The big problem with them - from the user/pilot standpoint - is that they are so complicated that most people end up having to spend the $60 each year for the membership while job hunting. And the applications are very complicated to fill out (i.e. breaking your time down by the hour) along with being very slow, clunky, and the user-interface is old. As the previous poster said, lots of people don't want to deal with it. But, in your case, I would go for it...
It will bring more qualified applicants to the front door.
Why? Because Colgan, Pinnacle, ExpressJet, Skywest, ASA, and etc. use it. Most people will spend the $60 (as I did back in the day when I was applying to the regionals) to be able to just fill out the one application and send it to multiple airlines. (Rather than spend hours filling out the same application over and over again - possibly risking an error) So... back when I was applying to the regionals, I checked off every airline that was affiliated with airline apps. (even if I knew that I wouldn't get called, because you never know) The $60 was worth spending to me for the overall hassle and that "checking off of every airline that might be hiring" is what I believe would help drive people to the company.
My point is - the same pros and cons about the airline will still exist for someone looking for a job if you call them: Pros: You pay $15,000 more than a regional for the 1st year, $8000 more than typical second year pay, and the experience you get is still some of the most challenging flying that I've done. Cons: It's still on-demand charter (i.e. the schedule/lifestyle) and it's not a time building airline. (And as Ernest Gann would say - it's all about the Numbers - and without time building your numbers may just remain out of reach for longer, or you might miss getting your dream number.)
So, it may be a harder sell to convince people to take the job, but I think that the service will bring in more applicants and get the company name out there. (The normal job postings are buried very far in the bowels of the internet...) I have to be honest, I have spent a lot of time learning as much as I could about all the 121 carriers out there, and I thought I knew every carrier out there (from my own days in air cargo) and I had never heard of the company until someone posted the job notice on JC last year.
Haven't seen you at the gym lately... but I've been going earlier and later in the day. (Less people to look silly in front of.)