A well-designed job page is a hiring company’s most important tool for building and maintaining its employer brand. No other employment platform comes close in terms of content, customizability, and traffic growth. According to our research, 64% of job searchers believe that an employer’s website’s jobs page contains essential information for their job search. Employer branding is all about giving job searchers the information they need to make an educated choice about whether or not they are a good match for your firm. Certainly, job sites and company branding go together like peanut butter and jelly. The appropriate way to use this section of your website might be your most powerful weapon for attracting new talent and retaining current employees. But how do you go about doing that? And what constitutes an excellent careers page? That’s what this post is here to help you with. To understand how jobs pages fit into the larger picture of company branding, let us define what they are.
What is a career page?
It’s a component of your website that focuses on promoting your employer brand and highlighting current employment opportunities. If you’re looking to create a hybrid web page/jobs board, you may use one main landing page or a microsite. However, the jobs page on your website should be focused on telling job searchers who you are, your values, and the reasons why people like working there. It should also inform job seekers what benefits they can expect if they apply. Candidates will use the information on your careers page to gauge whether or not you’re a good fit for them before ever clicking “Apply.” It is common for careers pages to list open vacancies, either directly on the website or through a third-party link. In addition to serving as your primary platform for employer branding, jobs websites act as entry points for prospective employees.
What is the significance of career pages?
For recruiting companies, job websites provide a multitude of advantages. A few examples of these are as follows:
Being able to decide what tale you want to tell potential employers. As previously indicated in the post, candidates generally learn about your company’s openings via your careers website. These systems allow you to convey the greatest possible image of your firm since you control everything on a jobs page, including the applicant experience.
They’re a treasure trove of organic traffic for your site. How often have you looked for “company + careers” or “industry + careers” while looking for a job? This is often the first step that job seekers take when searching for positions in a certain company or sector. You may take advantage of this sort of search traffic by optimizing your career pages for these kinds of search phrases. Getting to the top of the search results is as simple as having the proper keywords targeted at the appropriate audience and creating relevant content.
Visitors are captivated, and they tell your narrative. Your job’s website may serve as a key hub for employer branding if it’s filled with interesting and useful material, has a smooth user interface, and makes use of storytelling best practices.
They boost your ability to hire the right people. Career sites have been shown to reduce the time and money it takes to recruit new employees. Organically, more candidates will discover a well-structured jobs website, decreasing the requirement for sponsored sourcing of candidates. To further aid in the pre-screening process, succinct brand and employer messaging aids prospects in determining a match. As a result, both of these advantages may speed up and save costs.
Visitors to your job postings may be tracked. Finally, you can keep track of a wide range of visitor data thanks to integrating jobs pages into your corporate website. Data on traffic, locations, demographics, and user activity are all included. These stats can help you target and communicate with visitors more effectively.
Jobseekers will have an easier time applying to companies with career sites that are simple to locate, including all the necessary information, and easily transition into a dependable application gateway. Candidates are constantly being brought in via this procedure, which results in a steady stream of successful new hiring.
Career page content
According to some experts, the content of your career page may be more significant than the style you chose. For this reason, your employer branding narrative and the reasons why a candidate should apply to your organization are best conveyed via the material you provide. Because of the significance of your career page, it is essential that you include the appropriate content and convey it in the appropriate format. Content for a company’s job page isn’t one-size-fits-all. A better strategy is to allow your brand identity, target applicants, and recruiting objectives to determine how and what you promote yourself. Pages for job seekers often feature information such as:
- Values of a firm
- Testimonials from employees
- Images and videos
- What your business does in a nutshell
- The company’s history
- Employees’ motivations for working there
- Employee perks and benefits
- Job openings that have been posted recently
- Virtual tours of your workplace
This isn’t a complete list, and you don’t need to know everything about it. Your company’s and your position’s most critical questions need to be answered in detail. Consider the potential questions you have about yourself. You’re probably curious about this:
- The name of the firm and where it is located.
- What they do.
- They’re a great place to work.
- Other staff members’ honest thoughts about them.
- What’s in it for you if you decide to join their team.
Career pages should focus on answering this kind of query. In addition, the information you pick should be chosen based on its capacity to convey your message. Employee testimonials are a popular career page content example. When they’re presented by an actual employee on-screen, they are far more real. When compared to video, picture, or pull quotes just don’t have the same level of authenticity. However, video isn’t the best way to promote your company’s advantages and perks.
On the other hand, text and lists are usually the better bet. Know what your visitors want to see, and provide it to them the way they like. That’s the secret to a well-written career page. Your career page approach must be a component of your entire recruiting strategy. Having a separate career page that isn’t integrated with the rest of the application process isn’t adequate. The last handshake should be a smooth transition from the company’s jobs website to the application process. There is always a narrative to be told about your company’s employer brand, no matter what you do or how many people you employ. Create a stunning jobs page by using the available resources and people and giving an accurate picture of your company. With the correct approach and design, your website’s job page may become a solid source of incoming applicants.