In today’s world, there’s no excuse to not have a quality page on your company website that’s dedicated to your open job positions and supports your recruitment marketing efforts. Technology today is easy and cheap enough that companies of all sizes (and all budgets) can afford to create and maintain a lovely career site.
1 — Show your professional image and employer branding
For many of your potential candidates, your career site will be the first point of contact. They may or may not be familiar with your company, so it’s likely that this could be their first impression of employee life. If you wouldn’t make an interviewee wait in a dirty, outdated waiting room, make sure you have a modern and quality version of your website. Treat it as a core pillar of your recruitment marketing strategy.
Whether you create your own page or use an outsourced service to manage it, make sure that it contains your company colors, logos, and fonts. Making sure your employer branding is clear in your careers site can be a challenge for some, but it’s one that really pays off when it comes to brand loyalty and recognition.
Not only do generic sites appear less attractive and desirable to potential candidates, but they also may raise concerns about unintentionally sending their resumes to scam instead of a respectable company.
2 — List all open positions (and delete them when they’re closed)
It’s pretty standard for companies to add new jobs to their site when they’re trying to hire. But a problem arises when your team forgets to remove them after the roles are filled. Looking like you’re hiring 200 people will get a lot of attention, but sending just one “Sorry, that position has already been filled” response will cause many to wonder how many others aren’t available. While it may seem like a good recruitment marketing tactic to have tons of jobs, it can quickly earn you negative attention or discourage other applicants. Job seekers are already told that only 15 – 20% of jobs are advertised, so at least give them the confidence that your list is up to date.
3 — Use for legal protection
Consider using your careers site and continuously updating it a legal obligation:
“Even though federal labor rules don’t require employers to post openings, human resources departments at many companies require them to be listed on a job board or career site for some period… Such postings are meant to make hiring fair and transparent, and may help to protect employers from discrimination lawsuits…”
Even if you created the position because you did an internal search of your company and found the perfect candidate for it, it’s still a good idea to give it a bit of advertising online and contribute towards your recruitment marketing strategy. Whenever you fail to notify the general public about an open position, you leave yourself open to the possibility of a lawsuit due to discriminatory hiring practices. But, if it’s a strict company policy always to spread the news of a job, you’re far less likely to be sued due to picking favorites (and more likely to win the case, if it comes up).
4 — Learn how to apply updates
We already discussed why you need to update the positions when they’re vacant or filled, but don’t forget about the physical act of getting them on your website. Updating is pretty simple if someone in your company manages your site, but it’s trickier if your careers site is externally designed or managed.
In that case, there are a few good options. First, learn a little web design, or invest in a software program, and become capable of letting the hiring managers update the website themselves. Your other option is to build your hiring system into your website, and then these changes will happen automatically (this is discussed in the next section).
5 — Integrate with your recruitment systems
Many Applicant Tracking Systems (ATS) services allow for the capability to combine your ATS directly with your hiring site. In some cases, they can host a dedicated page for you. This way, you can be sure to have a well-maintained career page, all the information will be in one place, and a powerhouse to drive your recruitment marketing.
6 — Optimize for mobile
“86% of current job seekers would use their smartphone to search for jobs.”
Glassdoor conducted a survey this past year, and they found that 75% of people are likely to search for jobs via a mobile device in the next 12 months, and 44% percent of those are also going to use it to apply for a job. Studies have seen these sorts of statistics growing drastically and consistently over the past few years, so now is the time to make sure your career site can accommodate those searchers to optimize your recruitment marketing.
On a similar note, we all know that both sides of the interviewing table are using their phones more so it may be worthwhile to investigate mobile recruiting options for your team.
7 — Make it personal
All the mumbo-jumbo about a strong employer brand aside, the personal experience of the hiring process is a significant factor considered by qualified candidates who have (or will inevitably get) offers from multiple companies. Have testimonials from current employees, a job description that’s on point, a comprehensive event calendar, and fun images of your office. Make sure that these potential employees can “feel” your company before they even talk to anyone. Help candidates imagine what it would be like for them personally to join your company and give them a great experience.
“The whole argument for video – no matter the industry or objective – is that it can elicit an emotional response from viewers in a way that the written word cannot.”
8 — Have a robust call-to-action
“If candidates can’t easily submit their information on your career site, they’ll be gone before they can ever figure out how to apply.”
Call-to-action is the last element on our list, but it’s probably the most important in recruitment marketing! Make sure you give your candidates a way to contact you. Without a form, a button to submit information, or at least an email address, people may fall in love with your brand but be unable to apply.