Hiring isn’t getting any simpler. In the present day’s expertise acquisition groups should do every thing they will to draw candidates, persuade them to use, and hold them engaged till they present up on the job. In a aggressive market for expertise, a robust employer model is a vital part in your expertise acquisition technique – and that features your profession website.
Right here at SmartRecruiters, now we have a group of employer branding specialists who work on our SmartRecruiters Attrax profession website product. I sat down with Warren Davidson, Consumer Companies Director, to get the news on how corporations can enhance their employer manufacturers on their profession websites.
“You may have probably the most lovely employer model on the earth, but when your profession website is dreadful, it’s going to undermine your employer model,” Warren mentioned. As an knowledgeable in profession websites and with deep expertise in advertising, Warren believes in a candidate-centric strategy. 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 elements of ideally suited candidate expertise.
Personalised, 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, reminiscent of worker tales that target subjects related to candidates of every kind, whether or not they’re dad and mom or from various 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 corporations miss. Google is among the hottest locations to search for jobs – and it’s free to get your jobs listed there. By including structured knowledge to your profession web site, job seekers robotically discover your listings once they search. In case your profession website is hidden behind the incorrect URL and lacks structured knowledge, you find yourself paying aggregators to get listed on Google. Natural site visitors from engines like google to an Search engine optimization-optimized profession website and job listings is a present that retains on giving.
Simple Software Course of
Many corporations lose candidates to a tough utility course of. “In the event that they get offered 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 sequence of pre-configured questions, which is efficient for a lot of forms of roles.
The Energy of Branded Experiences
These parts add as much as a big effect. “You probably have Google visibility, personalization in your profession website, ship contextually related content material, and a great utility course of, the final word upshot is that when a candidate hits the web site, they really feel like they belong to your group. They will see themselves working there,” Warren mentioned. That relevancy drives self-selection, and the convenience of the appliance course of prevents the appropriate candidates from dropping out.
Sounds superb, proper? I took a have a look at a number of the outcomes from SmartRecruiters Attrax implementations. All of them had stats reminiscent of:
- Elevated profession website 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 businesses
- Enhance within the supply of rent from natural profession website visits
The Artwork of What’s Potential on a Profession Website
Like a variety of issues corporations wrestle with, legacy expertise holds them again from addressing the wants of the present market. Updating a profession website could require the work of an company or IT group. The appliance course of required by the present ATS could also be turning candidates away. Warren mentioned, “With regards to profession websites, a variety of corporations don’t know what’s attainable.”
What is feasible? An Search engine optimization-optimized profession website that delivers personalised, related jobs and content material to candidates, integrates seamlessly with an ATS, and may be up to date by anybody, not simply web site specialists. Not solely is a profession website a spot the place the visible and inventive elements of your employer model can shine, but additionally it’s a spot the place your employer model involves life by facilitating a stellar candidate expertise.