topics include Communication, Employer Branding, EVP Development
As part of the research we undertake for our clients we carefully review the web-sites of organisations in a wide variety of sectors. Whilst the careers site is obviously a key focus, we also consider at all aspects of the on-line information that is available to an inquisitive existing or potential employee.
One thing that has struck me over the years and continues to do so is that comparatively few organisations, even those who are investing heavily in their online communications and brand building, make a single, clear statement of their intent as an employer.
Indeed, remarkably few actually even welcome a visitor to the careers site, let alone explain at this crucial initial touch point what the organisation stands for as an employer.
All the more frustrating is that the information is frequently all there, but it is dotted around the site, often in no particularly logical order. Like DNA spread randomly far and wide at the scene of a crime, it can require the skills of a forensic scientist to piece together the true meaning.
While it is important to encourage potential candidates to engage with a site and build as three dimensional a picture as they can from their interaction with the various sections and through accessing videos and podcasts, surely it makes sense to say at the first available point:
"Hi, this is what we stand for as an employer. On the following pages we'll substantiate this and leave you with as clear and accurate an impression as we can of what it is like to work here. Then you can make an informed decision on whether what we're offering suits you and what you're offering is likely to fit with us."