Your Firm’s Web Page Stinks!

A World Class Web Page Includes These Great Web Features (Listed by Category): Over-all features:

  1. Meets each of the goals set by the firm
  2. Article Continues Below
  3. It attracts quality applicants
  4. Prioritizes jobs and shifts web resources toward those key jobs

    Attracts “active” job seekers by being an “answer guy/ learning” site (Attracts employed top performers by):

  5. Giving them information about industry events
  6. Informing them about “hot” issues, best practices, benchmarking data and solutions
  7. On-line training
  8. It helps them do their current job better
  9. Information about “people” in the industry
  10. Industry publication abstracts and table of contents
  11. Gives non-job seekers an easy “excuse” to visit
  12. It provides salary surveys
  13. It offers career advice
  14. It offers opportunities to get a mentor
  15. Glossary of key industry terms and buzz words
  16. It helps me improve myself off the job as a person

    Two way information flow with instant feedback to the Visitor:

  17. Custom information is provided just as the visitor provides initial information about their skills, experience and needs
  18. Provides instant feedback on the closeness of the potential “fit” to encourage the visitor to stay on the site (pre-programmed)
  19. Includes a feature that gets passives to answer the “I’ve always wanted to” question in order to capture names and aspirations
  20. Screens change automatically as more is “learned” about the visitor
  21. It offers multi-media choices so that a range of viewing options is available to the visitor (video, graphics, text, etc.)

    It is “the talked about” site:

  22. It is written about in major publications
  23. It is talked about as being distinctive by professionals in our industry
  24. Others told me it’s a WOW to visit
  25. Ranked by leading web page assessors
  26. It has talked about features so the word spreads that this is a “must see site”. Non-job seekers will visit just to see the WOW’s
  27. It has humor elements to attract visitors
  28. It has technology features that cause people to visit just to see how they work

    It is responsive to your individual job needs (mass personalized):

  29. Market research is done initially to identify the needs and expectations of our targeted candidates
  30. It knows (asks me) what I want in a job (My job and company selection criteria)…and it tells me specifically about those things
  31. It provides job related information in the order that visitors want to see it
  32. Identifies your “job switch” criteria
  33. Asks me about “my dream job” and tells me which of those features I might actually get
  34. Identifies qualified candidates early and treats them differently depending on info received
  35. Keeping top applicants informed about their progress in the selection/interview process through a password protected web site
  36. Identifies the factors that trigger their initial visit
  37. It mentions affinity groups, sports leagues and other quality of work life features (video and list of events)

    It helps the visitor to get to know the company and it’s culture (realistic cultural preview):

  38. A virtual tour of the facilities
  39. Includes an interview with the CEO
  40. Includes employee comments on what they like about the firm and why they work there
  41. Includes values, vision and mission statements
  42. A day in the life of an employee (virtual day)
  43. Profiles of the key products, suppliers, partners and key customers
  44. Videos illustrating our culture and values
  45. Includes a cultural “fit” assessment tool so they can see if there is a match
  46. It includes a list of industry and best places to work awards the firm has won
  47. Includes summaries or copies of articles that mention the firm or our key employees
  48. Highlights our firm’s great place to work features
  49. Includes diversity information and elements
  50. A list of WOW benefits and things to talk about
  51. Descriptions of the surrounding communities (schools, recreation, etc)

    It helps the visitor get to know your manager/team:

  52. Profiles of typical managers so I can find out if the firm’s management style fits my interests and background)
  53. Videos/text of speeches by top officers
  54. Profiles of key team members with video clips. Or write ups similar to sports stars on “baseball cards”
  55. An opportunity to e-mail my potential manager
  56. Comments workers have about the firms management style

    It helps you know your job and excites you about it:

  57. WOW job descriptions. Profiles of the exciting projects, equipment, challenging environment, learning and growth opportunities applicants may have (with video clips ) as an addition to the traditional job descriptions that will be enhanced to “sell” the job rather than just describe it
  58. It shows me that my job “will make a difference”
  59. It knows (asks me) what I dislike about my current (last) job/company…and it tells me specifically about those things
  60. Exciting project profiles that tell applicants what they might be working on

    It shows them that “people like me” work there:

  61. When I’m finished visiting the site I feel like the firm is “just like me”
  62. A “people like me already work here” feature that will allow you to search to see if people with similar backgrounds, interests and education work at the firm
  63. It gives different “segments” of the working population their own sub-page (MBA’s, Working mothers, Diversity groups, senior execs)

    The site is fun to visit (WOW’s):

  64. If has a WOW feature in the first 30 seconds and another one at least every minute
  65. Has a humorous or funny element
  66. Offers prizes/rewards/contests as an incentive
  67. It uses market research to identify what features visitors think are superior

