From a discussion with Riges Younan of Peerlo, I started thinking about what’s really changed in the ten years since I started working in employer marketing. And as a result, I started looking, not at what the technology allowed us to do as vendors and marketers, but at how I think it’s changed our behaviour as a people.
When we first began using the internet as a forum for classified advertising, with sites like SEEK, we found that we could significantly reduce the time and cost of going to market for jobs, provided our audience knew how to deal with internet recruitment tactics. Companies had a basic site (some more complex, obviously, usually aligned with interest in the internet’s tools, like computers) but content published online was still paid. It was a niche media stream, like running one’s own private magazine. The global economy which exists online makes it easier for people to find work, and the searchable nature of the information made it easier for us to find data on nearly any subject. The problem became quality control. Ease of publishing led to a loss of focus on quality, and a perceived dip in value (after all, publishing online was easier than newspapers, etc, so didn’t receive the same respect from the business community)