Image problem?

3 October 2023

For many existing and potential customers, a company’s website is the most important source of information about it. 

Most hirers understandably use their sites to highlight the range of products and services they offer, together with details of terms and conditions, opening an account and other business essentials. 

But should they be adding more diverse elements? During a panel discussion on recruitment at the recent Supply Chain Sustainability School Summit conference in Coventry, I was struck by some fascinating observations about how companies present themselves to an outside audience.

Tracey Collins, Head of Diversity & Inclusion with Keir Group, suggested that some contractors and hire firms typically promote themselves on their websites and corporate literature by highlighting images of plant and machinery. This is understandable, but they invariably don't include pictures and details of other important business aspects that might appeal to people looking for a career, like fault diagnosis using laptops, net zero initiatives, HR functions or finance.

Perhaps the overall message conveyed by such images is limited, outdated and less likely to appeal to young people as an exciting place to work. 

Indeed, Hollie Cregan, Head of Equality, Diversity & Inclusion with Graham Construction, said that companies could think laterally when targeting younger age groups and promote similarities between, say, techniques used in BIM (building information modelling) and computer gaming platforms like Minecraft. 

So by adopting a new mindset and adding a few extra pieces of information, a company can project a fresher image and a more diverse message to attract new recruits. 

Tony Humberstone, MD of the Vooba digital agency which specialises in internet marketing, SEO (search engine optimisation) and website development via its Abnix business, agrees that companies could use their sites proactively to promote themselves in more depth. 

“They can add dedicated pages to promote future careers in the business, as well as highlighting aspects like how they get involved with their local communities and other ESG [environmental, social and corporate governance] projects that their team get involved with,” he told me. 

“This can project a positive image of a company and make people feel that it’s one they would like to work for.” 

Otherwise, tomorrow’s generation of employees might well look elsewhere, purely because of the image presented to them of a business  - or, indeed, of an industry.