{Replica} Why social media cannot work in online job boards: What do we actually need you for?


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Job boards and social media are two different pairs of shoes. Of course, many HR put somehow on social media - but rather in personnel marketing. Because really, the interaction can not work. Remains are being sold off in job boards and recommenders are becoming blood-poor extras.

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Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.

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This is how Jobbotschafter works

Recently one of my commentators drew my attention to a new job exchange, the Jobbotschafter. The concept: A job exchange based on the social media concept of the recommendation marketing.

Applicants register as normal and can then apply for jobs. Everything for free of course. Companies publish job offers. Only when she Casting check and be considered qualified, they pay for it.

What's New

And now comes what is new: Everyone can also register as a job ambassador. And then recommend jobs to his network. If an applicant joins the network, applying for a job posting at Jobbotschafter.de and being deemed qualified by the examining employer, you will receive a premium as a job ambassador per qualified application.

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In any case, money flows regardless of whether the applicant is now being recruited or not.

The problem with that ...

... has Markus Tandler in his readable posts (along with readable comments) already torn: "Self "more”Twitter accounts hardly manage to generate significant clicks (and probably even less qualified applicants) on the job advertisement…. In reality, hardly anyone will get rich, or even close to it…”

... is the offer

There are reasons for this, and they are practically inherent in the system. For one thing, it is the job of the job itself - quality as well as quality: every job market is a closed system and only has its own pool of vacancies. This is logical, but limits the choice for the applicant but arg.

And often in Jobbörsen just the remains are trampled, as Svenja Hofert has so beautifully written, thus the jobs, which internally no one wants to have. This restricts the qualified offer even further.

Don't look for high potential in job boards

The problem that job boards are for certain target groups like high potentials no: This is also the way Eva Zils realized - and this is exactly where social media comes into play:

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“For passively searching top people, however, other paths are necessary. For this target group, which is difficult to reach, it makes sense, for example, to find the high potentials in your own company, to find out more about their personal offline or online network and to ask them to act as job ambassadors. Good idea and actually logical, because who can “sell” a vacancy and an employer better than their own employees. "

Recommendation marketing lives from matching

But, and this too is inherent in the system, this only works on a voluntary basis: If an employee recommends a job, then it is because he knows the job and the potential candidate well and is convinced that both fit together. Therefore, this system is so successful.

And: Whoever recommends also uses his or her own reputation. I personally do not want to recommend anyone who I think "well, I am not so convinced of, but ..." To create a monetary incentive is the wrong way in my opinion, because one recommends rather without thinking about whether it could fit.

Absurd model

And that leads the whole model ad absurdum: Because the recommendation is then carried out only mechanically, without heart and soul. And the recommender is, to put it bluntly to say, to lifeless, blood-poor extras.

However, this matching does not work as often as people sometimes want it, and it can not be the same at all, as it is in the life of an ideal employee.

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Why do you need job exchanges?

And just in cases where it does not work, then you need job boards.

Or how Marcus makes a point in the commentary on the above article: “Vitamin B is still the best of all when it comes to getting a new job! And with good friends, everyone is happy to recommend a good job offer, and that without monetary incentives - why a platform like job ambassadors is needed for this is not entirely clear to me, because Facebook, XING, LinkedIn, and also the good old one eMail, or the phone is enough… ”

Why job exchanges and social media can not work

This is because it is simply two different systems: To a closed, the job exchanges, and an open, social media.

What can work, on the other hand, is when social media complements the closed sysem only: the employers' platform http://www.kununu.com/ makes the ME quite clever: It offers workers an independent platform in which they can quench whistleblows and their need for transparency in the company - just what Wikileaks has made so successful.

At the same time, they also cooperate with closed systems such as job chairs or, most recently, Xing, where members can call up employer ratings directly on the company profiles “PLUS” and “STANDARD”, which were submitted by current and former company members and applicants on kununu. Here social media brings an additional benefit, which is also accepted by the user.

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    [...] Just yesterday, Markus presented a few ideas that sound more sensible - even if I personally don't think much of them, totally on the “crazy pub owner from California” (ie Facebook) to set. I have already asked the question of whether you need job boards at all! [...]

  2. Which career trends do we really need? Part 2: And again a new job exchange! | Berufebilder by Simone Janson

    [...] Just yesterday, Markus presented a few ideas that sound more sensible - even if I personally don't think much of them, totally on the “crazy pub owner from California” (ie Facebook) to set. I have already asked the question of whether you need job boards at all! [...]

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    [...] is now true what I have already written here and here: That the job exchange model, at least the general, [...]

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