It’s the 21st century. Your website should reflect that. Enough said.
Well, not quite enough said. Because a lot of companies in this industry (and not just Mom and Pops) still figure they can get by just fine with websites that look like they were designed by Grampa Ned down at the retirement home in the mid-70’s.
So What’s The Big Deal?
We’ve all heard it before, and it’s still true: You never get a second chance to make a first impression. And in this second decade of the 21st Century, your website often represents the first real impression drivers get of your company. Let’s look at the situation from the perspective of you, the recruiter: How likely would you be to hire a prospective driver who shows-up for an interview dirty, unshaven, and wearing a lime green leisure suit?
At the same time, Search Engine Optimization techniques have advanced to the point where some companies have been able to reduce advertising budgets by hundreds of thousands annually.
Simply stated, a company website isn’t an expense. It’s an investment. And when done right, it’s one that can pay huge dividends.
Where To Begin?
Let’s be honest: If your website is badly outdated, you probably haven’t given a lot of thought to your brand messaging strategy. And as we’ve also noted in this forum, a compelling brand strategy is the most cost-effective weapon you can have in your driver-recruiting arsenal.
Keep It Consistent
Once you’ve developed your brand strategy, make sure every aspect, and every page, of your website reflects it—from the design and navigation to the copy.
Use The Technology
These days, the best web technology is fairly easy to learn. For instance, if you know Microsoft Word, in a couple of hours you can master a good Content Management System—which will enable you to add, edit and remove everything from job listings to company news, without needing outside help.
You’ll need to hire professional experts for your initial creative, design and programming work. You do the same for a lot of other professional services, right? The same goes for your Social Media strategy—which we’ve discussed multiple times in this space. Yes, the cost will be higher than doing it yourself. But in the long run, when you consider how much money you now spend on recruitment wearing the online equivalent of a lime-green leisure suit, it’ll be more than worth it.