Job boards have been declared “dead” numerous times, yet they remain a vital tool for recruiters. In the latest episode of the Talent Matters podcast, Dave Jenkins spoke with Simon Malpass, co-founder of TRS Media, about the evolution of job boards, the challenges recruiters face, and how to maximise ROI in today’s changing recruitment landscape.
The Changing Role of Job Boards
Simon highlighted that while job boards are still responsible for up to 80% of placements, recruiters’ frustrations with them are growing. Common complaints include high costs, poor-quality applications, and irrelevant candidates. Significant price increases in recent years have exacerbated this without corresponding improvements in recruiter strategies or results.
Despite these challenges, Simon argued that job boards are still relevant. Instead, they’ve evolved to play a specific role in a recruiter’s toolkit, particularly as a source of active job seekers—a valuable resource that platforms like LinkedIn or TikTok can’t fully replicate.
Why Recruiters Struggle with Job Boards
Simon identified several reasons why recruiters aren’t getting the most out of job boards:
Inefficient Use of Resources:
Many recruiters apply a blanket approach to job board usage, treating all roles and sectors equally, leading to wasted costs. There needs to be more data-driven decision-making, with many only reviewing performance at renewal time.
Poor Ad Content:
Recruiters often need to pay more attention to writing quality adverts, with critical details like salary, company culture, and benefits missing. These factors are increasingly important to candidates, particularly younger generations who value sustainability and company values.
Over reliance on Volume Metrics:
Job boards often measure success by applications per vacancy (APV), which doesn’t account for the quality or relevance of those applications. This creates frustration for recruiters who must sift through irrelevant CVs.
Maximising ROI from Job Boards
To get better results, Simon advised recruiters to focus on three key areas:
- Understand Your Data:
Recruiters must analyse ROI throughout their contracts, not just at renewal. This allows for adjustments, such as refining ad content or reallocating resources.
Regular performance reviews can highlight where job boards are delivering value—and where they’re not. - Write Better Job Ads:
High-quality ads tailored to the role and audience are essential. This includes clear job titles, salary ranges, and details about company culture.
Simon emphasised that recruiters often know their clients well but fail to reflect this in their adverts. - Adopt a Strategic Approach:
Job boards should be used selectively based on their strengths. For example, some boards excel in specific regions or industries, and recruiters need to align their strategy accordingly.
The Role of AI in Recruitment
AI is transforming job boards, particularly in matching technology. Simon shared how AI can enhance the candidate and recruiter experience by improving the relevance of job alerts and applications. However, he cautioned against overusing AI to generate ads and CVs, as this risks creating generic, “vanilla” content that fails to stand out.
The Future of Job Boards
Job boards are not on the verge of extinction but rather evolving. Recruiters should view them as a part of a comprehensive recruitment strategy, leveraging data and expertise to maximise their effectiveness. Transparency from job boards about their strengths and weaknesses could also foster trust and collaboration, paving the way for a more promising future.
Ultimately, success lies in understanding the data, creating quality content, and tailoring strategies to the nuances of each role and market. With the right approach, job boards can continue delivering significant value for both recruiters and candidates, reassuring the audience of their continued relevance.
Key Takeaway: Recruiters who embrace data, improve ad quality, and strategically utilise job boards will see stronger results. As Simon aptly said, “It’s not about blaming the lake—it’s about using the right bait.”
