Candidates research opportunities before expressing interest, whether that means responding to your cold outreach, agreeing to be submitted as an employee referral, or applying. There are many sources candidates can use, but your career site is the most powerful tool at your disposal because you own it and can customize it to your satisfaction. Despite this, many organization’s career sites are merely a list of open roles, with little or no additional information to help them understand whether there’s a good fit. While job descriptions are certainly an important part of your career site, consider adding these other elements to boost the results of your recruitment efforts.
1. Information about your company culture
The best candidates for your role should be as much of a culture-fit as they are a skill-fit. To attract and engage the right candidates, share information about your company culture on your career site. What are your organizational values, and how do your employees embody those? How would you describe your work environment? What do your employees say about working at your organization? When you give candidates a taste of what it might be like to work at your organization, they can self-select in—or out—earlier in the recruitment process.
2. Employee benefits and perks
Fifty seven percent of people say employee benefits and perks are important factors they consider before accepting a job. Rather than holding these details back until the offer is sent, include them on your career site to help you attract and engage talent. Share the basics, like medical, dental, and retirement, and highlight any benefits that would specifically help you attract culture-fit candidates. For instance, a brand that values philanthropy and serving their community can attract the right kind of candidates by offering paid time off to volunteer. Also be sure to include any other benefits and perks candidates may find valuable, such as flex schedules, work from home opportunities, learning and development programs, or a casual work environment.
3. An employer blog
Many career sites don’t have employer blogs, which is a missed opportunity for employer branding. A blog will allow you to go in-depth on the things candidates are most curious about, so you can show them why your company is a great place to work. Content may include frequently asked questions from candidates, employee spotlights, writeups about company events, or employee-generated content about life at your organization.
4. A simple way to apply, even if there isn’t currently a relevant role
The best candidates on the market are in high-demand, and won’t waste time on a tedious application process. You can convert more high-quality active candidates into applicants by making it simpler to apply. Take yourself through your process—on both desktop and mobile—to determine where candidates may be experiencing obstacles, and remove them. Also include an option for candidates to express interest in working at your organization, even if a relevant role isn’t currently available.
Analytics tools can help you make more data-driven decisions to optimize your recruitment process. With a tool like Google Analytics, you can see which employer blog posts are the most popular, so you can create more posts like them. You can also see how much website traffic and how many applicants are being driven by various tools, so you know whether your investments are driving results. It’s possible that your marketing team has already implemented Google Analytics on your company’s website, so chat with them about getting a login and customizing the tool for your needs.
While bare bones career sites certainly can convert candidates into applicants, they won’t do much to help you attract and engage the truly great talent on the market. Your career site is the perfect platform to show candidates why they should want to work at your organization. Don’t overlook these critical elements to help you do so—your candidate sourcing success depends on it.