Yahoo HotJobs has begun integrating content from sister Web site Yahoo Answers, an online community forum where individuals can ask questions and receive answers on just about any topic under the sun.
The move underscores HotJobs’ strategic attempt to shift from a traditional job posting site to a comprehensive site that attracts users for more than just job-seeking purposes.
Officials at HotJobs were unavailable for comment. Terms of the deal, which was announced Tuesday, March 7, were not disclosed.
Developing a community feel has not been a strong suit for the so-called Big Three job boards—Monster, CareerBuilder and HotJobs—which has been a lost opportunity for them because content such as online forums can be a powerful tool for generating traffic.
“I think HotJobs is right on the money by trying to position itself as a career destination,” says John Zappe, principal and analyst at Classified Intelligence. “Creating this type of platform is good for attracting not only active job seekers but also those coveted passive job seekers as well.”
HotJobs kicked off its efforts by filtering questions and answers from Yahoo Answers that pertain to careers and posting them on its own Web site. Considering that Yahoo Answers has 17.9 million unique visitors each month, there’s plenty of opportunity to create a dynamic forum.
Some of the questions posted to HotJobs included: How do you stay on your boss’ good side? Would you hire a restaurant manager with a nonviolent felony? What is the best way to get into DVD authoring?
However, the issue isn’t going to be about volume of the postings but rather about the quality of the content.
“I have seen some community forums that have turned into support groups for the unemployed,” Zappe says. “HotJobs is going to have to stay on top to maintain good content that continues to attract traffic.”