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Marketing
How To Claim And Optimize Your Indeed Company Profile
How to claim your Indeed Company Profile page and how you can dress it up for a nice night out on the town.
Let’s all agree that attracting, selecting, and retaining skilled labor is harder than ever. Indeed has done an excellent job of positioning itself as the product leader of choice for employers and candidates alike. This means business owners have to take every opportunity afforded to increase the chance of attracting, selecting, and retaining the right talent for the job. What many business owners do not know is that you can not only claim your Indeed Company Profile Page, but you can add a bunch of appealing content for potential candidates. In this article, we’ll review how you can claim your Indeed page, and how you can dress it up for a nice night out on the town.
What is a Company Profile?
While Indeed isn’t a social networking site in the same vein as Facebook or Instagram, your company profile will still act as the social hub for your company on Indeed. Anytime someone has something to say about you as an employer, good or bad, it will appear on your company profile. In addition to this, regardless if you claim your company profile or not, this feedback still appears here. This means even if you didn’t want to have this impact your hiring process by opting out, all you’re really opting out of is control of how people see you. Worse than that, anyone can claim your profile if you don’t do it yourself. This can lead to misrepresentation and can be a serious detriment to your business’s image during the hiring process. Here’s the good news. Claiming your company profile on Indeed is an incredibly simple process, even if someone else has wrongfully claimed it before you. Given the importance your profile has, it’s better to have a sense of urgency and take the few minutes it needs to set up now.
How to Claim your Company Profile:
- To claim your company Profile simply go to ca.indeed.com/hire/company-pages and type in your company name in the search bar.
- Look for your company on the next page and click through to the next screen.
- Switch over to the “Why join us” tab right underneath your company name, then on the right side of the screen click on “Claim this company page”.
- On the next screen hit “claim” again.
- This will send your request to Indeed so they can verify before moving forward.
What Next?
Once you have been verified you will have control over various aspects of your company’s presence on Indeed. First off you will be able to upload an image to represent your company, a company logo or brand image will serve you well in creating brand awareness as an employer on Indeed. The next step is to write your “Why join us” section. This is your company’s personal bio. A brief description of your company and its culture is the beginning of what will set you apart from the competition. Just like your profile on any other platform, you want to show off all your best features or what makes you unique. Make sure you showcase the “Best Of” reasons that make people wish you would hire them. People align themselves with what they believe in, so what do you stand for? Better yet, what do you stand against? ou can further stand out by adding company “Snapshots”. In this tab, you can add pictures from around the business. People at work, especially when they’re having fun. It doesn’t need to stay at the “office” either. Add some photos of events you’ve attended, charity functions, or local fundraisers to really tell people who you are and what you stand for. The more a person can see themselves working at your company, the more likely they are to apply.
A Place for Feedback
Your Company Profile isn’t just about what you put into it though. It is also where people can leave reviews about your business. Good or bad, you won’t have control over who posts what here. The key here is that the healthier your relationships are with your employees, the better you will generally rank. Reviews have five categories that you will be rated on and give you a score from 1 to 5, all of them relating to a different aspect of the company as a whole.
Work/Life Balance:
This is how much energy employees have left at the end of the day to pursue their own personal goals and interests or relax and recharge.
Pay & Benefits:
This isn’t just how much you pay a person. It’s how well-compensated they feel for what they do. That includes things like paid holidays, salary, health benefits, and schedule flexibility.
Job security and advancement:
Are you performing lay-offs frequently? Do you promote from within or externally? Do you have a high turnover rate? If people are constantly worried about being let go or feel they have nowhere to grow within the company it will be reflected here.
Management:
Are you promoting managers, or are you promoting leaders? Do the people at the top motivate teammates to be the best they can be? Or do they weaponize fear, shame, and guilt in order to get results? Do they promote personal and professional growth? Or do meetings consist of someone yelling about KPIs, without any coaching to go with it?
