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Hopes, Dreams and Realities of Sourcing on the Internet: Basic Lessons Learned
- Author: Anna Kassulke
- Posted: August 17, 2007
- Category: Recruitment Communications, Sourcing Strategies
- Tags: Case Studies, Internet Media, Recruitment Communications
- Comments: 0
In Part One we discussed the role of the internet on sourcing, in Part Two I discussed sourcing and website strategy. To wrap up this series of posts, a couple of specific examples of how you could use the internet to your advantage.
In April 2006, Apple Computer published an interview with an employee named Dan on their career site. Dan tells us what day-to-day life is like as an Apple Store employee, outlines his most interesting project, compares his experience with other companies he has worked for, talks about the pride that being an Apple employee instills in him. Dan says, ‘the teams I’ve been associated with at Apple are, by far, the most talented, inspiring, eclectic mix of people one could have the privilege of working with.’ What more could Apple need for their website and their brand than human interest stories that delight visitors and praise the company at the same time?
You could also include some information about the location and its attractions. The Eastman Kodak careers pages talk about ‘living, working, and having fun at Kodak.’ ‘Work is just part of the picture at Kodak,’ they say. ‘Most of our office and manufacturing space is in or around bustling downtown Rochester, New York. Working at Kodak in Rochester means you get front row seats to quite a bit of business unit activity.’ The page includes photographs of corporate headquarters and fun-loving employees from different backgrounds. Their overall message is: ‘You can enjoy work and life in and outside the office.’ In this way, Kodak speaks to people about their location and environment.
However, do not link to an external site to do this. Although Vince Ryan suggests that you utilize ‘as many hypertext links as possible to other sites and relevant corporate site pages,’ if someone follows a link away from your site, nothing guarantees their return. You do not want to send your potential candidates somewhere else! We believe that your employment page should be as ’sticky’ as possible. Include details of employment benefits, your organization’s vision, relevant and incisive news, white papers, perhaps even games. Offer opportunities for people to provide feedback. Hold online surveys. Track applicants, perhaps by asking them to register in a pop-up. In this way you can monitor traffic, compile raw data (for your talent pool), and determine how many hires you have actually made from this resource that operates 24/7 - without you being there.
Church of the Customer: Can I Get an Amen?
- Author: Amitai Givertz
- Posted: February 28, 2007
- Category: Recruitment Communications, Employment Branding, Business Matters
- Tags: Case Studies, Employee Retention, Employment Branding, Recruiting 2.0, Recruitment Communications, Success Stories, Testimonials
- Comments: 0
“Customer Evangelism” is an interesting concept especially when applied to employer branding and managing the candidate experience and/or as it relates to employee engagement and retention. But it doesn’t stop there.
I am interested in hearing from anyone who may have looked at how these concepts play out across the entire recruitment process - the customer being either candidates, hiring managers, employees and even users of recruiting products and services where the impact of customer evangelism was actually measured. Is there anyone out there willing to help?
If you are unfamiliar with what customer evangelism is, Steve Rubel posts a fair bit on Micro Persuasion although I think Ben McConnell or Jackie Huba may have coined the term in one of their numerous books on the subject. Both post on the Church of the Customer site. Jason Whitman covers a variety of employment related issues on his blog Brand Love Hate. Also, USNews.com also has a good article that was published as this concept began emerging as a strategic play: Spreading the Word. It’s a pretty good introduction I think.
