Two weekends ago we were in route north to celebrate the life of my cousin whose life come to an end after a short, yet extraordinarily impactful life lived well.
Although he leaves behind a wife and 5 girls ranging in age from 10 to 20 years old, his legacy of attentively serving and encouraging others will live on for the foreseeable future.
But as my family and I traveled from Austin to Dallas, I spotted a few interesting domains being advertised on big rigs and billboards — especially new top-level domain extensions (new TLDs).
From they weren’t needed to they’ll die on a vine to 6-figure new TLD sales to financing being a match made in heaven, the domain industry in its entirety is not short on talk when it comes to new TLDs.
Having been released 5 years ago, I’m finding that more and more businesses of all types and sizes are using new TLDs — even if only used as a secondary website or redirect.
Case in point is the trucking company Ryder. We encountered a few Ryder big rig trucks on our trip up and back proudly advertising Ryder.Jobs — redirects to the Ryder.com’ career page.
Then as we were entering Waco traveling northbound, I spotted a billboard touting a Tractor Supply Company employment advertisement using TractorSupply.jobs.
More importantly, I discovered a modernized, responsive website dedicated to informing visitors about Tractor Supply Company’s culture, mission, principles, values, and benefits.
It’s not only a very well put together website, but I prefer this type of a website, a micro website, rather attempting to traverse a primary website with information buried multiple levels beneath primary pages.
In addition, using a micro website allows for distinct marketing spending and metrics tracking to understand the ROI of advertising opportunities. Of course, domain redirects can be measured too.
Discovering Ryder and Tractor Supply Company having implemented domains using the .jobs extension, I pondered whether or not other big brands followed suit, finding the following:
Amazon.Jobs
AmazonDelivers.Jobs
Att.Jobs
Cabelas.Jobs
Cintas.Jobs
CoachUSA.Jobs
DisneyParks.Jobs
Facebook.Jobs
Geico.Jobs
KForce.Jobs
Phillips66.Jobs
RedRobin.Jobs
Starbucks.Jobs
UnderArmour.Jobs
United.Jobs
UP.Jobs
In addition, I Googled and discovered a number of small to large businesses as well as colleges and universities throughout the world actively using .job domains to promote their employment opportunities:
GoTo.Jobs
Greater.Jobs
Find.Jobs
Tradesmen.Jobs
Secure.My.Jobs
US.Jobs
USA.Jobs
RepublicServices.Jobs
Wisc.Jobs
PSU.Jobs
Nebraska.Jobs
DTNA.Jobs
Able.Jobs
SJR.Jobs
UVU.Jobs
Wiregrass.Jobs
MohawkIndustries.Jobs
bRIdge.Jobs
Swedish.Jobs
VillageInn.Jobs
Doherty.Jobs
SEMO.Jobs
In closing, there are endless opinions in the domain industry, ranging from newcomers to titans, about embracing or dismissing new TLDs.
Regardless of where you stand or what you opinion of new TLDs may be, brands large, small and in between are using appropriate and contextualized new TLD extensions to represent their digital presence.
Sure, domain investors may not be able to purchase existing brand domains in hopes of selling the brand a given domain, but what about the generic and geo new TLDs (i.e. Nebraska.Jobs, Find.Jobs, etc.)?
We can talk all day long about how much their needed or not needed, but where the rubber meets the road is actual usage.
And from the looks of the list above, this is simply the beginning for many other brands to eventually join the fold in using new TLDs.
What do you think? Thanks and that’s all for now!
As a domain investor and business consultant, Alvin actively participates in daily domain auctions. Outside of auctions, he passionately shares his views, opinions, and vision for how businesses should and should not use domain names to generate greater customer growth and revenue.
