Knowing what to include on your business website is challenging. Should you showcase certain aspects that make your business unique? Which ones will customers care about? Showcasing your employees will allow you to share your company culture and put a face on your brand. You can show that you’re made up of real people who are passionate about what they do.
In a recent Telstra Small Business Intelligence Report, researchers surveyed 1,000 businesses and 1,000 consumers and found that 62% of people won’t consider a small business if they can’t find an online presence. Since only about half of small businesses have a website, you have a chance to really grab leads online and convert them into customers. If you don’t already have a site, you need one.
Showcasing your employees is just one part of your content puzzle, but there are many reasons to showcase your employees on your business website. Here are some of the most important ones. Special thanks to Brad Stallcup for the cover image!
1. Gain Trust
Anytime you can show a real person behind the business, you increase the trust factor consumers have in your company. The 2019 Edelman Trust Barometer showed that about 75% of people trusted their employer to do what is right. When you put your employees’ names and photos on your site, you show that you value them and that you aren’t worried if someone contacts them about your business. It leads to more trust and transparency as a brand.
Elite Insurance Partners has a Meet Your Team page that works extremely well to instill trust. Each person’s professional headshot is pictured along with contact information.
2. Use Original Images
In one survey, nearly half of marketers felt that unique images created a better website. When you showcase your team, you have photos no one else online offers. They’re specific to your business and your employees. You should also consider linking to professional social media profiles, such as LinkedIn, to add another element showing that these are real people.
A word of caution here — don’t link to personal profiles, as some employees may post inappropriate content. Personal and business lives should be kept separate. Linking to personal profiles may create safety issues as well.
3. Show Your Expertise
Perhaps you’re proud of the fact that you’ve gathered the best of the best in your employee lineup. Don’t be afraid to showcase your top employees and talk about what makes them an expert in the field. Service industries, in particular, may benefit from hiring authorities and sharing short bios about them.
MECO lays out full-page-width bios that highlight each of their experts. They start with the Director of Biopharmaceutical Applications and then highlight various leaders in the company, a fabricator working on the floor and a maintenance mechanic.
4. Tug at Their Emotions
People connect with other people. When you include images of real workers, people are much more likely to respond on an emotional level. Share a few details about the person’s life, and your site visitors may find at least one person they have something in common with. You can even take it a step further and add a favorite quote or life hack tip from each employee.
5. Make Life Fun
Why not have a little fun with your employee profiles? Show off each team member’s personality and a bit about your company culture. Take a video of each employee, or let them wear a silly hat of their choice. Of course, a lot of what you can and can’t do depends on the type of business you’re in. If you run a finance company, you’ll probably want to be more serious than if you run a creative digital agency.
Wistia creates a highly interactive employee directory. As you mouse over each image, it goes from a professional profile photo to something fun and entertaining, such as a person throwing a ball into the air, dancing or talking on a banana instead of a phone. The fun atmosphere of the workplace shines through, which may attract some of the top employee candidates out there.
6. Share Your Core Values
When you showcase your top talent, you also give a hint about what your core values are as a company. If you’re all about hard work and improvement, the bios will reflect that. If you cultivate a family atmosphere, your team page can prove how close-knit you all are. Even the types of information you share and the titles of different roles in the company will highlight your values and show what matters to you.
In addition, you can have a team news page where you share information such as where different employees volunteer. Upload photos of your last company-wide charity day. Share links to your favorite organizations. Highlight what you care most about. State upfront what your workers care most about and why.
Protecting Your Top Talent
You might worry that head hunters will use your team profile pages to see who your top talent is and try to get them to leave for another company. While this situation is always a possibility, simply keeping your employees’ images off the internet isn’t going to stop it from happening. Create the best company culture you can, and let employees know that they can always come to you with an offer they’ve received to discuss it. You may or may not be able to match a higher pay or perks, but you can certainly try.