A well-crafted career site is a critical tool for any organisation looking to attract top-tier talent. But, it’s also often the most overlooked, with many companies relying on a static, lifeless site acting as a host for vacancies —and nothing more. The good news? A great career site is achievable for all organisations. In this comprehensive guide, we’ll explore the 10 key ingredients that make a career site truly effective at attracting the best candidates and encouraging them to hit ‘apply’.
1. Employer branding
Strong employer branding is the foundation of an effective career site. To attract top talent, your brand message should be clear and compelling. Showcase what your workplace offers and what employees love about working with you. Use persuasive calls to action that simplify the application process and ensure it’s easy for candidates to navigate your site and find the information they’re looking for.
2. Employee Value Proposition (EVP)
Your brand message should also emphasise your employee value proposition (EVP). What sets your organisation apart from the rest? Showcase any flexible working arrangements, perks, benefits and opportunities that make your company unique. Incorporate testimonials from current employees to bring life to the benefits of working for your organisation.
3. Engaging visuals
Engaging visuals play a crucial role in attracting candidates. Just as social media users stop scrolling when they encounter eye-catching posts, job seekers are more likely to explore your site if it’s visually appealing. Incorporate vibrant images and videos throughout your site to spark attention, take candidates on a journey, and encourage action.
4. Employee-generated content
Incorporate employee-generated content on your career site to humanise your organisation and provide authentic insights into the employee experience. Encourage your current employees to share their stories, testimonials, and experiences working with your company. This user-generated content can provide a genuine perspective on your workplace culture and values, helping potential candidates connect on a more personal level. It can also serve as a powerful endorsement of your organisation, showing that your current employees are genuinely satisfied with their roles. Employee-generated content enhances your employer branding and helps candidates make informed decisions about joining your team.
5. Make it easy to find roles
Research has shown that jobseekers don’t like ambiguous job titles and role descriptions. Aim for clarity: make it easy for potential candidates to find relevant job listings, and understand what’s involved in each role. Organise your job listings by department and location to enhance navigation and showcase relevant content to drive interest and encourage jobseekers to hit ‘apply’.
6. Mobile-friendly design
In a world where smartphones dominate and 32% of applications are submitted via mobile, it’s crucial to optimise your career site for mobile devices. Candidates often use their phones to search for job opportunities, and a mobile-friendly site ensures they can access information and apply for roles easily.
7. Effective SEO
Effective search engine optimisation (SEO) is essential for ensuring your career site and job postings rank well in search engine results. Potential candidates are more likely to find your site when you incorporate the right keywords, custom URLs, and custom page titles. A strong SEO strategy is a must to stand out in the crowded online job market.
8. Integration with social media
You can expand your reach by promoting your career site and employer brand content on various platforms. With solutions like Clinch, you can share employee stories, blog content and job vacancies to social media quickly and easily —driving more visitors to your career site.
9. Insights and analytics
To truly have a successful career site, you need to know what’s working and what’s not. The best career sites are underpinned by in-depth analytics —capturing information like where jobseekers are coming from, what content they’re interested in and how many visitors are converting into an applicant or prospective applicants. With these tools, you can monitor and tweak your site content, to prioritise the content that is driving interest and applications.
10. Recruitment marketing technology
A good career site should act like a two-way mirror: on the surface, it’s a platform to showcase information to candidates, but behind the scenes, it’s giving you access to vital candidate information. Think of the career site as the top of your recruiting funnel —visitors land on the site, engage with the content and convert into known prospects. Using a career site backed by recruitment marketing technology means you can take these prospects and build talent pipelines as a proactive way to source future candidates. From there, automated communication programs can help nurture candidates through to application. Working behind your career site, these recruitment marketing tools can speed up your hiring process and deliver a better candidate experience.
Ready to optimise your career site?
An effective career site is a versatile tool that can benefit any organisation. It’s a gateway for potential candidates to learn about your company, culture, and job opportunities. By incorporating these best practices and essential elements, you can create a career site that stands out, attracts top talent, and helps your organisation thrive. Clinch specialises in giving organisations the tools they need to take total control of their career sites. With an easy-to-use interface, back-end automation technology and deep analytics, Clinch can help you fine-tune your career site to drive more applications. Ready to get started? Take a free career site audit today.
