Hiring isn’t getting any simpler. At this time’s expertise acquisition groups should do all the pieces they will to draw candidates, persuade them to use, and preserve them engaged till they present up on the job. In a aggressive market for expertise, a robust employer model is an integral part in your expertise acquisition technique – and that features your profession web site.
Right here at SmartRecruiters, now we have a staff of employer branding specialists who work on our SmartRecruiters Attrax profession web site product. I sat down with Warren Davidson, Consumer Companies Director, to get the news on how firms can enhance their employer manufacturers on their profession websites.
“You possibly can have essentially the most stunning employer model on the earth, but when your profession web site is dreadful, it’s going to undermine your employer model,” Warren mentioned. As an knowledgeable in profession websites and with deep expertise in advertising and marketing, Warren believes in a candidate-centric method. The candidate, in any case, is your potential buyer. “Your employer model is intrinsically linked to the candidate expertise,” he defined. Warren recognized the important thing points of supreme candidate expertise.
Customized, Contextually Related Content material
“First, they need to land on a job that’s related to them,” Warren mentioned. “After which they need to see a bit of content material that reassures them that the corporate is DEI-friendly, or has nice advantages.” He recommends content material that brings the office to life, comparable to worker tales that target matters related to candidates of every kind, whether or not they’re dad and mom or from numerous backgrounds. The SmartRecruiters Attrax system makes use of automation to make sure relevance and personalization. “Related, personalised content material drives higher high quality candidates,” he mentioned. “It also needs to enhance your hiring velocity.”
Natural Site visitors from Google
Google visibility is a key piece of the candidate expertise that many firms miss. Google is without doubt one of the hottest locations to search for jobs – and it’s free to get your jobs listed there. By including structured information to your profession web site, job seekers mechanically discover your listings after they search. In case your profession web site is hidden behind the unsuitable URL and lacks structured information, you find yourself paying aggregators to get listed on Google. Natural site visitors from search engines like google and yahoo to an Website positioning-optimized profession web site and job listings is a present that retains on giving.
Straightforward Software Course of
Many firms lose candidates to a troublesome utility course of. “In the event that they get introduced with a login display screen, utility charges drop off proper there,” Warren mentioned. A one-page utility with a resume/CV add from the cloud will increase the variety of functions. For jobs which might be significantly laborious to fill, “now we have some clients who don’t even ask for a CV anymore,” he mentioned. Candidates can point out their expertise by answering a collection of pre-configured questions, which is efficient for a lot of kinds of roles.
The Energy of Branded Experiences
These components add as much as a huge impact. “When you have Google visibility, personalization in your profession web site, ship contextually related content material, and a superb utility course of, the last word upshot is that when a candidate hits the web site, they really feel like they belong to your group. They’ll see themselves working there,” Warren mentioned. That relevancy drives self-selection, and the convenience of the applying course of prevents the precise candidates from dropping out.
Sounds superb, proper? I took a take a look at among the outcomes from SmartRecruiters Attrax implementations. All of them had stats comparable to:
- Elevated profession web site site visitors
- Elevated candidate engagement (extra pages seen)
- Elevated variety of functions
- Lower in deserted functions
- Elevated natural site visitors from Google
- Elevated site visitors to employer model content material
- Lower within the supply of rent from job boards and recruitment companies
- Enhance within the supply of rent from natural profession web site visits
The Artwork of What’s Attainable on a Profession Web site
Like plenty of issues firms battle with, legacy expertise holds them again from addressing the wants of the present market. Updating a profession web site could require the work of an company or IT staff. The appliance course of required by the present ATS could also be turning candidates away. Warren mentioned, “In relation to profession websites, plenty of firms don’t know what’s attainable.”
What is feasible? An Website positioning-optimized profession web site that delivers personalised, related jobs and content material to candidates, integrates seamlessly with an ATS, and will be up to date by anybody, not simply web site specialists. Not solely is a profession web site a spot the place the visible and inventive points of your employer model can shine, but in addition it’s a spot the place your employer model involves life by facilitating a stellar candidate expertise.