Lighthouse Insight

Not very often I admit, but sometimes we do get asked by the clients and media we work with how do we decide which media to include in a schedule? Which media do we recommend and why? The are several tools we use to determine the suitability of a particular website to the role/s we have been tasked to advertise.

Some are based on hard facts and rules: which niche websites serve that particular business sector? Have we advertised similar roles before and which media did we use at the time – and more importantly was it successful? (this is where access to analytics come into play). Is the audience for the website we are considering using certified (even more useful if there is more than one website competing in the same sector).  How many jobs are currently posted and are there any that share the same title with the ones we need to advertise? (sometimes this is not an accurate indicator as job titles can differ between organisations, although they share the same attributes).

Some are based on personal experience: is the website easy to use for Applicants – can jobs be found easily, how easy is it to search and how releant the search results are? Is it easy to use for Recruiters – how easy is it to post jobs? (this is where our day-to-day dealings with several websites as well as our experience comes into play…)

And lastly, the most burning question of all, does it represent value for money? Because even though a website might boast double the traffic than it’s nearest competitor, but its fees are treble than its competitor, is it really worth the extra cost?