Archive for websites

100 not out

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Last week marked something of a personal highlight with the winning of my 100th award at the Recruitment Business Awards 2013.

(Not to mention, Award 101 too – but that maybe the theme for a later post.)

It got me thinking.

That after 20 years in the recruitment marketing industry, should I still be creating award-winning work? Shouldn’t there be a new generation (or two) producing better?

That when I started working in recruitment comms – digital, websites and social media – all the areas that, as an agency, we have embraced over the past years didn’t even exist. And now look at them.

That you can never stop learning. We saw the potential of Social Media over 4 years ago and began seeing how we could utilise it for recruitment. Starting from scratch, not case studies. Learning all the way, while the more cautious watched from the sidelines and only now are putting a toe in.

That the only awards worth winning, are for work that actually ‘worked’. Not just looked pretty. But work that ‘looks pretty’ and actually generated results, they’re the ones.

That you can never set out to produce an award-winning piece. It never happens. Start thinking this is the one and it never will be. Start thinking ‘I want to create the best work I can’. And it may have a chance.

That you can never disregard the ‘big idea’. It doesn’t matter if it’s a tweet or a global careers site, it should always be based on an idea. Not an execution. Not a new piece of tech. An idea that connects to the target audience.

And finally, that it’s great to be hands on. It keeps you closer to what works. Closer to the audience. Closer to what’s important. Closer to reality. And, who knows, maybe closer to Award No. 102?

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It’s all about the uniqueness… of your careers website

As the web changes and the social platforms influence the way it’s used, sometimes you’d be forgiven for thinking it’s becoming more uniform. Careers website design seemingly borders on template formula. Any ‘big idea’ from an employer brand is often left on the homepage. And web technique, or technology, can overshadow the messages you’re trying to promote.

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For SC Johnson, the site ‘lives and breathes’ the Responsible Careers employer brand. From the ‘environmental’ Tree Navigation to the revealing of the SCintilating facts. From the Point of View of the employees to the ‘personality’ of the animated infographic videos. For a company that makes ‘chemical’ products, it portrays the real human side of an FMCG business.

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That human side is also upfront on EAT careers. The video only site promotes the passion of the people who work there. Filmed without scripts. In their words. In their shops. No fancy production. Real, honest communication. In three words. Just like the brand itself.

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Then there’s a brand with an ‘image problem’. Whose stores are seen as jumble sales. But the reality is so different. That’s TK Maxx. Where managers have more autonomy than almost every other high street, fashion retailer. But who would think that? Not many which is where a single-minded website comes into play. Highlighting what happens in a day. Hearing from existing Managers about what it’s really like. Understanding the success of the business. Testing yourself to see if you could manage one. All ensuring that you change your mind about the TK Maxx ‘experience’ and see the reality.

EAT was shortlisted in Best use of Digital Media in Recruitment at the Digiawards last night. And in tonight’s shortlists at the CIPD Recruitment Marketing Awards, we have TK Maxx in Best Recruitment Website and the SC Johnson site is part of the the Best Employer Brand entry. All our fingers and toes are crossed.

It’s all about the uniqueness… of your employer brand

These days it’s hard for an employer brand to stand out. Everyone wants to be seen as a Great Place To Work, naturally. EVPs seemingly aren’t USPs any more but generic lists of corporate buzzwords that everyone uses. And portraying a unique brand across social media is a challenge in itself.

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With EAT. the employer brand came from the brand values – we’ve covered that before the last CIPD RMAs when it was voted Best Employer Brand. Since then, for the last 2 years, that brand has been ‘living’ across social media. Unique hashtags have bought it, and more relevantly, the recruitment needs to life. Everything from Airport vacancies to students for part-time positions, have been ‘advertised’. Eash with their own unique theme, but every one reinforcing and building on the overall employer brand. Gone are the old skool days of separate campaigns, that used to appear in the press, which were unrelated to the main recruitment strategy because they were for ‘difficult to recruit’ skills/areas. Nowadays, it should be seamless. There are too many different channels to keep using different messages. It’s so easy to do that. But it’s so confusing. It might be hard work to keep the brand consistent but it’s so worth it.

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But what about an employer without a real image? How about one with famous brands? Mr Muscle. Toilet Duck. Glade. We’ve all heard of those brands but the company behind them? That’s SC Johnson. A worldwide FMCG business that has always cared for the environment and its people – way before it was the popular thing to do. They have a truly unique culture. The people who work for SCJ are given huge responsibility and are empowered to work with an integrity that runs to the core of the entire business. That’s a real USP.

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One that we demonstrated through ‘Responsible Careers’. Their people sold the business – no corporate fluff. That demonstrates real responsibility. Infographic animations created a unique presentation. SCintillating facts revealed on the website reinforced their difference as an employer. A visual style that went through everything from attraction to internal comms to employee birthday cards and a celebration cake. That’s how an employer brand can say a lot.

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So, think what your EVP says about you. Look at what your employer brand implies. Now does all of that come across in everything that you do?

EAT is shortlisted in Best use of Digital Media in Recruitment at the Digiawards tonight. Then tomorrow at the CIPD Recruitment Marketing Awards, the EAT #hashtag campaigns are shortlisted in Best use of Social Media, while SC Johnson is in contention for the Best Employer Brand category. Everything is crossed.

It’s all about the uniqueness… CIPD/Digi awards series

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There’s going to be a mashup next week. 2 award events. 2 consecutive nights. 7 shortlisted nominations in total. In celebration, it’s time for another of our andsome blog ‘mini series’ inspired by this magnificent seven at the Digiawards and the CIPD Recruitment Marketing Awards.

In the frame are websites, social recruiting campaigns and employer branding for Boots, EAT, SC Johnson, TK Maxx and the Raymond Blanc Cookery School.

Now mashups normally create something unique – so, this series is all about uniqueness. From the use of social platforms, the big idea (remember that one), the audiences and the candidate experience. They’ll all be in the mix.

It all kicks off on Monday. We hope to see you then.

Search Engine ‘Optimisation’ should start on your own site

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How many crap jobs does your careers site contain? Searching on jobsites for jobs with no prospects? Amazingly they do exist. Obviously taking transparency and honesty in recruitment to the max. Try finding similar opportunities on yours.

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