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Building your internet presence wisely

What are we doing??

Have you ever seen one of those property shows on TV where the amateur developers decide to forgo the services of an architect and go directly to the builders? At worst, the build ends in disaster. At best, they experience unnecessary and expensive delays, backtracks and panic-stricken compromises…

The analogy of the architect, builder and amateur developer is apt for the relationship between an internet strategist, web designer and business client. The role of internet strategist is a relatively recent one, brought about by the rapidly changing and complex development of the internet. Many businesses are unaware of the myriad choices they face and the pitfalls which await them in setting out to go online.

In this age of Web 2.0, a basic transmission style website that simply sits on the internet as a sort of brochure is no longer enough — especially when your competition is embracing this new world of interaction and dynamism. Aside from branding and visual design, there are blogs, shopping carts, hosting options, image galleries, social media, online communities and many other internet tools for communicating, marketing and selling to contend with. How do you know what is right for your business?

Your needs

Do you trust your own knowledge enough to plan your business’s internet presence on your own? Even if you spend a lot of time surfing the web and keeping an eye on what your rivals are doing, your expertise lies elsewhere in what your own company does or sells. It just makes sense to consult an internet strategist, whose business is keeping up on internet trends from the inside and the outside, and who knows the full range of options available to you whatever your budget.

Independence and impartiality

Do you trust a web design and development firm to help you find all the options available to you? Even the best firms that employ their own internet strategists are in the business of building you a website and will naturally steer you to their own services. This means that some options have already been closed off the moment you walk through their door.

The benefit of an independent internet strategist is that you get impartial advice and support not limited by self-interest. If the best solution for your small start-up with a tiny budget is to go for a free DIY site, an independent strategist will be able to tell you this and guide you to quality providers.

A little first saves a lot later

You may be surprised how inexpensively you can get a good professional result, but it all depends on know-how. We’re all aware that spending a little on planning can save a bundle on mistakes, but sometimes it takes some convincing that there really are dangers down the road if you skimp on the crucial early stages of a project. The looming trainwreck may be obvious to us watching the hapless and stubborn couple chopping and changing about where to put the bathroom when the plumber is already on site, but this is exactly what happens time and time again on web projects. Shouldn’t you get that architect in first thing?

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Architela offers an independent internet strategy service to help you along at any stage of a web project – but calling us at the beginning can save you the most. Consider a Quick Consultation today.

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UK Government IT projects: maybe it’s not the IT that’s the problem

red tapeWe hear a lot of complaints about bloated government IT projects being doomed to failure, but what if it’s not the IT project that’s the problem? Could the NHS’s well-meaning attempt to allow us online access to our own medical records fail for other more mundane reasons?

Case in point…

I recently received a letter from my local NHS primary care trust telling me that my county is piloting the new HealthSpace online access to health information and summary care records.  Thinking this a big step forward in personalising what is (after all) an intensely personal part of life, I jumped at the chance to register and start taking control of my own medical care.

If only it were that easy….

Registration

This is the process for registration:

1. Register for a new healthspace account.  This is a fairly straight-forward process, involving collecting relevant information and then activating by email.  The basic account gets you access to a personal health planner and calendar but no personal data. Small Obstacle 1. In the instructions, there is a link for a new account but also reference further down the list to a Basic account without a link. This seems to be the same thing, but it’s not clear.

2. Register for an Advanced Account Part 1. Once activated, you need to fill in a more substantial form with additional information to get an Advanced Account. This is OK in itself, as you want to feel your personal data is secure. Once the form is complete, you receive an Application Number. You either need to print the form or be able to produce the Number, which at least means lack of printer isn’t a blocker. Small Obstacle 2: Only some NHS trusts are currently taking part in the NHS Care Records Service and it appears you’ll only know if yours is one of them if you receive a letter beforehand or if you are told by email after you register for the Basic Account. A list of participating trusts would be helpful.

3. Register for an Advanced Account Part 2. Now comes the dysfunctional part. (Massive) obstacle 3. Why do you need to print the form or be able to quote the Application Number? Because you have to email the trust to find out where your local Registration Office is and then physically take it and a variety of proofs of ID and address there or to an occasional informational session at some other locale.

Now this may be marginally acceptable in a large population centre with good transport links, but it’s a complete blocker in my rural county. This is an anonymised email exchange I had with my local NHS in December:

________________________________________
From: Nancy
Sent: 01 December 2009 13:37
To: Healthspace
Subject: HealthSpace registration

Hi.

I’ve printed off my form and need to take it to my local Registration office to be checked and activated. Please tell me where this is. I live just outside [local town].

Thanks very much.

