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Authenticity (March 11, 2005) -
It's very easy to see the Web as a vehicle for telling the world about your firm. A Website that is
weighted toward giving information about your firm, however, can be considered self-centered. One that
provides information that is useful to users and clients can be considered user-centered. The measure
of the user-centeredness of the Website as a whole is what "authenticity" means for the purposes of
this article.
There's a fine line between over-hyping and justifiable self-confidence. Many Websites make the
exaggerated claim of "We are the premier on-line recruitment site" in one form or another.
This sort of inflated and generally unsubstantiated claim is the opposite of authenticity. Yet the
firms behind these Websites are very useful, competently run employment advertising services. It's
as if someone told them that they needed an aggressive tagline for their Websites.
The problem with such transparent hype is that users can see through it. An inflated tag-line that
greets a visitor to a Website has the potential to create doubt about the rest of the information that
might be provided there.
Authenticity is the way that users can assess the integrity of the information on the Website as a
whole. It is very important for a firm to ensure the accuracy of each piece of information it provides
on its Website to a user. A user's whole perception of a firm's professionalism can be skewed by
simple things like poor grammar, unsubstantiated claims or self-centeredness.
Authenticity can be thought of as a cross between genuineness and integrity. The combination of the
two yields a consistently trustworthy information source that has the user at its center. If a Website
does not provide this, the user can easily discover plenty of alternatives that do.
The Websites that generate return traffic and user loyalty are the ones that provide their repeat
clients with additional value each time they visit. The value, which may be new job postings or
additional professional information, is aimed specifically at the needs and interests of the Website's
users.
Take a quick look at Industry News, read the Bugler.
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