As anyone in the recruitosphere knows, this week is the Society of Human Resource Management (SHRM) annual conference being held in the water-logged D.C. this year. The D.C. conference marks one year since the top-level domain – .jobs – had its coming out party in San Diego.
The introduction of the dotjobs top level domain name is supposed to provide a uniform and direct route for job seekers (as well as search engines) to find a company’s job openings – but getting companies or job seekers to pay attention to this new opportunity and what it offers for search engine optimization, still has not even approached general adoption. Further, most HR departments do not have the bandwidth to partner with IT or their web developers to leverage the SEO advantages that a top level domain can give them. I honestly think that a uniform and direct route to jobs on corporate web sites makes a lot of sense in the recruiting space – but the domain definitely has its share of naysayers. Allan Schweyer from Inc.com wrote an article called Dot Jobs? Not Likely, saying:
The good ideas are the ones that make life easier for us (eBay, Amazon, etc.) or democratize and broaden information options (weblogs, forums, etc.). Irrelevant ideas, like .jobs, add unnecessary layers and make things a little bit more confusing and time consuming for job seekers while benefiting only a few (SHRM and EmployMedia, for example).
So, WHAT has happened in a year? More registrars have been added (GoDaddy even became an approved registrar) and more vendors are offering to sign people up. In their best “we’re not just an irrelevant job board” voice, CareerBuilder is offering to handle the registration, set-up, maintenance and even search engine optimization services.
I think that it is interesting that Network Solutions still does not support the domain name. Since most WHOIS databases contains ONLY .COM, .NET, .EDU domains and Registrars, I was excited when I recently finally found out that GoDaddy has a WHOIS search for .jobs domains – here.
Let’s try a few:
- microsoft.jobs – registered but it just points to a “search engine optimized” holding page (hey…I thought Google didn’t like SEO “entry pages”)
- starbucks.jobs – registered and pointing to a Yahoo HotJobs profile?? I wasn’t expecting that.
- nissan.jobs – no WHOIS match
- genentech.jobs – registered with holding page
- valero.jobs – no WHOIS match
Many employers may have registered, but how many do YOU know that are actually using the domain? Have you come across any companies driving traffic to their companyname.jobs with their recruitment communications? One of my favorite bloggers, Colin Kingsbury recently left the comment:
“I don’t know any meaningful standard by which the new TLDs have been anything except miserable failures for everyone other than the registrars. HotJobs et. al. buy these because they want to protect their brand from squatters, not dedicate real effort to it.”
He may be right. Given my opinion that connecting and interacting with the emerging workforce is going to happen more and more on wireless devices – perhaps .jobs will never even have a chance to come in to its own.