The national sites don't have the ability to create these ongoing, long-term relationships in a particular market. To put it succinctly, for the national sites, it's about job listings. A job seeker can research a company using its website, acquiring more information than what could have run in a newspaper ad or on a radio spot. HR people can proactively search a resume database of potential candidates rather than wait for resumes to come to them. The Internet reduces the cycle time for the match between job seeker and recruiter.
Newspapers are still one-way communication.
You're listing a job and you're hoping someone reads it and responds. A website allows you to start to build an interactive community. You can create an environment where a company representative, through the use of message boards and questions and answers, can convey the culture of a company, what it's like to work there. We can create a database that includes what a job requires, some skill-based information, criteria that go beyond title and location. We can couple that with a very extensive database of candidate profiles that include information candidates have provided about their skills and capabilities that go beyond their standard resume.