BILLY HARVEY MUSIC One of the brilliant works of Jordan Stone, here he has developed a wonderful site for a singer songwriter from Austin Texas, Billy Harvey. What is so unique about this website is not only the navigation through polaroid pictures,, but the techniques used to create spatial dimensions. As an example, when you click on a radio in one polaroid, and you navigate to another polaroid to the left, the sound stays to your left. I'm not sure what I like best, the navigation, the video treatment or the dead pan delivery of his narration. Imagine designing a section on the career site where people could click through employee cubicles, and desktops revealing the unique cultures of companies. Or....maybe not. Some of our employees especially me would probably get arrested. :^0
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Fuel Games Blog One of the leaders of immersive media and advergaming is done out of a company called Fuelindustries. These guys have taken advergaming to the next level by pushing through browser boundaries and bringing console quality games to the web. The work that they did for the Gap with Crispin Porter is priceless...and...well....will definitely keep you watching! What's so wonderful about these guys is that they created their own ROI engine that is basically built into their games. Watch out world...I see a global virtual employment simulation game coming soon!
The Discovery process is the process where all the challenges and key information is uncovered in order for solutions to be developed. We have all done about a bazillion of these in-take meetings where we arrive with our pads of paper, and start discussing those typical briefing questions that produce those typical answers. In result often times no unique attributes are discovered, and no emotional connection is established with the company at all. Therefore making it more challenging to produce great creative work, that works. Work that stands out and actually has something to say, in a unique persuasive and smart way. With more emphasis on the quality of the discovery sessions, you could truly dig deeper into undiscovered ideas and approaches to some pretty common challenges. Basically you could inject ideation methodologies into discovery. There are numerous methods to retrieve the vital insight into organizations. They all have a highly immersive audience participatory style that produces several benefits. 1. It involves the client into the process 2. It uncovers a deeper understanding of the company 3. It gives the creatives more inspiration points Try Role-Playing It is one thing to ask companies what they feel their differentiating points are. It’s another to put them on the spot to communicate it. Sometimes the passion they want to communicate is not transferred properly through direct questions. With role-playing we become their ultimate candidate. They must persuade us to work for them in a mock up interview. They must pull out all the stops to persuade us to say, "sign me up". In doing this, we must put our mind inside the target audience. We must put on our acting shoes, and really feel as though we are in an interview. Record everything the recruiter says, and does. All the way to their body posture. Their tone of voice. What do they accentuate? Are they believable? What was most compelling? Test them by having tough questions. Develop Character Profiles The more we understand the target audience, the better we can connect with them. But if we understand them as a character in a story, we become more involved with who they are. Instead of typical lists of statistical data and values, use scenario base profiling. Short little bios of the target profile. For web development, they are referred to as personas. We want to paint a picture in our minds of the individual as if we know them personally. When the individual is profiled through a mini story, it makes it easier to grasp. Profiles are written out so that both agency and client can connect and agree on who we are trying to persuade. This is very important down the line when we need to benchmark the work. Start by identifying the key disciplines you would like to cover. Then build a scenario around an individual that would fit in that discipline. Ironically, you build your short profile scenario with the aid of a list of attributes, values and statistics. The difference is, you’re bringing those statistics to life in a story. Build a Collage Some people are just visually driven. That is, they cannot express themselves in words alone. What is innovative or exciting to one may be interpreted completely different to others. This also pertains to tone, feeling and style. A series of images are revealed and analyzed against questions such as: What image best describes your company? What image best represents your culture? What image best represents how you want people to think about your company as a place to work? Don’t Sell Me As you try to find out what truly makes your company unique to it’s competitors, you may end up getting the familiar yet painful clich?s. Here is a great way to uncover the true definitions to those lofty contrived words like “opportunity for growth” or innovation or empowerment. People do not want the things themselves like opportunity; they want what it will give them. Example: Don’t sell me perfume, sell me hope. Don’t sell me a sports car, sell me popularity. Don’t sell me a career, sell me a dynamic lifestyle. First we start off with all those wonderful words we have come to love. We will get those by simply asking the questions: What are the company’s unique selling points? Why here and not there? Then gather up all those wonderful words and start the don’t sell me technique. Example: Don’t sell me a fun culture, sell me… Don’t sell me high technology, sell me…
So where do most career web sites live? Well, for the most part, they all live inside a corporate house. A playground inside the safe, secure walls of the corporate global architecture. Sometimes referred to as inside the "C" clamp. Ouch. That kinda hurts saying that. Sounds a bit medieval. The term C clamp refers to the area that is usually made up of the top global corporate navigation bar, the left hand sub navigation bar, and the footer at the bottom thus the shape makes a C. The area inside these navigation sections is the content playground for the careers site. Or shall we say the careers section. But when should and when shouldn't the career site live within the corporate clamp? Let's start with the objectives and the audience of most corporate web sites. For the most part, their objectives are geared towards the business market as a whole. They have many target users, from customers to investors and, yes, new potential candidates as well. In some cases, the site is a crucial part of business transactions via e-commerce. The corporate site's basic architecture and information design is built for these multiple audiences. The global navigation scheme is usually topical. You know вЂ“ About Us, Our Products, Careers, etc. Those sections on the global navigation have their own individual navigation scheme. That navigation appears and reacts consistently throughout the entire site. The site experience is holistic and consistent within the corporate global navigation, whether you're in the careers section or the products and services section. However, many companies that have two co-existing brands, (the corporate brand and the employer brand), may have conflicting attributes that a holistic site cannot address. There are many situations in which the employment proposition is hard to align with the corporate brand. The features and tone of the career section may need to be very different than the tone sent to the corporate audience base. For example, say you're a major technology brand that promises to their customer base to make the Internet extremely easy to use, easy to understand, friendly and accessible. Now try selling that to the hotshot engineers you're looking for who want to work on bleeding-edge, challenging, exciting, fast-paced and progressive technology. Or another situation may be that the dynamic energy of the culture needs to be demonstrated in ways that would not be appropriate for the general corporate site audience. Here lies the paradox. What usually happens is a carefully planned out microsite approach to the career section in which the career section's navigation becomes the dominant global navigation scheme with a link back to corporate. In fact, sometimes the global search field conflicts with the job search field. The target candidate is trying to answer some very basic questions such as: Why should I work here? Show me the jobs/Where do I fit? Where are the jobs? What's it like to work here? Instant relevancy. Here are some checkpoints that may help identify whether or not to consider a career site vs. a career section. First, evaluate the objectives and goals: • Evaluate the business goals. How is the talent acquisition strategy going to be benchmarked against it? Quantity of hires, or quality of hires? Quality of talent pool? • Evaluate your interactive strategy against these goals. How integrated is it to all offline media that drives to it? Does the site need to be a standalone with its own memorable URL? • Evaluate your career site objectives. What are you trying to achieve, and for whom specifically? How are you going to benchmark for success? The quality of the profile database or quantity of resumes? Then evaluate more specifics to the site information architecture: • Do the features and content of your career section need to be more robust and detailed towards the working culture than the general "About us" section on the global corporate nav? • Will the global site search conflict with the job search? • Is there an abundance of irrelevant navigation options on the global nav that a job seeker does not need? (If I were looking for a job, why would I need a link to buy parts for my car?) • Is your applicant tracking system going to have a major role in customizing the job seeker's experience based upon their profile? • Does your offline employment campaign that is driving to the career site have different attributes than the corporate online brand? These are some of the questions to look into when developing your strategy.