How to optimize your Career Website?

Take care of your employer brand with your career website

When potential candidates visit your career website, they should get a clear sense of your employer brand. Top candidates are increasingly demanding in this regard. They know they are in high demand, so they often choose companies that offer a better work environment and additional benefits. 

The best way to attract them to your company is to:

• Convey a clear message;
• Make an authentic presentation;
• Highlight the company's human side;
• Provide a strong call to action.

Employee Involvement

The best way to showcase your employer brand on your career website is to get employees involved. This is what makes your employer brand truly authentic. Simply ask them to express what they like about the company.

You can work with a web professional to take care of the visuals. Employee reviews should not influence potential job applicants, but they should be visible enough to better convince them to apply. You can also make a short video if you want. Videos have been attracting more attention than texts for a while now.

Call to action

Employee reviews give potentially interested candidates an overall view of the employer brand, but you can go further by by optimizing the candidate's experience. It shows that you're thinking about your teams and those who are thinking of joining them. As such, it's very important to include attractive call-to-actions on your career website.

According to studies by HEC Junior Conseil and EasyRecrue in 2019, only a third of large French organizations allow candidates to apply with a single click on their career website. If a candidate wants to submit its application, it may give up if it takes too much time to do so.

Create a responsive career website

More and more people are searching for jobs using their smartphones and tablet devices each year. According to research released in 2019, more than a third of career website visitors come from mobile devices, a 54% increase from the previous year.

If you want to attract more candidates, your career website must be optimized for mobile use. Your website as a whole needs to be responsive. Before applying for a job, the most curious and demanding profiles will first learn about the company's business by browsing other pages. Navigating the platform and consulting the job offers on a small screen must therefore be optimized.

Display attractive and engaging visuals

Users are constantly exposed to a lots of visual elements. Therefore, you must stand out and offer them something different. You should work with a specialist in this field. The investment is well worth it. Pay close attention to the aesthetic elements, but don't overdo it either.

If you want to convert simple job seekers into motivated candidates, you need to post relevant pictures of high quality. Showcase your buildings, but also your employees interacting. If you're recruiting nationally, add pictures of the surrounding area to capture your target's interest. A short drone video is a great alternative.

Write smart Ads

Of course, employer branding and visuals are essential for a career website. However, this page website is primarily used to post job offers. So, don't neglect the quality of your ads. Start by creating a category for each department. This is a smart way to help candidates easily find jobs that match their area of expertise.

Furthermore, all the required criteria for each position (degree, experience, soft skills, etc.) should be listed in a very clear way so that potential applicants know right away whether their skills match the job position or not. This strategy ensures a better targeting and avoids receiving unsuitable applications. This will save you valuable time.

Job offers should be easy to read to capture and hold the attention of those who read them. Think of your job postings as a marketing tool to promote your company and the benefits of joining it.

Work on your Career Website's usability 

Every facet of your career website should provide a positive candidate experience. This includes the application process. As mentioned earlier, if candidates have to go through several pages before they can apply, you'll lose them before they even submit their resume. An effective career website should allow candidates to apply transparently with minimal barriers to application.

The time it takes to submit the application should be as short as possible. You should also have easy search tools. Navigating the job offer page and the website in general must be intuitive and pleasant. To summarize, it's important to optimize the career website's ergonomics to attract the right candidates.

Search Engine Optimization of your Career Website

Most job seekers start their search on Google, so it's crucial to properly reference your career website. As you may have already guessed, it's impossible to optimize a web page without using SEO. No matter how good your career website is, it will be useless if no one lands on it. You need to build a proper SEO strategy.

The URL must be personalized and relevant, as well as the title of the page. SEO also means content with keywords. Thus, you must include the right keywords in each ad and in each page. The goal is to make the career website appear on the first results page of Google or other search engines on the targeted keywords. However, search engine optimization is a complex job, and sometimes it's better to leave it to an expert.

Be present on Social Networks

Most job seekers, like most people, use social media such as Facebook, Instagram, Twitter and LinkedIn. Therefore, you can reach out to them by having a presence on social media platforms. You can post about available job opportunities. Those who are interested will then go to your career website to learn more about them.

We also recommend including links to your social media pages on your career website so that people who come across them via Google or another website can subscribe and stay updated on upcoming opportunities.

Build a talent community on the Career Website

When a job seeker visits your career website, they may not find a job that matches their profile - yet! If this happens, they may decide to leave without leaving any information. However, their profile may be suitable for a position opening up in the future. You should therefore create a section allowing talented people to send a resume without applying for a specific job. This is also known as a spontaneous application. 

CONCLUSION

Your career website is not just a web page to post job opportunities in your company. It is also a perfect tool to convey your employer brand and convince potential candidates to apply. It must be responsive since the vast majority of job seekers use their cell phones to do their research. Of course, you should never neglect the visual aspects to attract talents. Ads must be written in a concise and relevant way. Furthermore, your career website must be ergonomic and easy to use. SEO is your best ally to increase your visibility online. Be present on social media and build a community of talents to expand your resume library.

On top of optimizing your career website, using recruiting firms is also a great way to find the right profile. Hunteed is the best online platform to connect you with the largest community of qualified recruitment agencies. Hunteed helps you find consultants who will handle every step of your recruiting process. It starts with the study of your needs and writing an optimized job ad that you can post on your career website. Our experts will do everything they can to find the right candidate in a short period of time.