This past June, our VP of Digital Strategy, Heather Hoffman, and our VP of Marketing, Nancy Holland, had the opportunity to present a panel discussion at the 2014 HCI Strategic Talent Acquisition Conference in Boston. Of course, we always enjoy presenting with our Members so we asked Francene Taylor of Popeyes Louisiana Kitchen and Bonnie Elliott of REI to share their experience with the Solution. With Heather as the moderator, Nancy kicked off the presentation by discussing the evolution of DirectEmployers and the creation of on the .JOBS top-level domain (TLD).

During this discussion, Nancy explained how DirectEmployers was founded by 14 leading Fortune 500 companies in 2001 and has now grown to over 720+ Members – Popeyes and REI included. In 2009, the Employ Media, the registrar of the .JOBS TLD, brought a plan to DirectEmployers to build out branded and search engine optimized (SEO) microsites for our Members. Today there are over 30,000 employers’ jobs on the Network with over 650 of those employers implementing microsites in their online recruitment strategies.

DirectEmployers at the HCI Conference

Heather Hoffman and Nancy Holland of DirectEmployers with Members Francene Taylor of Popeyes and Bonnie Elliott of REI during the 2014 HCI Strategic Talent Acquisition Conference.

Francene was up next to discuss her transition from her former employer (also a DirectEmployers Member), InterContinental Hotels Group (IHG), who is an avid user of the Solution. While Popeyes is currently considering a microsite strategy, she touched on the positive results that IHG experienced, including a 92% increase in hires from organic search within one year of launching their 30 keyword-targeted microsites. Also a Federal Contractor, IHG also established a milestone for DirectEmployers as the first company to launch a disability focused Microsite. This additional effort to attract diverse candidates helps to satisfy the OFCCP’s Section 503 requirements alongside their other compliance initiatives.

Bonnie stepped in next to share REI’s strategy, which was to use to take advantage of all of the platform’s customization capabilities and use their Member Microsite as the front face of their corporate career site – our first member to do so. Using imagery, video and interesting content, REI has the opportunity to portray their corporate culture through their uniquely distinguished employment brand. Supplementing their Member Microsite were 25 additional microsites which led their strategy to a 21,607% increase in site visits and a 22,050% increase in conversions (site visitors who clicked “apply”) from September 2012 to April 2013.

The sharing of these real-world case studies sparked interaction from the audience, resulting in an interesting conversation about the implementation process and development of a microsite strategy. As always, we enjoyed this opportunity to speak to potential Members, and were thrilled to see a few familiar faces from the session visit our booth in the exhibit hall for more information. If you are interested in learning more, we’d be more than happy to discuss your needs and how a Solution may be able to help. Contact a Digital Strategist today at 866-268-6206.


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