Nancy

_______________________________________
From: [person] [mailto:person@county-pct.nhs.uk] On Behalf Of Healthspace
Sent: 07 December 2009 14:50
To: Nancy
Subject: RE: HealthSpace registration

The Drop in Sessions double up as Healthspace Registration Office. Alternatively you can take along your printed application form and relevant ID to Healthpoint in Boots, [distant town] (Healthpoint is open 9.30am-5pm, Monday-Friday and 9am-1pm, Saturday).

[Attachment listing two sessions on next day in a distant part of the county]
________________________________________
From: Nancy
Sent: 14 December 2009 09:57
To: Healthspace,
Subject: RE: HealthSpace registration

Hi there. Please clarify: it seems like if I can’t make it to [distant town 1] or [distant town 2] tomorrow morning (which I can’t), this means I have to make my way all the way across the county to Boots in [distant town 40 miles away on bad roads] just to get registered on the website. Can’t I do this at my local surgery?

Regards,

Nancy

_______________________________________
From: [person] [mailto:person@county-pct.nhs.uk] On Behalf Of Healthspace,
Sent: 22 December 2009 13:02
To: Nancy
Subject: RE: HealthSpace registration

Unfortunately most surgeries are not offering this service at the moment. There will be some drop in sessions in the [wrong part of county]  next year, but these won’t be until March.

Conclusion

So there you have it. The website could be absolutely brilliant. It could potentially give fast, seamless access from home to everything you want to know about your health and medical records. But the whole thing fails at the start with ill-considered registration processes that create huge blockers to getting started.

Moral: usability extends well beyond the bounds of the webpage and interaction design.

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Any comments or similar usability failures you want to share? I’d love to hear them!

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6 ways to treat job candidates humanely

job interviewHow humane is your recruitment process from the candidate’s perspective?


Caveats

It is true that this post is not about either web strategy or online learning, but I’ve recently heard the sad tale of a friend’s quest to find new employment, and memories of my own experiences with the recruitment process from both sides of the table rose to the surface in sympathy. I feel compelled to speak out (at some length). Let me say up front that most of the egregious sins against the candidate that I have experienced or know about personally have been perpetrated by universities, but I know such problems exist across all sectors.

1. Reasonable applications

Every organisation seems to have its own quirky application that’s just different enough to make it difficult for an applicant to fill it in easily. Too many orgs are suspicious about allowing applicants to use the resumes or CVs that they have spent so much time crafting to display their strengths. At best, they are required to supplement their CV with the application, which asks for the same information all over again.

Is this suspicion designed to circumvent any spin that might be contained in the CV and show the applicant’s true colours?  Generally, no. It is designed to make sure the information fits into the software or database the org uses and present an easily digestible way to compare candidates.

In addition, too many orgs are still requiring hand-written applications either to make sure the candidate is literate and weed out plagiarism, or because they can’t be asked to computerise their recruitment system. Both of these reasons are bad ones and point to questionable business practices and attitudes.

Ideally, an org will let a candidate use his or her own CV and have a short supplement for any additional information they need to collect. However, if orgs will insist on making candidates fill in idiosyncratic forms, make sure applicants can copy and paste from their own CVs, submit online AND save a copy of the application locally.

2. Acknowledgement and regular updates

It should go without saying that a polite organisation will acknowledge every application received immediately upon receipt and provide regular updates about the recruitment timetable to everyone who has taken the trouble to apply. Applicants should be told in a timely manner about deadlines and movements from one stage to another in the process.  Being left hanging without even knowing for certain that the application has been received is an unnecessary stress on candidates and can lead to them ringing the HR team in large numbers to find out what’s going on. If this happens, the irritation the harrassed HR officer feels should be aimed directly at the faulty system his or her own org has in place.

If a job announcement results in an unexpected and overwhelming number of applications that need to be read by the recruitment team, the reason will be one of the following:

  • the advert wasn’t specific enough to the actual post on offer (org’s fault)
  • the org has recently become popular and lots of people want to work there (a good thing)
  • appropriate first-cull processes are not in place (org’s fault)
  • we’re in a period of high unemployment or other external factor (no one’s fault)

Regardless, everyone deserves an acknowledgement, even an automated one as long as it verifies whether the application has been received in good order.

3. Thoughtful shortlisting and longlisting

Once the initial cull has weeded out candidates who clearly don’t fit the post for whatever (legitimate) reason, the recruitment committee — containing all the members of the interview team — needs to pick the short list (or, in the case of a major or competitive hire) a long list and then a short list.  The long list includes the best candidates and others who are acceptable if the whole short list ends up out of contention after interviews.

This listing is a private process, of course, but the issue for the candidates is how long they are to be left hanging before they know whether they have a chance. Of course the shortlist will know right away as they will be invited to interview, but those on the long list are usually left with no idea.  I would advocate a certain level of transparency — the long listers should be told they’ve made the first cut and may still be called for interview, and the organisation should ask for patience.  This is very encouraging for the candidates and won’t endanger the process.

