You monetization channels: how do you make money?
At the global level, our main source of income is working with job boards, meaning selling traffic. Speaking in simpler terms, we have wholesale — job boards and retail — employers. Our task in Ukraine now is to move to retail; in the other countries we continue to work in wholesale. In addition to that, we have income from advertising networks and from banners, gradually decreasing their number.
What are Jooble's main problems today?
I wouldn't call them problems, I would say they were challenges: we are launching a new product for employers to the Ukrainian market.
Jooble as an aggregator used to focus solely on job boards. Ukraine is one of the few exceptions where we started communicating with the client — the employer — directly. The difference in economics between an aggregator, a job board, and a final employer client can be very dramatic: tens or even hundreds of times, and if we want to considerably grow in the nearest future, we need to work with employers directly. This is the challenge: jump to working with a different client, while remaining an aggregator.
What is your algorithm for working with job boards?
At first, we find out that a certain job board exists and have the first contact. The second stage is them testing our product, the third — paying for our services. The fourth and final stage is when the job board starts working with us on permanent basis, an iterative continuation of interaction happens.
How is interaction with employers different from your usual approach?
When we work with B2B job boards our main target audience are marketologists who need to buy traffic of job seekers. Employers are smaller than job boards by the number of job openings, but at the same time there are thousands, maybe tens of thousands more of them themselves. Also, employers bring much more income per one job opening. And since our payment system is based not on placement, but is a more advanced PPC one — where we take payment for user attention, we earn much more.
The main challenge here is to retune the market where everybody is used to working the old way. Any market evolves — in the past, they used to pay for banner placements or displays, then came the clicks, then the transactions. The same revolution is now happening in the world of recruiting. The companies are abandoning the classic payment for placement and transferring to PPC.
Are you testing your product for employers only in Ukraine?
The cost of failure is the lowest here. To say more, it's not like the employers are used to the standard model of job boards. They just didn't have a choice, because all job boards offer the 'payment for placement' model that is beneficial for them. I'll walk you through the logic: according to our data, when a person posts a job offer, they close it on average in 12-14 days, and the placement is paid for a calendar month. During the remaining time, the employer is wasting their money.
With our model that is based on payment for user attention the employer can stop the system as soon as they close the vacancy, and not pay extra.