The Starr Conspiracy and ReTargeter.com are launching a new blogger advertising platform, called The HR Blogger Network, which they are touting as the only network of blogs dedicated to human resources and human capital management.
The network has secured exclusive rights to advertise on popular sites featuring such authors as as The Women of HR, Jennifer McClure, Charlie Judy, Lance Haun, Steve Boese and Laurie Ruettimann. It will be adding new blogs to the network over the next few months.
The platform will offer advertisers a targeted audience in this particular industry, along with ReTargeter's retargeting technology—meaning ads can be served to the HR Blogger Network audience even after they leave the network. "There are over 1 million HR professionals in the United States, and traditional media reaches only about one-third of them," said Bret Starr, founder of The Starr Conspiracy, a full-service marketing and advertising agency with a focus on human capital software and services companies. "These numbers will continue to decline as print media gives way to online content."
The Reach of LinkedIn
The rise of LinkedIn has shone a spotlight on the advantages of online business and industry-specific communities. However, HR managers contest the idea that LinkedIn specifically, and social media, in general can replace traditional recruitment techniques. (via People Management).
As more businesses and job seekers gravitate to LinkedIn, expect competing sources of online information to continue to highlight their differences. Meanwhile, networks competing for ads might find themselves at a disadvantage, although with the retargeting capabilities of The HR Blogger Network, LinkedIn will likely be a venue on which its ads are reserved.
HubSpot's Study Finds LinkedIn Generates Highest Conversions
In a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). LinkedIn's conversion rate also outranked social media as a channel overall. In other words, of all the traffic that came to these business' websites via social media, .98% of that traffic converted into leads, compared to LinkedIn's 2.74%.