A growing number of recruitment organizations and independent recruiters are launching Web-sites. For corporate recruiters, these sites usually come in two formats: (1) a larger organizational site which is often managed by the marketing or sales function and, in most instances, includes recruitment as ... well, as something of an afterthought; or more rarely, (2) as a separate site devoted solely to recruiting. For third party recruiters, on the other hand, a Web-site is almost always a stand-alone destination, but often involves little more than "brochureware" or marketing literature posted on-line.

Traffic surveys now show more and more Web visitors heading off for such sites, however, and that increased visibility presents recruiters with an opportunity to turn these spots into powerful recruitment machines. How does that transformation occur? The following tips will get you started:

Hurl The URL. Make sure that the Universal Resource Locator (URL-pronounced "urrll") or Internet address of your site is included on everything you send out. Put it on your stationary and in your print ads, annual statements, brochures, employee newsletters and anyplace where it can (and should) be seen.

Stay on Their Frontal Lobes. Communicate with candidates and prospective candidates on a regular basis. Use custom-tailored e-mail and/or a newsletter to stay in touch. And remember, you're selling. Design all your communications to be both "opt-in," i.e., the recipient is given the choice of receiving (or not) your missives and "buy-in," i.e. recipients are given the necessary information and news to recognize and accept your organization's unique value as an employer.

Use Honey. It's time-worn but still true ... "Out of 'site,' out of mind." Therefore, create sticky content that will draw visitors into your site the first time and bring them back again and again.

What's sticky? Historically, sites have relied exclusively on job postings and other employment related information. While such content attracts active job seekers, it rarely pulls in their passive counterparts. Today's best recruitment Web-sites have adhesive qualities for all candidates, which they achieve by supplementing job postings with content that promotes a sense of community for everyone. In other words, to expand the range of candidates who visit your site, turn it into a "virtual club house" – a place where those you are trying to recruit hang out in cyberspace. How? By providing content that is:

	fresh (i.e., changed at least weekly),
	interactive (i.e., visitors get to do something other than read, such as participate in discussion groups or contests), and
	balanced (i.e., fun as well as serious, entertaining as well as informative).