Is Your Careers Page Getting You Enough Applications?
Similar to recruiters doing extensive research on candidates to find the right fit for their organizations, the candidates are also increasingly searching for and shortlisting companies based on their own preferences.
A company’s website is the first place top talent looks into while doing their research. And what part of the website are they most interested in? Well, of course, the Careers Page.
The Careers Page has recently been found to be the #1 source of hires.
As the most visited page by jobseekers on the website, the Careers Page is an important channel for employer branding.
Research by LinkedIn has shown that 39% top talent leaders think that utilizing social and professional networks is something that needs to be invested in (40% for India) and the second most emphasis at 33% is to be on upgrading employer branding (35% for India). Optimizing the Careers Page stands only at a 15% approval (17% for India). But when it comes to the channel used for promoting employer brands, 73% believe that the company website is the most important way to do so.
Other methods aside, and strictly speaking for the purpose of convincing the right talent to apply, the Careers Page generates the most online traffic in this regard, making it the main platform for prospective employees to understand whether the company is suitable for them or not. Recruiters have to understand the importance of this page and pay due attention to make it appealing.
The following are some suggestions which can be used to improve the effectiveness of your Careers Page:
1. Introduce the organisation
The Careers Page should not only act as a portal to apply to jobs. It should also act as an introduction to the company by engaging visitors and giving them a sense of the workplace, the work culture, the life of their employees, and other useful snippets.
2. Don’t hesitate to use (enough) pictures
A picture is worth a thousand words. 90% of information that we take in is visual. Enrich the page with pictures of the workplace culture and activities that your current employees partake in. This helps the candidates visually imagine how working at your company would be like.
3. Link with social media channels
Use your social media portals to promote current openings and direct viewers to the Careers Page. The chances of candidates looking up your social media profiles as opposed to directly visiting your website are higher. Syncing these channels together will help garner a better response.
Related: How HR can leverage social media
4. Write great copy
Headlines, descriptions and other textual information should be catchy and engaging and should concur with the image and perception of your company brand. If your headline isn’t catchy enough, people are unlikely to read the rest of the text.
5. Let your employees speak
Have employee testimonials on the page, and let employees talk about the opportunities and perks at the workplace. This lends a personal touch to employer branding.
6. Make use of ‘power’ words
The use of power words helps to generate interest in jobseekers. Using words like ‘learn’, ‘create’ and ‘improve’ over words like ‘work’, ‘job’ etc. can make a big difference.
7. Simplify the application process
Make sure that the ‘Apply’ button stands out from everything else. It should be easily located as soon as the candidate enters the Careers Page and should be easily available as soon as the candidate is convinced to apply.
The process to submit the application should be convenient and simple. Rigidity should be avoided. For instance, the options to fill up an employment history form and to submit a resume should both be allowed rather than just a single alternative. Make sure that it not the process itself which makes the candidates leave the page.
Beyond these suggestions, the most important thing is to constantly work on using the Careers Page as an opportunity to build your employer identity among prospective employees.
The Careers Page, however necessary for employer branding, cannot alone lead to a cost effective hiring process. A customized pre-screening solution and multi-channel sourcing are essential to find the right candidates.
To hire pre-screened candidates at ½ the cost and in ½ the time, register with MeraJob.in.
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Indu Wadhwa February 11, 2016
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