Culture:
Culture is the culmination of all the various aspects of what it’s like to be an employee at your business. All the previous factors can influence your ratings as well as the general atmosphere. Is your business a warm and welcome place where people enjoy coming to work every day? Do people dread having to see the boss every day, or do they look forward to their coaching sessions? The more people love what they do every day, the better you'll score. Outside of the reviews, there are a few other places people can leave feedback. People can upload their own images to your page on the “Photos” tab. The “Salaries” tab allows people to share their personal incomes and promotes transparency amongst employees. In the “Interview” tab people can share their own interview experiences. This is an excellent place to gather feedback to help improve your onboarding process. The last review style tab is “Questions” where, as you may have guessed, people can ask questions directly. This includes potential and current employees, so make sure to check here every so often to answer anything new. This tab can also serve as a pseudo FAQ section because the questions and answers are public. The last section to go over is “Jobs”. This is where all your active job postings will be stored with easy access for anyone scouting your company. This lets you specifically search within your company for any openings that come up, without having to filter out every other company in the same field.
Take Control
While it may seem overwhelming at a glance, it only takes a few minutes to claim your company profile on Indeed, giving you control of your business’s voice during the recruitment process. This will let you choose how you want to be seen as a business, and an employer.
Marketing
Screw You, I’m Going To Stand Out
At some point, market leaders commit to doing something different than anybody else. Not different for the sake of different, but...
How does the industry market leader get to where they are?
At some point, they commit to doing something different than anybody else is doing. They commit. Then, they**do**what nobody else is doing. The smartest share a story that only they can share. They share something that can’t be duplicated. Features. Benefits. Best Customer Service. Best Location… all these tend to be claimed by every business in operation today. How do you become the industry market leader if you say the same thing as every other business? You can’t. You’re just another brick in the wall. This was the case with a local Owner/Operator that decided to be bold… and they committed! Here’s how it went since launching their campaign in January 2022:Do you get phone calls from people saying they LOVE your radio ads? Of course not. NOBODY listens to the radio for the ADS…unless you are BWS HVAC in Minneapolis! Due to repeated phone calls to BWS from radio listeners asking where they can find the spots on the web, Kevin Strandberg of BWS had an idea. The result is BWS posting their spots to YT and their website so their prospective customers can find the ads voluntarily.
You’ll notice the strategy is different. It’s bold. BWS directly breaks the 4th wall on their first spot with ‘I am the new spokesman…’ and ‘right about now, you’re saying to yourself…’In the second ad, there are six seconds of no talking, it’s just the music bed playing.
One. Two. Three. Four. Five. Six seconds… it’s a long time with what could be considered wasted real estate. But, during that time, you’ve been given direction to accomplish a task. It’s bold. It’s something nobody else is doing. And the listeners are literally asking for more.
Advertising
A “Common Sense” Mistake That’s Killing Your Advertising Effectiveness
Are you a business owner that voices (or appears in) your own ads?
Do you introduce yourself in those ads? Especially at the beginning of the ads?
Stop.
Seriously. Stop doing that.
It might seem like “common-sense” to announce who’s talking so the listener can know, as if you were making a telephone call.
But it’s actually alienating your audience.
I’ll explain why in a bit, but first, understand that no one in the audience actually cares who’s talking until the speaker has said something worth caring about.
So even if you were to give your name and company, you wouldn’t want to do it until after you’ve said something interesting enough — or powerful or controversial enough — to create curiosity around who’s saying those things.
So if you must introduce yourself (say during the opening 2-3 months of your campaign) hold back until at least mid-way through the ad.
Now, about how you’re alienating the audience…
The goal of an owner-as-spokesperson campaign is to create what’s called a parasocial relationship with your audience — to make them feel as if they “know” you.
To make listeners or viewers feel like they’ve got a connection with you.
Ideally, your ads will cause the audience to like your style, value, and personality, such that they’d rather do business with you than your competitors.
As if they’ve got a buddy in the business.
So here’s the kicker: friends don’t re-introduce themselves every time they meet.
Introductions are done among strangers.
By the time you’ve been on the air for three months with any amount of effective frequency, your audience knows who you are.
You’ve “met” 36 times.
Constantly re-introducing yourself after that just tags you as a socially awkward stranger to the very people you’re trying to bond with.
