There are many scenarios that determine whether a company should have both a corporate site and a separate careers site. All of which are driven from the organization’s workforce strategies, complexity of the company, talent they seek, and the depth of the employer value proposition story that needs to be told.
The Corporate Site
Conventional structures of a corporate site contain career site content within the structure of the corporate site. That is logical because corporate site content has similar information about the organization as a whole; who they are, and what they do. The diverse range of audiences of a corporate site is seeking information about the organization. They include investors, press, consumers, partners, educators, vendors and job seekers. Corporate sites are the digital channel that enables the company to connect their brand, their business and personality to their audiences. Although they have multiple different types of audiences, the site’s primary content focus is B to B and/or B to C. Ironically, we also know that in most cases the highest % traffic of corporate sites goes to careers.
The Careers Site
As we know, the war for talent places critical need for strategic employer branded content. The complexities of organizations create challenges for corporate site structures to facilitate the depth and breadth of the employer brand story. Companies with multiple brands, multiple business units, locations and opportunities presents numerous challenges to candidates who simply want to know what it’s like to work there, and where they could ever fit within the organization much less if there are relevant jobs that they aspire to that matches their skills and personality.
In looking at the audience of a career site, we know that there are 2 different states of mind coming in. A passive seeker who is curious, and may not officially be looking but would always leave the door open to possibilities. They are the ones with whom your competitors are trying to hold onto who may or may not have misperceptions about you as an organization to work for. They are the ones who need the most engagement into your employer brand proposition. Then there are the active seekers. They want to efficiently get to content that will enable them to decide if there are relevant jobs that they qualify for and that there is a fit for them in the organization. Adding on to that are new behaviors and technologies in which candidates have adapted to in accessing and connecting to companies as places for their careers. Social platforms become career site content aggregators enabling employer brand content to be experienced everywhere.
With all this said, you have a corporate site that has numerous different audience types with different agendas, and career content that needs a bit more real estate to speak to one type of audience with 2 levels of motivation. The corporate site needs to deliver on brand the promise to its stakeholders and it’s customers. And it is this brand that must be articulated through the lens of the employment experience promise that the career site must deliver. Not just through content, but also through a carefully crafted architecture that enables the experience in and of it self to deliver insight into what the company is like to work for. This is where it becomes challenging for a corporate site to encompass the digital architecture and environment of a career site.
Ingredients of the career site:
What makes you different?
– Employment Value prop
– Engage me into your story
– Allow for me to participate
– Where do I fit?
– What is relevant to me
– Profiling/Global vs. Local
Show me the jobs!
– Accessible at all times
– Simple relevant search
– Content is sharable
– Jobs are referable
– News alerts are feed able
– Experience is expandable
Companies like P&G, Disney, Walmart, Walgreens etc. have chosen distinct strategies that are separate from the corporate site in order to meet these challenges of the career minded audience. They have gone so to the point where any similar content that the corporate site may contain is not duplicated, but re-applied through the context of what it means to you as an employee. All of which have successfully communicated their employer brand promise while co-existing with a corporate site without any fragmentation or confusion to the users.
In some cases this is not always the ultimate solution for some companies. Companies that are centralized to one recruiting system approach. Companies that may not be built out of complex divisions and brand markets and have multiple types of work environments within the organization. Their story is much simpler to be told to the career minded audience and the need for separate environments is not necessary. But we find the constant need of new skills and talent, emerging media, and the rapid adaptation to new behaviors in content consumption is redefining the career sites we know of each day.