SWIFT: a model for web content development
Recently, I had the chance to review a recruitment website. I thought it was appropriate to include in that report some recommendations regarding the nature of the content that needs to be created and published to have a good go at getting people to come back to the site, interact, refer, etc.
So I pulled out a little framework that might make a bit more sense that just saying ‘this content is/is not engaging/appealing’; the acronym for it is SWIFT (self, work, influences, fans, transaction) and is built to be used for all types of websites, but I elaborate a bit on it below thinking about recruiment websites, specifically.
Self
Describe your company, your offering, the value that you intend to provide your candidate and customer base. The majority of websites in the HR and recruitment vertical you will come across, dedicate all their time and pages to this area.
Work
Show case studies that demonstrate how your expertise has helped your customers. This helps materialise the claims made in the Self section to your readers.
Influences
This is a very important section for artists and freelancers (see the MySpace profile for indie bands, because it offers their readers and followers an insight into their craft, whilst also creating a bond founded on compatibility and identification with one another.
For a company website the influences section can translate to Links page showing who the company follows from a business philosophy or operations perspectives, as well as including recommendations to their readers
Fans
This is the testimonials component of your website; this element of content is effectively produced by clients, candidates, suppliers and partners; and it is intended to confirm that the claims made in the Self section are accurate. The unadulterated content from Fans and friends is very powerful when developing online word of mouth. The ‘to-do’ for the publisher/owner is to enable function that enables this interaction.
Transaction
These are the dynamic content sections that will allow publishers to interact with its web audience. The range of services is vast, but the commonality is that they permit the website visitors make an exchange online. Apply online, call for help, self-assess, register are all transactions need to create relationship depth with the website’s constituents.
That’s it! I guess you can also use this approach to evaluate sites and assess if there are any gaps to address. Let me know if you can build further or see glaring omissions, etc.
Have a great week