Why it’s time to admit some home truths about your people

Jason Sumner. Jason is a white man with very short dark hair, a short beard and glasses. He is wearing a light jacket and shirt. Jason Sumner

What is it about careers websites and corporate clichés?

I’m guessing your company’s culture is “collaborative”, “agile” and “purposeful”? What about “passionate”, “performance-driven” and “inclusive”? I could go on, but you get the picture.

The issue for you, the person in charge of corporate digital communications, is that your work culture and employees may genuinely possess all of those qualities. But how do you get people to believe it when every company uses the exact same words?

Cutting through the clichés starts with admitting some home truths. This is the only way to create material about your employees and culture that is unique, convincing and authentic.

Home truth 1: Your people are not these people

Pictures and quotes from the CEO and other executives have their place on digital channels. They are useful for setting the tone and showing that culture is a priority and there is accountability at the top. That’s as far as it goes, though. Too often the CEO/Director of sustainability/Director of human resources is the most prominent voice that visitors hear. Not a good look.

Home truth 2: Employees are not just for the Careers section

Jobseekers go everywhere on the corporate web estate, and so do employees – our visitor research shows it clearly. So why do companies fill Careers sections with staff photos, videos and profiles, but when it comes to the rest of the website… tumbleweeds? You need to be making the case to potential employees everywhere on the web presence.

See the “Mondays at Blackstone” video, which appears on “The Firm” section landing page of the company’s digital presence. I love this video, not because it makes me personally want to work there, but because it gives a realistic sense of what employees can and should expect from a Monday morning at the company, and they don’t even have to visit the Careers section to find out. Maybe you’ll want to join, maybe you won’t, but you can’t say you weren’t warned!

Home truth 3: Employees who get real are not just for social media

See above about jobseekers not staying in their digital lanes. Companies are often perfectly happy showing employees letting their hair down on Instagram, but scrub any similar sense of fun from the corporate website. It can be scary, but it’s time to break down the divide between culture on social media and culture on the main site. Your jobseekers will thank you for it. Let people see the real thing and make their choices.

To discuss how Bowen Craggs can help you address this, and other challenges, please get in touch.