Did you know that 85% of job seekers rely on career websites to aid them in their search for information on a company?
With that little nugget of info in mind, ask yourself this: does your company's career page do everything it should to offer potential candidates an informed view of life at your company?
If it does, congratulations, and a tip of the hat to you! If not, never fear. We've put together this handy list of five key things you can do to ensure your careers page resonates with and generates applications from the best candidates for your company.
1. Tell a story
Just as every great story has a clear beginning, middle, and end, so, too, should your careers page. Structure your content by making sure it checks off three of the most important elements of storytelling — the WHO, the WHAT, and the WHY.
Pique audience interest with a short introduction to your company: who you are, what you do, and why you exist. Follow on with some insight into what makes your company unique (see below) and wrap it up with a clear call-to-action for interested parties to get in touch and a link where they can do so.
2. Communicate your culture
Whatever about the bean-bags, the foosball tables, and the free snacks, when it comes to attracting and retaining the best talent for your company, culture fit is, arguably, what matters most. Regardless of whether they jump or are pushed, even the most skilled worker won't last long at a company whose ethics and attitudes clash with their own.
So get it right from the outset. Let your company's personality shine through engaging images of life behind the scenes and be upfront and transparent about the core values, beliefs, attitudes, and behaviours that make your team unique. Using this approach, you're sure to attract the candidates that count.
3. Be human
Assuming that it is indeed people that you're trying to attract — real human beings — it will serve you best to treat them as such.
When it comes to crafting careers page copy, people get too caught up in trying to "sound professional." Leave the complicated corporate language and industry jargon in the Ts and Cs, and focus, instead, on communicating an honest, friendly depiction of your company.
TIP: Try writing about company life as you might describe it in conversation with a friend or family member.
A friendly and open careers page with a bit of personality to it makes your company that much more approachable, which really, is half the battle when it comes to attracting candidates.
4. Give your employees a voice
When building and communicating your employer brand — the core function of any good careers page — your current employees are your strongest, most important asset. Attract like-minded candidates by showcasing your current team, and build confidence and trust in your employer brand by giving them this platform on which to talk openly and honestly about what they love most about working for your company. Use avatars and quotes, use video, link to employee stories in your corporate blog. Be creative, and be honest.
It's the people that make your company what it is. Bring yours to the forefront, and win major brownie points for your employer brand by illustrating that your company values them as individual people rather than cogs in a machine.
5. Give a sh*t about your job specs.
Once you've put this great careers page foundation in place, it would be a shame to let the good work go to waste with a lacklustre job description.
Think about it like this: a job spec is really another piece of marketing content for your employer and company brand. You wouldn't half-ass a Facebook or Google ad designed to attract customers, so why lower the standard for another ad designed to attract people, in this case candidates?
Draw on points 1 and 3 above, and for more on building a better job ad, check out our post on "Hiring? First Impressions Count."
Quality over Quantity
Your ultimate goal when hiring is, presumably, to find a candidate who will not only be an asset to the company, but one who will stick around, too. Employee retention is the natural consequence of great culture fit, so it pays to make communication of your company culture the core offering of your careers page.
Strive for content that is engaging, human, and above all else, honest: don't be afraid to call out those attributes or tendencies that will NOT be welcome in your workplace, too. This sort of detail makes it easier for a candidate to decide whether or not to proceed with their application - which, in the interests of time-saving and quality of applications over quantity, is undoubtedly a good thing.