AUG 4, 2005

Key deadline approaches for dot-jobs web site applications

By Steve Bates

Organizations hoping to reserve a .jobs web site to connect applicants with positions are facing an Aug. 19 deadline. That’s the close of the start-up period for applications from companies that might face competition for their chosen web site name.

For example, if two or more organizations apply for the site delta.jobs, the applicant that can demonstrate the most significant commercial use of the Delta name likely will be approved for that .jobs site. However, if only one firm applies for delta.jobs by Aug. 19, it will be granted approval for that name, even if another company might have a claim to it.

“A business’s most valuable asset is their company name,” said Tom Barrett, president of EnCirca Inc., one of the .jobs site registrars, in a press release. “Even if a company is not ready to use .jobs for their online recruiting, they should still reserve their company name to prevent imposters and cyber-squatters from confusing their customers and diverting web traffic to competitors.”

Applications for .jobs sites will still be accepted after Aug. 19, said Tom Embrescia, CEO of Employ Media LLC, which is partnering with the Society for Human Resource Management (SHRM) in sponsoring the new top-level Internet domain. However, he said, “there is a sense of urgency” for organizations that might need to protect their brand through a .jobs site.

Organizations can go to employmedia.com for a listing of registrars who process applications for .jobs sites and for further information on the process.

The idea behind .jobs is to create a simpler, easier and universally recognized method for applicants to find job listings. If a job seeker is interested in jobs at Delta, for example, he or she will know to go directly to delta.jobs to find up-to-date listings.

In April, the Internet Corporation for Assigned Names and Numbers (ICANN) granted permission to Employ Media and SHRM to create .jobs sites. Employ Media serves as the wholesaler; Internet registrars accept and process applications; SHRM’s role is largely to ensure that the service meets the best interests of the recruiting community.

In June, SHRM President and CEO Susan R. Meisinger, SPHR, announced the opening of the .jobs application process at SHRM’s Annual Conference and Exposition in San Diego. “We believe this may help cut the amount of time a position is open, and potentially help cut cost per hire,” she said. “It’s simple. It’s affordable. It’s brilliant.”

A two-month initial application phase was decided on to prompt organizations that might face competition for a particular site to file their claims early so conflicts can be adjudicated. Firms that win licenses for their chosen .jobs sites should be able to “go live” with those web addresses early in the fall, Embrescia said.

“I am thrilled with the open-armed acceptance .jobs has had,” he added. “Thousands of companies have already applied.”

One major oil company is seeking about 70 different .jobs page names for its various geographic locations, he stated. Another company has applied for more than 250 web site names, Embrescia added.

In addition to varying their site names by location, organizations can vary them by the types of positions that are available. So Delta could register delta.jobs, us-delta.jobs, uk-delta.jobs, delta-support.jobs, delta-marketing.jobs, and the like. Organizations can also use common nicknames, abbreviations and acronyms for their firms.

Organizations from anywhere in the world can apply.

For an applicant to qualify for a .jobs address, it must be either a member of SHRM or engaged in human resource management practices that meet at least one of the following conditions:

• They are certified by the Human Resource Certification Institute.

• They possess salaried-level HR management experience.

• They are supportive of the SHRM Code of Ethical and Professional Standards in Human Resource Management.

Steve Bates is managing editor of HR News. He can be reached at sbates@shrm.org.