Everyone seems to be talking about how microsites are the next big thing in recruitment communications, but it’s still only the most forward-thinking clients that are getting in there and having a go themselves.
Microsites are separate websites created for a specific recruitment campaign. They are ideal for complementing online and print media campaigns, providing the space to display more detailed job information, as well as tailored and in-depth information on what a career with the company has to offer.
Low-cost airline easyJet, through executive recruitment consultancy Ramsey Hall, came to RAA with a challenge. It needed to recruit general managers in three separate countries – France, Germany and the UK. The obvious route was to place advertisements in the key national and regional newspaper for each location. But because easyJet always attracts a high volume of applications from suitable and unsuitable candidates 
alike, it was important to communicate a lot of information to potential candidates. Including that level of detail in press advertising alone, in premium media in UK, France and Germany, would have required large ads and would have cost a fortune.
Instead, RAA suggested a microsite dedicated to these roles, to work in conjunction with the advertising. This would allow smaller, less-wordy ads in the press,while the microsite would give candidates a clear picture of the roles and requirements, meaning less unsuitable candidates would apply, but the right candidates would be persuaded to put themselves forward.
The idea appealed and easyJet agreed to give it a go. It helped that the proposal for press ads and the microsite was thousands of pounds cheaper than the larger press ads on their own. The airline also realised how powerful a microsite could be in persuading the right candidates to apply.
They were right. The campaign went ahead, with advertisements in Le Figaro for France, Daily Telegraph for the UK, and Der Tagesspiegel and Ruhr Nachrichten for key locations in Germany. Plus online advertising on Monster and Totaljobs driving candidates to the microsite for more information.
Feedback from candidates was positive – they could find out all they needed to know about the job quickly and easily. Microsites provide information tailored to the people who visit them – so visitors don’t have to spend time hunting for the information they need. The content is carefully crafted to appeal to them, giving out the kind of messages that will make them most likely to apply.
Microsites also show candidates that the employer is keen to impress them, having gone to the effort of producing a dedicated website just for these roles. Their perceived value and importance is much greater than their cost and they present the employer as forward thinking and professional.
The site went live in December at www.letsflyjobs.co.uk. The results speak for themselves. easyJet and Ramsey Hall subsequently added another three vacancies to it.
And although microsites are usually short-lived, this one has been extended and now features "contract negotiator" vacancies.
To find out more about microsites, visit www.jobpositive.com/microsites