Your career website is not all about you.
“What?!” you may say. “It’s my site!”
Yes, it is – and that’s huge. It’s your real estate. You have complete control over its content, look, feel, messaging, appeal and ultimately, results derived from it. But to really make it effective, your site has to be about your targeted visitors and what matters most to them.
Conversions – turning browsing candidates into active applicants – is always the goal. To get there, though, you need to focus on what differentiates you from your competition, and your site needs to be easy to navigate so visitors don’t go away before they find what they’re looking for. In other words, focus on will steer them to that “aha moment” when they know without a doubt that you’re the employer they’ve been looking for.
About Those Differentiators
To make your career site – and your company – stand out as a place where top candidates want to continue their careers, start by identifying and addressing the needs of your targeted talent. A great place to start is with the unique benefits and perks you offer.
- From here, craft engaging content. This includes sharing your company values, mission and vision so candidates can determine if they align with their own. According to one recent study, 56 percent of job seekers would not apply to a company that doesn’t share its values.
- Pain a compelling picture of your organization, its operations, and what it looks and feels like to work there every day. Here’s where images and testimonials from current employees help drive the message home. Testimonials can be either videos or written statements focusing on outstanding company attributes such as benefits and perks, flexibility, workplace autonomy, and career growth.
About That Ease of Navigation
As reported by the Society for Human Resource Management (SHRM), more than 90 percent of job applications go unfinished due to there being too many steps and unnecessary roadblocks in a company’s application process. Test your process yourself. Does it feel too complicated or time consuming? If so, you need to make some changes, starting on your career site.
- Before candidates can navigate your site, they have to find it. Embrace search engine optimization (SEO) to help your page rise to the top of Google and other results pages. This includes using strategic keywords, best practices in formatting, impactful images and testimonials, and optimal content length.
- Top candidates will be deterred by an overly complex application process. Help visitors to easily find what they’re looking for on your site, and minimize the number of steps involved. This applies to your menu, your prominent search bar, and easy mobile responsiveness.
Haley Marketing’s mission is to make clients’ career sites – and all aspects of their recruitment marketing efforts – stand out, stay top of mind, and ultimately help them land desired talent and sell more. Contact us today so we can help make 2024 your most successful talent management year ever.