Why in the wide, wide world of sports would you do that?
The short answer is because you didn’t know better at the time and it seemed like the common-sense thing to do.
Now you know better. And this little tip is on the house.
Just understand that there are A LOT of “common sense” mistakes like that in advertising.
And when you’re spending ad budget, it’s massively less expensive to hire an ad consultant than to make all those mistakes yourself.
That’s the best advertising tip I can possibly give you.
Advertising
Learning from the Legends: Yes, Virginia, It Really Is That Simple!
From 1924 to the early 50s, Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”.
Marlboro cigarettes had a marketing challenge. From 1924 to the early 50s, Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May” As you can imagine, men were loath to be seen smoking a woman’s cigarette — even if they may have preferred a filter! So Marlboro called in advertising genius Leo Burnett, with the aims of relaunching the product as a mainstream man’s cigarette.
Their aim was not only to reboot the brand but to make filtered cigarettes socially acceptable for men. Part of the solution was to re-package the product in a way that evoked masculinity. Hence the distinctive Marlboro packaging, complete with a red chevron designed to look like a military medal. But the advertising solution was even simpler. The Burnett Agency used the ads to associate Marlboro with virile masculinity. How? By showing masculine, virile men using and endorsing the product.
And that, dear reader, is how the Marlboro Man was born. Thanks to that manly man cowboy, Marlboro sales exploded, moving from also-ran to 4th most popular in a matter of months. Within years, Marlboro became the most popular cigarette brand in the US. In 1955, when the Marlboro Man campaign was started, sales were at $5 billion. By 1957, sales were at $20 billion, representing a 300% increase within two years. But just because this tactic worked back in the relatively unsophisticated advertising landscape of the 50s doesn’t mean it still works now, does it?
Same Challenge, Same Strategy
Yes, actually, it does. Take the example of Lite Beer from Miller. Believe it or not, prior to the mid 1970s, Miller’s flagship product wasn’t Miller Lite — it was Miller High Life.
But when Miller acquired Meister Brau, they also acquired the rights to a then unique product: Meister Brau Lite. It was the only lite beer in existence, with a special brewing process, and an avid following among steelworkers in Anderson, Indiana. They liked it because they liked the taste — but also because they didn’t realize it was a light beer. Miller’s plan was to re-package Meister Brau Lite as “Lite Beer from Miller” (and eventually as Miller Lite). And Miller’s challenge was that most men didn’t want to be seen as drinking a “diet beer” or light-weight beer, what with most diet products and dieting itself being strongly associated with women. So Miller turned to the McCann-Erickson Agency, who decided to associate Miller Lite with manly-men athletes, especially football players. Initially, the ads were that simple — manly-man football stars talking about how Miller Lite tastes great and is less filling.
But quickly they added the genius touch of having these manly football players argue and fight over whether the principal benefit was “Tastes great” or “Less filling.”
The campaign launched nationally in 1975, and Miller quickly dominated the light beer market, doubling production from 12.8 to 24.2 million barrels by 1977, and becoming the #2 selling beer in the country. Of course, USPs never last long, and Budweiser launched Bud Lite in 1981 and, with aggressive advertising of their own (the subject of another post), was able to overtake Miller Lite in sales a decade later.
Simple Ain’t Always Easy
So, yes, brand building really can be that straightforward. But simple doesn’t mean easy, as execution plays a huge part in success. There are hundreds of how-to books that can describe to you the basic story structure and plot points of blockbuster movies. The “Hero’s Journey” is very simple to describe. But writing a best-selling book or blockbuster movie script that follows that pattern ain’t easy. Execution matters. It’s the same with great ads and advertising campaigns. Harnessing the power of Identity-Based, Emotional Associations is a straightforward process to understand. Especially when analyzing a successful campaign after the fact. But creating such a campaign from scratch relies on a myriad of craft skills and deeper knowledge of story-based persuasion. Unfortunately, in today’s digital-dominated advertising world, business owners are often told the opposite: that their ad strategy needs to involve incredibly complex and sophisticated targeting, while the craft skill of actually making the ads is not that big a deal. Nothing could be further from the truth.