    Discourages the non-qualified:

  68. Give an accurate job preview to allow the non-qualified to self-select out
  69. Quick/instant skill assessment features tell potential applicants whether they are in the ballpark

    Makes applying easy:

  70. It unobtrusively gathers information about you (mini application)
  71. Allows for on-line web interviewing
  72. Doesn’t require a current resume to apply. Allows quick profiles of candidates with minimal need for asking them “too many” questions
  73. Allows “cut and paste” resume submissions
  74. Has resume “builder” features
  75. Allows the candidate to submit a “web site portfolio” link in lieu of a resume

    It has (self) assessment tools:

  76. Allows on-line early assessment of skills/fit (Games, Tests, Find the problem, Contests)
  77. It has interest assessment and job matching features
  78. Allows for fun self assessment of your skill level even if you don’t apply for a job (with instant feedback)
  79. On-line simulations/ video games to assess your technical skills

    Question & Answer features:

  80. Has a Q & A e-mail feature
  81. It offers a telephone link (or call back feature) to qualified candidates
  82. It has commonly asked questions and answers on-line
  83. Questions and call backs are responded to within 24 hours

    Measures visitor satisfaction:

  84. Asks applicants/visitor how they were treated
  85. Asks what they want “more of/less of”

    Become a “friend” of xyz company to allow us to build a long term relationship:

  86. It builds up my trust so that I want a continuing relationship with the firm
  87. How am I doing website that allows a candidate to see where they are (and how they are doing) in the screening process
  88. It has features to cause visitors not currently in a job search mode to think that “someday you will work here”
  89. Uses permission marketing to allow us to continually “push” information to the applicant
  90. An electronic monthly newsletter is pushed to build a “friends of XYZ” relationship
  91. Pushes customizes info to them (about the firm, its products and open jobs)
  92. Captures names for our “who’s who”
  93. It gets “permission” from the visitor to continue the relationship
  94. It “pushes” jobs to people
  95. It “pushes” customized information to people
  96. Builds a continuous relationship with the person
  97. Keeping top applicants informed about their progress in the selection/interview process through a password protected web site


  98. Has multi-lingual capabilities
  99. It meets all privacy requirements
  100. Has separate sub-pages for each country

    It continually measures and improves:

  101. Metrics ties into performance data for the quality of hire
  102. Systems are continually tested (and timed) with outside assessment, mystery shoppers
  103. Tracks coming the web site you came from/and went to
  104. Loads fast and requires minimum “click throughs”
  105. Is continually re-assessed and “audited” to test to see if it is continually improving

    Web technology features:

  106. Has a search feature to identify “my job” even if I don’t know its title at your firm
  107. Allowing the candidate to create an anonymous e-mail address in order to receive “push” job positions
  108. On line pre-qualifying for positions. By pre-qualifying applicants (sometimes without their knowledge) so that you can treat them “special” and speed up their hiring cycle
  109. Send an electronic card feature (birthday)
  110. Miscellaneous
  111. It’s easy to scan, load
  112. It is updated weekly
  113. Uses the latest technology (video)
  114. It also can help to sell our products and build customer relationships so they should be coordinated with and linked with product sites

Dr. John Sullivan, professor, author, corporate speaker, and advisor, is an internationally known HR thought-leader from the Silicon Valley who specializes in providing bold and high-business-impact talent management solutions.

He’s a prolific author with over 900 articles and 10 books covering all areas of talent management. He has written over a dozen white papers, conducted over 50 webinars, dozens of workshops, and he has been featured in over 35 videos. He is an engaging corporate speaker who has excited audiences at over 300 corporations/ organizations in 30 countries on all six continents. His ideas have appeared in every major business source including the Wall Street Journal, Fortune, BusinessWeek, Fast Company, CFO, Inc., NY Times, SmartMoney, USA Today, HBR, and the Financial Times. In addition, he writes for the WSJ Experts column. He has been interviewed on CNN and the CBS and ABC nightly news, NPR, as well many local TV and radio outlets. Fast Company called him the "Michael Jordan of Hiring," called him “the father of HR metrics,” and SHRM called him “One of the industry's most respected strategists." He was selected among HR’s “Top 10 Leading Thinkers” and he was ranked No. 8 among the top 25 online influencers in talent management. He served as the Chief Talent Officer of Agilent Technologies, the HP spinoff with 43,000 employees, and he was the CEO of the Business Development Center, a minority business consulting firm in Bakersfield, California. He is currently a Professor of Management at San Francisco State (1982 – present). His articles can be found all over the Internet and on his popular website and on He lives in Pacifica, California.



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