Yahoo Targets Job Prospects Who Aren't Even Looking

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Yahoo HotJobs has launched a Yahoo Recruitment Advertising program that lets employers and staffing agencies find candidates across the Yahoo network.

The program lets recruiters target prospects across the Yahoo network, even if they are not actively seeking employment or using HotJobs' traditional job board. Yahoo Recruitment has three products: Yahoo Network Advertising, Yahoo Search Submit Pro and Yahoo Sponsored Search.

"HotJobs is a job search engine, but it's insufficient," said Dan Finnigan, executive vice president and general manager of Yahoo HotJobs, Sunnyvale, CA. "You don't want your candidate list to only include people who are actively looking for a job. In this kind of market, you have to go out and find them."

The product launches amid a robust job market, Mr. Finnigan said. Qualified candidates may not be trying as hard to find work.

Yahoo Network Advertising lets recruiters target people by location, industry, occupation and behavior. They can use contextual, streaming and interactive media to engage candidates and direct them to their company profile or job listings page.

"Search is the fastest-growing segment online," Mr. Finnigan said. "More advertisers understand search, and more members use search. The amount of career-related searches on Yahoo grew 50 percent in the last couple of years."

The prevalence of search online gives Yahoo Recruitment's other two products their appeal. For instance, Yahoo Search Submit Pro is a tool for recruiters to expand their presence in the algorithmic search results. When companies use Search Submit Pro, they guarantee inclusion of job opportunities from their site in the Yahoo index.

The other product, Yahoo Sponsored Search, is a program where companies bid on keywords to receive maximum visibility on the search results page. Advertisers pay only when a link is clicked.

Yahoo Recruitment is in trial and available only to HotJobs network members. Yahoo plans to announce open availability in the future.

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