Marrying the Online Job Board with the Offline Experience

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Marrying Online and Offline

AL DÍA and RealMatch Use Career Fair To Launch Online Job Board

On April 27th, 2016, AL DÍA News Media, a multi-platform news media organization which showcases the fullness of the Latino experience in the United States, hosted a Philadelphia Diversity Career Fair in honor of the career fair’s 15th anniversary. The national newspaper focusing on Hispanic news also used that opportunity to launch its online job board, exemplifying one of the most innovative ways to launch an online job board – meeting the offline experience with the all-important online job advertisement strategy.

“We love technology and, furthermore, we love the eruption technology is causing in the market place,” said Hernán Guaracao, CEO and Publisher of AL DÍA News Media. “It has opened up extraordinary opportunities for companies like ours, driven by technology from day one, and positioned now to grow exponentially thanks to the miracle of technological advancements that have occurred over the past two decades of our existence,” continued Mr. Guaracao. He added “This partnership with RealMatch, which drives the digital job board of The New York Times, commands the potential of becoming the place to go to for any corporation in Philadelphia to publicize their job openings, particularly from the upper professional ranks.”

A New Partnership Via The Career Fair

In its new partnership with RealMatch, AL DÍA is used its career fair to introduce employers to its new online job board. AL DÍA is selling different sponsorship levels to employers who are looking to fill jobs with more diverse candidates. These differing sponsorships included a guaranteed number of online postings. This is powerful in AL DÍA’s job board strategy because it means that employers are now aware of the new job board site from day 1 of its launch.

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Additionally, employers can direct job seekers to their job offerings on the new AL DÍA job board site, rather than just a blanket acceptance of all resumes. This gives both the job seekers and employers insight into how qualified and matched a job candidate truly is with any given position.

print vs digital

In many newspapers, there is natural competition between print and digital, but what they need to do is sync and offer readers a unified online and offline experience.

How Offline Helps Online

For AL DÍA, this strategy does a few things. First, the career fair draws up a lot of enthusiasm and excitement. This makes it a great platform for introducing the new job site to employers and job seekers. This excitement then becomes more traffic to AL DÍA’s website from job seekers and more revenue from job ad placement.

Mr. Guaracao added, “We hope that by helping attract professional talent to Philadelphia, we are contributing to the transformation of Philadelphia into a global city and highly competitive capital in the US eastern seaboard.”

Additionally, since both employers and job seekers will be able to benefit from RealMatch’s algorithmic matching technology, employers at the career fair need not waste time sifting through applicants who just dropped their resume at the table, with no real interest in applying to that specific company. Instead, employers can identify qualified candidates. Compare this to the previous experience of print-only and one can understand how the new digital offering will leave AL DÍA’s employer advertisers more satisfied than the old print-only model.

AL DÍA Was Founded On Technology

For AL DÍA, technology has been at the center of the company’s ethos since day one. CEO and Founder Hernán Guaracao recently wrote in an op-ed on the newspapers history that “we were lucky to have handy one of the first versions of the Apple personal computer, model 1989 or 1990.” This machine, the MacIntosh SE, led to printing a one-page double sided tabloid paper in 1993. Ever since then, Guaracao writes that “technology…got us underway”.

While it might seem rare for a newsman to be so hyper-focused on technology back in the early 90’s, it might have been exactly this mentality that allowed Guaracao to identify the value of increasing the newspaper’s job advertisements section. Building a relationship with RealMatch, and specifically RealMatch President Terry Baker, the two were able to identify where the company’s immediate needs were and what the long terms goals for its recruitment advertising strategy could be. This discussion led to the Diversity Career Fair launching the online job board plan.

“We welcome AL DÍA as a partner to TheJobNetwork™, which delivers reach across the web to both active and passive job seekers.” Said Mr. Baker. He continued, “The network consists of over 1,000 local and national publishers, broadcast media organizations, and niche job board sites – all powered by RealMatch. Just as it’s important for employers to leverage the strength of diversity in their workforce, AL DÍA’s community will strengthen our reach to diversity job seekers within our network.”

With the new tools and products available to employers, the newspaper is able to upsell improved performance and increase the number of satisfied employer advertisers. If this were a classroom, this would be the case study on how to successfully launch a new job board site combining audience enthusiasm, technology, and creative thinking with a cohesive online-offline experience.

Need to improve your offline-online strategy? Speak to a recruitment advertising platform specialist today.

Yoav Guttman

Yoav B. Guttman loves email, A/B testing, data and lots of other marketing buzzwords. He loves traveling, music, and seeing art, but especially creating quality, albeit humorous, advice for job seekers on the web series Quote The Raven (#quotetheraven). Follow him on Twitter @whybegee or LinkedIn.

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About Yoav Guttman

Yoav B. Guttman loves email, A/B testing, data and lots of other marketing buzzwords. He loves traveling, music, and seeing art, but especially creating quality, albeit humorous, advice for job seekers on the web series Quote The Raven (#quotetheraven). Follow him on Twitter @whybegee or LinkedIn.

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