I’ve been recently thinking about the duties of a marketer.
Most marketers I know of, and based on my own experience as an in-house marketer, would be 100% focused on the target audience (prospects) and existing customers. Retention and acquisition.
But 0% was focused on making the company look attractive to new talent. You know, the next Procurement Manager or the Software Engineer or the Marketing Assistant.
Typically, a website would have a half arsed Careers page built with a very short piece of text (so dull it’s almost a cure for insomnia) and a list of current vacancies.
And that’s about it.
So I decided to check out a few sites and collate some interesting approaches which others have taken and put it into a bit of a list for you – maybe you can take a few of these ideas from others and start allocating budget towards improving the image and perception of your company on your website?
Maybe one of your website goals in 2015 is to generate 2000 organic applications via the website. In other words, not via any agencies. (Tip, use campaign tagging and separate landing pages).
This is my favourite by far. The entire page gets over the culture and what it could possibly be like working for the company.
Very good use of images and photos and I love these short 60 second interviews with employees.
And then there’s this wonderful video…..
You can view the full page here. NotOnTheHighStreet.com/work-with-us
Whilst scouring the web I came across this company website. Whilst the ‘Careers’ page is pretty basic I think there are a couple of nice pieces of marketing here.
The first is the bChannels Career Progression Roadmap. It’s a simple way of getting over the various roles within the company and the opportunities available. I just found it an interesting way of showing this.
bChannels have also utilised video to communicate key messages and what is quite funny is the small “out-take” at around 2 mins which made me chuckle.
This was enough for me to see that someone has a good sense of humour in the company to allow the “blooper” to make it into the video.
Here it is…
You can view the full section for bChannels here: http://joinourteam.bchannels.com/
These guys have done a splendid job on image use and copywriting. This is a wonderful statement to make on landing on the ‘work with us’ page.
Good use of images to show what the office space is like and the general culture (ooooooh egg chairs!!)
Anyone who knows me long enough will know I’m all for learning and development.
So this copy floated my boat and the way it is written is inspiring too.
You can view the entire page in full here: http://www.lumosity.com/jobs
The Square careers page focuses on communicating its culture – in the intro copy they say “Our products reflect our culture”.
Like many others, Square also put extra emphasis in good photography of the office and workspaces.
I love this paragraph! How awesome is this? To have the opportunity to celebrate every week with colleagues and help each other is a great idea.
The page then ends with a bit of CSR and a company mission to encourage and empower the next gen of women in tech….
You can view the Sqaure ‘careers’ page here: https://squareup.com/careers
More than anything, I particularly like the copywriting on the Bonobos careers page.
How many people in your workplaces are proud of the work they do and want to hang their achievements on the wall?
You can view the full Bonobos Careers page here: https://bonobos.com/jobs
A very nice page (using parallax scroll I think) with some lovely ways of communicating the company values – and they are not the usual corporate, bull shitty values either…
Be sure to check out the *SUBJECT TO CHANGE value – very very good!
See the Forward careers page here: http://www.forward.co.uk/careers/#culture
I love so many elements of this page. Firstly it’s the opening statement….
Luckily, the leaders at Airbnb must have some good connections to be able to bring the below people to inspire and teach their employees…..
I just absolutely love the below call to action.
This is why you should work for this company. This is the mission this company is on. Wanna be a part of it?
What’s the mission for the company you work for? Is it something you believe in?
I also love the below videos. In my first ever marketing job, the company director made sure that families were treated to perks as well employees. A nice touch.
You can view the “Life at Airbnb” page here: https://www.airbnb.co.uk/jobs
I put this one in there because of the video on this page. It seems as though using video to communicate your company, culture and values can be very powerful. This one in particularly is well filmed and scripted….
To view the full video and check out their careers page click here: http://www.ooyala.com/about/careers
9. Travis Perkins
Wahey! A construction brand. I picked Travis Perkins because of this image. This image just sums it all up for me.
View the dedicated Travis Perkins careers website here: http://www.tpcareers.co.uk/
Moz.com (formerly SEOmoz) have crafted up a very good careers page which very much focused on their culture – note, I follow Moz and this culture carries through to their social media presence – “always be helpful” mentality.
It’s not just some messages on a careers page – you want proof? Go follow them, like them, subscribe…..
Moz have focused the copy around their passions – if you get their passions and it aligns to your passions then you’re the perfect fit.
Are you passionate about the same things as the company you’re working for?
View the Moz.com jobs page here: http://moz.com/about/jobs
In conclusion, it’s evident that the 10 I have picked focus heavily on:
- Work environment
- Missions and Values
It’s also clear that video and well crafted copy works too.
I think the most important aspect or learning point from all of this is:
“Have a very good idea of the type of person who would fit into your company”
So, make it your mission next year to promote the “why you should work for us” message for your company and set yourself a target for the number of applications received via your website.
If you have any career pages to share then please do leave a comment below.