Simply Hired Pay-Per-Click Advertising Revisited

   

Gautam Godhwani, CEO and co-founder of Simply Hired, posted today about the new Simply Hired pay-per-click advertising model.  As Gautam explains it, the model sounds good. 

   

But the transition from concept to execution is anything but good for job seekers, as I posted yesterday.   

   

For example, the image at right (click for a larger view) shows the top search results on SH for a ‘pediatrics nurse’ in Denver, CO. 

   

Above the fold, on the first page of results, I see three job ads:

   

-          Physical Therapist

-          Speech Therapist

-          Physical Therapist

   

If I’m a pediatrics nurse, I see no value in these three job ads.  Gautam says that the ‘featured’ ads come from the SH organic search results.  I’m sure it’s true … somewhere towards the bottom of the organic result set in this case. 

   

Does this have value for talent seekers?  I guess it depends on the cost per click.  As an employer, I’d prefer to pay for clicks coming from people searching for the job I’m advertising. 

   

In this case, the top job returned includes the statements:

   

“Our Home Care Team is comprised of a Medical Director, an Advisory Committee, Clinical Care Coordinators, Registered Nurses, Licensed Practical Nurses, Physical Therapists, Occupational Therapists, Speech Therapists, Medical Social Workers, Certified Nurse Aides and Personal Care Providers.”

   

and …

   

“Home Care Services include skilled nursing, rehabilitation, homemaking and personal care, wound care, diabetic teaching, cardiac/pulmonary care, pediatrics and home phototherapy.”

   

So, both search keywords are in the job ad, but it’s still a lousy fit for this particular talent-need and this particular jobseeker.

   

Although Gautam sees the SH PPC solution as a “true win-win for both job seekers and talent seekers”, I see the current execution as a lose-lose for talent seekers and job seekers.  In the short run it may be a winner for Simply Hired, but in the long run, when customers lose, they go elsewhere. 

   

Gautam closes his post by seeking input.  Where do you stand?

   

Comments

[jason]

They are already telling the candidates who come to their site that they should send their resume to multiple job boards

[Bob Wilson]

Hi Jason,

They are encouraging resume cross-posting pretty strongly ... the only text larger on their home page is their logo. It seems they do this because it generates revenue.

Simplifying the cross-posting process for people who want to do it is a good thing. Making money while helping is even better.

But there is a fine line here ... driving traffic to higher profit content, whether it 'fits' the customer or not, has the feel of 'bait and switch' ... they come in for the most relevant content and are shown the most profitable instead.

Maybe I'm wrong on this. Perhaps the current PPC implementation looks just fine to other folks. Either way, let me know.

Bob :-)

[pay per click management services]

I agree that it depends on the cost per click. As an employer, I’d prefer to pay for clicks coming from people searching for the job I’m advertising. thanks for this post.

-faith-