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Web Strategy Is A Full Time Job

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Here Comes WWW - Ready Or Not!
Here Comes WWW - Ready Or Not!

Those of you who know me…know that I’ve been conversing with many clients who’ve chosen to move their web content onto Content Management Systems (CMS) platforms. I have been researching for months the pros and cons of this trend. And honestly…this isn’t something that’s really new…it’s been around for awhile. Only with blogging and other social media tools, the ideal of constantly updated content (real-time) has infiltrated corporate America.

Corporate America IT’s solution is to hand the controls of website management over to the average HR Generalist.  Because, really since anyone can blog…I mean go to blogger, set up a blog today. You are now a “web producer.” And now you’re saying…”okay Chris…so what…you’re clearly ranting.” “Why should I care?”

Well, if your are one of my clients, the average Corporate Recruiting VP, you should be concerned. You’re about to hear from your Communications department about this great “new” tool. You as the recruiting professional will now be able to manage your content online. You’ll be able to update all those important pieces of information real time. This will surely optimize your site in search rankings, blah…blah…blah.

Now don’t get me wrong…your communications guy, or your webmaster, their right. You can do these things…but what they don’t tell you is …YOU will now have a new part time job…if not another full time job.

Had a meeting with a client today that confirmed this. The client was begging for a proposal. This proposal they must have in 2 days…to take back the management of their careers site content. Why would they want us to do this? They were just sure that having a “super-user” trained by the ATS vendor would surely empower them to build outstanding experiences, that engage candidates and clearly communicate “What’s In It For the Candidate.” They were told this DIY careers site was just the way to see a clear ROI on a huge solution investment.

What they got was a real headache.

When really bright HR professionals take on the job of communicating their “employer brand” most do a great job. But that’s in the one to one conversation usually during the recruiting exercise. We all need a little help now and then to communicate our strengths and shining attributes. I have the hardest time, putting a resume together, even my professional bio…I reach out to really talented people to help me refine my message. My message surrounding the “brand” that is me. And I’m in marketing.

I was a bit worried a couple months back thinking…well if everyone begins to manage their own content…where will I fit in. Is there still a place for me as the web strategist? Will I be able to ensure that the Employer Brand of First Choice can be communicated on the web? Will all my clients see 0 value in what I bring to the partnership?

After today’s call and clear admission by the client…that it’s way more than they have the time and expertise to tackle I’m convinced…there’ll still be a need for strong partnerships. My clients still need trusted advisers when inspiring candidates with the real and authentic “employer brand identity.”

Who's in charge of the strategy?
Who's in charge of the strategy?

Companies might hire strong brand specialists internally with a digital background. Employees who can get these CMS solutions really humming. But most of the time…the solution proposed is just “so much noise.”

As the new media takes hold, and the traditional channels or funnels for reaching targeted demographics morph into unrecognizable mediums for communication, the need for “smart” advertising partners increases. And the Web Site whether commerce focused or careers focused is still a medium for communicating brand authenticity.

Be careful when considering taking on Careers Site content management. Their’s a great deal that goes into the experience. Be sure to identify strong partners that will provide a combination of content admin portals and strong brand messaging. Next time I post, we can talk about how important it is to get the Job search experience right…but for now…I think…enough said.

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