If you have been responsible for launching or updating your organisation's career site recently, chance is you have included some employee profiles or testimonials. Graduates in particular often report that they enjoy reading accounts of what current employees do, what the organisation is like and about previous graduate trainees' experiences. And so a lot of time is spent on gathering testimonials, sometimes arranging photo shoots and almost always on crafting interesting and engaging copy.
And then what? Organisations often forget to review and evaluate whether the messages actually land. And all too often testimonials are several years old which, in IT for example, can be a particular issue. Is it time for you to check that the testimonials on your career site cover information that your potential candidates are looking for? Do visitors to your website actually read your testimonials? If they do - what do they do next? Do they click on more information, go to apply or - do they leave the site?
For the majority of today’s consumers, testimonials play a significant role in their purchase decisions. A testimonial can help solidify a consumer’s product selection, boost trust in a business, and even help generate a new desire for a product the consumer wasn’t previously shopping for. Considering how much power testimonials have, it’s imperative that companies across all industries display the right testimonials, in the right places, in order to convert more leads. Unfortunately, too many companies neglect this important tool for business growth, as many times they're under the mistaken assumption that there isn’t much that can be done with testimonials.