There’s something that’s crucial to job candidates but that you may think about only a few times a year: the careers page on your company’s website. It’s where many candidates go first to learn about what your company has to offer.
Most organizations have a website with some kind of careers page. There are some good ones out there, but the majority of careers pages just aren’t what they could be. Many are rarely updated, are cluttered and complicated, or they just don’t quite close the deal with candidates.
If your careers page isn’t doing the job — or needs a refresh — here’s how to rethink and maximize your website to attract better candidates.
Your company’s careers page is a large part of your employer branding. For many candidates it’s their introduction to your employer brand.
But figuring out what your employer brand is can be complicated. You have to consider both your target audience and your brand voice. For example, if your organization is a bank, your brand voice will be more formal. By contrast, a graphic design firm may have a more informal voice. Whatever you decide, make sure your copy communicates the tone of your company.
The visual elements of your page also go a long way toward creating an authentic employer brand, so don’t use stock photos or footage; use photos of actual employees in your office. The same goes for videos you post on your website. Remember, you’re trying to show what it’s really like to be at your office. Using stock elements may save you time, but in the long run they’ll hamper your employer brand.
Embrace Interactive Technology
Interactive tools are now a large part of the candidate experience. The most prominent example is chatbots. While automation provides a means for candidates to get information about a company without involving human members of your staff, it also serves another important purpose: It creates two-way communication between a candidate and your organization. Ironically, automation is actually creating a human face for organizations. Chatbots help candidates feel heard, and the voices and tone they use set expectations about your employer brand.
But there are non-automated interactive elements you should use as well. Consider integrating your company’s social media platforms into your careers page. Invite candidates for a Twitter chat, or perhaps hold a virtual job fair. Whatever path you decide on should help you meet candidates where they are, and to be able to clarify any questions or concerns they may have by bringing even more of an authentic, human element to your employer brand.
Keep Things Current
Career pages may be one of the most neglected parts of your company’s website. Partly this is because the mission — hiring the best talent — is unchanging. But if there’s too much neglect, your career page will come across as a cobweb-strewn corner. First, make sure your branding is current and reflective of the organization overall.
Secondly, make sure there’s a seamless transition from your career page to your jobs page — and vice versa. Your ATS should be able to help you automate certain tasks, such as embedding new job lists into your career page. The links on both pages should also be neatly organized so that candidates can easily find the information they need in order to continue in the candidate funnel.
A Few Great Examples
Finally, if you’re looking for more inspiration for your career page, check out these sites: