Your recruitment marketing footprint may span numerous channels and platforms, but it’s your career website that remains a major destination for job seekers, housing—and selling—all aspects of your employment experience, a.k.a. your employer brand.
The Talent Board’s 2018 North American Candidate Experience (CandE) Benchmark Research Report finds that, overwhelmingly, the company career website proves “to be the most valuable channel for candidates when researching an employer.” In addition, nearly 9 in 10 job seekers identify an employer’s career website as a source of information important to them (2018 CareerBuilder/Inavero Survey). Because of the significant role career websites play in helping potential candidates decide whether or not they’re a good fit for an organization, authenticity is crucial to providing visitors with an accurate understanding of what makes you, well, “you.”
Take a Personalized Approach
If you’ve visited your share of corporate career websites, you’ve probably noticed that many of them sound the same. The same culture and values. The same day in the life overviews. The same list of training and development programs. So how can you stand out in a way that’s authentic and credible? One approach is to create personalized career website content that tailors your messaging while remaining true to your overall employer brand experience.
Need a bit of inspiration to get started? Here are a few ideas you can build from, and remember to have some fun along the way.
Teams: Replace a static listing of the various departments or functional areas that make up your organization with a structure inspired by blogs so that the people who actually work in that area are the featured content. Gather and share insights regarding what teams are working on and how they collaborate. You can also encourage members of the various teams to promote this content via their personal channels, further extending the reach of your career site.
Locations: Organizations that have numerous office locations can leverage the distinct vibe of each one, showcasing everything from office layout to the neighborhood. Where do employees love to grab lunch or hit happy hour? This topic also presents a tremendous opportunity to be extremely visual with your content, so enlist your local colleagues to help with pictures and video.
Growth & Development: Most, if not all, employees are in search of career growth and professional development opportunities. But far too often career websites rely solely on a bulleted list of their offerings. Generate excitement about what you offer by capturing individual stories that demonstrate specifically how you’re helping employees grow, such as completing educational courses (What were the three biggest things they learned?), working on a cross-functional team project (How did they overcome their challenges?) or moving to an international location (What about the experience changed them forever?).
FAQs: Don’t limit yourself to one answer for each question when you can provide more meaningful insights by letting several people weigh in on topics such as what makes the people great to work with or what the organization looks for in top candidates. You can even develop short video snippets of how different people in the company would answer your FAQs.
If this seems daunting, it doesn’t have to be. Take it one topic or career website section at a time. With some creative thinking, and the ability to easily update your content, you’ll be on your way to a richer, more authentic career website experience and improved candidate engagement.