How effective is your company’s career website? When it comes to efficient recruitment, tools like online job ads, social media, and word of mouth play their part in attracting potential candidates to your organisation. However, if the place it all points to (i.e. your careers website) is not up to scratch, even the hottest leads will run cold.
If you want to attract the star players to your team, here are 10 things you should bear in mind when tailoring your company’s job search portal.
Tailoring A Career Website That Converts In 10 Simple Steps
1. Present An Attractive Employer Brand
Your employer brand should be apparent from the moment a prospective applicant lands on your career site. The best companies to work for in SA in 2020 all have one thing in common - their employer brand is strong, recognisable and attractive. This is why companies like Microsoft, Vodacom, Accenture and Tata Consulting Services scoop up top South African candidates time and again.
2. Make It Known That It’s A Great Place To Work
Put the benefits of working for your company front and centre right from the start. This includes things like medical aid and retirement annuity contributions, relocation packages, access to ongoing training, employee reward and recognition platforms, etc.
Perks and benefits rank among the first pieces of info job applicants look for on career websites. As such, it only makes sense to dish up this information fairly early on.
3. Set Clear Expectations From The Start
Job descriptions that attract the right applicants are clear, concise, to the point, but also inspiring. Did you know that just shy of 30% of all job applicants aren't really sure of what a role entails before they sit down for an interview?
If you want to side-step time wasters, focus on attracting the right kind of applicant by being straightforward about the KPIs that will underpin any given role you advertise.
4. Make It Mobile Friendly
Millennials and members of Gen Z prefer to apply for jobs right from their mobiles. As such, a careers website should be optimised to scale and work across all devices, including PC, tablet, and mobile.
Focus on responsive design and ensure that your content also translates well to the small screen - short sentences, lots of white space, light images, etc.
5. Offer A Mix Of Content
The average content consumer has a very short attention span these days. Trends show that you can lose a reader's attention in 12 seconds if your website content does not grab them immediately. This is why it's important to populate your career website with a good mix of well-crafted content that includes video, text and attractive images.
6. Don’t Forget SEO
Search engine optimisation (SEO) is key if you want your careers site to rank organically for your chosen industry keywords. There are various strategies that can help in this regard, but overall, content remains king.
Optimise your on-site content with the right type of keywords, meta descriptions, and back-end tags to ensure that you pop up when candidates search for vacancies in your industry.
7. Make It Easy To Apply
If someone is interested in applying for a job at your company, the last thing you want is to lose them at the end of the application process because your web form crashed and destroyed all of the information they spent the last hour inputting.
As a result, you should ensure that your site is stable and provides a great user experience that encourages people to see through the application in its entirety.
8. Make Your Vacancies Sharable
Even if a reader does not have the skills or experience to apply for a job opening on your career website themselves, you want them to be able to refer a friend or colleague who may be suitable. Make it simple and convenient for them to do so by adding a ‘share with a friend’ option as a clear call to action on every job listing page.
9. Add An Alerts Feature
A candidate who lands on your site could have come from any number of sources. As such, they may not have sought you out specifically. Capture their data to inform them of future vacancies so you can entice them to join your team even if you don't have anything for them at this time.
An alert feature is a great way to do so - they can simply set the type of position they're looking for, and receive a notification when something in this line becomes available.
10. Consider A Blog
A company blog is a fantastic tool to share information about your goods or services with your clientele. Likewise, a career blog can be used to tell prospective applicants more about what it would be like to work at your company. It is a great platform to share insight into your company culture, as well as your overall vision and mission.
It is essential to optimise your company career website if you want to attract top talent. To ensure that your job vacancies draw the right type of applicants, the focus should be on providing friction-free UX and streamlined content.