Did you know that 95 percent of job seekers will have their first interaction with your company through your website? Whether they’re referred by a current employee, responding to a job posting, or are researching companies online, their first and lasting impression of your organization will be made through that first visit to your site. How well does your company do at managing this front end of the recruitment funnel?
Your company’s careers page or portal is the all important online link for attracting the talent you need. If that page was designed to communicate how great your company is, it may be missing the boat. Recruitment today is not just about applicants or the jobs on offer, it’s about finding and engaging leads to start relationships with potential future employees earlier. It’s a concept called Recruitment Marketing, and at the heart of it is your company’s employer brand. To engage top prospects, your career portal needs to answer their questions and concerns about why they should make the effort to join your team.
Here are five questions your career portal should answer:
- How will this company let me know I’m valued? This is important because one of the main reasons employees leave their current employer is due to a lack of recognition. Your careers page should show quotes or videos that demonstrate the value placed on talent – it could be testimonials or the Friday Fun Days that your company has to show appreciation.
- How will this company help me grow and develop professionally? A big reason employees seek out new opportunities is because they can’t grow further in the position they hold. Top talent in particular seek new challenges, so if professional development is a hallmark of your culture, your careers page should talk abut career paths or programs the company offers to support professional growth. If you promote from within, provide examples by posting congratulatory notices of recent internal promotions. If you pay your technology talent to acquire new certifications or pay for management training, say so. This is a big magnet for the best and the brightest.
- How will this company’s expectations impact my family and my other outside interests? Workplace flexibility is important today for individuals of all generations, so if this is a corporate value, talk about it. If team members can use flex time to pursue volunteer commitments, or take time for their learning and development, or have flex hours to accommodate personal or family time, provide the evidence, and don’t hold back in how that gets communicated.
- How will this company help me do work that is meaningful and fulfilling? This, too, is important across generations. So you manufacture heavy equipment or medical devices – how does that impact your customers and the world at large? If there’s a social significance to what your organization does, or a clear personal or business difference derived from the business you’re in, let your prospective employees know how the company’s purpose creates meaning for those who work there.
- How can I be confident this company is worth the risk involved in changing jobs? Your careers page needs to convey the cultural glue that keeps your teams together. In addition, the career risks in making a change are mitigated if an individual knows a potential employer is market competitive on compensation and benefits. Extended health benefits are a given, so talk about the softball teams, Weight Watchers support groups, or gym memberships you sponsor.
The goal of your careers page is to help candidates see clearly how working for your company will help them achieve professional and personal goals better than working anywhere else. When you think about filling an open position, it’s natural to focus on the skill sets and experience you need in an ideal candidate. But to get what you need, you, and your career portal, need to focus instead on what you offer. Design your careers page from the viewpoint of candidates and you’ll notice a significant difference the in the quality of candidates who want to join your team. And above all, a strong careers page makes it easier for your current employees to refer the best people, and for the best people to move from passive interest to active candidate.
To learn more about how transforming your recruitment process to meet the challenges of today’s job market can bring new levels of success, check out the chapter on Attract and Hire in Doris Bentley’s book Basic to Brilliant: Transform Your People Practices, A Playbook for the Small to Mid-Size Enterprise