The competition for top talent is fierce. In reality, the candidate your company wants is already gainfully employed elsewhere, perhaps with little intention of leaving that employer anytime soon.
So, how can you convince him or her to jump ship and join your team?
Offering a robust financial incentive is obviously one way of doing it, but another—often underestimated—weapon in your arsenal, is your employer brand, i.e. how your company is perceived as an employer - by current employees as well as potential ones.
Wondering just how important an employer brand is? Well, according to a recent survey by LinkedIn, 83% of 4700 talent acquisition leaders said an employer brand was the critical driver of top talent.
Whether it serves as a means of attracting active candidates (those purposefully seeking out employment) to your jobs, or is leveraged in your efforts to win over a passive candidate (someone who is not currently looking), one thing’s for sure: when it comes to hiring, your employer brand matters.
It matters a lot.
So, now that we’ve established how powerful a good employer brand can be, how do you go about communicating yours to potential candidates?
Your company’s online careers page or section is a good place to start.
In their 2013 global results release on what Online Talent Communication looks like, PotentialPark reported that “74% of job seekers use companies’ career websites, which continues to be their most important source of information online.”
With that said, here are our tips on how to make yours one that converts visitors into candidates:
We live in a visual age. Audiences today have high expectations for online content, choosing only to engage with that which catches their eye and triggers an immediate response.
Include bright, clear, images of staff at work and at play, company outings, your office pool table or break-room — anything that showcases the realities of life at your company in a positive way.
When building your careers page, remember that your goal is to offer insight on what life at your company is really like.
Tell a Story
Save the corporate spiel for the T&Cs! Remember that you’re dealing with humans here, not robots. Start thinking about what makes your company a great place to work, and instead of wasting time and brain-power striving to come up with big words or fancy phrases, keep it simple - conversational, even.
Keep it honest, keep it friendly, and engage visitors to your careers page with copy crafted around these five Clinch-approved "W"s of storytelling: Who, What, Where, Why, WOW.
You’ll want to cover:
1. WHO you are as a company, WHO you are as a team, and WHO you’re looking to hire in terms of their personality, interests, and passions.
2. WHAT it is you do: describe your product or service, but keep it short and sweet - save that stuff for your homepage!
3. WHERE your offices are located and what makes them unique and appealing.
4. WHY you do it: what motivates your team to show up for work every day.
5. And don’t forget the WOW. Highlight something special, something that’s more than likely unique to your company and your company alone, something that will make your visitor think, “Wow, I want to work there!”
Maybe it’s a feature in your benefits package, maybe it’s the super-cool games room, maybe it’s the company retreats, or maybe it’s the approval to work from home or bring your dog into the office. Whatever it is, your careers page is the place to showcase it and by doing so, convert your visitors into candidates.
To help you get into the right way of thinking, here are a couple of links to some stellar careers pages, built using Clinch!
Popdeem - a social marketing company
Tripping - the world’s largest site for vacation rentals
Boxever - a cloud-based customer intelligence platform that enables travel companies to leverage their online and offline customer data to create stronger, more profitable customer relationships.