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.
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:
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:
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!