Building a careers site for today’s candidate
The digital age has shaped the way employers communicate. In the days of classified ads and help wanted signs, the candidate journey was quite direct, as there were less methods available to discover open positions. Candidates would historically find a suitable job advertisement and apply for the role. Today, the internet has opened the door to a world of possibilities for recruitment media, and the journey from awareness to application is more complex. Most job seekers are finding out information about career opportunities through a variety of sources, including paid media, social, jobs sites, and more.
As the digital age continues to present new and accessible possibilities, employers have new obstacles to consider. For one, candidates now have an endless source of information at their fingertips to conduct research about brands. Today’s candidates want to be well informed about an employer, including its culture and values, prior to applying for a role. This means that to effectively move potential candidates through the recruitment funnel from awareness to conversion, all outreach activities should drive traffic to a content hub.
Careers pages remain the most frequently visited areas of many corporate websites. The careers site is the gateway to the employment offer, a place where candidates can learn about the organization’s story. This dynamic canvas houses videos, images, and copy designed to help people understand what it means to work for the business and, ultimately, apply for a position if the candidate’s personal values and ambitions align with the brand.
Unlike other types of media, this platform is intended to keep a long shelf-life, which means every functionality choice is crucial. As you’ll need to keep the future in mind as you design a careers site, you’ll be faced with a variety of important decisions. The most critical questions to consider include:
- Is the site easy to update?
- Does the look and feel personify the brand?
- Is the site user-friendly and easy to navigate?
The careers site needs to make sense for numerous stakeholders throughout the candidate journey and should satisfy both business and user needs. Answering these questions will assure that you create a frame for the site that will set you up for long-term success. But, content is king, and you’ll need to ask yourself one final question prior to launching your new careers site: After visiting the site, will target audiences (both internal and external) understand the employment proposition?
Audience needs will vary for different organizations, but the following are typical for most organizations:
- Candidates: Is this company for me? Do I see myself working here? Can I find what I’m looking for? Do I feel prepared for an interview?
- Employees: Can I learn about new opportunities within the business? Do I feel informed about the company’s values?
- Human resources: Can I easily post new job openings? Can I track the candidate journey?
- Marketing: Can I easily change pictures and copy? Will candidates easily find blog content? Are social posts driving to an informative landing page? Can I easily place conversion tags? Where are users getting stuck in the funnel?
- Recruiters: I can introduce the brand, but does the website back up the promise?
Effectively integrating an Applicant Tracking System (ATS) will relive a lot of headaches for many stakeholders. The ATS helps candidates easily discover job opportunities through simple search engine mechanisms like Google for Jobs and allows Human Resources teams to display and update job postings without asking for assistance. Likewise, simple reporting tools provided by the ATS enables media and recruiting teams to present the business value of recruitment initiatives to CHROs and other key leaders within the business.
In today’s digital age, the candidate journey has more detours along the way. But, a careers site that depicts the reality of the working environment in a clear and consistent way will empower employees to feel more informed about and connected to the organization than those of the past.
Don’t know where to begin in your careers site journey? At ThirtyThree, digital underpins everything we do. We’re passionate about helping our clients build the best careers sites and proud to be recognized for our work – including winning Best Employer Website and Best Graduate/Early Careers website at the 2018 RAD Awards, as well as Best Recruitment Website at the 2018 Recruitment Marketing Awards (but who’s counting?). Drop us a line at firstname.lastname@example.org.