Corporate Eye

...compare, compete, excel

Archives for February 2009

Details, Details

Starbucks

I’ve been looking at a lot of sites lately, and have come across several items that don’t need a whole post, and don’t fit anywhere else either. So thought I’d round up a few examples of small things that can make a big difference.

Message: Job-seekers Welcome

Starbucks hangs out the Welcome sign by putting a Careers link in the exact middle of its About page. The prominent placement indicates that jobs/people are central to the company.

Quiktrip

QuikTrip highlights the Jobs tab on its top menu with a red circle and the note ‘Excellent.’ This double-duty detail not only makes Jobs seem important—it also delivers a one-word message that sets up positive expectations.

Qualcomm CEO

Message: We’re Serious

Qualcomm offers a substantive three-minute video in which the CEO talks about the importance of employees in the company’s success. The presentation signals visitors that filling jobs at Qualcomm is not just an agenda item for HR—it’s a top-down priority.

Qualcomm recruiters

Message: We’re on Your Side

Another nice Qualcomm touch is introducing the visitor to some recruiters. Every recruiter profile includes a photo, plus interview tips and the recruiter’s own insights about the company. The effect is not only a feeling of personal relationship, but also an impression that Qualcomm wants job-seekers to succeed. (One criticism: This nifty feature is buried behind an Employee Profiles link. I think it deserves a spot on the top page!)

BCG: interview prep

Boston Consulting Group takes the on-your-side message even further with an Interview Prep section that is extremely cool. In fact, it’s so cool I’ll talk more about it in a future post. Preview: BCG has come up with a simulation that really works. But even if this prep feature were just a few bullet points or an ordinary Q&A, it would still send a strong signal of support to the job-seeker.

Message: Let’s Connect

NetApp: connection

NetApp puts a contact invitation prominently at the top of each page on the Careers site. While ‘call right now’ is not a feasible strategy for every company–someone has to be at the other end of the phone!–an invitation of some kind (search jobs, send resume, download fact sheet, etc.) gives visitors the opportunity to make an active connection with the company.

Reminder

Details are important. If the major elements—core message, look-and-feel, content items—of a site are strong, the minor elements can add a valuable extra dimension. And sometimes it’s the little things that make the visitor feel important, or distinguish your site from a competitor’s, or help synch the Careers message with the company’s brand focus. So take a look at your site and see if there’s room for improvement at the detail level.

The Danger in Publishing Bad Information Online

Journalists, bloggers, editors and writers. They all want the same thing and the fame that comes with that thing.

The scoop.

They want the “scoop” on a popular news topic or subject. Perhaps they want to be first to deliver the story. Or maybe they are vying for that position as top editor, and scooping a really good story is the avenue to there. Yes, if they can report it first, they stand to impress their boss, get a (possible) raise and just be generally all around pretty impressive. Being first can be a good thing. Or can it?

There is one thing to make an error when you’re writing an article or making a post. We’ve all done it at least a time or two. But, can’t you feel that twinge of nauseous stomach pains when you find your error after you’ve gone to publish? Or worse yet, what about when someone else brings it to your attention? However, what can be even worse than these things is when you simply report bad or incorrect information without having investigated the story thoroughly or completely.

Just recently, this scenario happened with the infamous Twitter brand when a reporter on the Bloomberg news site pointedly stated in an article that there were over “55 million daily users on Twitter.” Impossible. This figure is not statistically so inconceivable. Although the Bloomberg article’s portion on this large number was retracted, it was too late to reach the other 1,096 Google search results bloggers who wanted eagerly to pick up keyword-rich, news type and financially motivated stories.

But is it to harmful to report incomplete information? Does anyone really suffer because you didn’t give all of the correct information? Is it really a big deal? Will anyone care?

Yes.

Companies spend quite a bit of money to update and maintain their sites. Giving customers incorrect information simply does not do anything for your credibility with them. Companies should take great care and great pains to ensure that they are providing not only the latest and greatest news but correct news for their readership. Check the facts and nuances of your story against other sites that you trust. Make sure that what you’re reporting on is accurate, verifiable and perhaps even blogged by other bloggers.

If it is your company’s goal to publish quality over timing, then yes it does matter. If it is your company’s goal to value substance over fluff, then again, yes it matters. Reporting less-than-accurate information can be excused once or maybe even twice….perhaps. However, it is far more important to check the validity of claims and the realistic nature of your story. It’s also a good idea to “think” about it before publishing it as well. Consider that the article originally said 55 million visitors a day. Again, that’s impossible. Read the reasons in this article written by John Volpe of Social Sphere Strategies on why it is impossible. He basically uses common knowledge and deductive reasoning and a few statistics to prove his point.

What does your company do when there are big errors like this made in their reports? What damage control systems are in place to fix it for you? What could have been done differently in this situation besides doing a follow-up article?

80% of Online Video Traffic Comes from Blog Referrals

youtube_generationThere is no doubt that online video is the next big trend in online marketing and branding.  Statistics from comScore show that the increase in online video has surged in the last year alone, and the 18-24 year old demographic watches more online video than television.  A new report from TubeMogul directly links the success of online video to blog referrals.

The TubeMogul report shows that longtail search drives 80% of traffic to the top online video websites. 

What does this tell us? 

Simply creating online branded videos isn’t enough.  To drive real traffic and make those videos work for your brand and your business, you need to reach out to bloggers.  That doesn’t mean simply inundating bloggers with PR pitches, but rather, actually building relationships with bloggers, particularly those who write about your brand’s niche.  [Read more…] about 80% of Online Video Traffic Comes from Blog Referrals

Fast Forward

2009

As promised in the recent post Back to Basics, we’ll take a sharp turn from the old-fashioned topic of messaging to see what’s been getting buzz in the world of recruiting.

