If you are trying to hire more employees and feel like you aren’t having any luck, then I am writing this article for you.
It may not solve your entire problem, but I want you to understand an important concept about your company website.
Your Company Website is a Reference Tool for Prospective Employees
When I graduated from college in 2004, I used the Internet to find the websites of companies located in my region.
If I didn’t like what I saw on a website, I moved on to the next company.
Job seekers today invest an even larger amount of time, effort, and energy into researching their employment options online because information is more easily accessible.
Today it is common for a company to post an available job opening on LinkedIn or their Facebook fan page.
If somebody sees the post and is interested, there is a high probability that they will Google the company’s website for more information.
What they see on the website could dictate whether or not they apply.
What is the measurable impact that an underperforming website could have on your hiring efforts?
In other words, how many times might your business be getting overlooked by prospective job applicants on a daily/weekly/monthly basis if your company website is failing to make an impression?
The real answer is somewhat unknown because you don’t know the exact intentions of every single person that visits your website.
However, let’s review a hypothetical example:
If 1 person seeking employment visits your website every day, then let’s say that your maximum potential would be about 30 job applicants per month.
— If you are receiving no inquiries whatsoever, then your website could be a complete road block to converting your website visitors into job applicants.
— If you are receiving only 10 applicants per month, then your website could still be deterring 20 applicants per month.
What unrealized value would you place on each qualified job applicant that visited your website that never inquired? $10? $100? $1,000? $10,000?
Whatever the value might be for you, I know that head hunters are charging a premium to bring talented employees to business owners.
If you have serious employment interest already visiting your company website, wouldn’t you want to ensure that you are capitalizing on it?
I am certainly privy to the fact that the world is going through a culture change and there are many external reasons why some companies are struggling to find employees.
However, it is still important to remain cognizant of the role your company’s website has within the hiring process.
A Better Website Will Help Convert More Employment Interest into Inquiries
“The secret of my success is that we have gone to exceptional lengths to hire the best people in the world.” – Steve Jobs
I realize that Apple is an extremely large company with abundant resources to do just about anything they want.
The point I want to make is that investment into your web presence (with the right web agency) can positively impact your ability to hire great employees.
We typically follow these 10 steps within a new website design project to help ensure that our website designs are as effective as possible for hiring and new lead generation:
- Make sure your logo and brand message is relevant and on point
- Reorganize or completely rewrite your website text so that the main points are accentuated for those website visitors that are surfing fast and skimming text.
- Draft effective headlines that grab a website visitor’s attention and leave a memorable impression.
- Hire a professional photographer to capture the human element within your business, and to increase the perceived value of your products, services, and production process.
- Pre-plan the appropriate conversion paths for your products or services to be included within a new website, as well as at least one conversion path for those individuals that are interested in a job. Also make sure that the jobs to be listed on the website match the jobs posted on any 3rd party websites to help add synergy.
- Strategically integrate all of the pieces above into a new company website, and be sure to make the layout conversion-friendly.
- Refine the website with mobile responsive code to ensure that the website provides optimal viewing on mobile devices.
- Make sure that you understand web security and the ramifications to your online reputation if your website gets hacked. This decision starts with avoiding the super-cheap web hosting options fyi.
- Launch a web-based marketing campaign to help drive more traffic to your website that is now designed for the optimal conversion of website visitors to business leads and employment inquiries.
- Make sure that you have a team member in place for making updates to the new website on-the-fly and whenever needed.
Finding the Best Solution
Even if you could complete the 10 steps above on your own, it would be better if you invested your time elsewhere within your business.
You should also avoid experimenting with part time, entry-level freelancers, neighbors, relatives, or friends that claim to know website design.
Your business isn’t a science project.
You need a tenured full-time industry professional that knows what they are doing AND understands business.
My company, Internet Marketing Experience, specializes in the 10 steps listed above.
We can help:
- whether you have an existing website or not.
- regardless of where you are geographically located.
- even if you just finished designing a new website.
Send me a DM and either myself or someone on my team will get back to you.
In the meantime, click here to make sure you are subscribed to my newsletter called “Change Your Lane” to be notified of more article content like this one.
Take care,
John “fixing bottlenecks daily” LiCausi
