Your website's career page is a fundamental piece in your recruitment marketing strategy. According to The Talent Board, it is the first place where candidates go to research your company. In fact, a LinkedIn’s research shows that 59% of candidates visit the company’s career site after discovering a job. While Jobvite’s 2017 Recruiting Funnel Benchmark Report states that career pages are the most used source for job searching. Moreover, the LinkedIn Global Recruiting Trends shows that a company’s career page is the best channel to build an employer brand. It’s the perfect way to present your company culture and your employee value proposition (EVP).
Being such an important recruiting channel, and a first point of contact for new applicants, it’s crucial that you make sure your website’s career page is optimised and attractive in order to attract high-quality candidates and provide them with great candidate experience. A well crafted career page needs to be informative and personalised and requires regular updates. But that’s not all. Let’s check all the elements you must include in your website’s career page to make it a winner.
Key Components of a Winning Career Page
According to another Linkedin’s research, candidates go to a career page with hopes of learning about a company’s culture and values, perks and benefits, and about its mission and vision.
So, in order to meet the candidates expectations and attract them to apply for a position in your company, here are the must-have elements of a great career page:
- Company Description
Include a captivating, but short, company description on your career page. Tell candidates about your company: what do you do, how you do it and why you do it. Describe your company’s mission and vision and explain your purpose.
- Company Values
Let candidates know about the values that guide the people in your company in everything they do. This is the best way to make sure you only attract candidates who share the same values and, therefore, would fit your company culture.
Tell job seekers why they should want to work for you! Describe your workplace environment, diversity programs, learning opportunities, career development options. Everything that is added-value to the employee experience should be mentioned here.
Share your office location. Candidates need that information to determine wether it would be easy for them to go there. Moreover, showing them how the office looks like gives them a chance to picture themselves working at your company.
- Team Pictures and Videos
Candidates value the possibility to see the people that make up yur company. Real people, not stock photo images. Use rich content like videos and photos of your team to attract candidates.
- Employee Testimonials
Candidates want to hear from your current employees what it’s like to work for your company. Whether in video or written format, encourage your employees to share their opinion and feature them in your career page.
Job Opportunitties & Hiring Process
- Job Descriptions
Job descriptions are extremely important when it comes to attract the right candidates. They must be written in a clear and concise manner and be as accurate as possible. A good job description must contain a list of the key responsibilities and explain how the role functions within the company, to whom the candidate reports, who reports to him and which people and departments the candidate will be in contact with.
- Job search
Make it easy for candidates to search for opening positions and use call-to-action buttons to compel job seekers to apply. By strategically placing “Apply now” buttons across the career page you can engage the prospective candidates and help them deciding to apply.
- Application Form
The easier you make it for candidates to apply, the greater chances are that they’ll finish the application process. Provide job seekers with a short application form and a clear flow, so that they don’t get lost before starting the application process.
- Steps in your hiring process
Candidates value a transparent recruitment process. Make sure to include a clear and detailed description of your hiring process, so that they know what to expect and when.
Measure Your Website’s Career Page Performance
It’s crucial to measure and analyse your career page’s performance in order to understand what’s working and what’s not. This means that if you are getting a lot of applications from candidates that don’t fit your company’s culture you may need to update the content related to the company culture, values, and so on. Or if you realise your pages take long to load, you’ll understand why you’re loosing audience. Just to name a few examples.
Some of the metrics that are worth to measure are:
Bounce rate - are candidates leaving after looking at just one page? You need to keep candidates engaged and have them go to other pages in order for Google to know that your website has value.
New sessions/average time on site - How long do candidate sticks around on your site. The best way to extend the time candidates spend on your website is providing good, interesting content about your company and job opportunities.
Page Speed - Page speed impacts how Google will rank you. The benchmark is under 3 seconds and every second after that will make you lose 10% of your audience.
Thanks for reading and see you next time!
Your team here at skeeled