How a residential support care organization improved their site experience and content strategy to introduce their brand to potential employees
A need to demonstrate company values to prospective employees
ACR Homes provides residential support services for people with physical and developmental disabilities and has an outstanding reputation for providing consistent, high-quality services. However, with an ongoing internship program and frequent need to hire more direct care professionals, the HR director identified a need to improve the content on the website to better represent ACR’s values.
Attracting prospective employees through stories and a strong user experience
How Brandpoint helped increase traffic and engagement to ACR Homes’ employee and internship pages:
- Identified ACR Homes’ main messaging points and mocked up a wire frame to communicate those points in a more user-friendly way.
- Conducted a content audit to identify existing content on the website that would bring those messaging points to life.
- Created an interlinking strategy to provide users more opportunities to easily browse additional content and get a comprehensive perspective of what it’s like to work or intern with ACR Homes.
- Interviewed past interns to tell their stories on the blog.
Creating optimized internship pages to use search engines as a recruiting channel
The internship at ACR Homes offers various learning and research opportunities that make it a good fit for students in almost any major of study. However, when it comes time for students to search for internships, the website only has one internship page and it does not match queries related to specific majors.
By creating pages targeted at specific majors and optimizing the meta titles with a local intent, Brandpoint is helping ACR Homes grow awareness of their internship in search engines. This also gives the busy HR director a new recruiting channel that takes no active effort.
CONTENT MARKETING GOALS
Attract Interns and Employees
Directed searchers to open position pages and targeted blog posts.
Increase Organic Traffic
SEO-informed updates to meta descriptions and content, especially on the careers page.
Support HR & Marketing Manager
Assist the small HR with content creation and fulfillment.