Last August, HR expert Dr. John Sullivan wrote a very interesting post on 13 Trends in Corporate Recruiting for 2009. It drew quite a few responses from folks offering additional insights (and explaining how their own product/service would solve problem X), then got reposted with more comments on other blogs. So there’s a nice bit of discussion around the list, and most everyone seems to agree with the ideas articulated.

Sullivan offers thoughtful commentary, plus suggested ‘Firms to watch’ in each category, so the post is well worth a read. To provide a preview, I’ll list the topics he discusses under the heading ‘Latest Trends in Corporate Recruiting,’ and then add a short comment …

  1. Upgrading employment branding
  2. Reinvigorating referral programs
  3. Renewing the focus on quality of hire
  4. Reinforcing the business case for recruiting
  5. Utilizing social networks
  6. Utilizing video
  7. Upgrading succession planning
  8. Using employee blogs for recruiting
  9. Using mobile-phone recruiting
  10. Revitalizing corporate jobs page
  11. Using a CRM model for hiring
  12. Hiring innovators
  13. Recruiting globally

Sullivan also lists 18 trends that will probably not become mainstream in 2009, but do offer some ideas for innovators. They include use of pop-culture tools like Second Life, video games, contests, as well as techno-strategies such as remote interviewing and simulations for candidate assessment. In addition, he mentions internal realignments such as increasing focus on internal redeployment and bringing back key ex-employees.

Finally, there’s a section on what’s not hot. Can you guess? Outsourcing recruiting processes and relying on large job boards—not hot. Also mentioned, internal concerns such as retention and speed of hire.

Of the 13 major trends, number 10 is the most relevant from a Corporate Eye perspective, and here’s what Sullivan has to say about it:

Revitalizing corporate jobs page. Recruiting managers are beginning to understand that pitifully dull and dated websites drive away innovators. Focus areas include providing personalized information to the visitor, Flash video integration, blogs, podcasts, and virtual Q&As. Firms to watch: Microsoft, Google, and Deloitte.

And here’s my comment, which is really a question. There’s a significant difference between the 2009 of ‘now’ and the 2009 of ‘then.’ In fact, it’s hard to believe the world looked so different only last August. Given the precarious condition of the economy today, employers seeking experienced talent may find their prospect pool shrinking, as employees who have jobs become reluctant to give them up and look elsewhere. And with unemployment rising steadily, employers who offer an entry-level path may find themselves overwhelmed. (Just look at the recent rush of applicants for jobs with the Miami Fire Department.)

So . . . which of the touted trends are going to be effective (or even relevant) for your company in the real 2009? And which (if any) trendy website embellishments might be worth an investment? Most important—do you have the information needed to make these decisions?

Food for forward thought.

And thanks to Môsieur J. for the image.

Carl’s Jr Goes Green

It wasn’t long ago that Hugh Hefner was the spokesman for Carl’s Jr.  Things have changed at the fast food chain, and the new focus is on the environment.  CKE Restaurants, the company that owns Carl’s Jr., is trying to reposition the brand as green by opening what it claims is the first of many green restaurants hitting the United States. 

The debut eco-friendly Carl’s Jr. restaurant is in Carpinteria, California, and according to BrandWeek, it includes, “Energy Star rated equipment, solar reflective roofing materials, a rainwater reuse system, a smart irrigation system for the landscaping and LED parking lot lights.”  The company plans to “measure and evaluate” the green elements of the new restaurant, and if they’re successful, the company will roll them out to more locations.  [Read more…] about Carl’s Jr Goes Green

You Have Not Because You Ask Not: The Media Appeal From Wikipedia for Financial Help

Wikipedia, the 10th most frequently accessed websites for information, recently launched a campaign to raise funds for their fledgling site. Funds that were more liken unto the tune of over $6 million. Wikipedia is community driven, does not allow advertisements and relies solely on donations for its livelihood. As difficult as this sounds, and as difficult as it is to actually do, Wikipedia’s founder, Jimmy Wales, had a bright idea. He quickly discovered he had to be innovative in finding ways to fund such a popular and necessary addition to internet resources for the masses. And what better way to make his appeal than through the channels of the internet?

Wikipedia’s Founder’s Video Interview

(Courtesy of Advertising Age)

Even if some high-brow education supporters scoff at “asking” for money, Wikipedia understands that it simply takes money to operate. And so as not to offend or discourage visitors by bombarding them with advertiser’s marketing tactics, they decided to forgo this plan. When you visit the site, you get nothing but pure, unadulterated resources and information that is not tainted by prolific advertiser’s.Will donors be slow to give or will they be readily excited to further Mr. Wales project? This too concerns the folks at Wikipedia:

The Wikimedia Foundation’s executive director, Sue Gardner, said that like others in the nonprofit sector, she is concerned about how the sluggish economy could hurt donations. But with supporters around the world, she said, “I think we are buffered and insulated a little bit by the breadth and depth of our donor pool.”

Wikipedia must have funds to operate, as does every other online business that expects to turn a profit and stay successful. But just what is and what is not acceptable in terms of fundraising? Should companies ask for donations or should they be self-sufficient? Does it detract from the business’ image because they ask? Will donors respond favorably or simply ignore the requests?

I applaud Mr. Wales for having the courage, plan of action and wherewithal to make such an appeal to the masses. Because in the end, it doesn’t matter how you get the money, just as long as it is gotten (legally, of course) and that the business can continue serving the customers and keeping everyone happy. That is what it’s all about isn’t it?