Candidates today have a lot of options. Recruiters are contacting them about jobs. They’re seeing employer ads on social media. And hearing about opportunities from friends.
With so many jobs, how do they decide which ones are worth applying for?
Starting with the careers page, then onto review sites, social media and anyone they know already working at the company. To try to work out if it’s a company they want to work for. If the job is a good opportunity. And ultimately, to work out if it’s worth their time to apply.
Because of this shift, your careers site has become the hub of your recruitment activities. Central to your employer brand and inbound recruiting strategies. And used as a key resource by passive candidates to decide how they’ll respond to your outreach.
And of all the places candidates research, your career site is the only one where you have full control of the message and narrative.
But what should that message be?
In the articles below we’ll look at what and why candidates research, how to frame your message and how to get more of the people visiting your career site to apply.
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When thinking about career sites, what better place to start than with what candidates’ want. The Talent Board candidate experience report has a wealth of information, especially in the ‘Attraction’ section (p31-40).
From surveying candidates, they found that 70.5% of candidates conduct their own research, and that in the pre-application stage they want:
And while the career site remains the most valuable resource for most candidates (60%) when researching an employer, they’re also using employer review sites and employee testimonials.
But even with these different resources, a third of candidates said they wanted more information about why employees want to work at a company - and why they stay.
This podcast explores what makes a great career site. And how you go about building one.
The main idea is that ultimately candidates want some level of certainty about what they’re applying for.
So after finding out about your job, candidate’s will start researching your company - and your career site will likely be at the top of their search results. But you need to realise it won’t be their first and last stop. Anyone with any interest in your company will then go to glassdoor and look at your worst reviews.
Knowing this, you can use the message on your career site to address the topics in any negative reviews. And reframe them to appeal to the candidates you want (there’s a great example in the podcast).
In addition to framing the conversation, a perfect career site would create certainty for the candidate. It would help them understand what it would be like to work in the role. It would answer specific questions they have. It would be clear how the role fits into the company structure. Why the job is important and how it will make a difference.
The challenge is how you can give people enough specific information to make them feel confident that they’ve made the right choice in applying. And then make sure every different visitor gets the specific information they need - for all the different roles in your company.
👉This may be easier than you think. You can avoid a major update of your career site by adding a chatbot to your current site that will give each visitor specific information about the jobs they’re interested in. If you’d like to know more, you can get in touch here.
This white paper looks at how the candidate market has changed - and how that impacts career sites.
It begins by looking at recruiting as a series of challenges:
To convert attention, employers need to be persuasive - while offering an experience that encourages the user to learn more and nudges them to take action (apply or express interest).
Central to this is the career site.
Because the career site isn’t just one of many marketing channels (social media, job boards, etc). It’s the hub of the entire recruitment marketing process. It’s where all the traffic generated by your sourcing efforts will ultimately end up. And your time and money will be wasted if your career site doesn’t convert that traffic into applications.
When recruitment marketing is looked at as a process of convince and convert, the parallels with e-commerce are clear. So, to be successful, career sites should learn from e-commerce websites and take the candidate on a journey from visitor to applicant.
It’s a convincing argument and you’ll find a lot more details in the paper.
So, if you want to make your career site convert like an e-commerce website (see the article above) - how do you do it?
This article has a number of ways to boost your conversion rates (the percentage of visitors that land on your website who complete a desired action).
To begin with, it recommends understanding what’s currently happening. Then, once you know what you’re doing well and what needs to improve, you can:
That’s it for the moment. Let me know if you have any questions - you can get in touch here.
And if you’re ever looking for a past newsletter, you can find them all here.