Looking for ways to improve your career site? Follow these tips to improve your ability to attract and connect with potential candidates.
Your career page should define the core values of the organization, share who you are as an organization, and explain a clear mission or purpose that inspires others to act. Below are a few elements of a good career site (in no particular order):
Attract, Connect and Engage (and do it honestly)
Develop a clear, concise, and honest brand message that builds a genuine emotional connection with your candidates and promotes the company in the best light to the right candidates.
Provide an Easy Experience (because a hard one pushes away)
You should want to create a great candidate experience. This starts with a clear message – but also includes call to actions that are easy to understand, content that does a good job at helping candidates to self-select in-and-out, and mobile-ready forms that can be filled out in minutes not hours, and so on.
Make it Mobile Friendly (because if it’s not, it’s not going to work)
Your career site should be mobile friendly and should require only a few short steps to apply (via desktop or mobile). This would include mobile job search functionality and also mobile job application functionality. Users need to be able to complete the application on a desktop or mobile device.
Don’t Forget Social Integration (because many candidates find you this way)
Your career site should integrate with social networks (LinkedIn, Facebook, etc.) because today, so many of your job seekers are coming to your site via job postings on social media/network sites.
Rework Job Descriptions (because they are probably not helping you)
They should be clear, concise and sell the company, culture and opportunity. More on this at the related blog posts below:
- Post: Why Your Job Description Is Where Dreams Go To Die
- Post: Elements of a Good Job Description; Steps to Follow
- Post: How to Write a Good Job Description Summary
Set the Job Alert Option (if you have one)
Some systems allow you to set up job notification alerts to keep potential candidates engaged and coming back for more open jobs.
Share Company Culture (because it works to attract and also as a filter)
Candidates want to know who they will be working with, and what kind of environment they will be working in. You should give an inside-out, authentic view of the company life, benefits, culture, and employee activities.
Mention Benefits (because people still care strongly about them)
Make sure to include tangible (financial, health, medical benefits and paid time-off) and intangible benefits (great environment, flexible schedules, using talents at work, happy people, fun events, and more).
Use Strong Visuals (because it’s like a trip to the inside without the visit)
Humanize the company with a grid of authentic pics/images to project an accurate representation of your company. Include a variety of team images, candid shots, office images, and more.
Use Attention-Getting Videos (and don’t forget to post on YouTube)
Use videos to give people a view inside the company so they can picture themselves as a part of your team.
Real Quotes Build Trust (connect them to the actual person for more impact)
Include quotes by current employees (segmented by role), to better speak to the motivations of each type of worker or manager – and emphasize the value the firm places on people.
Use Testimonials (because candidates care what employees think)
Share employee testimonials from a few different roles.
Use Interviews (because this form of content allows you to go deeper)
Include a set of mini interviews to give candidates a chance to meet the people working inside your company.
General Apply Works (use it to connect with those not ready to join just yet)
Include the opportunity to apply for a job that doesn’t fall under a specific open role. Do this by opening a “General Application” that allows anyone to apply.
Include Contact Info (because some know a call or email might work better 🙂
Give people another way to quickly connect with people inside your company. This can be email, phone number, social media, and more.
Build Your Content Based on Quality Insights
Share what it’s like to participate in the candidate experience. Collect data and analyze it to help define the type of employees you are looking for. Describe the team, tech, and perks that make your company a great place to work.
Communicate in a way to allow candidates to see the potential opportunity for growth. Speak to people who think of themselves as business builders looking to make an impact. Share their stories of how they joined, how they live, how do their job, climbed the mountain, traveled around the globe, beat cancer and so on. Tell your unique story about how your company got started and grew.
Back to Video (because video works really well)
Use video to show off your team and explain what life at work is really like. Show the CEO/founder talking about your company and its vision. Share some big challenging problems You are working on – such as how your team builds products, wireframes websites, or articulates it’s professional services, approach, or processes. Build up a love story – with the relationship being between your people and the products or services it provides to clients.
If you’re in the manufacturing business, use video to show happy, hard-working, proud workers building product in the USA. Showcase the various skills, the details in the work, the hard effort and sweat, the amount of time it takes, the love and heart and soul of the craft, and so on. Manufacturing firms have literally thousands of potential videos (as options) to draw candidates into the company.
Miscellaneous (because we could add another 100+; but we don’t have time)
In addition, there are many little details worth improving on. Here are a few common ones.
– Integrate (wrap or code) the applicant tracking system into the career page. Make the experience more seamless for the candidate.
– Showcase all office locations and make it easy for people to find jobs for a specific location. Many ATS’s make this possible but if not, then create these divisions on your career site.
– Add awards your company has won as a great place to work.
– Expand the career page to include additional information such as by location. (see http://jobs.rbs.com/ for a good example of this in action)
– Set up a career blog – or weave career posts into the corporate blog – to speak directly to potential candidates. Or build out a separate microsite owned by HR.
– In your career site, include in-depth content, talent communities, and micro-sections or landing pages specifically for categories of roles or jobs. (Hard to find applicants might require the special attention a microsite or section delivers)
– And since employee generated content is more authentic and believable to people on the outside (than marketing copy) scatter a few testimonials throughout your job descriptions, career site, microsites, blog content and so on.
ABOUT THE AUTHOR
Christopher Mengel is the founder of TalentSum LLC, a strategic talent acquisition consultancy and best practices implementation firm. Some of the world’s most notable companies partner with TalentSum to activate a strong employer brand, attract more people who fit, improve engagement and experiences, and deliver high-performing cultures.
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