Career pages are arguably the best asset talent acquisition has in attracting and converting quality applicants. The vast majority of candidates visit your careers site, and it’s also a trusted source of information.
However, many companies are vastly under utilizing this asset. We thought we’d point out a few of the common mistakes that we see over and over again in order to help companies get the most out of their career pages.
Here are the most common mistakes that we see in existing career pages.
1) Not mobile optimized
This one is probably obvious, but it’s worth noting. In 2016, over half of internet traffic is mobile, and that number grows each year.
If your site isn’t mobile optimized, then you are going to miss out on many people who simply bounce off to the next thing they wanted to look at online. Think about the person who reads some interesting PR on your company and goes to your site only to find it’s unreadable on a phone. Or, think about the person who sees something interesting on social and then decides to take a look at your career openings. You’re losing these candidates if you’re not optimized!
2) No place for candidates to stay in touch with the company
Some of the people who go to your site aren’t quite ready to apply yet. They saw that press release, went to your site, were intrigued, but their resume isn’t up to date yet. So, how do they stay in touch?
Do this instead:The best companies allow these more passive candidates to join a talent community by leaving their name/email/title. Now we have a growing list of people who are interested in our company that we can email on a monthly basis about what’s new at the company, interview tips, new product releases, etc as a means of building a relationship with them.
3) No content
Another career site mistake is to simply display a list of job openings and nothing else.
Many people who come to your careers page will apply for a job. You’ve seen these resumes before, many times they seem a bit random, and are typically a waste of time to go through.
Do this instead:How do you get the better applicants to apply? You hit them with interesting information about your culture, what their day to day would be like, skills they’d get, etc. Many times this information is communicated via employee authored content.
4) Generic Content
One career page fail is to create content that is generic and therefore has no impact on the decision making process of a candidate. Have you seen the Fiverr or Twitter careers videos? Pretty funny right? Well, they are poking fun at all of the companies who allow marketing or an agency to produce something that is overly scripted and lacks any sort of real meaning.
Do this instead: Specificity wins with this type of content. Don’t say “we’re innovative!” Do go deep into the latest product releases, different approach to sales, and any other ways that your company has shown it actually is innovative!
5) Inauthentic Content
In the age of Glassdoor, many companies are afraid of “authenticity” as they have seen ex-employees post a rant on a review site after leaving the company. Authentic content doesn’t have to mean negatives. The key here is to make sure that people aren’t being pressured to create content, or fed a script to say on camera. We are all used to having ads thrown in our face on a regular basis. Therefore, when we see overly produced videos with background music, we quickly turn part of our brain off.
Do this instead: Companies should ask their employees to go on record (text or video) about what they do, why they like the company, etc. Don’t edit this content too much, it’s perfect the way it comes out of someone’s mouth.
6) Brutal Application Process
Employers that don’t have a modern application tracking system are missing out on so many of the best candidates. I’m not going to spend 20 minutes applying for your job if I’m a strong candidate. I don’t have to. I’m also not going to come back and apply via my computer if you don’t have a mobile apply. Sorry.
Do this instead: Investing in a modern applicant tracking system is a great way to make sure your application flow is easy to navigate and mobile friendly.
7) No social media
Many companies don’t have social media streams that are dedicated to careers, and that’s ok! However, it’s not ok to not even pull in your corporate social feeds.
Do this instead: Use Twitters’ very easy to implement embed code, or a solution like RebelMouse to pull in your social activity directly to the careers page.
8) No call to action
If you’re doing a good job on the careers site by pulling in social, and adding content, just make sure that your job postings aren’t completely buried. If someone can’t find where to apply for a job, that’s a bad thing.
Do this instead: Just like on any landing page, you need a strong call to action that is obvious (bright color that stands out), and in the place where people will look to click (middle of the page on the bottom, and/or above the fold).
Hopefully the above mistakes weren’t too cringe worthy. The great part is that many of these can be fixed quickly and efficiently by using a recruitment marketing solution like ours. If you’re interested in NextWave, ask for a demo and we’d be happy to talk.