Do unto others (online), as you would have them do to you (in real life).

If a talented candidate dropped by your office, would you make her wait forever in the lobby, staring aimlessly at your company logo? Would you demand her name, e-mail address, D-O-B, current job and postcode before offering even the most basic information about your company? Would you force her to fill out complex applications just to find out if you''re even hiring?

You''d never do these things. No HR professional wouldóin real life.
But online, where nearly all-potential jobseekers begin their experience with your firm, many of us do all this and more. Maybe that''s why 50 percent of all online job seekers describe the experience as unpleasant or frustrating.
It''s not that anyone plans to annoy and frustrate talented candidates. But, like those nice, friendly people who become aggressive maniacs once they get behind the wheel of a car, some of us do things online we''d never consider doing in the real world.

To help you avoid these mistakes, Hodes reached out and surveyed candidates through their worldwide network to tell HR professionals how not to build a jobsite.

One: Splash and Flash
Have you ever seen an animated Web site intro that really captivated your imagination? No, neither have we. Potential hires visit your site to discover what your company is all about and to find a job that fits. They don''t come to see your corporate logo dancing about the screen. So save the animation for the Saturday morning cartoons and let your visitors get right to the good stuff.
Be careful with Flash, too. Donít make people endure layers of Flash transitions or animations just to switch pages. Best to design your career site with HTML users in mind and section off Flash-enabled features so candidates can opt-in. Remember, the vast majority of us do our job hunting at home, where dial-up still rules.

Two: Tool Time
Online tools are great, and they''ve come a long way since the early days. But, in our experience, companies either go too far or not far enough. We''ve seen many sites that don''t even offer a ìjob alertî featureóa simple application that gives a candidate an e-mail heads-up when an interesting job opportunity appears.
At the other end of the scale, we''ve seen sites with so many online tools they''ve become the Web equivalent of the car stereo with too many buttons. For example, one of our Bernard Hodes Group researchers sent us an example of a company Web site that divided jobs into 12 categories and nine regionsóall this for a firm that rarely posted more than five jobs at a time!
With online tools, sometimes less is more. But sometimes less is just less. And sometimes more is too much.

Three: Form Fitting
It takes about an hour for the average person to complete a rsum on a major job board. For a one-time entry to a major career site, this is a worthwhile investment. But many corporate recruiting sites are just as complex. And few potential hires are willing to invest that much time and effort to apply for a single job.
There''s no doubt that forms are convenient for the recruiter. But, if the really good candidates aren''t applying because they''ve got better things to do, then how useful is the form?
So, make it easy on your applicants. Keep the forms short and offer plenty of room for cutting and pasting existing rsums and cover letters. Itíll mean a bit more work on your end, but the payoff will be well worth the effort.

Four: Tell Me What You Want, What You Really, Really Want
If you really want to turn off a potential applicant, be sure to fill your career Web site with lots of vacuous, meaningless copy. You know the stuffócompetitive compensation, opportunity for growth, dynamic work environment. This sort of goo says nothing, offers no solid information, and serves only to fill space and annoy visitors.
The best sites have something to say. They reflect the values and beliefs of their firms, and give the potential applicant the information and knowledge he or she is looking for.
How do you know what a candidate wants to know about your company? Simpleóask your recruiters. They spend all day with candidates. They know what questions candidates are asking, what they''re concerned about, and what turns them on.
So, before your copywriter starts pounding away at his keyboard, send him out to lunch with a few of your best recruiters. That restaurant check may be the best investment you make this year.

Five: Faking It
Have you ever visited the Web site of a hip, cool, cutting-edge company and found yourself stuck inside button-down corporate hell? Or, have you ever logged onto the site of a conservative firm and been met by edgy graphics or down-home folksy copy? If you have, you''re not alone. This happens all the time.
The fact is, a Web site is not a stand-alone piece of art. It''s your company, your people and your values reflected in a digital medium. So, as Mum used to sayójust be yourself. Make sure that your career Web site reflects your company.
It''s like a personal adóit''s tempting to lie, but if you tell the truth about yourself, that first date will go a whole lot better.

Six: Personally Yours
Only those selected for an interview will be contacted.
Required field.
This is an unmonitored alias. Do not respond to this e-mail address.
Your applicant file number is GF375932LK978867.
You''d never talk to a real person like this, so why do it online? Why not send a cheerful message from an actual person? At the very least, automate the process and include a kind note to the unsuccessful applicant. And why not use the applicant''s name instead of a number?
A little humanity goes a long way.