Using the Web to Snare More Business
Jim Bierkamp, vice president of commercial unitary marketing for The Trane Company, is one person who believes in maintaining a solid business model that doesn’t depend entirely on the Internet.
Bierkamp made his presentation, entitled “Using the Internet to Improve Your Business,” at the recent ACCA convention held here.
“Ask yourself these questions,” he said. “Will your dot-com model change your prime relationships? Is being on the Web going to bring you more business?”
Bierkamp suggested that contractors evaluate what they want out of a dot-com model. He said one thing to consider is how to set yourself apart from other similar businesses.
“Differentiation is what will build volume through a website, such as having a strong name brand.”
Bierkamp listed several different business/consumer portals available via the Internet, including:
Sidebar: Recruiting Via the InternetLAS VEGAS, NV — Hvacr contractors don’t have to be reminded of the woes of recruiting employees for field work. Many can tell stories of spending hundreds of dollars on “Help Wanted” ads, with little or nothing to show for the investment. The emergence of the Internet as a source for finding technicians and salespeople has been a welcome sight for business owners. And the price is right too. Now contractors can log on to a website (often as a free member) and browse through lists of employees who are finishing up their schooling, looking to jump-start their careers, and hoping to find a change of scenery.
Here are some of the facts to support the cause for Internet recruiting:
“There has to be a more efficient way to marry work seekers with employers,” said Jim Gustafson, vice president and general manager of ELECTRICjob.com. “It has now become a buyer’s market for the job seeker.”
Gustafson and Marc Sampson, president and ceo of MECHdata Inc., talked with contractors at the recent ACCA convention held here.
They cited three dynamics that are driving online recruitment:
1. A robust economy (demand for workers);
2. A tight labor market (supply of workers); and
3. Strong disposable income to purchase PCs and have web access.
“A tight labor market and healthy economy puts more pressure on contractors to use innovative ways to find workers,” said Sampson.
One way for contractors to get the attention of new recruits is to put up an attractive website with plenty of company information and history. This saves the time and money it takes to advertise in traditional print media and have someone fielding phone calls from prospective recruits.
Sampson said that Internet recruiting can be done 24 hours a day, seven days a week. And there are websites, like www.hvacjob.com and acca.org/ careers, that are specifically targeted to the hvacr trade.
“There are master sites that are a mile wide and an inch deep,” he added. “The targeted sites are an inch wide and a mile deep with good recruits.”
Publication date: 04/09/2001