Branded Shortlinks

Why use shortlinks at all?

QR codes have long been established as a convenient way to shorten lengthy links, particularly in print advertisements where long URLs can appear unsightly. However, recent incidents have shown that QR codes can pose significant security risks, as they can redirect users to malicious websites without their knowledge. This has contributed to QR codes no longer being automatically regarded as safe or trustworthy. Additionally, since their "decoding" always requires another device, such as a smartphone or tablet, we recommend using branded shortlinks in job ads. These are easy to remember and can be manually typed into a browser.

In brief job ads, where space is limited due to cost considerations, a shortlink is also ideal as it takes up significantly less space than a QR code. From our perspective, branded shortlinks offer applicants a reliable and transparent way to access resources, such as application forms or landing pages, where they can find more detailed information about the advertised position.

What are branded shortlinks?

A branded shortlink includes the company’s abbreviation and a context-related ending. For job ads, for instance, something like yourclinic.jobs or yourclinic.health would be appropriate. To associate the shortlink with a specific job posting – important if tracking hits is a goal – the link can be extended with a keyword or an ID number, such as yourclinic.jobs/nursing or yourclinic.jobs/12345. When this memorable link is followed or scanned, the user is directed to the relevant landing page on the website.

Advantages of branded shortlinks

Most people are familiar with services like Bitly, TinyURL, or Rebrandly, which create shortlinks. However, these have certain disadvantages compared to branded shortlinks. The branded shortlinks we create for our clients are:

• Stable and reliable, as they don’t rely on third-party providers.
• Branded, which increases user trust and enhances brand image.
• Secure, as control over the links and related data stays within the company, offering a significant advantage in terms of data protection.
• Branded shortlinks are not only more stable and professional, but they also provide greater security and control over your online presence.

Shortlinks vs. QR codes

Both shortlinks and QR codes have their benefits, but in certain situations, shortlinks offer some clear advantages:

Ease of use

Shortlinks: Users can directly enter shortlinks into their browser or click on them (e.g. in emails, social media, or on websites). No special device or app is needed to open the link.
QR codes: These require users to have a smartphone or other device with a camera and a QR code scanner app. Not everyone is familiar with QR scanners or has them readily available.

Accessibility across platforms

Shortlinks: These can be embedded anywhere – emails, websites, social media posts, PDFs, print media, and so on. They are flexible and immediately accessible.
QR codes: QR codes are mostly used on physical media (flyers, posters, business cards). They are less useful on digital platforms where a link is often simpler and more direct.

Transparency and branding

Shortlinks: These can be branded and customised (e.g. yourclinic.jobs/nursing), which boosts trust and looks more professional. Users can immediately see where the link leads.
QR codes: These don’t provide immediate transparency. Users can’t see where the code will take them, which may cause distrust, particularly if it comes from an unknown source.

Ease of sharing and remembering

Shortlinks: These can be easily shared via text, spoken aloud, or copied. They are also easy to remember and can be typed in directly.
QR codes: These are hard to share without a scanner. They can’t be typed in or shared verbally.

Simplicity in tracking and adjusting

Shortlinks: These are easy to track and analyse (e.g. clicks, geographic data, time periods). They can also be dynamically adjusted, meaning the destination URL can be changed without altering the shortlink itself.
QR codes: While QR codes can be tracked, managing dynamic QR codes is more complex. Static QR codes are fixed once printed and cannot be changed.

Accessibility and usability

Shortlinks: These are more accessible to people without smartphones or those with limited mobility since they can be typed into a browser.
QR codes: Users without smartphones or those without camera functionality cannot use QR codes.

Cost and flexibility

Shortlinks: These don’t require special print materials or placements. They are purely digital and flexible in their usage.
QR codes: QR codes need to be printed or applied to specific surfaces, which adds extra costs and planning.

Drawbacks of third-party providers

Third-party shortlink services come with some significant disadvantages, particularly in the area of data privacy, which is critical in sensitive fields like recruitment and healthcare. Additional drawbacks include:

• Instability: External shortlinks are often less stable and may become inaccessible if the provider experiences technical issues or changes its terms of service. This can cause significant problems for companies relying on reliable links.
• Lack of branding options: External shortlink services usually don’t offer branded options, meaning they don’t reflect the company’s identity or inspire user trust. In contrast, branded shortlinks (e.g. yourclinic.jobs/nursing) strengthen the company’s brand image and look more professional.
• Loss of control: With third-party shortlink services, you don’t have full control over the links. The provider can change availability or redirect the link without your input.
• Data security: Third-party providers route data through their servers, which may result in sensitive information being captured or stored by an external party. This raises security concerns, particularly when links are used in campaigns or recruitment processes where confidentiality is critical.
• Integration with external services: External providers might collect analytics or tracking data from your links, which may not align with your company’s data privacy policies or with GDPR compliance.

Why do shortlinks often have English endings?

Shortlink endings are known as Top Level Domains (TLDs) like “.de” or “.com”, which are internationally defined. There are about 1,500 TLDs to choose from, but they must be approved by ICANN* to ensure uniqueness and consistency. These international endings offer several advantages:

• Global and professional: They are internationally recognised. In today’s global workforce and healthcare industry, many companies and professionals have international connections. Endings like “.jobs” or “.health” are used not just in Germany, but globally, and are widely known and accepted.
• Functionality and visibility: Domains like “.jobs” or “.health” carry clear, concise meanings that immediately signal what the site is about. They are easy to remember and accessible in the digital world, boosting user trust.
• Flexibility in international competition: Many digital health and job platforms use international terms because they are widely understood, even in German-speaking countries, and because international exchanges are becoming increasingly important, particularly in sectors like healthcare.
• User experience: English terms like “jobs” or “health” are now part of everyday language, especially in professional settings. These endings are simpler and more intuitive for users to understand than long German words.
• Such endings are not perceived as “foreign” but rather as a sign of modernity, international reach, and clear positioning in the digital space.

Conclusion
Branded shortlinks are secure, accessible, and versatile. They inspire greater trust and professionalism than third-party shortlinks and are easier to manage than QR codes. Plus, they enhance user experience.

If you have any questions about shortlinks or would like branded shortlinks created for your company by our media team, feel free to contact us. Send us your enquiry via email here:

*ICANN (Internet Corporation for Assigned Names and Numbers) is a non-profit organisation responsible for managing and coordinating the global Domain Name System (DNS). The DNS ensures that domain names (e.g. “example.com”) are translated into IP addresses that computers use to communicate on the internet.