Long gone are the days where you sent your CV via letter, pigeon or a very enthusiastic owl. Candidates expect so much more from a company careers website now. And in an ever-advancing world, their expectations should be met.
Let’s break down the numbers. In 2013, only 4% of all people who browsed the internet stayed on one page longer than ten minutes. Research at PPS shows the average stay on a website is often less than two minutes. That means if your guest does not find what they are looking for in seconds – they will go elsewhere.
So, here is your challenge. Pull up your careers site. You have one minute to show me why I should spend two hours filling out your application form.
If you are struggling, you are part of a large percentage of companies who need to re-haul their careers pages.
So – what can you do to make your website sticky? Easy, give them what they want.
Look at the following examples. Remember the golden rule: if your careers site does not hook people within a few minutes, you’re doing it wrong.
1 - Create easy to view content with lists
Who doesn’t like a good list? Websites are no longer streams of text. Create a list with effective reasons to click ‘apply’ like Adobe:
Adobe uses simple imagery and words like ‘great, transformative, endless, powerful’ to prove that this is where candidates should aspire to work. A website that uses the word ‘transformative’ without me wanting to turn to my book of ‘made up words that companies use’? Brilliant.
2 - Relate to your company culture.
If you pride yourself in a relaxed company atmosphere, strong internal communications or just have a really nice set of desk lamps, then tell the prospective candidates through the tone of your advert. The Onion’s satirical wit may not work for all companies, but why not reflect your company’s ethos in the advert? Who said that adverts have to be serious?
Look at this sparkling ad for Listening Intern at The Onion:
3 – Be transparent.
How many more images of “friendly smiling woman running with briefcase” will we have to submit our eyes to? The era of transparency is upon us; do not ruin your website with fake images.
Take housing association, Wandle, for example, who enlisted us and employer branding agency, Peter’s Fox, to create their careers website. No long-winded baffle or random office images here – just authentic shots of people who actually work at Wandle. The result? A careers website that is true to Wandle’s brand and employee culture.
And consider Google’s use of their own Headquarters in their imagery. OK, perhaps your office may not be quite like Google, but it is far more interesting to a prospective candidate than perfect teeth and awkward poses.
4 – Hit the checklist
Finally, work through the following checklist. Have you:
- Posted your jobs on your own company website, or made it easy to reach your careers site from your website?
- Posted your jobs on social media?
- Reduced the amount of text on your site to a minimum, whilst still giving candidates important information?
- Used clear and friendly text which mirrors brand voice and company culture?
- Engaged your candidates socially through ‘share’ buttons?
- Used quotes from current employees, videos, games and other media to create a hub of vital information?
- Made it very, almost painfully, easy to apply?
Once you have checked off this list, you’re on your way to career website awesomeness!
What does your careers website looks like? How effective a recruitment tool is it? Here at PPS, we create career websites for several of our clients. Take a look at the careers website we created for Wandle, in partnership with Peter’s Fox. Interested in finding out more? Get in touch.
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