Recruitment has come a long way from placing a simple advert in the newspaper. Nowadays, businesses can successfully create a whole world dedicated to attracting quality talent. In fact, since the 1990s, career sites have grown to become an essential part of a business’ recruitment strategy, and has become the 2nd highest source of hires (after referrals). Creating an attractive and exciting campaign will attract interest, but it will only get you so far – it’s only a matter of time before they take to Google to try and find out more about your company. A career site today is your shop window for attracting candidates. Neglect it at your peril – your entire recruitment strategy will suffer as a result.
But how do you make a strong career site that delivers results?
An effective career site should be a credible reflection on your employer brand, and give incoming visitors a feel for what it will be like to work at your organisation. They should be unique to your company, but you won’t go far wrong if you follow our 5 steps to create a credible career site.
Step 1: STRUCTURE
It’s always important to consider the structure of any website, but even more so when it comes to a career site. 75% of users admit to making judgements about a company’s credibility based on their website’s design. That’s why it’s essential that the layout, design and navigation of a career site is simple and befitting to the site’s purpose. Use sign-posting, scannable copy and graphics to make digesting the information easy. But remember, if you appeal to everyone, you appeal to no one! So make sure that your site appeals to your target audience.
Step 2: SEARCH
90% of candidates visit a career site with the main purpose of viewing current vacancies. Therefore, finding job openings and applying to them on a career site needs to be a seamless process. Make it easy to give the candidates what they want. Consider using search functions to find specific job titles or allowing the candidate to register for job alerts.
Step 3: SHOWCASE
Career sites are the perfect place to really show off what your business has to offer. Use the site as a platform to showcase your company’s culture and attract talent ahead of competitors. With 72% of career site visitors expecting to see examples of a company’s culture and values, your business can optimise on visual content to engage with candidates and show them what your company is all about!
Step 4: SOCIAL
In 2012, referrals were the highest source of external hires, so make the content on your career site social media friendly and sharable. Include sharing links such as “email to a friend” to increase your candidate pool and extend the reach of job adverts.
Also encourage candidates to contact the business about employment prospects as this will also drive engagement on your career site. Use tools such as ‘Live Chat’ or company social media channels that specialise in providing information about available job opportunities. But make sure that the person on the other end is well informed and equipped to provide any necessary information!
Remember, video is shared 12x more than text so be sure to consider using this as a tool to share important information. After all, it will be 12x more likely to be passed on!
Step 5: MOBILE
48% of users say that if a business site does not work well on mobile, they’ll consider it as a sign that the business simply does not care. So make sure that your career site is fully optimised and works across different platforms and devices. 72% of candidates use a mobile device to view company career sites, so make sure that yours works! Or you might find your business missing out on valuable talent.
But above all, be creative and have fun with your career site! If people aren’t instantly engaged, they won’t apply. Make your career site appealing and an accurate reflection of your employer brand.
Take a look at the award-winning graduate career site that we designed for Bloomberg and get inspired!