A mantra that most seem to have cottoned on to is that an element in obtaining online credibility is to have a website that integrates and is cohesive with your brand. But there is also one further element and that’s about online integrity and keeping the promises you make.

I was reviewing the operation of a recruitment agency. Right in the header it had this nice, cosy statement, written in a hand written font, “The way we see it, A CV is a road map, but the real value of people and the true insights into their potential comes not in an interview, but in a conversation. So register here and and contact us to have a chat.” It really sounds warm and touchy-feelly, doesn’t it.

But before we get all carried away, the reality doesn’t quite deliver on the promise. For when you do apply, you’re told that “whilst we would love to be in personal contat with every applicant, we may be unable to do so due to high applicant volumes.”

But a promise is a promise, isn’t it? That promise is part of your brand, and by not honouring it the credibility of your brand is on the line.