If you think that your company’s media page only exists for the occasional journalist’s inquiry, you are missing out on opportunity to showcase what you have to offer to potential employees. With a little planning and regular updates, your media page – often described as a media kit or press kit – will serve as a key part of communications to your present and future employees.

Savvy employees will go to this section of your web site first – in some cases, even before navigating to a human resources page. Don’t miss these chances to make a company media page work for you.

Three things to do – today!

• Post your most recent openings: While it shouldn’t be the primary focus of your media page, but you should absolutely incorporate the latest job opportunities and their posting dates. It answers the question that many visitors would ask after reading through your web site: is this place hiring?
• Offer testimonials: Though many companies include videos or feature stories from happy customers and clients, balance those with stories from your employees. The people who work at a company can talk through their positive experiences of working with clients, which in turn do double-duty for your informational efforts!
• Fact sheets/Your Company At-A-Glance: These offer a quick look for employees to determine the basic facts – quickly. Use this media page to provide a sense of what the company is like by walking through what you do, where you are located, your corporate history, who your employees are, and where your company is headed.Three things to avoid – everyday!

• Rely on a simple contact form: Go one step beyond a contact form by inviting comments through social media outlets and by including social sharing buttons or links. This will allow visitors to do some of the work of promoting your company for you. Having visitors share your page’s content through Facebook, Twitter and LinkedIn gives you entrance into an exponential set of individual social networks.
• Advertisements: Your media page should strive for a neutral-to-positive tone, not one that is overly boastful. Provide highlights, but tie them back to the core of your business. Save the flashy advertising copy for potential customers.
• Remove or filter comments: Make a point to counter negative feedback with positive information, and keep your conversations with upbeat and relationship-based. Taking out only the bad while leaving the good lessens your credibility and the authenticity of your content.

A look at your web site’s analytics can confirm this final thought: your media page may be among the most popular pages within your entire web site. Make sure that you and your team are using that valuable space to speak to potential employees.