Is Your Billboard on a Highway, or a Side Street?
August 20, 2009
In a Wall Street Journal article titled “Beyond Job Boards: Targeting the Source”, Joseph De Avila writes:
“For many Americans looking for work, the first stop is an online job board. Now job seekers are finding that prospective employers increasingly are looking elsewhere to find new hires—the companies’ own Web sites. To draw more applicants to their sites, companies such as software makers Intuit Inc. and Adobe Systems Inc. are revamping their online career pages, including making them more interactive by adding videos and employee profiles. Companies also are trying to reach job seekers through social media sites such as LinkedIn, Facebook and Twitter. Sodexo Inc., which provides food services to institutions, offers online “widgets” at its Web site, which send alerts to job hunters’ computer screens when the company has new openings.”
Here’s the rest of the article: http://online.wsj.com/article/SB10001424052970203872404574260032327828514.html
Are you responding to what your customers (prospective employees) are telling you? If people are using social media sites to go beyond traditional advertising in their job search, are you resisting it, or are you taking advantage of it?
I’ve written about having a plan for your employment brand – who do you want to target? – and then making sure your billboard (internet advertising) is in a high traffic area.
If potential employees are interested in looking at your website, then it’s beneficial to make your website easy to find. Get your site hooked up with LinkedIn, Facebook, and Twitter. Start a blog to share your knowledge and expertise. Create a forum for your customers and fans to write about you and discuss your business. Increase your organic search relevance.
This is how you make sure the employment brand you’ve masterfully created for your company is in a high traffic area, not a side street.
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