Story-Based Persuasion
The Miller Lite campaign quickly moved from a simple and obvious endorsement strategy to a staged mini-drama. And as with all great story-based persuasion, the key messaging is buried in the set-up. In other words, you can watch grown men argue over “Tastes great” and “Less filling” and think about how silly or even stupid that premise is…But you never think to question whether the beer has those attributes to begin with — or whether those kinds of men actually drink that kind of beer at all. So the more you watch those mini-dramas, the more you accept the base premise that:
- Those kind of men drink that beer
- They like the taste
- They think it’s less filling
If this sounds exactly like the advertising for Charmin Toilet Paper, that’s because it is.
What About Your Advertising?
Do your ads harness the power of identity-based associations? Do they exhibit proper craft skills that make viewers and listeners eager to hear and respond to your ads? Do they intelligently employ story-based persuasion?
Branding
Harnessing The Pure Power of Friendly Familiarity For Owner-Operators
The goal of branding, of course, is to cause buyers to think of your brand first and feel the best about it whenever they need what you sell.
In reading the quote above, don’t think of “glacier-like” as slow. Leo Burnett’s ad campaigns moved the need for his clients astonishingly fast, as exemplified by his turnaround campaign for Marlboro. Think of glacier-like in terms of the power to utterly transform the business and competitive landscapes. The power to grow not just in percentages, but multiples. The power to create business empires on the back of a branding campaign that runs for decades.
Branding and Familiarity
The goal of branding, of course, is to cause buyers to think of your brand first and feel the best about it whenever they need what you sell. We want to win the sale before it even begins. And to this end, friendly familiarity wins that contest handily. All else being equal, the familiar brand comes to mind sooner and feels safer. Of course, you’ll grab Kellogg’s Frosted Flakes over the (significantly) cheaper, generic and off-brand alternatives — you recognize Tony’s unmistakable image and endorsement from across the aisle, bestowing on you the reassurance of knowing what you’re getting. Why risk disappointment over a dollar difference? Yet it’s not just familiarity we’re after; it’s friendly familiarity.
The Irresistible Appeal of a Well-known Mascot and Spokesperson
Leo Burnett didn’t want you to simply recognize Tony the Tiger, the Keebler Elves, the Jolly Green Giant, Snap-Crackle-Pop, he wanted you to bond with them. And if reading that list of characters caused the slightest tinge of nostalgia, you just felt that bonding. The Geico Gecko and the Chick-Fil-A cows are modern examples of this same strategy. It’s a strategy that works just as well with spokesmen, as the blockbuster successes of the Marlboro Man, Most Interesting Man, and The Man Your Man Could Smell Like campaigns attest.
The Owner-Operator Advantage
So does that mean YOU need to use a brand mascot or iconic (and fictional) spokesperson in your advertising? No. Staging dramas with fictional spokes-characters is certainly one way of building friendly familiarity. After all, who can forget the Maytag repairman or Charmin’s Mister Whipple? But if you’re an owner-operator who’s passionate about your business, acting as your brand spokesperson is every bit as effective, if not more so. Take Frank Perdue and his no-nonsense ads for Perdue Chicken. If you’re not familiar with those brilliant ads by Scali McCabe Sloves, check ‘em out here:
During the run of those ads from 1972 through 1984, Perdue Farms’ sales doubled every two years. And take note, Frank Perdue is the total opposite of what most people would look for in a spokesperson or frontman: skinny, tinny-voiced, balding, and far from handsome. Yet he spoke passionately with pure conviction. “Everybody’s chickens are approved by the government. But my chickens are also approved by me.” How can you not love that? Who doesn’t believe that**“it takes a tough man to make a tender chicken”?**Want another example? How about Chrysler’s Lee Iacocca?
