Retro web sites can hurt recruiting
By John Kreiss, President, SullivanKreiss
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Whether you acknowledge it or not, your firm's web site is your electronic welcome mat not only for clients, but also for potential recruits. Just like your business cards or your headquarters' reception area, your web site is one of the items that form a first impression about your firm in the eyes of recruits. This electronic signpost should say: "We are a professional, well-organized firm that puts plenty of time, energy, and thought into everything we do, and we are successful because of that commitment."
Sadly, many AEC firms' web sites fall short in this area, and we at SullivanKreiss know that recruits do notice poorly designed and haphazardly written sites. We haven't heard anybody say, "I won't work for that firm because its web site stinks." But we have heard recruits express
misgivings about a firm due to a sub-standard site, and that puts some firms at a disadvantage that is totally unnecessary.
A good web site isn't that hard or costly to put together these days, so there really is no excuse for not updating a site that was designed by your president's brother-in-law circa 1998. A site doesn't have to be an award-winner to impress recruits, or at least give them a reasonable comfort level about your firm. It should, however, contain basic information including providing a good sense of the type of projects and
clients you have, and not have a color scheme and design that look like they resulted from a bad trip at a Grateful Dead concert.
Content
It's now 2005, and the Web has been around for a solid 10 years. A web site that is no more than an electronic version of your brochure, or
"brochureware," is simply not up to par by today's standards. Most recruits will visit your site to find out as much as they can about your firm before they even consider showing up for an interview. And frankly, you should be suspicious of those that don't do that. After all, don't you want recruits who are well prepared for their interviews?
So, it's crucial that your site provide answers to basic questions such as:
- What is your firm's mission/philosophy?
- What types of projects does it work on?
- What's it like to work there?
- What benefits do you offer employees?
Of course, your site may offer a lot more information than the answers to these common questions, but at minimum, it should have information that you would use in your "elevator pitch" to woo a recruit. I recommend adding a "Careers" page to your site (if you don't already have one) that addresses these issues and lists job openings. This is a fairly common feature on many business sites, and recruits increasingly expect to see one when they research potential employers.
Design
While beauty is in the eye of the beholder, there are certain standards and conventions in web design that should be followed on all sites. Number one, make it easy for visitors to find what they are looking for. A poorly organized site that makes it difficult to navigate from page to page, or that doesn't provide logical organization reflects poorly on your firm.
When choosing color schemes, fonts and other design elements, try to choose ones that are appropriate for your firm. For instance, an interior design firm that courts high-end retail clients would be well served by a bold, modern look. A civil engineering firm that concentrates on the public sector would likely want a much more conservative look. Whichever direction you think is appropriate, I highly recommend using a professional web designer if your firm doesn't already have a relationship with one. For a few thousand bucks or less, a pro can build you a sharp looking site that your firm can take pride in. It's money well spent.
Also, make sure the photos you post of projects and principals look good online. I've seen some sites that have what appear to be out-of-focus passport photos of principals. Conversely, I've also seen plenty of sites that have vibrant, impressive images of projects the firm designed or constructed, and those firms no doubt dazzle potential recruits and clients with them.
There's no reason that a first impression of a firm formed by a web site visit shouldn't be a positive one. Take a hard, objective look at your site and ask yourself, "If I were considering interviewing for a job with this firm, what would the site tell me?" If the answer isn't pleasing, it's definitely time to revamp your site. And if your firm doesn't even have a web site, what are you waiting for?
What do you think? Let us know. jkreiss@sullivankreiss.com
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