Most career pages are – in a word – underwhelming. They’re an afterthought on many corporate sites (or at least they look that way). But why does that matter?
Your career page is a first impression. It’s the gateway to your company and the portal many future employees pass through. The stories it tells about your company directly influence whether a candidate applies or what impression they have of you before you’ve even seen their resume. What does it say about your company? And how do you ensure that it actually works? How can you make a better first impression?
We’re going to answer all those questions and more.
- Can candidates actually apply to jobs?
On the surface, this looks like a ridiculous question. We know. But (as recently as this week!) we’ve found employer sites that direct candidates to their career page to apply for jobs – without an “Apply” button. Or any other instruction to the candidate on the job posting page. Result: your potential applicants spiral in a sad loop of infinite frustration and leave. Rule #1: Your career page must be functional.
- Can people find your career page on site?
Scenario: a potential candidate goes to check out your corporate site and job opportunities. After several seconds of scanning, they can’t immediately find your career page, get distracted, and leave. Don’t let this happen to you! After all the hard work of going out to influence and engage candidates remove all the obstacles you can to them finding your career page. Rule #2: Your career page should be visible on the front page of your site and accessible with one click.
- Does your career page sell?
There are 3 points to selling a job: The company, the opportunity, and the location. Most job descriptions (and career pages) focus only on the job itself. Rule #3: Your page is a limitless landscape to illustrate what makes working for your company great. Use it!
- Are you writing ads?
Job descriptions that are cut-and-pasted-from-HR-documents are sooooo 1900s. This is a candidate-driven market (particularly for engineers) and our attention spans are now shorter than goldfish. Rule #4: The text in your job ad has to promote the opportunity and company. (Related: 5 Rules to Writing Better Job Ads)
- Do you update jobs regularly?
How soon are jobs taken down once they’re filled? Do you indicate which jobs are new? A little attention to detail here goes a long way to make your content and opportunities look fresh when a candidate visits. Rule #5: Update the career page regularly and highlight new opportunities.
- Does your career page look like the classified section in a newspaper?
You source candidates and influence them to find out more or consider your opportunity, the career page is your opportunity to engage them. Job 1, Job 2, Job 3 is boring. Rule #6: Be visual. Don’t tell them the benefits of working at your company – show them.
- Should you post a video?
Yes! Yes! A thousand times yes. If you have a great recruiting video or even a simple walk through of your office, interview with employees – make sure this content is accessible from your career page. It’s a window into the world of what it’s like to work at your company and some candidates will care deeply about this. Rule #7: Recruiting video, if you have it, should be prominently featured on your career page. And if you don’t have one – why not?
- Is your content written like a corporate compliance document?
People respond to other people. Insofar as you’re able, be human in your tone of voice with site content. If you can, include personal stories and interviews with real employees. Rule #8: Career page content that provides actionable advice and personal insights will far outperform business-speak.
- Do you talk at all about what your company believes in?
Is your company committed to hiring diverse candidates? Prioritize hiring veterans? Are you on the “Best Places to Work For” or “Best Companies for Working Moms”? Does the company set aside employee time to volunteer or advocate for environmental causes? Rule #9: Whatever your company values, share that story on your career page.
- Does your career page accurately depict your company?
You’re an employee. As you scan your career page, ask yourself – is this an accurate portrayal? Does what we say we believe and who we are match with my experience? Rule #10: Honesty pays big dividends and turnover is costly. If your career page sells a different story than what working for your company actually entails it will cause headaches for both you and your new employees down the road.
Your company career page is an incredible asset when used to market your company and sell its job opportunities. It will become the primary platform for your employer brand and help your company grow.
But the most important part of your career page is that it is easily found and actually functions for candidates.
Do you have an awesome career page, or know of one? We’d love to hear about it. Let us know in the comments below or @ us on Twitter @HireEngineers.
Image credit: US Army/ Flickr