Large employers rightly can spend millions on cultivating their online brand to be as attractive and compelling as possible, in the knowledge that the vast majority of candidates will assess an organisation based on the content of its website and its social content when job seeking. But after the candidate has formed their opinion of the employer as a whole, their attention often turns to the more local practicalities of that potential place to call home.
For example, regardless of whether the employee will be office-based full time or merely visit the office occasionally, most candidates would consider the location and attractiveness of the local office to be an important factor in weighing up prospect of working for an organisation, considering the following:
- How easy is the site to get to?
- How attractive is the local environment or community where it's based?
- What range of shops and lunch / coffee spots and bars are nearby?
- Will I be working in an achingly cool manifestation of an architect's fantasy that would have Kevin McCloud frothing at the mouth, or a semi-derelict, suburban concrete high rise, straight out of the opening credits from "The Office"?
With all these kind of questions front of mind, its no surprise that nearly every job seeker will turn to Google Maps to look up the local office. And how many times are they disappointed?! I have googled several locations for companies I have worked with or for and found images by "Google Street View" of the site pre-refurbishment, or perhaps taken when the road was being dug up outside and the area resembled a building site. Not a great impression.
In much the same way as users turn to the "reviewer photos" on trip advisor rather than the polished images uploaded by the hotel or restaurant in question, maybe many job seekers attach value to the Google maps images over the airbrushed corporate images on a website when decision making?
With all this in mind, its unsurprising that at Peoplescout, we are helping an increasing number of clients manage their Google Maps content each month for a nominal fee. This includes:
- Managing Image content for every site.
- Creating "genuine" image content of exterior, interior and people.
- Ensuring the company contact details remain up to date and correct and complete, as new data fields are added.
- Managing user comments and reviews for each site.
Google Maps may only be a small factor in the recruitment process but its one that is used perhaps more than employers realise. With the competition for key talent in some areas so fierce, sometimes its the small things that make a difference. So why leave it to chance? If you'd like to discuss our solution here or in any other aspect of the candidate experience, please drop me a line.
Business listings with photos are 2x as likely to be considered reputable and get 35% more clicks.