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The right way to Make Your Employer Model Shine on a Profession Web site


Hiring isn’t getting any simpler. At this time’s expertise acquisition groups should do every little thing they’ll to draw candidates, persuade them to use, and maintain them engaged till they present up on the job. In a aggressive market for expertise, a powerful employer model is a vital part in your expertise acquisition technique – and that features your profession web site.

Right here at SmartRecruiters, we have now a staff of employer branding specialists who work on our SmartRecruiters Attrax profession web site product. I sat down with Warren Davidson, Shopper Companies Director, to get the news on how corporations can enhance their employer manufacturers on their profession websites. 

“You possibly can have probably the most stunning employer model on the planet, but when your profession web site is dreadful, it’s going to undermine your employer model,” Warren stated. As an skilled in profession websites and with deep expertise in advertising and marketing, Warren believes in a candidate-centric method. The candidate, in spite of everything, is your potential buyer. “Your employer model is intrinsically linked to the candidate expertise,” he defined. Warren recognized the important thing points of supreme candidate expertise.

SmartRecruiters Attrax Client Services Director

Personalised, Contextually Related Content material

“First, they need to land on a job that’s related to them,” Warren stated. “After which they need to see a chunk of content material that reassures them that the corporate is DEI-friendly, or has nice advantages.” He recommends content material that brings the office to life, reminiscent of worker tales that concentrate on subjects related to candidates of every kind, whether or not they’re mother and father or from numerous backgrounds. The SmartRecruiters Attrax system makes use of automation to make sure relevance and personalization. “Related, customized content material drives higher high quality candidates,” he stated. “It must also enhance your hiring velocity.” 

Natural Site visitors from Google

Google visibility is a key piece of the candidate expertise that many corporations miss. Google is likely one of the hottest locations to search for jobs – and it’s free to get your jobs listed there. By including structured information to your profession web site, job seekers routinely discover your listings once they search. In case your profession web site is hidden behind the unsuitable URL and lacks structured information, you find yourself paying aggregators to get listed on Google. Natural site visitors from search engines like google to an Search engine optimisation-optimized profession web site and job listings is a present that retains on giving.

Straightforward Utility Course of

Many corporations lose candidates to a tough utility course of. “In the event that they get offered with a login display, utility charges drop off proper there,” Warren stated. A one-page utility with a resume/CV add from the cloud will increase the variety of purposes. For jobs which can be significantly arduous to fill, “we have now some clients who don’t even ask for a CV anymore,” he stated. Candidates can point out their expertise by answering a sequence of pre-configured questions, which is efficient for a lot of varieties of roles. 

The Energy of Branded Experiences

These parts add as much as a big effect. “In case you have Google visibility, personalization in your profession web site, ship contextually related content material, and an excellent utility course of, the last word upshot is that when a candidate hits the web site, they really feel like they belong to your group. They will see themselves working there,” Warren stated. That relevancy drives self-selection, and the convenience of the appliance course of prevents the proper candidates from dropping out.

Sounds wonderful, proper? I took a have a look at a few of the outcomes from SmartRecruiters Attrax implementations. All of them had stats reminiscent of:

  • Elevated profession web site site visitors
  • Elevated candidate engagement (extra pages considered)
  • Elevated variety of purposes
  • Lower in deserted purposes
  • Elevated natural site visitors from Google
  • Elevated site visitors to employer model content material
  • Lower within the supply of rent  from job boards and recruitment businesses
  • Enhance within the supply of rent from natural profession web site visits

The Artwork of What’s Potential on a Profession Web site

Like a number of issues corporations wrestle with, legacy expertise holds them again from addressing the wants of the present market. Updating a profession web site might require the work of an company or IT staff. The applying course of required by the present ATS could also be turning candidates away. Warren stated, “In the case of profession websites, a number of corporations don’t know what’s doable.”

What is feasible? An Search engine optimisation-optimized profession web site that delivers customized, related jobs and content material to candidates, integrates seamlessly with an ATS, and could be up to date by anybody, not simply web site specialists. Not solely is a profession web site a spot the place the visible and artistic points of your employer model can shine, but additionally it’s a spot the place your employer model involves life by facilitating a stellar candidate expertise.

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