Or George Zimmer, who took his menswear chain of 12 stores and turned it into a billion-dollar empire on the back of his conviction that**“You’re going to like the way you look — I guarantee it!”**
Or Victor Kiam, who doubled Remington sales, turning it into a behemoth in the electric shaver market based on his immortal line: “I liked the shaver so much, I bought the company”
None of these owner-spokesmen were as cuddly or overtly “friendly” as one of Leo Burnett’s mascots, but they created friendly familiarity with their audiences due to their pure conviction and “the buck stops here” attitude. They blanketed the airwaves and, in most cases, ran their campaigns for decades. And that created the friendly familiarity that turned their brands into household words and their businesses into empires. And, yes, you too can do the same thing for your company, given the right ad campaign and the courage of your convictions.
Marketing
The Most Controversial Part of Marketing
Strategy before tactics is not controversial. I’d go as far as to say it’s not debatable. You can’t implement a plan without having a plan.
I’m having trouble writing this because I feel like I’m telling you sand is scratchy. Strategy before tactics is not controversial. I’d go as far as to say it’s not debatable. You can’timplementa plan withouthavinga plan. If you want to be known forsomething, you must first decide**what you want to be known for.**But I also get repeatedly asked, “what’s the best way to advertise?” And I seem to leave people disappointed when I say, “sand is scratchy…and strategy must come before tactics.”
You can also watch this article here
What people are hoping is for a trick. A hack. A shortcut. I can’t help you with those. A Google search of “best ways to advertise my business” will land you 737,582,183 pages. Have fun. The best way to advertise is to begin with a strategy. Let’s define that: A marketing strategy is made up of Who, What, and How.
- Who are you talking to?
- What do we want to happen?
- How are we going to do it?
Those seemingly easy steps are not simple. Like any strategy, it could take weeks or even months to answer. Let’s dig a bit deeper…**Who are you talking to?**This question is trying to learn who your customer is. You’re trying to identify a market segment. If you’re a roofer, you’re speaking to homeowners. If you’re Tesla, you are speaking to early adopters. Start with a broad group and think about habits, values, and behaviors. You can narrow into demographic data (income, age, gender) as you proceed, but don’t let it distract you. There’s a difference between who your customer is, and who you want your customer to be. When working on market segmentation, you also must decide who your customer isn’t.
This is what we are…and we’re not gonna worry if there’s a small percentage of the people that don’t fly us. That’s the definition of a market niche. You have to write off part of the market, or else you don’t have one.
Herb Kellaher / CEO, Southwest Airlines
What do we want to happen? The answer to that is not “buy stuff.” Ultimately, yes, that’s what’s going to happen. But it’s a result of what we want to happen. For example: You have determined you are getting shoppers, but they aren’t turning into buyers. What you want to happen is to enhance a tangible level of consideration.
- Is something wrong with the product?
- Do the internal salespeople require more tools or training?
- Is something causing undo friction in the purchase process?
- Are the features and benefits unclear?
How are we going to do it?
In the example above, let’s say you’ve determined your issue is your internal salespeople. Shoppers are coming to them, but just not becoming customers. How you improve that might be to enhance training sessions and measure it by turning 9 average sales per month into 10.There’s Something About Strategies Like any goal setting, your strategy is a measurable and time-based goal. As you stare down 2022, you probably have room in your head for maybe two actual marketing strategies. Each strategy is, by design, going to dovetail in to 4 to 6 tactics. Did you notice I didn’t mention “advertising?” That’s because I’m talking about**Marketing Strategy**.
The words “marketing” and “advertising” have been blurred together. Our industry has done a huge disservice to businesses by doing that. Advertising is a surprisingly small part of marketing. Most people with the word “marketer” on their LinkedIn profile are mere salespeople selling advertising. We need them, but they ain’t Marketers. They’re talking tactics, not strategy. Politely ask them to leave unless they can help you with your strategy.(WARNING: They’ll try to sneak past the guard by saying they have a “digital strategy.” Don’t let ‘em fool you. There’s no such thing as a “digital strategy”… there’s only a strategy strategy, and “digital things” might be a part of it). This is important because you can “tactic” yourself into bankruptcy. As sure as God made little green M&Ms, the tactic hounds will distract you from your strategy…especially if you don’t have one. So… do you have one?
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Frequently asked questions
Questions? We’ve got answers.
Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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