There was a time when my sister was applying for jobs and as she searched, it looked like all of the online job listings blurred together. Even
well-written listings failed to truly stand out. However, when she researched employers, she found several career websites that made her say “I want to work here.” The career sites made meaningful impressions far more than the listings on job boards.
Career websites are essential to successful recruiting. A badly designed website creates barriers and can drive applicants away; but a successful site will draw in the right candidates and make a lasting impression. They encourage candidates to consider multiple openings and, if there isn’t a current match, to return to peruse future opportunities.
According to Talent Board’s 2015 candidate experience research, 64% of candidates considers career sites the most valuable resource when looking for new opportunities. Unlike job boards, you can really sell your company culture on your website, and provide an educational experience that goes beyond a job descriptions. It’s a chance to expand on your benefits and company culture.
Hosting your career information on your company website is a prime chance for employer branding. You are completely in charge of the online experience, from photos and graphic design to copy and application process. In fact, the application process really starts when a candidate arrives on your site. A well-made career site won’t just encourage people to apply — it will encourage the right people to apply.
Common Career Site Blunders
Don’t let candidates get lost on your webpage. You might have a plethora of useful information, but if it’s spread out between a dozen pages in an illogical manner, visitors will high tail it out of there. A smart, elegant site map is crucial, especially one where it is always easy to find openings no matter where you are. It should only take a few clicks for visitors to start a job application.
Visuals are a great way to engage, but don’t make the mistake of using stock photography to represent your company. Most people can identify stock photos, and they don’t communicate anything unique about your workplace. Authenticity goes a long way, so use your own people and locations to create compelling images. Brief videos can also be a great way to express your company culture.
Complicated and inaccessible job applications also create barriers to possible applicants. The job application process needs to be easy to understand, and not have too many moving pieces. Eliminate redundancies, such as requiring candidates to fill out a form that has the same information as their resume. Most people are using their phones to get online, so the job application also needs to be mobile friendly. Mobile-friendly sites also rank higher on Google. At the very least, go through the job application process yourself to identify any hiccups along the way.
Keep your job listings up to date. If you have job posts from half a year ago, it shows that you’re neglecting upkeep. Similarly, make sure to check that all your links are working. Broken links are unprofessional.
Don’t use iframes, which embed other pages in an html frame. The embedded effect makes it hard to scroll through information, and will hurt your SEO.
A successful career site is both easy to use and speaks authentically to your company. Each page should be functional and branded. It is crucial to have input from an outside eye when designing your career site, since information that is intuitive to the designer might not be for your candidate.
For more information on how to develop or improve your career site, contact Sky today.