Clue #2: Understanding a Niche Market

As important as a community is, so too are sub-communities – niches where we feel most comfortable, most understood, and most likely to find something in common with another group member. Some of us find this in a religious arena, others on an athletic field, and others at Minorities’ Job Bank. Yes, it’s another job board. And yes, you can post your jobs and search a hefty resume database – for a fee. But, in addition to providing the requisite job postings and career information, Minorities’ Job Bank creates ethnic communities – one each for:

  • Native Americans
  • African Americans
  • Hispanic Americans
  • Asian Americans
  • Women

So what? Well consider this. In 1990, according to the US Census Bureau, the US population was 83.9% white. Being a person of color and working in a white-dominated society might just possibly bring with it some unique questions, experiences, and perspectives. Where better to learn to deal with it all than in a community of like people? Thus, the birth of the individual ethnic villages. Each village offers a plethora of articles for, by, and about people of color. Each also offers a discussion forum. And, significantly, each also offers news of particular interest to each group. Although the white population in the US had declined to 82.5% by 1998, clearly our media comes from a primarily white perspective. The Minorities’ Job Bank throws a monkey wrench into this. It offers minority news from mainstream sources like the Associated Press and Reuters, but, it focuses on news from non-mainstream sources – the Pacific News Services, tribal newspapers, etc. Thus, a place is created where newsworthy events often ignored by the mainstream take on new life and importance. This in turn, creates a climate of an increased knowledge base, and of a power that can only come from numbers – almost one million visitors a month. From 1990 to 1998, while the white population decline, all other groups in the US grew. The percentage of:

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  • African Americans grew by almost one-half of a percentage point
  • Native Americans grew by one-tenth of a percentage point
  • Asian Americans and Pacific Islanders grew by almost a whole percentage point
  • Hispanics grew by more than two percentage points

Wouldn’t it make sense to understand what each of these populations is looking for so that your companies can provide it and tap into growing markets?

Jennifer Hicks, a seasoned Internet researcher who writes extensively on the use of the Internet for job hunters and recruiters, is a contributor to AIRS research. The AIRS Search Guide acts as your personal trainer, guiding you through our Advanced Internet Recruitment Strategies (AIRS) in a highly illustrated offline magazine. Each issue is full of new sourcing strategies, search examples, step-by-step procedures, and AIRS latest research for finding high-value passive candidates on the Internet. Contact AIRS at