The careers website is rapidly and constantly changing. It used to be either a few sparse pages hidden away within the main corporate site or an outdated separate website that wasn’t even worth looking at. Today, many careers websites are still stuck in the past.
But the careers website is one of the most essential tools in your company’s recruitment marketing arsenal. It needs to be right at the heart of the attraction and engagement strategy for your company. A new approach is needed to appeal to the modern jobseeker and to the millennials who have grown up with the internet and on social media. What is essential is that your careers website UX (user experience) is easy, beautiful and comprehensible. Focus on creating a new website with an attractive design but do not do it at the expense of your UX.
Clarity and ease of use are essential
People are impatient, so your careers website needs to allow users to find the relevant vacancies easily, without having to search around for them. Give visitors to your site the option to search, not just on the home page but on every page on the website. Make sure this search bar is obvious on every single page, not hidden away inside a link or in the footer. When a visitor types their query into the search bar, help make their visit easier by suggesting search phrases and displaying jobs and content dynamically, like Google does.
You want your jobs to be visible on Google. Don’t hide them! Make sure you import every job onto your website or post them onto the pages directly so that Google can find every job. Google is one of the most useful tools in the recruitment world, so don’t limit yourself by hiding your jobs from Google in your ATS
Everyone knows how to shop online so try to create a system that mirrors that of an e-retail site. People will be familiar with the system and less likely to click away from the page. If someone makes their way to your website to view a job, they could easily click off if the job isn’t right for them. The use of similar jobs and recently viewed jobs, options you would find on an e-retail site, allows your visitors to browse alternatives and find roles they’ve already looked at.
Content, content, content
A fully content managed website is essential because content is fundamental to any careers website’s success. Use a content management system (CMS) to categorise your content under specific headings like blogs, videos and employee profiles to make it easier for a visitor to the site to find what they are looking for. Link this content to the relevant jobs and vice versa, ensuring that people stay on your website for as long as possible.
What is essential is that you personalise the content around each visitor to create the best UX possible. Technology allows you to provide this level of personalisation by learning what each jobseeker is interested in based on the content they have looked at and the jobs they have searched for. This means that jobseekers can find relevant content without having to search for it, providing them with an applicable and personal experience. This gradually encourages a visitor to engage with the website and ultimately convert into an applicant.
The content must also stretch to include your social media pages because the key to good social media strategy is to have good content. You need to ensure that the content you are producing on the website is easily shareable on social media platforms, creating a socially integrated website.
Make it personal
The essential fact to remember is that recruitment is all about people. Your website needs to reflect that by taking a personal approach to recruitment. Careers websites can too often be overly corporate, cold and lacking in any personality. One option you have is to create a social hub allowing you to own all your content. You can also generate website profiles for each recruiter, linking them with their vacancies. This means that when someone Googles a specific individual, their careers website profile can appear above their LinkedIn profile. This starts a conversation between jobseekers and the recruiters, as well as generating more direct traffic to your website.
Your careers website is fundamental to the success of your resourcing strategy. But you need to make sure that it has the relevant features and functionality to succeed. Ultimately, the more jobseekers who are hired through your careers website means a reduced spend for you on job boards and LinkedIn.
Do you want to learn more about what features and functionality your new careers website needs? Check out our latest ebook here