Come on, make a bet.
The Marketing Headhunter says that Jobster is going to change its name to Recruiting.com by the end of this year.
His logic. "Recruiting" is the most likely keyword people interested in recruiting services will use on the search engines.
My first reaction was no. It's not going to happen.
1. Jobster already has a recognizable brand name.
2. It's not a recruiting firm. It's a recruiting software company with a very special market. Big companies that need a lot of special people.
They don't care if Joe Blow brings them up on his search when he's looking for a recruiter to find him a new job.
But, now, I see that Jobster is creating discussion groups for different types of employees, so maybe they want to attract guys like Joe.
But I'll still bet real money on no.
Note: See Sumser's analysis here
Jobster is investing in publishing (targeted email, blog distribution and aggregation, AdSense style ad distribution) content acquisition (spidered/XML content aggregation, RSS Aggregation), content development (various books, Blog processes), referral products and so on.
Jobster will not become recruiting.com, but they will move into The "Job Board, 2.0" space.
Ever since they launched, especially with the "-STER" name, It's been my sneaking suspicion that they want to shape the traditional job board into a 2.0 mode.
With their penchant for Buying up talent and resources, I see that direction taking hold more and more.
Posted by: sponng | Jun 08, 2006 at 05:19 PM
Sponng,
I was going to say that if they renamed anything Recruiting.com it might be Jobby or WorkZoo.
But as I said, if they develop a number of diversified features within Jobster itself that might make the more general name applicable.
However, my first hunch would meld nicely with your's.
Posted by: Canadian Headhunter | Jun 08, 2006 at 05:26 PM