The Future of B2B Media - Creating Unique Value

Are you collecting data, or are you actually understanding the needs and behaviors of your audience? Those are the real questions in building unique value.

A huge challenge facing most B2B and B2C media brands is commoditization: that when you search Google News on a story, you are presented with HUNDREDS of sources for the same story.

This affects commonly held differentiators between competing brands. Nowadays, "breaking" news is often mistakenly referred to as the person who posts it to their website 5 minutes before their competitor does. And even in the established media, "journalism" is more rare than most would have you believe. There is a huge difference between sharing news that is more and more easy to find, and offering a truly unique service that will enable business and career growth in your market.

If you take the label & brand name away from your product, is the quality and the brand distinction painfully obvious to your customers?

Define Yourself With Merit

By Jen Carpenter – MeritBuilder, a personal branding platform, allows users to collect the “thank you’s” they receive and display them for everyone to see. The site enables workers to build a portable brand and employers to improve the way they thank and value their employees.

The site allows you to share merits through RSS feeds, blogs or social networking sites. You can even e-mail merits to people. The company hopes the ease and inclusiveness of the site will put it on track to one day join, or potentially replace, the resume as the document of choice for job seekers.

Has Google’s Fabled Recruiting Model Lost Its Luster?

A couple of weeks ago, with unique transparency, Google’s VP of People Operations Laszlo Bock  announced they were laying off 100 recruiters (approximately 25% of their recruiter headcount).  When I first read the statement, my first thought was, “…do they really have over 400 internal recruiters?” 

Prior to the announcement Google’s recruiters accounted for approximately 2-4% of the employee population (not including outside contractors and agencies).  Sure this announcement makes sense since most companies hiring is destined to be substantially lower in 2009.  But does this announcement have more significance?

Jason Corsello has written about Google’s recruiting process in the past.  Interestingly, now comes news that all is not utopia at the Googleplex.  According to a private Google Group asking ex-employees why they left…

“The thread shows a brutal honesty about what it’s like to work at Google, at least from the point of view of employees who were unhappy enough to resign. Top amongst the complaints is low pay relative to what they could earn elsewhere, and disappearing fringe benefits seemed to elevate the concern. Other popular gripes - too much bureaucracy, poor management, poor mentoring, and a hiring process that took months.” 

Now that Google is no longer the high-flying company where stock options would quickly make you millions of dollars, it is well apparent that their recruiting model needs to evolve.  Google still has one of the strong employer brands but, from my viewpoint, the recruiting model needs to evolve in scale, efficiency and effectiveness with tight alignment to their onboarding and talent management strategy.

Has Google’s exhaustive recruiting process now become a liability?

Written by Jason Corsello