Employer Branding For Dummies by Mosley Richard & Schmidt Lars

Author:Mosley, Richard & Schmidt, Lars [Mosley, Richard]
Language: eng
Format: epub
ISBN: 9781119071624
Publisher: Wiley
Published: 2017-01-19T05:00:00+00:00

Visit the career pages of top employers, especially those that compete for the same talent you’re trying to attract. Check out their taglines and vision statements and closely examine how easy or difficult it is to navigate to the list of job openings or the page where visitors can search for openings. Use what you discover to perfect your own career website.

Integrating with your social properties

Of all your online properties, your career website is probably the easiest to maintain. All you need to do is keep the list of job openings up to date. The rest of the site remains mostly static. Once a year, you may tweak the copy or do a major overhaul just to keep the site looking fresh and to add features that weren’t available a year ago.

Unfortunately, a static site, regardless of how amazing it is, doesn’t earn the loyalty of returning visitors. The solution: Integrate your more dynamic online properties — your social media channels, such as LinkedIn, Glassdoor, and Twitter — with your static website. Social website integration enables you to provide a real-time employee-driven narrative about the organization, while your base copy remains static.

All social platforms have numerous prescripted plugins that you can easily add to any web page by copying and pasting the script into the source code for the web page. For example, LinkedIn has several tools that automatically generate custom JavaScript code to add LinkedIn functionality to a web page. LinkedIn plugins include Follow Company, Company Profile, Company Insider, and Jobs You Might Be Interested In. You can add a plugin that users can click to follow you on Twitter. YouTube and Vimeo also feature video embed codes that you can paste into the web page’s source code to include a video on the page.

Just as you use your social channels to drive traffic in to your career website (see Chapter 11 ), use your website to drive traffic out to your social channels.

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