{"id":3892,"date":"2009-02-11T12:13:47","date_gmt":"2009-02-11T12:13:47","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3892"},"modified":"2009-02-09T19:26:44","modified_gmt":"2009-02-09T19:26:44","slug":"back-to-basics","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/back-to-basics\/","title":{"rendered":"Back to Basics"},"content":{"rendered":"
\"Illuminated<\/a><\/div>\n

Imagine a parallel Internet universe, where the hyperlink doesn\u2019t exist and the cost of making video is a million dollars a minute. No Flash either. No Java, no Shockwave, not even animated GIFs. In short–nothing moves …<\/p>\n

So essentially, your web page in this universe is exactly like a page in a magazine or a book. Just words, and ordinary, motionless pictures. How would you get your message across? And what would it be?<\/p>\n

In this universe you have to tell a job-seeker everything they need to know on one page. That means you have to determine exactly what information is necessary, and present it in an effective order. The information has to be clear and complete, because it\u2019s not going to be clarified or amplified somewhere else. The text has to be well-written and interesting, because there aren\u2019t going to be revolving pictures and talking heads to entertain the visitor. <\/p>\n

Tough assignment! <\/p>\n

I started thinking about this topic after accidentally landing on the Employment page of The Meadows Racetrack and Casino<\/a>. I had just looked at twenty sites that used every trick except dancing girls to sell their message, so I was fairly startled by the retro simplicity at The Meadows. But since I happened to be at the site\u2014and there wasn\u2019t anything else to look at on the page\u2014I read the message<\/em>. And it was so clear, so personal, so inviting that I really wanted to get a job there. <\/p>\n

Obviously, such a radically minimalist strategy can\u2019t work for most companies. But this true story is a reminder that good content can be more important than slick presentation. Also that more is not necessarily better.<\/p>\n

If you want to spend a little time on sharpening the Careers message, here\u2019s an exercise. Take a look at your company\u2019s existing site and imagine what a visitor would take away if they landed on the Careers home page and never did anything<\/em> but read. Clicked no links, watched no videos. Just read the one page. <\/p>\n

\"Back<\/a><\/div>\n

Some questions to consider:<\/p>\n

    \n
  • If a visitor had no prior knowledge about the company, could they get a basic idea of its business identity? <\/li>\n
  • Is there enough information to provide visitors with a general understanding of how the company finds, retains, and rewards employees? <\/li>\n
  • Does the message highlight the most important things a visitor needs to know? Is the approach direct and personable?<\/li>\n
  • Will visitors have the tools\u2014and the desire\u2014to take next steps? <\/li>\n<\/ul>\n

    I\u2019d love to hear from any readers who try this exercise, so please share your findings! And in the next post, I\u2019ll do a 180 degree turn to explore the latest, hottest trends for recruiting on the website.<\/p>\n","protected":false},"excerpt":{"rendered":"

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