Have you decided to upgrade your company’s careers website? Excellent decision! I hope you found our article “Why you need to upgrade your careers website” useful.
Now that you’ve made the decision, you need to think carefully about what you want from your project. We’ve worked with several companies this year to upgrade their careers website and highlighted the five key things that we suggest you need to prioritise:
1. Understand your employer brand / EVP
Number one priority when developing a new careers website is to have a clear understanding of what it is like to work for your business. You need to be clear what your Employer Value Proposition (EVP) is to employees. What is the working environment like? What is the culture and management style? If you currently run an employee engagement survey then you are a step ahead. If not, run a feedback survey to find out the best (and the worst) things about working at your business.
Be honest about your survey results. There is no point in having a careers site which portrays your business as an entrepreneurial nirvana if you actually have quite structured management processes. Even the little things matter. In a video for the new World Duty Free careers site, current retail employees gave practical tips such as “Wear flat shoes”, “Leave enough time to clear security”, “You must like early starts” so that candidates had a clear and realistic insight into the working environment. A clear EVP ensures candidates who match your culture are far more likely to apply and join your business – resulting in more successful hires and less attrition.
2. Design your site for mobile phones
Research shows that 60% of job searches are now conducted on mobiles or tablets; if you haven’t updated your site for some time in may not be fully compatible. We recommend responsive websites that automatically detect the device that a candidate is using and display the optimum version – for either desktop, mobile or tablet. You manage one set of content and the website works out how best to display it. That doesn’t mean your site has to look basic. Rich content – videos, interactive pages and quizzes – can all work brilliantly on mobile. You just need to think a little bit about navigation and touch screen accuracy in your designs – and most importantly ensure that your application process is mobile friendly.
3. Make it easy to find, read and apply for jobs
Because 60% of viewers will be using a mobile phone you must make it easy for them to find suitable jobs and submit an application. It’s not easy completing forms on mobiles so the ability to apply for jobs with “one click” functionality using LinkedIn or Facebook profiles, Dropbox CVs and “parsing” information are all huge advantages. In addition, having a seamless integration with your HR or recruitment software is a major advantage. Responding quickly and effectively to candidates can make a huge difference – your competitors could be reacting faster and snapping up the best talent. You need to ensure that the whole recruitment process flows efficiently and seamlessly from your website. There are many different options available to this, so working with a supplier like ResourceBank that understands both the recruitment process and the technology solutions available is a substantial advantage to you.
4. Utilise rich media content, video and interactive functionality
As we mentioned earlier, promoting an accurate EVP helps to attract candidates who suit your culture. You need content on your website which portrays this EVP clearly, allowing candidates to decide “Is this for me?” Text content is important but video, infographics and other forms of rich media are so much more engaging and appealing to visitors. Being able to see the working environment and hear from current employees is far more likely to ensure candidates apply to your business. There is a huge range of possibilities; video interviews with current staff, blogs, clips of social and charity events and career roadmaps. You can also use interactive questioning to allow candidates to see where they could fit into your organisation (very useful for graduate/apprentice recruitment). We’ve recently launched a benefits calculator for Northgate Vehicle Hire which allows a candidate to see the full value of the reward package on offer. Again, by working with a provider who has expertise within the recruitment market you will gain a considerable advantage.
5. Website launch is just the start of the project
Website launch day comes and, once you’re sure everything works correctly, you give a huge sigh of relief and move back to your day job. Think again!! Once your new careers site is live, it starts to age straight away. To keep your site engaging and relevant and capable of attracting the best candidates, you need to have a content plan to add and update information every month. Your content plan can include new video interviews, coverage of events, advice blogs from managers and key staff members and exciting and interesting news from your business. If you have an active employee communication programme via an intranet then make sure your careers site is included in the potential audience for the content. You may have to tweak it slightly to make it suitable for an external audience but it’s worth it. Finally, review the structure and overall feel of your site every year to make sure you are keeping abreast of latest online developments.
Priorities when upgrading your careers website – in summary…
Those are our five main tips for creating a great careers website. There are many other things you need to think about – such as getting your careers website well indexed by Google and job aggregators; using social media channels to engage and pull candidates into your careers website; aligning your employer brand to your company brand – the list goes on. However, we think that if you focus on the five key points above, the rest will begin to fall into place.
If you want someone who can help you through the process, who has hands-on experience of developing new careers websites that work, then give us a call… it helps to have someone on your side who knows the pitfalls and the tricks of the trade..
Head of Marketing and Employer Brand