CareerBuilder Surprises Industry With Launch of New Consulting Business

Taking the industry by surprise, CareerBuilder this morning launched a new talent management consulting and employment branding firm it calls Personified .

Headed by Mary Delaney, formerly chief sales officer for, the new company says it works in four key areas:

  • Acquisition, providing an RPO service for continuous and large scale hiring, as well as consulting on internal procedures and processes;
  • Employment branding;
  • Workforce culture, with a focus on creating a diverse workplace;
  • Training in recruitment, leadership, sales, diversity, and project management.

“That’s a pretty big area,” says Peter Weddle , executive director of the International Association of Employment Web Sites and a nationally known recruitment consultant. That CareerBuilder would launch such a company is “not surprising, but it is interesting. There are forces that argue for it and forces against it.”

Weddle told us that at every conference of the IAEWS recruiting executives of major employers deliver a consistent message: “Stop selling us job postings. Start selling us solutions.” “OK,” Weddle says of Personified, “This is a solution.”

CareerBuilder’s avowed reason for launching Personified, according to today’s announcement is that it is an evolution of the work already being done by the job site’s Human Capital Consulting Division, which Delaney started.

“The new company was formed to address increased demands from the market for more robust talent management solutions,” says CareerBuilder CEO Matt Ferguson. Then there’s also the opportunity for CareerBuilder to improve its share of the $18.4 billion global human resources consulting industry, a point made in the announcement.

Recruiting consultant and industry pundit John Sumser put it more bluntly, “The launch of Personified marks a profound inflection point for the newspaper industry. (CareerBuilder is owned by three of the largest newspaper groups in the United States.) Classified advertising is all but dead in the print form and online advertising services are rapidly eliminating the newspapers as players.”

“Growth is a challenging objective in a market where the basic unit price is always declining. In order for CareerBuilder to continue to meet growth objectives, it must crawl out from the advertising ghetto. Personified is their first attempt to do so.”

Article Continues Below

Of course, the new company has its challenges. Its employment branding service, though not fully detailed either in the press release or on the Web site, puts CareerBuilder in competition with some of its biggest customers such as Hodes and Shaker and it creates the potential for conflict of interest charges.

“Someone might want to remind them that TMP and Hodes both had to segregate their media businesses from their agency businesses,” says Sumser, referring to the job boards both companies were once a part of.

Competitively, however, Joe Shaker, CEO of Shaker Recruitment Advertising and Communications, one of the largest recruitment advertising firms in the world, told us he expected that his company’s good relationship with CareerBuilder would continue. “I don’t see that changing.” Shaker says, adding that he had no advance knowledge of the new company and, like Weddle, first learned of it today.

“They’ve certainly been flying under the radar with this,” he added. “Now that it’s out, I expect I’ll start hearing from them (other job boards).”

Although Weddle says he can think of no other pure play job board that has started a similar consulting business, “it’s going to get them thinking.”

John Zappe is the editor of and a contributing editor of John was a newspaper reporter and editor until his geek gene lead him to launch his first website in 1994. He developed and managed online newspaper employment sites and sold advertising services to recruiters and employers. Before joining ERE Media in 2006, John was a senior consultant and analyst with Advanced Interactive Media and previously was Vice President of Digital Media for the Los Angeles Newspaper Group.

Besides writing for ERE, John consults with staffing firms and employment agencies, providing content and managing their social media programs. He also works with organizations and businesses to assist with audience development and marketing. In his spare time  he can be found hiking in the California mountains or competing in canine agility and obedience competitions.

You can contact him here.


1 Comment on “CareerBuilder Surprises Industry With Launch of New Consulting Business

  1. Can’t be too big a surprise to the industry; they’ve been recruiting for consulting and management positions for months!

Leave a Comment

Your email address will not be published. Required fields are marked *