Employer Brand Essentials: A Dedicated Careers Website
Wet Feet research has found that around 50% of job seekers became more interested in working for a company after visiting its website, while about a quarter refused to consider a company based on their visit. Your company website is usually the first touch point that prospective employees will have with your employer brand, so it needs to make a good impression.
Having a dedicated careers section of your corporate website is a great idea. It is the space in which you can effectively communicate your Employer Value Proposition (EVP) and tell candidates what it's like to work for you. Be careful not to let the focus slip too much towards just your company, as that will already be covered by your 'About Us' section. Instead, focus on the talent you want to talk to and address them directly. Consider what they need to know in order to figure out if you are a good match for their priorities and values.
Starbucks, for example, writes in the voice of the very person they want reading the site by asking ‘What’s it like to work at Starbucks?’ The question mark makes all the difference. They make it personal. Both Starbucks and Office Angels use video to showcase current employees and their feelings on being part of a well-defined team and environment. As Brett Minchington says, "there is nothing more powerful than an endorsement by a current employee."
Minchington also argues “the best employers use integrated communication touch points to deliver the employment promise messages.” Your website will be the first experience that most candidates have of your employer brand, but bear in mind they will want more. Include links to your social media platforms and any other channels of communication that focus on your EVP (an area I will be exploring in a future post).
Current trends suggest it’s getting tougher to find top quality talent, and as a result companies need to work harder to make themselves an employer of choice. Invest in your employer brand and create a careers site that takes talent, who are considering you as their next employer, from interested to obsessed.
How does your website talk to candidates?