Marketing Your Employer Brand - Your Careers Website Matters

11.28.2018 »
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In the final part of our employer branding series, we’re looking at ways to make your careers website an experience that seals the deal and inspires top candidates to apply.

If you've been following this series, you know that you already have an employer brand, and you have the plan for how to take control of it. In this final installment, we're digging into your careers website and how to make it effectively reflect your employer brand.

Candidates check multiple sources for information about your company and culture, and research shows they trust employees more than employers. They look at sites like Glassdoor and seek out employees on LinkedIn. They evaluate your social media feeds to get a sense of your culture and determine whether they’ll feel at home in your organization.

But the number one source of information – and the most powerful platform for marketing your employer brand – is still your career website: 88% of candidates say it’s at least somewhat important in their job search, and 93% say it’s important to be informed about all aspects of a company.

That makes it more important than ever in attracting top talent – 75% of hiring managers say it’s easier to attract quality candidates when they know about your organization, and 76% say attracting those top candidates is their #1 challenge.

Sources: Aptitude Research Partners 2017 Glassdoor Harris Poll 2017 Careerbuilder 2017

Start with Your Personas.

In part 2 of this series, we talked about the importance of creating personas for your desired candidates – understanding who they are, what they’re looking for, and why. Answering the questions your personas have might sound like a no-brainer, but it’s where many companies fall short. Randstad’s 2018 Global Employer Brand Research report shows the top five things candidates want to know are:

  1. Salary and benefits
  2. Job security
  3. Work-life balance
  4. Work atmosphere
  5. Career progression
  6. But what do most companies talk about on their career sites? The company’s financial health, use of the latest technologies, and reputation. That’s a significant disconnect, and a clear opportunity for your employer brand and career site to stand out from the crowd.

Show. Don’t Tell.

You can tell candidates about your company, but the most effective and credible way to communicate what’s great about it is to show them. Use video and authentic photography of real employees in real situations – show what it’s really like to work there. Leverage the power of review sites like Glassdoor – use employee storytelling, with employees at multiple levels sharing what they love about your organization. Don’t just talk about career paths – show what they look like (like we did on the Macy's College website).

Make Applying Easy – and Mobile.

89% of job seekers say they plan to search for jobs via their mobile device, and more than half of job searches are now conducted via mobile. And candidates want to do more than browse your career site: they want to search for jobs, and they want to apply for them on their mobile devices. In fact, 40% abandon applications that aren’t mobile-optimized. With the unemployment rate at near-record lows, that’s a staggering percentage of candidates you could be losing – and once they’re gone, they’re not coming back.

Still, only 19% of companies are investing in mobile career sites, and less than 5% of Fortune 500 companies have a mobile job application. There’s a clear opportunity for competitive advantage here, so make sure your career site is full mobile-ready – it’s a key part of your candidate experience and expression of your employer brand.

Ready to start getting more quality applications? We have mobile search and apply solutions that will get you there. Let’s talk.

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