Regardless of size, if your company spends any time recruiting new employees, it’s crucial that you optimize your online job posting process to attract more candidates and provide them with an easy application experience. Most companies today feature open job opportunities on their website, but is that enough? According to this article from ERE Media, it’s not. If you want to increase your applicants, it’s time to move beyond just job postings and create an entire career site, or at least a career page.
An outstanding career page is as much of a sales piece as the content you use to sell your products to clients. Similar to when your clients read your material, you want potential job candidates to look at your career page and clearly answer the question “Why should I go to this organization?” If you’re serious about building an attractive site for prospective employees, here are some points you need to consider:
Include great content.
The most important question – what should be on a career page? Here are a few pieces you may want to discuss:
- Overview of what the company does
- History of the organization
- Recent awards
- Description of the culture
- Benefits and perks
- Employee profiles and testimonials
- Diversity throughout the organization
- Details on the hiring process and what you want from them (ex. Should they include a cover letter? A maximum resume length? How many interviews will they go through? )
Keep it maintained.
A stale website is easy to spot and makes your company look disorganized or like you don’t know what you’re doing. When you create your career page, have a strategic plan — knowing exactly what you want to have on it and, more importantly, how it will get updated. Do you have statistics from 6 years ago? Is there a job posting that was filled months ago? Are you showing the biography of an employee who’s no longer with the company? Be clear on who is responsible for updates and how they will get done.
Your page has to look great.
Regardless of how many after school specials job seekers have watched, they’re going to judge the book by its cover and they’re going to form an opinion of you based on how good your career site looks. You don’t need to spend thousands of dollars on design work, just keep your site simple. Make it easy to read with lists instead of paragraphs, refrain from having too much clutter, and mix up the visuals with multimedia.
Make it easy to build a relationship.
As noted above, recruiting the best candidates is similar to sales in many ways. When somebody explores your career page, even if they don’t apply or they’re not a fit for a current position, they’re still a lead. Your career page should include content that keeps them coming back and also makes it easy for you to continue building a relationship with them. Encourage users to connect with the company or one of your recruiters on LinkedIn and provide the functionality for them to send you a resume, even if there are no suitable opportunities at the time. Everybody needs to find a new employee “tomorrow” at one point or another, and those sudden openings are a lot easier to fill when you have a pipeline of warm leads.
Remember why they’re visiting.
Your career page has to be appealing and make somebody want to work with your organization, but don’t neglect why they visited in the first place – to apply for jobs! New opportunities should be easy to find and an easy application experience will leave a positive impression. Something as simple as an auto-response acknowledging an application can make a big difference. When you have no open opportunities, make a note of that on the page, and continue to encourage connections.
Does your company have a career page? What do you include on it? Share your thoughts in the comments below!