Attracting the right candidates can be difficult and sometimes it can all come down to how you tell your Organisation's story on your website. Our recent edition to our blog provides examples of companies with excellent About Us pages, showing excellent Employer Branding. If you'd like to find out more about the training sessions we provide on Employer Branding please don't hesitate to contact us at training@easywebrecruitment.com.

1. 14 Easy ways to Improve your ‘About Us’
page
EasyWeb Recruitment 2016
Researched and written by:
Adrian McDonagh, Founder/Chief Ideas Officer
& Becky Cellupica, Marketing & Events Executive

2. In a recent blog post we highlighted 49 examples of everyday Organisation’s making a
good effort to tell their story with the aim of improving their Employer Brand. To continue
with this theme we wanted to highlight some great examples of Organisations with
innovative ‘About Us’ pages. Once again, we ignore the massive goliath corporations and
the uber-cool start-ups and try to provide examples and insights from “Everyday”
Organisations. We hope that the examples in this blog post will inspire you to freshen up
your ‘About Us’ pages.
http://www.easywebrecruitment.com/features/2013-03-18-09-22-50/blog-template/item/103-49-examples-of-employer-brand-storytelling

3. If you want short and sweet and to create a hard-hitting impact then PureGym’s page is a great example
of this. Simply listing the benefits of your company gets straight to the point, allowing candidates to make
an informed decision about your company. What’s better? If you can use testimonials from Ambassadors
or even current customers, you can create a greater impact to ensure that candidates want to work for you
after they’ve visited your page.
#1. PureGym, https://www.puregym.com/about-us/

4. Using images and colour for your About
Us page can be the simplest thing you
can do, but also the best thing. It’s
creative, eye-catching and draws in the
attention of your audience.
#2. Lily’s Kitchen, http://www.lilyskitchen.co.uk/about-us

5. Icons. Icons everywhere!
Not everyone wants to use a lot of
text to tell their story, so why not
use icons? These small additions
to your page can create a huge
impact on your audience and it’s
easy to keep the information
current with quick editing! Just
look at Brewdog’s About Us page.
Simple icons, short explanations,
very effective.
#3. Brewdog, https://www.brewdog.com/about/history
If you want to find free icons to use on your own website, then here at EasyWeb we use
IconFinder who have over 1 million icons to browse!
https://www.iconfinder.com/
TIP

6. Tell your story and leave the rest up to the candidate. Giggling Squid have a great page telling their
story from concept to completion. It’s possibly the easiest way of convincing your candidates that
you’re a good company to work for because you’re being honest with where it all began.
#4. Giggling Squid, https://www.gigglingsquid.com/our-story/

7. Possibly one of the best ways to show
your candidates who you are and your
company culture, is to create a video
with your employees. Don’t use videos
you can find easily online - create one.
Yes it’s a bigger effort, but yes it can get
you even more applications. You’re
inviting your audience in to your ‘family’
making it much more personal.
#5. Heck!, https://www.heckfood.co.uk/our-story

8. Mapping your story is a great way to
‘sell’ yourselves. Pin point who you
are, what you do and why you do it.
Give them visuals and a better
insight to who you are. Just don’t
make it too long – you don’t want to
send potential candidates to sleep!
#6. AlphaSights, https://www.alphasights.com/about

9. There’s not much more that can be said about this really. Clear bold claims can make all the difference.
If you don’t feel like you have a lot to say about your company, just point out the good bits.
#6. AlphaSights, https://www.alphasights.com/about

10. #8. AerFin Limited, http://www.aerfin.com/about/background/
#9. Tusker Ltd, https://www.tuskerdirect.com/about-tusker/
Sub-pages! It’s all about the sub-pages lately!
Break things up a bit, let them navigate through your team, background and careers. They may even
venture to navigate around the rest of the site too and become so engrossed in your company they
just can’t not apply.
Two good examples of splitting your About Us page come from AerFin and Tusker…

