If an outstanding candidate visited your careers page today, would they be excited by the content they see? Your careers page is the home base for all of your recruitment activities. Make sure it accurately and enthusiastically highlights your employer brand!
Here are some steps to follow to improve the candidate experience and showcase your employer brand on your careers page. If you need to work on the basics first, check out this intro to employer branding and this post to help you define what your company offers to prospective employers.
Lay the foundation for a great user experience
Optimise for the mobile generation
It is imperative to optimise your website for mobile usage. According to a survey conducted by Censuswide on behalf of Indeed, 78% of people in the US apply to jobs on their mobile devices.
If your careers page isn’t optimised for mobile, applicants may exit the site if they’re required to shift the screen, or zoom in and out continuously. Invest in creating a great user experience and you’ll keep your prospective employees engaged throughout the application.
Do not compromise on SEO
In a bid to sound relatable, your job titles should not disregard Search Engine Optimisation (SEO) guidelines. Showcasing a fun company culture should be achieved without sacrificing your website’s SEO potential. Certain SEO guidelines like not using abbreviations and ensuring a minimum word count is just as important as sharing creative and captivating content on your careers webpage.
For instance, unconventional job titles such as Chief Creative Leader or Imagination Officer sound fun and quirky, but they reduce your webpage’s reach on Google. Using the right (and perhaps more conventional) keywords can help candidates find your careers page easily.
Make it as easy as possible for applicants to find relevant job postings. Categorisation based on location, experience level and the department would be a great place to start. The aim is to streamline the application process for the job-seeker, so it is vital to not overcomplicate the search process by using too many filters!
Take a look at Spotify’s careers pages for inspiration:
Provide an explainer of the job process
Letting a potential hire know what to expect through the application process can save you loads of emails with similar questions. Take a look at the Boston Consulting Group’s careers page, which provides tips on how to excel in an interview with their company.
Excite candidates by highlighting your employee experience
Videos are a great way to bring your values and office culture to life. A short video featuring a few employees sharing a unique experience they’ve had at your company and a shot of the team eating lunch could be an excellent starting point. For example, marketing giant HubSpot uses this feature on their careers page in the following manner:
Add blog content
Provide engaging reading material to your applicants that goes beyond the usual website copy. For instance, your main careers page could showcase your blog posts that highlight employee experiences and company events.
Be proud of your values
In addition to relevant content and high-quality videos, a succinct slideshow displaying the core values of your company can help build your brand. We like the way that Airbnb has showcased their values and office culture with creative illustrations:
Show off your workspaces
Insider pictures of a regular day at the office are a great way to showcase your employer brand. Anything from cozy work spots, your office pet to the coffee you serve could all be flaunted on your careers page.
With the help of some of these tips, you will have prospective candidates excited about joining your team!
Stay tuned for more
As part of our latest campaign on employer branding, we will be sharing actionable resources and tools like these over the next few months. To receive all of our latest tips straight to your inbox, sign up for our weekly newsletter here!
Anything specific about employer branding that you’re hoping to learn? Let us know in the comments below.