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Does Your Website Have Curbside Appeal?

Your company is a great place to work: it offers employees flex-time and an array of benefits and people are encouraged to think "outside the box." Yet, you could be unknowingly turning away top talent because your Web site doesn't have "curb-side appeal." ("Curb-side appeal” is a real estate term for what houses look like from one’s car. Poor “curb-side appeal” means house hunters take one look at a house and drive away.)

According to John Smith, a marketing manager who was job-hunting recently (and who asked that his real name not be used), his first impression of a company is gathered from the Web site alone.

"When a company responds to my resume, I go immediately to their Web site," he explains. " I read the copy to learn what the company sells and what its values are. I also like to do a fast Google search using the company's keywords and product names. To be frank, I've declined a couple of interviews solely due to a company's site."

What elements can cause your Web site to lose important “curb-side appeal” with prospective employees?

1. "Do it yourself" Web design – According to Smith, a poorly designed site indicates a company doesn't care about its brand – and by extension, its employees. Says Smith, "A company that doesn't invest in professional, high-quality Web design probably doesn't invest in its employees, either."

2. Poorly written copy – Densely written, jargon-laden copy, complete with grammatical errors, is a turn-off. Says Smith, "Larger companies generally don't have this problem because they can afford professional writers. It's the mid-size and smaller companies that need help."

3. No mission or values statement – Prospects and customers may not care that you give to charity or encourage employees to volunteer in the community, but potential employees want to see this information.

4. No search engine visibility – Because he’s in marketing, Smith likes to run Google and Yahoo searches on potential companies using their brand names or keywords. "I'm always surprised when I can't find a company – especially when they bill themselves as the 'leader' in their industry. I’ve brought it up in interviews and have been told, 'We don't have time for that.' My question: How can you be a ‘leading company' if no one can find you?"

According to Besty Harper, CEO of the recruiting firm Sales and Marketing Search, even though corporate Web sites are usually marketing focused, you can appeal to job candidates with the following tips:

Set your company apart with a strong values statement on the home page. This helps especially when job seekers are looking at dozens of pages at a time.
If you list information about your non-profit foundations, community involvement, and philosophy and values, provide a link to it from the "Jobs" or "Careers" section so that job seekers won’t have to hunt for it.
Keep the tone of your Web site “conversational.” Insider jargon and stilted language are turnoffs for prospects and job candidates alike.

Your Web site is the first thing a potential employee sees when looking for a job. Ensure job seekers want to stay and learn more about your company with clean, professional design and content that helps them make the right decisions.