Research has shown that in most all cases, the candidate journey starts with a search for jobs on Google or Indeed. It’s only when job seekers want more information on what it's like to actually work for a particular organization that they turn their attention to the careers site.
At this stage, the candidate is considering your company as a potential future-employer, so if it’s your goal to attract, engage, and ultimately convert talent, it’s important to recognize that the experience your career site delivers will be integral to achieving that.
In this eBook, we lay out nine best practices (excerpts from which you’ll find below) to implement when updating an existing career site or creating a new one.
Visibility: make it easy to find
Not everyone who visits your career site will go there directly. Whether a candidate goes to your corporate site with the sole intention of learning more about your organization as an employer, or simply decides on a whim to check out current opportunities, it’s essential that they’re able to find what they’re looking for quickly. Too many organizations bury the link to their career site in the footer of their website, or in amongst other content. Don’t make that mistake. Encourage more visits by giving the link to your career site a prominent spot on your homepage and website.
Optimize for mobile
Not only do mobile-optimized sites rank higher in searches carried out on mobile devices, but with 45% of job seekers searching for jobs daily on their mobile device, it’s easy to see why it is in your best interest to create an experience that caters to that majority.
Make it rich-media friendly
Content publishers today (including those involved in recruitment marketing) are battling lower-than-ever attention spans in an effort to get audiences to engage. On top of that, media consumers (including candidates) are victims of content over-saturation on a daily basis. If your career site is to stand out in a positive way and compete for candidate engagement, at a minimum, this means adding more images and videos. To really pack a punch, give pride of place to employee-generated content (EGC) as this appeals to the authenticity, transparency, and trust that candidates want to see in an organization’s career site.
Delight with jobs pages
Job pages garner around 80% of the traffic to your career site, and serve as the first touch point for up to 90% of visitors to your site. Therefore, it’s essential that they make a good impression. Don’t make the mistake that many companies are guilty of and channel all your time and creative resources into the career site homepage and landing pages only to then derail the candidate experience completely with sub-par, text-heavy jobs pages. Brings jobs to life with the types of rich media mentioned above.
(Example job page built using Clinch)
Keep it relevant
Generally speaking, the goal of your your careers site and indeed your recruitment marketing efforts as a whole, should be to provide accurate, up-to-date information on EVP, benefits, perks, and culture —all those things that inform a candidate’s decision on whether or not to apply— and to do so in a timely manner. Drilling down deeper, in order to deliver content that is relevant to your specific target audience, i.e. your ideal candidate, first, you must get to know who they are and what makes them tick. Creating a candidate persona will help you do that. Click here to download our free guide to building one.
Showcase all jobs
While it’s true that the majority of candidates who visit your careers page will not apply there and then, that doesn’t mean that the jobs themselves should take a back seat to content on culture and perks, etc. Current vacancies within your organization should be front and center so that candidates —even passive ones— can see right away what sort of opportunities and departments exist within your company. The more visible your open positions are, the greater your chances of driving a conversion, too.
Grow your talent network
It can’t be stressed enough: most candidates who visit your careers site are not there to apply for a job. If the “Apply” button is the only means of converting that individual, you’re missing a great opportunity to connect and engage with the majority of visitors to your site. Companies today need to give those candidates an alternative means of demonstrating their interest in your company as a potential employer. Inviting them to sign up for job alerts, keep in touch, or join your talent network are great ways to grab email addresses, build out your candidate database and open the lines of communication between employer and candidate.
Personalize the candidate experience
What your visitors see, read, and / or watch on your career site will have a major impact on the impression they form of your organization as an employer. The more personalized the experience —the more the content resonates with them on an individual basis— the better. Consider the benefits of a recruitment marketing platform that enables personalization through “dynamic content” — that is, images, paragraphs, links, and jobs lists that change and adapt based on the profile and past browsing habits of the individual who is viewing the page at that time. This dynamic, or “smart content” capability ensures the ultimate in customized candidate experience, therefore increasing your chances of driving conversions.
Tell a story
When a candidate looks at a job description, they are interested in what the company wants from them, and more so in what’s in it for them as an employee. So, tell them! The best way to tell the story of what it’s really like to work for your organization, is to leverage your most trusted asset. Showcasing real employees and their stories, told in their own words, is the most effective way to communicate a culture of trust, empowerment, and inclusion. By giving a platform to those who already work there, you also increase your chances of generating interest from like minds, so choose your subjects carefully!