Local or Vertical: How Should I Brand My Job Board?


In November 2015, RealMatch hosted a webinar with The Job Board Doctor called ‘Use Brand to Generate Job Board Revenue‘. Throughout the webinar, attendees asked numerous questions about how to best drive revenue by building or developing their job board brand. I chatted with RealMatch Product Marketing Director Bart Bartolozzi following the webinar to see if we could uncover more about how job boards can generate revenue using brand.

RELATED: Using Brand to Generate Job Board Revenue

The majority of our counties workforce is in the manufacturing sector. Should or how could our brand incorporate this?

Bart Bartolozzi, RealMatch Director of Product Marketing

Bartolozzi says, ”You’ve got two good options here. Even though much of your counties workforce is in manufacturing, you could still build and brand your job board as a local site and that your specialty is providing residents access to local jobs. You would advertise the fact that you are local – tie the look, feel, and language into the community. If many of the jobs are in the manufacturing sector, those are the jobs you have and the ones you will talk to people about. Your content will be about that – relevant to your local audience. I think this would provide you the best option to gain the most traction in your market.”

What about making the job board vertical-focused on manufacturing, regardless of locale?

Bartolozzi continues, ”You could also look to build a vertical site for manufacturing beyond your county, but that is where you might run into challenges. For example, you probably know your local area well – but do you not have enough insight on the industry on a national level. The workforce make-up, legal challenges including regulatory and other key differences region to region make this approach more difficult. If you do this, you might be overshooting.” Responding to whether geography can be considered ‘singular’ or a ‘vertical’, Bartolozzi says, ”Geography and location define an area. Reach and vertical means that you are playing by sector and your reach is probably broader, but it’s going to be the harder play and it also requires a lot more investment, branding and building awareness. It also means that you are going to be playing in markets that you don’t know very well.”

How would you define rural jobs?

Returning to the idea of local, specifically responding to concerns for job boards and publishers in rural areas, Bartolozzi suggests, ”Building a site that speaks to the people in your area, so it has shared culture, shared experiences, your job site should talk to them in terms of things that they are doing, you can talk about salaries in the local area, top jobs in your local market and you can really go after employers and position to them that you will be able to reach the right job seekers in their market because you understand that market well”. He continues, ”Being in that and a part of that rural area, your job board can tap into a shared cultural environment and experiences that resonate with members of the local community and you tie that into your job board.”

View Part 2 Now >>>


Your Guide to Job Board Success


Read the entire series on how to use your job board through branding:

Part 1: Local or Vertical: How Should I Brand My Job Board?

Part 2: 3 Steps to Gain Job Board Market Share

Part 3: What You Need to Know About Building a Diversity Job Board

Part 4: Why Job Boards and Staffing Agencies Should Work Together

Part 5: What You Need to Know About The ‘New VP Syndrome’

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