What should we include on our company Careers page to ensure we’re keeping up with the times?
You’re wise to have the quality of your company’s Careers page on your radar. This is a critical recruitment marketing tool to capture the attention of potential candidates. Your page’s content, look, and feel must grab their attention fast to keep job seekers engaged and interested in applying. Otherwise, you lose them before they even apply. You’ll want to make sure that you seize the opportunity to showcase who you are, what you have to offer, and why job seekers would want to work at your organization.
Your Careers page should be designed to intrigue candidates to want to learn more; actively engage them with your content; and compel them to apply. There are many components that you can consider to optimize your Careers page, so here are some suggestions to get you started.
Nine Tips to Optimize Your Careers Page:
1. Showcase your employer brand
Your employer brand encompasses your mission, values, benefits/perks, and overall company culture. It can be viewed as your company’s reputation as an employer, which is a critical piece that job seekers want to understand.
Although this is different than your company brand, your employer branding should be aligned with your company brand. We’ll touch upon some components of employer branding below, but to dive in further, check out this LinkedIn article, “What Is Employer Branding and How Can It Grow Your Business?”
2. Share your mission and values
According to Strategic HR’s “Generations at Work” survey, a “values match” between the candidate and the company ranked within the top five reasons any generation would prioritize when deciding whether or not to join an organization. By incorporating your company’s mission and values on your Careers page, candidates can connect to your company’s purpose.
A great way to showcase this can be through testimonials from your employees sharing how your values come to life in your workplace. This presents a good opportunity to ensure that you are indeed living the values that you profess for your company.
3. Include benefits / perks
It should be no surprise that job seekers want to know about the benefits and perks that you offer. This is a prime opportunity to market what you offer to your employees and tout why it’s great to work at your company. Wondering what today’s job seeker values the most? Check out Forbes’s “Best Employee Benefits of 2023.”
4. Shine a light on company culture
Your company culture is what makes your organization uniquely YOU. Candidates want to have a realistic picture of what it’s like to work at your company so they can assess if it feels like a good fit for them. A powerful way to communicate your culture can be through videos. For example, you could share “A day in the life” videos showing real employees at work and hearing about their experiences.
Not sure where to start? Check out 8 Steps to Producing a Great Employment Video for tips and tricks!
5. Ensure a fast and easy application process
If you capture the job seeker’s interest to the point where they’re ready to apply, make sure you don’t lose them in the application process! Many applications are too long, and with the number of current job openings far exceeding the available talent to fill them, job seekers can pick and choose where they want to apply.
Make sure your application only asks for the information that you absolutely need at that stage in your selection process. It should be quick and easy to complete – target completion in 5 minutes or less.
6. Make it mobile friendly
Many candidates (particularly millennials) conduct their job search on the go using their phones, so be sure that your Careers page is mobile-friendly. To the point made above, you’ll also want to ensure that your job application is mobile-optimized as well. If you’re not sure, try it out for yourself!
7. Offer job alerts
Don’t count on job seekers to go back to your Careers page on their own if they don’t see a job opening that interests them when they first visit your page. Your Careers page should offer the opportunity for job seekers to sign up to receive job alerts for the type(s) of position(s) they want to pursue. This push notification can help to re-engage that candidate when an appropriate job becomes available.
8. Allow applications without a job opening
Don’t let a potential candidate slip through your fingers simply because you don’t have the right job opening for them today. Seize the opportunity to engage that candidate in a future job opportunity by allowing them to apply for a future fit position. If you do this, be sure that you source your ATS when new positions become available to ensure that you re-engage these candidates who have expressed an interest in your company.
9. Explain your hiring process
Job seekers want to understand your hiring process. They want to know the expected steps it takes to get hired, and they want to know what they can expect from you in this process. Providing an explanation of your hiring process either through text or video can help to manage candidates’ expectations and answer some of their questions on the front end.
After you’ve completed the suggestions above, consider taking it a step further! Reviewing your entire recruitment process annually – from application to offer to acceptance – is a great way to ensure that you’re creating a welcoming, efficient, and attractive process for potential talent to follow should they want to join your team.
Thank you to Samantha Kelly, Sr. Sales & Marketing Strategist, and Stephanie Kolodziejski, Talent Acquisition Consultant, for updating this HR Question of the Week.
Do you need help creating or updating your Careers page? Give us a call! Our expert Talent Acquisition Consultants can help evaluate, streamline, and suggest ways to build efficiencies into your recruitment process. Or better yet, take it off your hands completely! Visit our Outsourced Recruitment page for more information on how we can help you effectively and efficiently find your next employee.