On Thursday I reviewed 24 major employer corporate website, career centre and ATS environments to build an invite list for a product launch I’m doing in late November.
Most of them looked quite good aesthetically, but 22 were unfortunately sub-optimal in terms of basic architecture to enable good search engine accessibility. Two were maybe average. This of course means less ‘effectively free’ job seeker traffic and the requirement for greater investment in acquiring job seeker traffic from search engines, job channels and job boards, and everything that goes alongside this, such as; multi-posting technology, resource burden etc!
I’m still struggling to understand why in 2016, this is the case? Why are corporates settling for ‘nice and shiny’ and ‘looks good’, but not realising what they have is not structured to perform one of the main functions which is to attract visitors!
It’s the equivalent of having a Formula One racing car with a lawnmower engine, a fully digitally connected house with a dial up connection, brogues in a 10K race!
There genuinely are some fundamental basics missing here, which you don’t tend to see within the comparable commercial websites of the world’s leading brands. We can do better than this, which will lead to better outcomes for employers and job seekers.
I have talked openly about HR working closer with Marketing for years and the need for digital marketing talent and expertise to sit within HR as well as Marketing / Comms, but is it happening?
I have also put a stake in the ground with customers to encourage them to think about jobs as products and candidates as consumers – Jobs are Products and Candidates are Consumers
These two logical advancements will make a demonstrable difference!
So here’s an offer. A one hour diagnostic for £3.10. That’s the cost of a large Decaffeinated Mocha in Costa, or equivalent reputable coffee house. Let’s meet up somewhere with good Wi-Fi and/or 4G and quickly run through your digital ecosystem. That’s all it will take to highlight a series of potential evolutions, oh and by the way, the coffee is actually on me!
firstname.lastname@example.org / +44 (0)7887 480142
All the best.