Cheezhead Recruiting News and Opinion

Great article in the Washington Post today about Google’s impact on changing the attitudes of advertising.

Click here to see the full article.

Here’s a summary:

Googletising is a way for companies to reach exactly the consumers they want and to pay only when those consumers demonstrate interest by clicking on their pitches. It is a way for producers to banish the old marketing cliche — I know I’m wasting half my advertising budget; I just don’t know which half. This starts to make Google’s share price comprehensible. As a chart in the Economist recently showed, in 2003 Americans spent roughly the same amount of time surfing the Internet as watching television, yet nine times more advertising dollars were lavished on TV — suggesting huge room for growth in Internet ad revenue.

And:

Ads aren’t directed at consumers. They are directed by them.

It’s funny to me how so many job boards have figured out how to leverage Googletising, while the vast majority of employers – the people who keep job sites in business – have no clue.

Type in a search on Google for Dallas jobs, and look at all the job boards buying ad space and optimizing their sites to come up in Google’s top organic results. (Almost 10,000 searches are done each month for jobs in Dallas, by the way.)

See any employers? Nope.

Could employers do the same thing, cut out the middle man, save a ton o’ cash and outsmart their competition? Yep.

Why don’t they? Got me there. I hope it’s just a matter of time. I know these companies have marketing departments, right?

I repeat: Nearly 10,000 searches are done each month for jobs in Dallas. By Googletising, think a large employer in Dallas could greatly improve their talent pool by being in front of that audience each and every month, 24/7 (particularly if their competition wasn’t in the picture)? Me too.

Googletising. Coming soon to an employer near you … I hope.

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