Integrated Marketing Strategy (Page 2)
INTEGRATED MARKETING: JOB
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The New Recruitment Environment
The growth of blogs, Wikis, sites like YouTube, Facebook, LinkedIn,
Huddle and others point to the increasing use of the Web as an
environment for users to communicate and collaborate with one another
in the facilitation of work, play and self-expression. This
has caused a profound shift of consumers from diffuse and passive to
active community members whose immediate and worldwide communicative
ability exerts powerful influence over the perception of brands.
This new reality means that a brand or
company such as EY that gives real user value will not only be popular
for the value it gives but also will promote its brand across the Web.
A company should
recast its recruitment site as a career
development community/tool/suite of tools and encourage users to
improve their careers with the site regardless of whom they end up
working for. With this, the company's brand, as well as its
integrity will be maintained and
strengthened in the eyes of both employees and potential employees,
increasing both the attraction and retention of good people.
The site would be a login-based
community dedicated to career development. Members could visit
throughout their careers to use its tools and/or community advantages.
They could make a new URL or set of URLs for different segments of
How the site(s) might be follows. NEXT