5 Things ESOP Businesses Need on their Website
Businesses that are an Employee Stock Ownership Plan (ESOP) have many advantages. This type of organization provides benefits to both the business owner(s) and the employees, offers tax benefits, cultural benefits, and…marketing benefits!
Your ESOP Is A Big Deal
One thing we’ve noticed as we work with more and more ESOPs is many do not focus on bragging about their ESOP to the public! Maybe it’s because being an ESOP is nothing new them; it’s just the way they operate. We’re here to tell you, it IS a big deal and now is the perfect time for you to broadcast your unique business structure to the world!
There are two primary advantages to sharing more information about your ESOP from a marketing perspective:
You’ll attract potential employees that share your company values.
You’ll attract more customers.
Purpose and People Matter
More than ever before, workers and consumers are attracted to purpose-driven companies. People increasingly want to work for companies that treat their employees well, where they can be more than just a number in a department, and where the job or work or overall business means something. Similarly, consumers are looking to support businesses that offer these things. They are more willing than ever to go out of their way to support small or local businesses, companies that are employee-owned, and those that treat their people right. They want to support businesses that are making a difference in their community; the ones that are more human and less “faceless corporation”.
That’s exactly where ESOPs have an advantage. People love to know that their purchase or their work is making a difference. If you haven’t been taking advantage of your ESOP status as a marketing strategy, now is the time. And the first place to start is with your website.
5 Things to Add to Your ESOP Website
If you are like most businesses, your website is the primary source of public information about your company. If you’re interviewing a potential hire, they’re going to jump on your site to learn what they can about the business before the interview (they may have even applied directly on your website). Even more likely, potential customers will come across your site in a Google search or learn more about your company, products, and services.
To maximize the impact of your ESOP on your website add these elements:
Have a Detailed Careers Page. Use this page to list current vacancies and talk up working at your company, but be sure to include a paragraph about the fact that the business is an ESOP and what that means for employees. Include one to three testimonials from current employee-owners to add some authenticity.
Add an Employee Ownership Page. Dedicate one page of your website just to provide information about your employee ownership program. Too often, we see this information missing from websites, hidden way down on a page, or given just a sentence or two. Make this information easy-to-find, by putting it all on one page and list that page in your primary navigation or under the About or Careers page.
Provide Tangible Examples of the ESOP Benefits. Either on the Careers page or the Employee Ownership page include real examples of the benefits of employee ownership. Use actual (example) dollar amounts and numbers based on the most current data for the company to demonstrate the real, tangible value that working for your ESOP offers employees. If you have the information available, compare it to your non-ESOP competitors to make it more impressive.
Incorporate Videos. Videos can have a huge impact and pay-off because they bring your company to life for the viewer. Mix up your content and reach a broader audience by adding video testimonials or explainer videos to your site. Include videos from employee-owners as well as company leadership and use explainer videos to educate viewers about your company and/or your ESOP.
Use Simple Language. This applies throughout the site - stay away from industry jargon and trendy words. The point here is to inform and educate. The best way to do that is by using simple, straightforward language that anyone can understand. This is particularly important when sharing what could be complicated information about the business’ organization. No one needs to know the “legalese” of your business structure. What they DO need to know is what it means for them in plain and simple English.
How Does Your ESOP Website Stack-Up?
HeiPro Digital specializes in making ESOP websites stand out from the crowd. We help ESOP companies bridge the gap between the internal culture of ESOPs and their external marketing. Arrange a free website audit with Alex to find out how your website is performing and identify opportunities for improvement!