Informatica, multiple honoree of the ERE Recruiting Excellence Award, has launched a new careers site whose design isn’t full of bells and whistles, but whose verbiage touts Informatica’s “big data, big difference, big purpose.” It’s part of an ongoing relaunch, with more changes to come.
The company, fighting hard to bring in hundreds of people, got help from an agency not well known in the recruiting field — Emotive Brand, which had about 10 people working with Informatica from start to finish.
What Emotive delivered over the past year was more than a site, but a larger strategy as to how to recruit. Its research showed that Informatica had a strong company brand, but not a strong employer brand. Put differently: you may not have heard of this company. Perhaps more important, “I don’t think people really knew why Informatica mattered,” says Emotive Partner Tracy Lloyd.
Cindy Cloud, talent attraction consultant at Informatica, says the site has been designed to be “teed up” for a mobile version. In other words, it was built in such a way that it’ll be easy to convert to a mobile site, and has a bit of an iPad look to it. “Minimalist on content,” she says, “big on job searches. You don’t have to read through blah blah blah, culture this, culture that — this just accentuates our brand discourse, our language, instead of the usual.”