Can it be? John Sumser, counter-culture guru of the recruiting world, Mill Valley iconoclast and purveyor of contrarian wisdom, has finally gone completely around the bend to the other side? Has he become a partisan, a person who advocates for a point of view independent of any sound logic to support his conclusions?
That's right folks, John has become a neo-recruiter, a partisan for those halcyon days when all you needed was a telephone, your wits and a pack of Camels. When men were men and content was sacred. And in order to get us back to those days John is prepared to do whatever it takes, including scaring the hell out of us.
For those of you who haven't read it, John has decided that vertical search engines picking up your job content is like people showing up to mow your lawn without your permission. John is a little rusty at the fear-mongering thing, having given it up during the Carter administration, but given some time he can flesh this whole analogy out to:
"Speed-freak illegal aliens show up and mow your lawn, taking your clippigs (FOR GOD’S SAKE, NOT THE CLIPPINGS!) and then graffiti your house while you sit cowering inside AND THERE IS NOTHING YOU CAN DO ABOUT IT!" Yes, unbeknownst to you, those perfectly crafted, Shakespearian job descriptions are being defiled by being ripped from your innocent website and posted in the company of other jobs! Heavens forefend! I believe I am about to swoon.
Allow me to “John Jack” here and reprint the most salacious parts of his article:
Job Jacking
Imagine this.
You wake up one morning and discover that your lawn has been cut. It's not particularly well done. It's long enough so that it will need to be cut again next week. The trimming has not been done.
There is a note stapled to your front door that says: If you do not want your lawn trimmed next week, please place a sign in your front yard saying so. If you want a better job done, please do one of the following:
- Contact an LEO (Lawn Equipment Optimization) Consultant,
- Buy outdoor advertising from us, or
- Place our billboards on your front yard (we'll pay you for this)
This is significantly more intrusive than the standard scam in which a donation is requested after the street number is painted on your curb. You'll notice that the process is opt-out rather than "opt-in". You'll also notice that the requirements for opting out are entirely the responsibility of a customer who never solicited the service in the first place. In this peculiar set of circumstances, none of the options really allow the lawn-owner to control his yard.
Now, imagine that twenty services were doing this to your front yard simultaneously.
That's what it's like if you have a set of job listings on your corporate website. It's what it's like if you run a legitimate job board, collecting fees for postings.
The gang member pulls up to your house, mows your lawn, takes your clippings and tells you that you can only stop him by placing a big sign in your front yard. Then the next one comes and so on. No respect for ownership, no respect for a particular approach to landscaping, no compensation for the value extracted, no consideration of the impact on the yard. It's just grab and run.
This incredible set of bad manners is brought to you by the likes of Jobster, Simply Hired, Indeed and a host of other examples. The model was established in days gone by FlipDog, CareerMosaic and CareerCast. "Spidered" job content has always been the ploy from job boards who were unable to muster a real sales force.
You have to go to his site to read the rest of the article, although I have to caution you that I just engaged in the “bad manners” of taking John’s writing and putting it on my site, all the while shoving money into his pockets against his will by driving up his traffic numbers. I guess my evil plan to trim John’s hedges for free is officially out of the question.
Now, first, I hope you will forgive me if I indulge in a confession. John has Jacked me before. A lot. And I liked it each and every time. John Jacks me when he takes the Talentism feed and puts it on one of his pages where he sells ads. I know I shouldn’t like it. After all, he is using me. Golly, I didn’t ask him to Jack me. He just did it all by himself. But like it I did, because it was better for me than it was for him. My “lawn” received a wider distribution which enabled it to better achieve its purpose. And after all is said and done, it’s about what you are trying to do with the content that matters.
But all this talk has got me thinking. You know, after the initial flush of excitement, maybe John jacking me isn’t so great after all. Especially when I see that he has ripped up my lawn, put it in front of his house, and then posted this sign on the front yard:
All the material on this website is the property of Interbiznet. Redistribution without permission is strictly prohibited.
Hey John, are you seeing other blogs on the side? I mean, isn’t this just so typically male! I put myself out there, ready to share my lawn with you and then you cast me aside and claim it as your own. You bastard! My mother was right about you.
Yes, content is property and as such it is protected. Just like the content of a flyer inviting people to a free concert is copyrighted. Just like speeches and campaign clippings and demo songs. As the owner of the content it certainly matters to you where your stuff is displayed. Punk bands don’t like their announcements displayed in stores that specialize in Barry Manalow. I get it. But Punk Bands do like their stuff displayed, because it means more people are likely to come see them. Sure, for their brand’s sake they would like the flyers to be found in methadone clinics and crack houses, but a full house is a full house. Better to play to a packed crowd than three committed fans.
So if you are trying to pack the hall (or drive traffic to your site) put the content up and know that it’s going to be disaplyed in places that you may not like or approve of, but that your ultimate purpose (a lot of traffic) is better served by wide distribution than no distribution. True, the mental picture of John standing in his front yard beating the crap out of anybody who walks by with a power mower was worth the price of admission. But if you want people coming to your show, you should avoid neo-recruiting partisanship and get yourself jacked. I highly recommend it.
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