“If you build it, they will come.” While this may have been enough to attract strangers to a small cornfield in the middle of nowhere in Iowa, it won’t be enough if you want to attract would-be hopefuls to your career site.
Posting your job openings on your website and providing a link for candidates to submit their resume doesn’t exactly qualify as a Corporate Careers Site, but explaining that to companies is often easier said than done. If you truly want to attract top candidates that match your company’s skills and culture, you need to do your homework and share your story.
Employer Branding Firm, Potentialpark, has provided its rankings for the third year on the Top Company Career Websites. Topping the US list are giants like: Accenture, Ernst & Young, General Motors, and AT&T.
Besides the fact that these organizations are all large and have many resources, their Career Websites not only list job opportunities, but also detail what it is like to work there, what the culture is like, what current and growth opportunities are available, and what type of people work for them. Many of the top sites also provide you with a glimpse to the company through the eyes of their employees. If your wallet isn’t as big as these corporate giants, don’t be dismayed. Follow these guidelines to ensure you are maximizing your corporate careers website.
Corporate Careers Site essentials
Easy access: A majority of job seekers already have an idea of where they would like to work geographically and what companies exist in that market. According to Potentialpark, nine out of 10 job seekers will go straight to the source and visit the company homepage to find career-related information. Many experts recommend no more than two clicks between the seeker and the information they are trying to find.
Current openings: There is nothing more frustrating for a job seeker than to visit your site, click on current openings, and find simply an email address to submit a resume or to find a list of positions that are old and stale. If you want to have an effective site, you should post all opportunities currently available and keep it updated on a weekly basis (at a minimum). If you have a large volume of positions, keep them organized and searchable so candidates don’t have to scroll through each and every one.
Navigation buttons: Again, organization is the key to an effective site. Job seekers may become easily frustrated if the information they are seeking isn’t readily available. Categorize information into sections such as: Internships, Entry-Level, and Experienced Professionals so your audience can quickly find targeted information.
Beyond the basics
Reel them in: While a large number of job seekers may come directly to your site, research shows that people find companies through other web pages, search engines, directories, social media and friends. Consider linking your site through professional associations, banner ads, and through social networks such as LinkedIn.
Repeat business: At any given time, job seekers may come to your site to look at your current openings. They may or may not return on a routine basis. Take the guesswork out of the equation and build in a function that enables candidates to build profiles and receive career information via email updates.
Email integration: Email integration helps you to build relationships with potential job seekers by providing refer-a-friend links, as well as auto responses for applications received by the candidate. Integrating email allows you to communicate with candidates about the next steps as well as serve as a purpose for verifying for the candidate their application was received. This eliminates the black hole concerns they may have as well as the number of phone calls made to your Human Resources department.
Mobile apps: Whether we like it or not, a large majority of job seekers are looking for jobs while on-the-go or at their current job. Creating mobile applications or versions of your site makes it easy for job seekers to stay connected and visit your site on their time.
Interactive tools: The best corporate careers websites provide interactive tools and self-assessment components candidates can use to determine their fit or place relative to an organization’s opportunities. Making your careers website interactive will ensure your candidates aren’t bored on arrival. Ernst & Young uses a tool called Picture Yourself that allows candidates to answer questions about their education and interests and directs them to opportunities that may be a fit for them.
Virtual relationships: Many corporate careers sites do not include blogs, videos, podcasts, tweets, or any other virtual media that helps to build relationships with potential candidates. Candidates want to know what it is really like to work for a company, if their work styles and values are fit, and what day to day life is like there.
Using actual employees at all levels of the organization provides candidates with a real picture of what they can expect. Encourage these employees to be candid with their posts. Consider having interested employees maintain an employee managed blog with day-in-the-life snippets.
Does your careers website need an overhaul? Share your story!