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IN THIS ISSUE
Newsletter Sponsors
A Note from the Editor
Breaking News
Today's Recruiting News Headlines
Featured Recruiting Jobs
Weekly Article: Can You Afford Not to Have an Ezine?
Employment and Economy Stats
Special Trials and Discounts
Employment Studies and Trends
Layoffs and Downsizing Report
Recruiting Essential Bookmarks
Upcoming Conferences
Site Of The Week: JedaSystems - Free Demo!
Final Note - On The Lighter Side

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Newsletter Sponsors

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A Note From The Editor

One Third of Online Young Adults Prefer Internet for News

According to JupiterResearch, the number of online adults who prefer the Internet as their main source of news has grown over 35% in the last four years, at the expense of television and newspapers. Currently, over 26% of online adults prefer the Internet for national and international news, compared to 19% in 2001.

JupiterResearch consumer surveys show that the percentage of online adults using the Internet for daily news had been around 50% for the last few years. Preference for online local news is growing, but hasn't exceeded 10% among online adults.
Young adults, ages 18 to 24, are helping drive the preference trend, especially in national news
Thirty-three percent of online young adults say they prefer the Internet as their primary source of news
40% (of online young adults) prefer TV and 10% newspapers.
David Card, VP and Senior Analyst for JupiterResearch, said "While traditional media companies like The New York Times and CNN are doing very well online, our analysis shows that brands like AOL and Yahoo! are increasingly important for online audiences."

The research analysis is based on surveys of over 10,750 online adults over the course of four years, and appears in a new report, "Online Local Content: Prioritizing Content, Blogs, and Community".

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Breaking News

Recent Newspaper Headlines Regarding Newspapers

• Circulation declines pressure U.S. newspaper publishers
• U.S. newspaper circulation slumps 1.9%
• Los Angeles Times Reports March Circulation

Another case regarding falsely inflated circulation numbers.

• Milwaukee Journal Sentinel sued over circulation figures

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Today's Recruiting News Headlines

View more HR/employment news headlines or our Recruiting Newswire. Please send us your press releases. Click here for submission instructions.

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Featured Recruiting Jobs

This section highlights several recruiting related positions recently posted on Recruiting Jobs. To view all jobs or to register for a career agent click here.

Looking to hire recruiting professionals?  Post a 60 day job posting ad on RecruitingJobs.com for $225 and be featured in The Recruiting News.
Register to post >>

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Weekly Article
Can You Afford Not to Have an Ezine?
Lucia Apollo Shaw

Ezines are a cost effective way to stay in touch with your target audience and show them why you are their best resource. Can an ezine also help to find great candidates for job openings?

You’ve probably heard said that it takes at least five to seven interactions with someone before they will take action or buy something from you. And the larger the decision, the longer it will take.

But did you know that over 80% of sales occur after the fifth interaction?

Think about this from the standpoint of a candidate who has grown accustomed to being contacted by recruiters, hiring managers and executives. Doesn’t it take numerous conversations, meetings, phone calls, and other exchanges to get to yes or no, ultimately?

If we’re well aware that career changing decisions are often stressful, why do many candidates complain about pressure to make a decision before they’re ready? Isn’t there a sales conflict going on here?

A common problem is that many hiring managers don’t know of a way to consistently keep in touch with candidates, and invite them to act when they are ready. Why not stay in touch with your target audience on a monthly basis with your own ezine?

Statistics show that email or online marketing campaigns still outperform direct mail. With an ezine, your open rates will probably average 40% or higher. Compare this to getting 1-2% response using traditional direct mail campaigns. And the better your content, the higher your open rates will be.

This is not to put traditional direct-mail efforts down. Renowned copywriting legend Gary Halbert mailed out one sales letter that generated 7,300,000 customers. Gross sales topped $45 million in the first year of this campaign, and Gary had to hire 40 employees whose sole job was to make bank deposits!

The flip side of the story: What do you think the capital costs of printing, postage and other expenses were to make all of this happen?

(Answer: Alot).

Low cost and fast delivery speed are the primary benefits to ezine marketing. You can steadily grow a pool of potential candidates or prospective clients, and build trust over time.

Getting Started

First you need to determine who your target audience is: Candidates? Clients? Or both? Keep only one ezine per target audience. Your ezine must be like a bullet. Focus on the reading needs and interests of one audience only.

How will you know what to write about?

Having great content is king (okay, cash is king, but content comes close). Map your ezine content ideas out in advance.

Develop a list of 24 content themes for your industry. Make the time to do this. In your ezine, these themes can take the form of:

• Email interviews
• Tips & tools
• “How to’s”
• Case studies
• Product reviews
• Survey responses

Once you have a list of themes, prepare a specific editorial calendar of actual topics you’ll write about in each issue. Try to do this for six months at a time. At first, it might be easier to do for three months at a time (this gets easier with practice).

Never forget the power of a great statistic...

“41% of all Americans will be self employed by 2008, according to Daniel Pink” (Free Agent Nation).

You paid attention to that didn’t you? We love statistics. Don’t over-use stats, but do make regular use of them to emphasize a point you want to make.

I’m often asked about length. Some ezines are a mere 200-300 words, others 2,000 words. 1,000 words (or less) is a good ballpark number to keep in mind as a benchmark. If your newsletter will be printed, about four pages in length should be your target.

Formatting your ezine

Each issue should have a feature article. Your ezine should also have two or three other sections afterwards.

For example, you may have a book review of the month, or a monthly product or service recommendation (this works well if you want to market affiliate programs that you re-sell). You might think about offering a monthly case study. Or perhaps you’d like to announce one or more new hires that you’ve made each month?

Keep your format consistent. Looks go hand-in-hand with content and writing style, as you begin to brand your publication. Let your readers know what they can expect with each issue.

Publishing Software and Services

There are three reasons why you should use an email marketing service:

1) Often, these services negotiate with internet service providers (ISPs) to make sure that your email gets through its servers. In other words, the email marketing service should be able to do more than what you could do using your own tools.

2) Secondly, reputable services are CAN-SPAM compliant. They are responsible for keeping up with changes in the law and helping you understand them.

3) You can often measure the response of your campaigns and “click-through” metrics, and compare and contrast these at different times of the year. This is extremely useful!

Could you really accomplish all of this with traditional direct mail alone?

How to grow your subscriber list

• Make your first issue an invitation to subscribe and receive regular issues!
• Use business cards, your e-mail signature, fax cover sheets, and invoices as opportunities to invite people to subscribe!
• Post a sign-up box on your website
• Publish a blog and have a sign up box on it
• Ask! Tell people about your ezine, and simply ask them if they’d like to receive the next issue.

Tip: Try not to buy lists! You absolutely want to have a permission-based audience. If you are buying information, you cannot be sure where it came from.

Always remember to proof your ezine in hardcopy. Yes, you need to print it out. You will always catch more errors this way rather than just proofing online.

Seize the day and get started! You’ll learn the ropes along the way. Be patient and consistent. Over time, you WILL find great candidates who heard about your career opportunities only through your ezine!

The author is available for questions and suggestions.

About Author

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