B-to-b publishers have a unique opportunity to capture more revenue via online job boards. The vertical niches these publishers occupy inherently offer a targeted audience of job seekers and employers. And while newspapers continue to lose marketshare to the large, general job sites such as Monster.com and Hotjobs.com, which offer a broad platform for the employment market, smaller niche publishers can offer a go-to source for market-specific employment opportunities. Marc Cenedella, CEO of Web-based employment service Theladders.com, offered four tips for getting a job board off the ground last month at the DeSilva + Phillips Media Dealmakers Summit in New York.
- Don’t spend more than $2,000 on a platform.
- Don’t buy the bells and whistles. Keep it simple, you’re selling the content.
- Hire a couple sales reps to sell it.
- Charge a very high price. HotJobs.com charges about $350. You have a niche, you can charge $400 or $500.