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• Download:   Roses in the Thornbush: How Marketing Can Leverage the Value of Recruiting                     and How Recruiting Can Leverage the Value of Marketing   

In an effective employment website (see Microsoft, the USArmy or Fidelity for great examples), the focus is on the visitor. This is nothing but good manners. Messaging, in these examples, is quickly tailored to specific, well envisioned audiences. The emphasis is on giving specific visitors adequate decision making information.

That means that the first step in designing (or improving the design of) an employment website is a review of its goals. We believe in this idea enough to suggest that any employment site that isn't rooted in performance objectives should be taken offline. The goals boil down to a simple set of estimates: What quantities of what kinds of people are you trying to attract?

Ask yourself: If you do not know the audience, who are you messaging?

John Sumser

interbiznet is now offering single topic reports for the Industry.

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   The 21st Century Advertising Agency
   Recruitment Branding Part I
   Recruitment Branding Part II - The Mechanics

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View Table of Contents at http://www.interbiznet.com/briefs/.

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