Building your employer brand with your Careers Website
In an age where the Internet makes it easy to pick and choose from hundreds of different service providers, having a strong employer brand is of the utmost importance. This counts doubly for recruitment: with modern job hunting becoming ever more like casual shopping, 86% of HR professionals agree that recruitment is becoming a marketing game.
If you want to attract the best candidates in the market, you need to keep up- and that involves building your employer brand. Fortunately, there’s a very easy way in which you can do this: via your careers website.
Careers sites are rapidly gaining in popularity in the jobseekers’ market. Indeed, when it comes to job hunting, 32% of applicants go straight to careers websites, whilst 61% of talent acquisition leaders see them as the best channel to build their employer brand. The way in which your careers site is formatted- and the information it contains- can actually have a huge impact on the way that people perceive your brand. Given 69% of those job hunters would not accept a job at a company that has a negative reputation, it’s something you need to work on. But how?
Foreground your team
Let your potential applicants see the people that they’ll be dealing with at all stages of their recruitment journey: devote some time to your team! There’s no better way to make your browsers feel comfortable and engage with your company than by showing them some friendly faces, so include a biography, a picture- and, most importantly, a link to contact them by. That way, jobseekers feel more comfortable about asking questions- and will be much more likely overall to apply.
One of the main reasons people will go to your careers website will be to see what your company culture is like- and perhaps to gain an insight into what you’re looking for from your job applicants. Don’t let them down: it’s vital that you include a blog section, where you can post insights into your company, advice for the interview process, and also industry-specific pieces that will raise your status and are very share-able online.
Alongside this, it’s also a great idea to include a page on your website that shows just what applicants can stand to gain from joining you: pictures of social events, perhaps even taken by employees, and a list of some of the benefits your employees enjoy. After all, you want them to be hooked- and the best way to do that is make sure you drive home what a great place your company is to work at.
Get your ATS right
Technology has given us instant gratification, and as a result it pays to have a website that delivers an almost-instant service to its browsers. With an average concentration span of only around eight seconds, you need to make sure that your website delivers loading times that are no longer than three seconds to keep people engaged. Likewise, your ATS can also be a minefield when it comes to creating a streamlined recruitment process: if your website isn’t properly integrated with your ATS, then you risk long delays in your application time, or, even worse, an application process that will be far too complicated to fill in, and will massively disengage your candidates.
Go for a pared-down approach: integrate your site with your ATS, and create an application process with no more than four or five stages. Ideally, there should only be two: setting up an account, and adding the candidate’s CV and cover letter before it’s submitted. The faster and more intuitive you make this, the better your reputation- and conversion rate- will be.
Get started with the Careers Website Guide.
Case study - npower
As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.