InformationWeek
Defining The Business Value Of Technology
February 7, 2000
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These ads, which include both a client's brand and HotJobs.com's logo, serve as a link to the HotJobs.com pages that contain information on the client's open positions. Web surfers interested in pursuing a position can E-mail a resumé to the client company or post a resumé in an online folder at the site that pertains to the opening.
MTV Networks Online began participating in HotJobs.com's diversity campaign in October, says Carin Stein, director of recruiting for the New York company. "Although the program is still in its early stages, we're starting to see a wider pool of candidates," Stein says. "It's part of our overall strategy to cast as wide a net as possible to attract a diverse pool of candidates. Finding qualified people is the challenge that every company is facing right now. It requires a variety of recruiting techniques."
MTV Networks Inc., a Viacom Inc. subsidiary that operates a group of Web sites offering content that corresponds to TV programs on cable networks such as Nickelodeon, employs more than 300 people. The organization is committed to diversity recruiting because "it's the right thing to do and it's essential for the success of our business," Stein says.
Until recently, CNBC.com, the NBC division that supplements CNBC's cable-TV operations with additional content, had limited its online recruiting efforts to mainstream career sites, including Monster.com and HotJobs. com. The New York company has about 65 employees, but plans to hire up to 80 more this year, says employee relations manager Cheryl Young.
With diversity goals in mind, the company recently joined HotJobs. com's ad program. "We've had great responses from candidates who have visited the sites and linked up to our job postings because of this campaign," Young says. "The Internet has become extremely important for recruiting and one of the most important tools we have." CNBC.com also recruits diversity candidates through job fairs and newspaper advertising.
However, the Internet shouldn't be the only tool for diversity recruitment. Lisa McConnell, a partner in human resources at USWeb/CKS Corp., says recruiters should continue to use traditional methods to maintain a fair and open hiring program that reaches as many people as possible. "If companies rely solely on the Internet, it can become almost discriminatory because not everyone has access to this technology," McConnell says. For that reason, the San Francisco provider of E-business integration services places newspaper advertisements for job openings in addition to utilizing Internet recruitment. The company often looks to Blackenterprises.com, Hispaniconline.com, and WomenConnect.com.
Many of the sites targeted by businesses are focused on personal interests, and that's part of the hiring strategy during this period of low unemployment, explains Beverly Jackson, VP of recruitment services and content for BlackVoices.com, in Chicago. Jackson says community-focused Web sites--rather than career-oriented Web sites--let recruiters locate "passive" candidates and active job seekers.
"BlackVoices.com's Career Center is a cornerstone to BlackVoices, but our strength is drawn from the fact that BlackVoices as a whole is community-oriented," Jackson says. "People come to our site to get news of the day, to chat with friends, sound off about political issues, and so on. More than 75% of the people are employed, which is attractive to employers."
The average household income among visitors to BlackVoices.com is $48,000 to $64,000; 86% are college educated, and most have some management experience, Jackson says.
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