When was the last time you went to a corporate website… other than your own? Now consider, when was the last time you visited a brand on social media? A majority of the Fortune 100 websites (68% in fact) have been experiencing negative growth, but are seeing significant increases in their social media traffic, posing the question: Do you still need a website?
From a recent Social Media Today article:
A great example of the trend away from websites can be seen among professional athletes.
As a sports fan, I remember only a few years ago when the top athletes all had their own websites, while those that didn’t constantly teased that it was coming.
Now everyone from Alex Ovechkin, to Lionel Messi, to Kobe Bryant, have left websites almost completely and are engaging directly with their fans via Instagram, Facebook and Twitter.
Increasingly, these big names are relying on social platforms to connect with their audiences and build their personal brands – and given the reach and response they get, the change in focus makes sense.
No website? No problem.
obsessee.com does exist, but it’s only function is to enable you to connect to their various social media profiles – ten of them to be exact.
The brand is targeting women between the ages of 14 and 22 and the content editorial team, made up of staffers from the same age bracket, will be charged with posting photos, videos and text across all of their social channels.
So, can social media replace your career site?
In my opinion, no, or at least not yet. Career sites still provide a center of control and continuity for your employment brand and serve as the hub for an omnichannel recruitment marketing strategy. What brands can – and should – do, however, is streamline their career site and begin to scale back on the number of pages within their experience to what matters most (a quick and easy search and apply process), and leverage social to communicate their real-time employment story.
One company that’s on the right path is Comcast. A few months ago Comcast scaled back their site, which once housed dedicated landing pages to multiple functions (and multiple clicks), and overhauled their site’s navigation to focus on what their candidates are there to do – search and apply for a job. Here’s a quick overview of this new navigation:
- Hello – A long-scroll home page with embedded video testimonials, a high-level snapshot of Comcast’s EVP and benefits offering, and rich imagery of diverse people in their various employment settings. In addition, this home page has four action areas to search and apply for jobs, located at the top, middle and base of the page scroll.
- Search Jobs – Straight-to-the-point link that gets job seekers to, you guessed it, a full listing of Comcast’s open jobs.
- Teams + Locations – While this one may seem like it’s going to a content page about teams and locations, it’s not. It takes candidates to a search by function page that shows how many jobs Comcast currently has open in each of their eleven functional buckets.
- Check Status – A direct link that takes candidates into the ATS to check on their status for a job application.
- FAQs – A landing page that provides more context on the overall application process and technical support to reset profile passwords. Outside of a smiling gentleman in one of their retail stores on the hero image, there is no additional brand content on this page.
Then, at the base of each of the above pages, they have a big call out to connect with them on social media and have quick links to six social properties where jobs seekers/candidates can learn more about working for Comcast. These social profiles – not jobs.comcast.com – are where the content is, including videos, rich employee testimonials, links to press releases and ‘in the moment’ employment stories.
Recruiting loves to take hat tips and jump on trends after their marketing pals down the hall – if this trend of moving away from websites gains steam, do you think career sites will eventually follow?
Holland Dombeck McCue is the former editor turned blogger here at Fistful of Talent. She plays in the employment branding and B2B marketing space and currently heads up Recruitment Marketing and Global Employment Branding for Delta Air Lines. So, it goes without saying that the opinions shared on FOT are hers and hers alone. She wishes it could go without saying, but hey, Legal runs a tight ship…