b5media: Work Hard, Play Hard or Don’t Play at All
b5media Inc. is a global new media blog network featuring a wide variety of topics ranging from entertainment and lifestyles to sports and technology. One of the largest blog networks in the world, b5media reaches nearly 10 million unique visitors and receives 30 million page views per month.
b5media was started by five bloggers who connected through their blogs, decided to stitch the sites together and then sell advertising against the new network. At its inception, b5media was one of only two of its kind. Now there are more than 6000 such blog networks. To differentiate itself from the competition, b5media recently set on a niche path to give its readers blogs they care more about. By focusing on smaller audiences, b5media authors and readers connect in deeper, more meaningful ways and provide more value to advertisers.
CHALLENGE
b5media’s environment is typical of a new economy startup: work hard, play hard and get rewarded for their efforts. The company’s staff is comprised of entrepreneurial self-starters used to making things happen, and are subject matter experts in their own right. There is very little room at the company for learning on the job; potential recruits have to be vetted as good cultural fits even before their first day with the company.
Given its dynamic nature, b5media’s biggest challenge was actually dissuading people who are not good cultural fits from applying for jobs. b5media typically interviews 10-15 candidates for every open position and has the rare luxury of choice, allowing executives the time to carefully vet prospects. Other hiring challenges included a general lack of process, not marketing the company well enough to potential hires, and not having a method to carefully compare two qualified candidates for the same position with a consensus from company executives.
SOLUTION
b5media turned to Standout Jobs’ Recruitment Communication Platform to help the company add process to its hiring efforts, discourage under-qualified potential applicants and better market the company culture on the Web. Prior to signing up with Standout Jobs, b5 relied on a number of recruiting vehicles, starting with word of mouth, then Craigslist Toronto, the free job boards and finally recruiters, which typically charged fees anywhere from 12 to 20 percent of a hire’s salary.
“Our process was all over the board, but once we got on the Standout Jobs platform everything fell into place. We especially like the video features on the employment page,” says Jeremy Wright, CEO and co-founder, b5media. “We purposely post videos that show an edgier side of our office culture. It’s our way of conveying to potential applicants how we approach each day and our business. We’re high-intensity workers, high-intensity players and if that’s not something that is 100 percent attractive and a good match for your lifestyle, then b5 is not the right organization for you.”
RESULTS
b5media’s use of the Standout Jobs Recruitment Communication Platform is seen within the company as very strategic.
“It’s not a good short-term solution for knee-jerk hires,” says Mr. Wright. “If we need someone in a pinch we go to Craigslist or one of the other job boards, but those hires are generally of lower value to the company. The quality of the candidates Standout Jobs produces is much higher, and we treat applicants coming through the system as important positions for our growth and direction.”
Standout Jobs’ platform adds the critical employment view b5 needs to make good hiring decisions by pre-screening candidates for only those who would fit in with the company’s work environment. The career site showcases the company’s personality, which is in stark contrast to the b5 corporate site designed for advertisers and readers.
While using Standout Jobs b5 has built up a great pipeline of potential applicants it can turn to when they need to quickly fill a more important position. “It’s a super networking tool,” continued Wright. “If we meet someone we like we point them to the site, rather than just ask for a resume. It’s a way for us to showcase our company and to measure whether or not the prospect has interest in b5’s culture before we talk about a particular position.”
Since going live on the software, b5media has sifted through literally hundreds of applicants to fill several key positions, saving the company countless hours of executive time using collaboration tools built right into the Standout Jobs’ platform, not to mention recruiters’ fees. Specific, strategic hires are sourced regularly, including designers, developers, marketing, media and sales people who are more likely to succeed in the company’s fast-paced culture. These positions need to be filled on a regular, ongoing basis, and Standout Jobs is b5media’s source for quality applicants.
