I want to illustrate how we enjoy contextual relevance on the web every day and then consider context in online recruitment marketing.
Go to Google, search for "Insure my toyota prius", click on the top link (after the sponsored ones). What do you see?
Did you see a page with the following information on it (in order of appearance):
- a picture of the insurance firms CEO,
- a quote from the CEO,
- prominent inks to all the different finance products such a loans, travel insurance, business insurance, asset insurance, home contents insurance, building insurance, pet insurance, bike insurance, boat insurance, sports insurance, life insurance, payment protection and car insurance,
- news about the company,
- investor financial reports,
- links to generic social media accounts for the company.
Such a page would have no contextual relevance to me looking to insure a Toyota Prius. It feels more like a corporate home page for investors. This page would not help me at all and I would go back to Google to find a more useful company.
Thankfully for the insurance industry, when I clicked the first link the page I was taken to showed me the following contextually relevant content (in order of appearance):
- a picture of a Prius
- big text 'Toyota Prius car insurance'
- some brief info about the Prius
- a clear, large and highlighted (with color) call to action to "get a quote"
- information about insuring a Prius
- alternatives i might be interested in eg company car insurance.
- other cars I might be interested in, other Toyota's
- car buying advice.
The content was all helpful and relevant to my context, that being "Insure a Toyota Prius".
When I look at online recruiting I normally see the first (not relevant) example, the content being pushed at candidates is meaningless and un-interesting to the job seeker. Typically the content is not relevant, it does not actually tell the job seeker anything about doing the job they are looking for at the company.
If a software engineer is looking for a new job they want to know what it is like to do that job in the company, what tools are used, what process is followed, what they will be measured on, if there is freedom to innovate, if there is opportunity to learn new technical skills, if they will have to be customer facing, if they have to wear a tie, if their is flexi-time, if the desks are big, if they get two or three screens, if the hardware is fast, if there are areas to go and brainstorm, if there is freedom to go somewhere quiet to concentrate etc. They also want to see relevant jobs and which locations they are in.
Why doesn't recruitment do this better? My guess is recruiters are not aware of suitable and accessible tools to feasibly achieve this. Too many recruiters are tied in with existing vendors who are failing to innovate.
Mobile web users are not just on a small screen. Mobile user behavior focuses on achieving a goal, it demands contextual relevance. .