Stacy Lee April 1, 2021 There are various recruitment channels that you can utilize to reach as many candidates as possible in search of the best one. You have job boards, social media, etc. However, most of them (if not all) lead back to your company career page.
To that end, it would be crucial to have an engaging and captivating website that can draw them in. Otherwise, they’ll just close the window, and your attempt to drive traffic to your career portal would be futile.
You can avoid that and maximize the number of quality applications by creating an amazing career page.
Let’s step back a bit. Why do companies need career pages?
First and foremost, It’s the number 1 recruitment channel as of 2020 as reported by Talent Board. As much as other job boards such as Indeed, JobsDB, and social media platforms like LinkedIn and Facebook are important, company career pages are still what 46% of candidates globally prefer to check.
They see this as a direct source, which has complete information about the job and the company itself. Those factors add credibility and persuasion to click the “Apply Now” button.
Second, career pages let you receive more candidates. Especially if properly created and formatted, your job ads will have a boosted visibility on search engines. It’s also a strategy to have the right SEO optimization so that you’ll rank on top when certain keywords are placed.
Third, having one allows for database build-up and tracking. Think of it like this: the whole platform is yours and you control every aspect. Unlike job boards or social media channels, you can customize what you put, what you want to get from applicants, and it will be stored in the system for future reference.
You can even get reports to check analytics and track recruitment metrics. This will be advantageous in modifying your approach (if needed) so you can improve it.
Lastly, career pages can help Increase employer branding. As mentioned, you can put any type of content you want. However, you have to carefully curate what you post. Company values, company background, and the people behind the team are just some of the many examples that you should consider.
Hallmarks of a great career page (+ examples)
Use appealing graphics
The visuals are the first thing that most people would take note of. Of course, it’s not a necessity especially if you’re not in the creative industry. However, it’s beneficial to have a good-looking career page.
Like with Pinterest, utilize various mediums in showcasing your brand. Their opening portal displays a stunning and personal video that demonstrates how fun and exciting it is to work for the company.
Have a compelling copy
Aside from the design, it’s the copy that can hook readers, too. Make it interesting whilst still aligned with the brand tonality. Is the branding supposed to be professional? Is it supposed to be laid-back? Base your copy on that.
Then, create short but concise statements that are impactful. Don’t settle with a boring “work with us”. Try to switch it up to be fresh and vibrant. Red Bull made an excellent copy that can pique interests at the get-go.
Show candidates what to expect and more
Put yourself in the applicant’s shoes. What kind of information would be relevant to you? Be as clear as possible, so you can address these concerns to the best of your extent.
You can start by telling readers what kind of fit you’re looking for, what that person will do, and a short call to action to wrap it all up. Netflix has clear job descriptions that are easily understood yet still have that flair that makes it worth imitating.
Tell a relatable brand story
Your career page doesn’t have to be purely filled with job ads. You can seed bits of information about your company that can influence decisions like what Apple did. To reiterate what we mentioned, core values, company background, and the likes are essential to make a brand story.
Don’t forget to make it relatable. That is the important part. One concrete instance where you can do this is by adding a “get to know the team” segment. This will allow people to imagine themselves working there and see what type of people they will be interacting with.
Make your career page SEO-friendly
A great career page is SEO-friendly, so it can rank top on search engines like Google. Manatal is a good example of this. They made sure to integrate proper keywords both for the brand and for each job without compromising on copy quality.
There are many things needed to learn about SEO. It’s imperative (especially in modern times!) that you have an SEO expert in your team because it’s going to give you consistent and circulating traffic online.
Ensure a Pleasant UI/UX
Lastly, tailor your career page to ensure a great candidate application experience. First, you can emulate what Nike did and provide a powerful filter option for easier search. This can be filtered by location, job type, and others.
You should also take into account the mobile experience for the on-the-go people. More and more people are using mobiles in their business (or everyday life, for that matter), so giving them the option to access your career page through their devices would be ideal.
If you take note of all these hallmarks, your career page would yield valuable results that you can imagine.
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