Monster dead, job networks Seek better positioning

The Australian closure of Monster.com.au - a 50:50 joint venture between ninemsn and Monster Worldwide - this week has been followed by the remaining job networks repositioning in the market to gain competitive advantage.

Seek has announced that Publishing and Broadcasting Limited (PBL) has taken a 25 per cent stake in the company for $33 million. The PBL stake in Seek has been combined with an exclusive content deal on ninemsn which is 50% owned by PBL. News Limited has relaunched CareerOne.com.au as what it describes as Australia's largest cross media job network. And, at the same time, Fairfax has relaunched a 'new and improved' MyCareer.com.au.

Seek, PBL and ninemsn

Currently Seek is the market leader with 901,000 unique visitors in June according to online analysis group Red Sheriff.

PBL's 25 per cent stake in Seek and the resulting ninemsn relationship will provide Seek with access to ninemsn's 6 million unique visitors every month.

As part of the deal, ninemsn has confirmed Seek's online job network will be integrated into the navigation and editorial format of its portal, ensuring both sites benefit from "co-branding".

Paul Bassat, chief executive officer, Seek, said the increase to traffic brought about by the deal would be notably 'significant', but was unclear by how much at this stage.

But despite naming Seek as the exclusive careers content provider, PBL has not excluded other online job sites from advertising on ninemsn.

Mike Game, general manager, MyCareer.com.au, said they would still consider continuing to advertise on ninemsn and other key Internet sites regardless of the new content deal.

The Race is on

The battle for second place in the online job market is set to continue: CareerOne.com.au or MyCareer.com.au?

Until now the two job networks from Australia's high profile newspaper publishers were quite close in terms of unique visitors. In June, News Limited's CareerOne.com.au received 407,794 unique visitors while Fairfax's MyCareer.com.au received 443,524.

Last week, News Limited announced it would extend the CareerOne.com.au site by listing all News Limited's jobs from over 100 national, metropolitan, regional and suburban newspapers on its job service. This service would be at no extra cost to employers and recruitment firms.

John Galloway, general manager for Classifieds, News Interactive, said: "As of 10am on August 6, CareerOne had well over 50,000 jobs online." This is well above the 40,000 jobs proposed last week.

"We are absolutely delighted with the initial reaction and response to the new CareerOne network. Red Sheriff ratings released yesterday show that we have moved into second position in our category only a week after our launch, with almost 500,000 unique visitors for the month.

"We've now established a strong lead over MyCareer. This ratings release even includes Monster who were still operating during the month. We are very bullish about the trend and we expect August to show even more dramatic improvement as the full weight of the marketing campaign comes into effect."

In an attempt to further cement the new improved network in the public conscious, News Limited are outlaying $7 million in a national marketing campaign to go across all media: press, online, TV, radio and outdoors. The new campaign will use the tag line "Number One for Choice."

Quantity or Quality?

News Limited's decision to include all job advertisements from it's newspapers increases the scope of the CareeOne.com.au service. However the decision is the reverse to the one taken by Fairfax on MyCareer.com.au over a year ago.

At that time MyCareer stopped placing all newspaper ads online, recognising that in the early days it was a necessity to place all ads online but felt this was not the case today, according to Game.

Game said MyCareer's role is to attract the passive job seeker who is currently employed, but looking to change jobs in the next 3 to 12 months. MyCareer - who have an additional charge for online listing - confirmed 60 per cent of advertisers chose to have jobs listed online in order to reach these users.

'We have spent time understanding what these candidates are wanting from a job board and we know that they want to keep in touch by viewing and applying for only those jobs that are specifically relevant to them, rather than have to search and view thousands of irrelevant jobs," Game said.

To this end Fairfax has developed a new range of job seeker tools which will be included on the relaunched MyCareer.com.au.

Game confirmed that MyCareer would commence what he described as a significant marketing expenditure in the official relaunch of their Web site this Friday at the upcoming Sydney Morning Herald Careers and Employment Expo in Sydney.

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