11. …Continued
#8. AerFin Limited, http://www.aerfin.com/about/background/

12. …Continued
#9. Tusker Ltd, https://www.tuskerdirect.com/about-tusker/

13. This is not because the real pictures of our staff are so amazing. We have the normal mix of average/good
looking people you find in most organisations (just don’t tell them we said that). But when we show real photos, it
presents a level of authenticity and transparency to our website visitors.
Alongside this, everyone can recognise Stock Images nowadays. So when you use them it either suggests you’re
too lazy to take photos of your own staff or even worse that you have something to hide. So please do avoid at all
costs. Just see below for an example of one model who appears in so many marketing images you start to
question whether some obscure scientist has mastered human cloning!
If you’re going to use images on your page, try taking them yourselves instead of using Stock
Images. As you can see from Tusker, it’s sort of obvious theirs have come from online and
although we use stock images in our blogs and other marketing material, we would never try
and use the beautiful models found in Stock Images on our website.
TIP

14. If you want to go down
an alternative route
because you have
something you want to
scream and shout
about, then do as
Grenade and many
other companies do.
It’s simple, it’s quick but
can have very positive
outcomes. Listing your
achievements will not
make you look big-
headed, it’ll just make
you look that much
better. Because who
#10. Grenade, https://www.grenade.com/uk/about/
who doesn’t want to work for an award-winning company?

15. A great layout will always give your audience and prospective candidates a reason to visit your page
again and again (you know, just to make sure you’re the right company). But if you really want to draw
people in, doing what Pacific Produce do and having in big and bold your mission statement, will let
them know straight away your overall aim. That way, they can determine whether they want to work
for you, or not.
#11. Pacific Produce, http://www.pacificproduce.co.uk/us/

16. Have an office you’re proud of?
Show it off. Have a cheeky celeb
from the area you want to bring in
to help show off what you do? Do
it. That’s what ACT has done. I
mean, you may not have a celeb
that you can use, but that doesn’t
really matter because it’s all about
showing off what you do and why
you’re proud. Even using a
member of staff, or several, will
make the perfect video to include
on your site. You’re showing your
transparency as a company to your
audience and future employees.
#12. ACT, http://www.acttraining.org.uk/about-us/

17. Something Natoora do really well, is use visuals like the ones below. A new, innovative way to
showcase your story is to provide your viewers the best type of news since you started. If you’ve won
an award, include it, if you’ve hit an important milestone in your company, include it. It’s that simple.
#13. Natoora, http://natoora.com/inside-natoora/our-story.php

18. Last but not least. You don’t have to go
down the modern route for your About
Us page. Staying traditional like Cult
Wines is still acceptable nowadays and
can still have the same impact as all the
examples above. Especially with the
great use of your logo and a headline.
#14. Cult Wines, http://www.wineinvestment.com/about/

19. Most of all, your About Us page should be an honest explanation of who you are, what you do and how
you came to be. There are so many start-up organisations that present their “Eureka” moment of how
they had their initial vision for their new business in the most fantastical way (see Funders and
Founders*). Most companies are “me too” organisations (see Marketing 91’s** post) that are just trying to
offer an excellent service to their customers. Regardless of whether you have an amazing founder story
or not, every company has a story and you should tell it in the most engaging and authentic way
possible. We hope that the examples above will speak for themselves and give you ideas on how you
can improve your About Us Page.
If you’d like to find out more about how you can tell your Organisation’s story and build your Employer
Brand, why not register for some of our upcoming free training sessions:
Milton Keynes: Building your Employer Brand Workshop*** – Tuesday 20th December
Webinar: Managing your Employer Reputation on Glassdoor & Indeed**** – Tuesday 17th January
Webinar: Building your Employer Brand by simply telling your Organisation’s Story***** – Thursday 19th
January

20. References
http://fundersandfounders.com/aha-moments-for-entrepreneurs/
http://www.marketing91.com/marketing-explained/
https://www.eventbrite.co.uk/e/milton-keynes-building-your-employer-brand-
including-glassdoor-workshop-tickets-29671790123
https://www.eventbrite.co.uk/e/webinar-managing-your-employer-reputation-on-
glassdoor-indeed-registration-28505684269
https://www.eventbrite.co.uk/e/webinar-building-your-employer-brand-by-simply-
telling-your-organisations-story-registration-28524298946
*
**
***
****
*****