Strategies for populating your job board with initial listings.
An empty job board attracts no one. Before you can attract job seekers, you need jobs. Before employers will pay to post, you need job seekers. Breaking this chicken-and-egg cycle is essential.
The content problem
New job boards face a classic marketplace challenge:
Job seekers won't visit without jobs
Employers won't post without job seekers
You need both to build momentum
The solution: start with content, then attract both sides.
Strategy 1: Backfill with aggregated jobs
The fastest way to populate your board is with backfill—importing jobs from external sources.
How backfill works
Cavuno's backfill feature:
Imports relevant jobs from job aggregators
Displays them on your board
Earns you revenue when users click through
Benefits of backfill
Instant content: Hundreds of relevant jobs immediately
Attract employers by removing the cost barrier initially.
Why offer free postings
Lower barrier for first-time employers
Build relationships and case studies
Generate content without manual curation
Create habits employers will pay to continue
How to structure free offers
Launch special:
First 10 employers post free
Limited time offer
Full features included
Ongoing free tier:
Basic posting always free
Premium features paid
Converts free to paid over time
Nonprofit/startup discount:
Free for specific employer types
Builds goodwill and content
May convert as they grow
Transitioning to paid
When moving from free to paid:
Give advance notice
Grandfather existing free posts
Offer launch discount for first paid post
Demonstrate value with metrics
Strategy 4: Partner sourcing
Leverage relationships to get jobs posted.
Partnership opportunities
Employers you know:
Former employers
Industry contacts
LinkedIn connections
Associations and communities:
Industry groups
Professional associations
Alumni networks
Online communities
Complementary businesses:
Staffing agencies
HR consultants
Industry service providers
Approaching partners
Keep outreach brief and valuable:
Subject: Partnership opportunity - [Your Board Name]
Hi [Name],
I'm launching [Board Name], a job board focused on [your niche].
I'd love to feature [Company]'s open positions. During our launch,
we're offering free featured postings to founding partners.
Would you have 5 minutes to discuss? Happy to share more about
our audience and reach.
Best,
[Your name]
Strategy 5: Content outreach
Create content that attracts employers organically.
Content that works
"Top companies hiring in [niche]" lists
Company spotlight interviews
Salary surveys and reports
Industry trend analysis
Why content works
When you feature a company:
They often share the content
Opens conversation about posting
Builds relationship for future
Generates backlinks and traffic
Content-to-jobs pipeline
Create "Top [Niche] Companies" list
Reach out to featured companies
Offer free job posting as featured company
Convert to paid after proving value
Building momentum
The flywheel effect
Each element reinforces the others:
Content attracts job seekers
Job seekers attract employers
Employer jobs attract more job seekers
More activity improves SEO
Better SEO brings more traffic
Metrics to track
Monitor your progress:
Metric
Launch target
90-day target
Active jobs
20+
100+
Monthly visitors
100+
1,000+
Employer accounts
5+
25+
Applications/clicks
Any
Growing
When you've broken through
Signs you're past the initial hurdle:
Organic traffic is growing
Employers contact you (not just outreach)
Job seekers return regularly
Some employers pay without being asked
Common mistakes
Too few jobs at launch
Visitors who find an empty board rarely return. Wait until you have meaningful content.
All backfill, no direct
Pure backfill boards lack differentiation. Mix in curated and direct postings.
Ignoring relationship building
Early employers become case studies, referrals, and evangelists. Treat them well.
Expecting immediate results
Building a job board takes time. Stay consistent through the slow early months.