn’t find a job – so you suck!”
This is why you should do your best to ensure that your job board is more than a job board. In fact, you may want to move it out of the job board category altogether – in the words of Ries and Trout, create a ‘new category’ or ‘position’ for your site.
For example, you run a job board for work-at-home marketers:
Old: MarketeratHomeJobs is the place to find your work-at-home marketing jobs – find your dream position today!
New: MarketerInYourPocket is your business development hub – find new gigs, showcase your portfolio, connect with other pros.
The old version was a job board for a bunch of no-good work-at-home lazy marketing types. The new version was where home-based marketing pros build their business, gig by gig.
As a marketing job seeker, I’d go to the second site every day – and I wouldn’t be embarrassed. And I bet I would have an easier time selling it to potential employers, because the perceived value of the users would be higher.
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