If there’s a delay while the chosen candidate is negotiating or deciding whether to accept the offer, short-listers who are still in contention should be told that’s what’s happening. This will keep their expectations realistic and show your consideration.

4. Humane and knowledgeable interviewing

In my experience, except for certain university practices, most interview teams do try to be humane while they’re interrogating nervous candidates. It takes a particularly callous person with no memory to be unmoved by trembling, sweating, stammering people so desirous of working with you that they’re willing to forego their dignity for the chance.  No matter how much you smile patiently, pour glasses of water and ask easy ice-breaker questions, you will never overcome most candidates’ nerves. The best thing you can do as an interviewer is be pleasant, efficient and — above all — ask well-worded and relevant questions and really listen to the answers.

We all know that candidates should rehearse and prepare ahead of time, but it’s also important for interview teams to keep to a carefully prepared plan and list of questions, choose ahead of time who will ask which questions and decide what they will do if certain things happen (a fire drill comes to mind in the middle of one of my own interviews). Too often, interviews are slapdash: how they think they’ll find the right employee with ill-conceived and unorganised questions is beyond me.

Some orgs run personality tests, which I think are dubious at best, as they’re time-consuming, unreliable and most candidates will be too nervous to concentrate or will do their level best to answer only what they think the org wants to hear anyway.

It may be specific to academia, but there’s a style of interviewing that’s designed to throw candidates off-balance to see how they’ll react, whether through hostile attitudes and questions, uncomfortable environment (hotel room with interviewers sitting on the bed) or by having the whole short-list spend the interview day together, competing for the attention of the interview team. Needless to say, I think these practices are unethical and sadistic.

Lastly, candidates should have some say in the timing of their interview. Granted, scheduling is a big headache, but once the day(s) for interviews has been set, show some consideration for those who have tricky travel arrangements and don’t penalise them for daring to ask for a different time. Short-listed candidates should also have all reasonable travel expenses reimbursed by the org.

5. Sensitive, constructive and timely rejection

One of the biggest and most common failings in the interview process is the way unsuccessful candidates are rejected. Many orgs leave notification of rejection to HR, who treat it as a tedious afterthought, whereas it is absolutely critical to the candidate’s sense of self-worth. A people-centred org will have a considerate process and policies about handling this unpleasant but necessary task.

One of the worst things an org can do is to put a notice in the advert ahead of time saying that if the applicant hears nothing by such-and-such a date, to assume they weren’t successful. This indicates a complete abnegation of duties and lack of respect for the applicants. If an org needs an employee and can be bothered to recruit, they damn well better be bothered to follow through the whole process responsibly. Orgs which send generic “dear applicant” letters are only one step better:  if they can master a simple mail-merge task, they can at least make sure everyone is named in their letter.

But the one that really gets my goat is the org that sends short-listed candidates the same generic “dear applicant” letter they sent to the first cull as the only followup to the interview. If you thought enough of these candidates to bring them to an interview, you should think enough of them to explain why you chose someone else. Every short-listed candidate should receive a personal phone call from a member of the interview team. To do any less is unforgiveable rudeness and cowardice.

The letter to first-cull applicants should be sensitive and a bit bland, thanking them for the application, but expressing the strength of the pool and the existence of people with more relevant experience, qualifications, etc. These letters should never pass judgement directly on the applicant.  The personalisation and sensitivity should increase accordingly for candidates rejected at later stages of the process.

A responsible and caring org will:

  • send first cull applicants a rejection letter, mentioning them by name, as soon as they’ve been culled
  • send unsuccessful long list applicants a personalised rejection letter as soon as possible, with constructive feedback
  • phone unsuccessful short-listed candidates as soon as possible once the decision is made and send them a personalised letter with constructive feedback.

6. Personal responsibility

So why are large organisations particularly susceptible to these sins against candidates? Because parts of the process are almost entirely siloed off to an impersonal HR department rather than the department or work group where the candidate would actually be working. Managers in the work group cull, interview and make decisions, getting to know many of the candidates on paper and a few in person, yet (aside from the interview) all contact with those candidates is made through HR, who can and does treat them like statistics.

There’s a lack of accountability and personal responsibility right at the point it matters most to the candidate — where they come into contact with the organisation and hope they’ll be seen as individuals who have made themselves vulnerable and deserve respect for who they are and what they do.

It’s a bad sign when an organisation handles this difficult and important process with a complete lack of sensitivity. If this is the best they can do to try to attract employees, is this an org that will nurture and take care of its own once they’re on board? When a jobseeker is desperate for a good job, he or she may not be discerning or brave enough to look ahead to the future of what it may actually be like to work there.

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Any comments, additional tips or experiences you want to share? I’d love to hear them!

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