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Content Marketing Marketing Strategy SEO Website Design and Development

Your website-the key to recruiting top talent?

Is your website working for you?  Is it doing all it can? 

By now most companies know their website is KEY to attracting and connecting with their perfect clients. 

BUT this is 2021. 

Today, your website has the potential to proactively attract, create and keep clients, communicate your corporate culture AND attract and recruit talent to your business.

That’s right. In today’s global digital economy, qualified and enthusiastic talent are screening you through your website. 

So, how are you ranking in that area? Is your website helping you attract those brilliant minds of the future, or do they pass you over and keep looking?

Don’t worry, it’s not all doom and gloom. The best time to make a change is now and we’ve provided a few key steps you can take to start leveraging your website to attract the best talent and the best employees NOW!

A Mobile-Friendly Website v. A Unique Mobile Experience

If your website is mobile-friendly, you’re on the right track. But the mobile experience is quite a different story. Your website must be optimized for the mobile experience to measure up and work for you in attracting great talent AND great clients.

According to Google, there are 27.8 billion more search queries performed on mobile than on desktop.  No this isn’t an SEO blog, but this one stat alone suggests that you as a business should be thinking about mobile-first.

When a visitor makes their way to your website on their mobile, does it load quickly, are they able to find what they need quickly, AND if you’re inviting them to take some action, is it simple and fast enough to warrant their follow through?

If you’re thinking it’s about your potential clients, sure it is BUT in 2019 Glassdoor reported that 58% of job seekers use their mobile devices to search for jobs.  Convinced yet?

Your Careers WebPage and Hiring Process

If you have one, GREAT! Now get that button up to the front page of your website, in an easy to find location, and create a small primer section that will attract a click to learn more on your careers page.

This is where you make the case that working for your company is the right career move for them.  Like a perfect client, prospective employees are screening you for a sense of what it would be like to work with you and your team.

In addition to the basics (benefits, executive bios, corporate values and mission, company history), offer links to your blog and social media pages, and consider adding video: a virtual tour of the office, interviews with existing employees about their experience working for the company to really give people a feel for what your company culture is like. Be as real and open as possible.  You want to attract the RIGHT employees and presenting a façade will only disappoint you and the candidates when they get to their interviews wasting valuable time and energy for everyone.

Your Online Application

Don’t forget mobile friendly and mobile experience.  Simple, fast loading, and easy to fill out.  There’s no need to sacrifice function for simplicity.  Use a form that will allow your candidates to upload a cover letter and full resume.  So many companies don’t and that’s a missed opportunity.

A cover letter invites your application to demonstrate who they are and their unique value to you, their prospective employer.

Not to mention leaving valuable clues about their attention to detail, communication skills, and their overall passion for your industry, your business, and your product or service.

The Rest of Your Website and Digital Visibility

Your website provides a great first opportunity to gather interesting information from your candidates. But it also tells your candidates a lot about what you do, how you do it, and what separates you from other potential employers.

As you carefully craft your messaging throughout your website, your newsletters, your blogs, and your social media profiles include subscribe buttons and social links to bring your candidates and your perfect clients to your content.  Then, create thoughtful and relevant content regularly across every digital channel you can.

The message you’re sending should drive home the idea that you and your company will provide the most attractive and relevant career opportunity for your candidate, even when the content you’re putting out on each channel is not directly aimed at your candidates, they will convey these messages when they are relevant to your perfect clients.

Just think about what motivates employees to seek a career change, negative work environments, need for growth, and an opportunity to realize one’s career aspirations.  When your website and digital spaces like social media are answering the true questions and needs of prospective clients and employees, you will undoubtedly attract more of the perfect applicants when you post your jobs on social media and on your favourite job boards.

Of course, we’d love to help you get the most of your website and your digital spaces.  It starts with a conversation.  613.331.3252

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Content Marketing Digital Marketing Lead Generation Marketing Strategy SEO

5 Things I’ve Learned While Marketing for Startups

I have been a part of many startups including a production company, a real estate website, and a tech company innovating a new type of battery. In that time, I have seen patterns emerge that lead to success and I have seen the red flags of failure over and over again. I want to share the top 5 things that I’ve learned while marketing for startups so that you can see the success you can achieve, as well as some dangerous potholes in an already bumpy road. 

1. Build, then market.

Before you even start to think about marketing your brand, you need to build it. The excitement of your new startup might motivate you to start running for new connections, but it is so much harder to run before you’ve even put your shoes on. Some key infrastructures that need to be in place are: 

  • Logo/brand image: Can people tell who you are at a glance? 
  • Uniform social media platforms: Will people feel the same way when visiting your Instagram, Facebook, LinkedIn, and website? 
  • One message: Is there a strong “why” behind your startup that people can grab onto? 

2. Become or Hire a Generalist. 

SEO, social media, lead generation, content creation, data analysis. There are so many factors to marketing in today’s world. Big firms will tell you that you need to get a SEO specialist to ensure that your website gets the right exposure, or that a social media expert is needed to make sure that you connect with your consumer base.  

All aspects of marketing are equally as important to startups in their early stages. Hiring a specialist or only learning how to do one thing well may bring you success for that one aspect of your business, but this will hurt you in the long run because have neglected everything else.  

Give your business a strong foundation by generalizing. Doing everything well is important to make sure that when you grow you will be ready to bring on specialists.

3. You Will (Probably) Need to Spend Money.

A lot of marketing can be done for free; SEO, content building, developing a social media presence. But you should not be afraid to spend money on it. If people don’t know about your new product or service, who’s going to be your client?  

Designating some of your budget for ad spend is just as important as hiring that new part-time developer because if you don’t have a client base, you won’t have a startup for much longer. 

4. Don’t SellEngage.

If what you are doing is completely new, people probably won’t even know why they need your product or service. At such an early stage, you have the ability to engage your consumer base and share your central why behind what you do.  

Help them understand why they need your product or service by explaining the future you are creating. You can do this with: 

  • a promotional video; 
  • blog posts; or
  • responsive communications on social media.

5. Do Not Underestimate the Importance of Your Community.

Being a part of your local community or the community of your peers makes a big difference to your startup. If you scratch their back, they will do the same for you. 

Sponsoring a community event can be a great way to gain exposure and to network with people you may need to know further on in your development. When you are involved in the community of your industry peers who are more established than you, you may be able to learn from their mistakes and seek help or advice from them. Don’t forget that networking is an essential part of marketing.