Automatically Generated Summary:
Now they're looking to draw job hunters the same way, while scaling back on competing media such as job boards and newspapers. In search-engine marketing, employers bid to place ads next to search results for certain keywords, like "accountant," or "nurse."
Recruiters Use Search Engines to Lure Job Hunters
As Seen In The Wall Street Journal
Cash-Strapped Companies Save With Search Ads, Scale Back on Rival Media Like Job Boards and Newspapers
Companies have long used search-engine marketing to lure online
consumers. Now they're looking to draw job hunters the same way, while
scaling back on competing media such as job boards and newspapers.
In search-engine marketing, employers bid to place ads next to
search results for certain keywords, like "accountant," or "nurse." The
ads can be limited to users in specific ZIP codes. Advertisers pay
search engines when a user clicks on their ad.
Last March, Baylor Health Care System, a large Dallas-based
nonprofit, began purchasing keywords on Google, Yahoo and
employment-related search engines SimplyHired.com and Indeed.com. The
search-engine ads generated more applicants, at less cost, than the
other recruitin...
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