When looking for a new product or service, more often than not, the first place today’s consumer visits is the company’s website. Soon to follow are reputable review sites. Employment is no different, and in this candidate-driven market job seekers are turning to the internet to gather details about potential employers. Considering 76% of job seekers prefer to apply through a career site, if a website and career page is lacking, so is the owner’s hiring process. Guessing all the pieces that the candidate wants is always a challenge, but there are a few things that will guarantee the best return and reception.
Responsive is no longer an option
There is no question that mobile ownership is only growing. In fact, people are connecting to the internet via smartphone and tablets more than with actual computers. Job seekers are not only looking at company sites, they are expecting to do so from the check out line with their cell phone.
In 2013, 62% of professionals have used a mobile device to view a company’s career site. With mobile usage only continuing to grow, it’s safe to assume that this number will only get larger. Because of this growth, 40% of candidates will simply leave a website if it is not optimized for mobile. Almost half of potential employees are being turned off by the website they are visiting cannot be easily explored on a smartphone or tablet.
Confusing navigation will get tiresome
Consider the job applicant when creating any part of the hiring process, including the career site. Their experience will be pivotal to not only keeping them interested in a future at the company, but in ensuring the employer brand doesn’t suffer. A typical application process has a 95% drop-off rate and the more difficult it is to understand, the greater the chance to lose them. If possible, test the process on someone outside of its development. Surveys can gather great insight from users in real-time, so having a short questionnaire following the application or interview may gain a greater understanding of future improvements.
Create call-to-actions that make finding the application page foolproof. Consider tools like filters and dropdown menus that enable applicants to easily find locations, position/job titles and keywords. If possible, test the process on someone outside of its development. Surveys can gather great insight from users in real-time, so having a short questionnaire following the application or interview may gain a greater understanding of future improvements.
No story is boring and no one wants to work for boring
Active job seekers are looking for a paycheck and a place to not hate while earning it. Passive candidates, however, want more. These highly sought after and talented individuals are content with their current workplace, but could be persuaded to join a team that offers advancement and a culture in which they are proud to claim.
The return on an investment in culture and telling the organization’s story is enormous. Not only will the attraction of the company increase, but the productivity and engagement of current employees will increase as well. Employer branding is huge when it comes to building a talent pool and retaining employees. Increased career site traffic, employee engagement and quality of hire is being attributed by 55% of companies to a recent employer branding initiative.
Don’t be afraid to get current employees involved. Without those individuals, the company wouldn’t have a culture anyway. Survey’s that can gather great quotes, pictures of company outings and office antics, and videos that show everything from fun times to serious advantages should be displayed. These items create shareable content for social pages. Social media continues to be the main channel for 76% of companies to communicate the employer brand, but following close behind career sites at 64%.
The career site is one of the first steps in the application process and it could be a make it or break it when it comes to attracting today’s job seeker. They are in control, and like a consumer, they want to be proud of their employer. A company’s career site is the perfect place to show candidates, passive or active, what it has to offer their future.