A Critical Look at mikeroweWORWS

Just like every celebrity, Mike Rowe decided to have a cause and put up a website to bring attention to it. In this case it is a PR campaign for work that is introduced in the Labor Day video from September 1, 2008. The site is called mikeroweWORKS. The video of his mission statement was in place before any site was done and I assume it was a way of getting people behind him and his cause.

Well, it has been one year and the site has gone live. They kept saying there was going to be a hard launch but it was delayed many times before the REAL PR campaign was to begin. Since I've organized a few sites and I'm an administrator for one, I thought I would give it a critical look since people are claiming it is a great site.



The first thing I look for with any site is the GOALS or look for an "about" link/tab on the site. None was present so first off the goals or purpose for the site are not clearly stated. No single written statement to say what the site is claiming to do for any people that visit. I think this small line or statement would do the trick if I could lend some help:


A resource site for working people. Information on employment, the trades, occupations, education, financial aid and more, brought to you by Mike Rowe and supporters.


I thought this would help start it out and remind people not to be confused that the site was not aimed at the trades per se but to all working people that support the many parts of our national infrastructure. That to me has to be one of the confusing aspects about the site. Trades people are highlighted on a "Ask a Tradesmen" section but the site is about ALL jobs that support national infrastructure and that seems to make the site confusing.

The "office" seems to be what an mission statemnt page needs to accomplish but I really wish there were a front page to the site that included what the site contained, tradeshows that are up and coming thoughout the US, etc.  My idea for the front page is similar to the New York Times Blog, where the web page is sectioned off like a newspaper. The idea I have for a great intoroductory page or contents is to use this blog as a blueprint and show what is contained or highlight the sections of the site, thus making easy entry points into different parts of the site.

Another aspect of the site is the organization of the resources. I lose interest in sites that display their links in a linear format. I give up after three or four pages and stop reading. One thing about very successful sites is the organization of links. Only a single link is necessary and allows a first time person on a web page have a better ability to peruse the information and choose their link of information. Also most of the single links are just in alphabetical order. Grouping them by occupation is better. As with every site, there will be dead links and I was annoyed to check out the links for my own state only to find dead links and nothing as far as programs to get people interested in the trades. A definite lack of schools or training programs.

The whole site as far as information is scattered and some of the topics and articles are not necessary (How many blue collar articles can a person read!)

The tradesmen section is confusing. The site is about all types of work and not just about people in the trades. Why not just call them the "Experts?" Call the section "Ask An Expert." And why are the programs not highlighted more than the experts? I notice no one wants to engage with them on the site. Maybe they should not be that big of a focus but making the programs to get people interested in skilled trades or occupations more prominent.

The information on politics is very distracting and I really don't see why this is placed on a site like this. Political agendas and that information needs a site of its own and should not dominate a site that needs to just focus on getting people in the right occupations.

Lastly, in order for the site to be taken seriously, the site has a tug-o-war between celebrity and the intended goal of the site. The biggest problem seems to be the "fan" aspect of the site or the Scrap Yard section. How many celebrities have their own screen savers, professional photo section and their photo all over the site? I'm sure the site administrators are using Google Analytics and can see the hits to the pages. Also, why use the blog for personal stories when it doesn't even relate to work? So, Mike has no real stories to relate about the people he has met with his show Dirty Jobs? Is this site about Mike and his need to be celebrated or about the need to celebrate work? And why does Ford have to be mentioned again and again?

Hello? Mike, Ford isn't paying you to give them free advertising!

When it comes to having a site with a purpose, it takes focus and great organization. Clearly, mikeroweWORKS is a great idea, but it is definitely appears to be a site with an identity crisis after ONE YEAR.


Just my opinion.



Mike, I sincerely hope you the best of luck with this endeavor.