Career Page: The Advantages for Your Recruitments

Would you like to boost your employer brand, increase the quality of your recruitments and/or obtain more qualified applications? It might be time to create or optimize your career page! A flagship element of inbound marketing strategies (allowing to receive applications passively), the career page is a strategic tool that can help you increase your visibility among the right candidates.

What is a career page and why use it?

As its name indicates, a career page is dedicated to a company's recruitments (often attached to its commercial or showcase website). Its objective: to list the different job offers a company proposes and make candidates want to join it!

A true showcase of the company, the career page must, moreover, be able to embody the company's identity (its values, mission, culture, etc). In other words, it's a choice instrument serving your employer brand... In addition to being a formidable recruitment lever.

Don't hesitate to request the services of an agency specialized in creating career pages and candidate experience.

How to optimize your career page?

Create a career page that resembles you

The main mission of a career website? Immerse potential candidates in your company's universe, by informing them about its reason for being and drivers, its vision, mission, values shared by your collaborators, your company's news... As well as the advantages of working for you!

💡 Before even mentioning its available job offers, Airbnb's career website starts by detailing Airbnb's mission and fundamental values... As well as the exceptional advantages offered by the company (like their advantageous family policies or annual travel credit).

Also think about shaping a career website coherent with your brand image. Yes: to be coherent with your universe, your career website must adopt your company's graphic charter, and also respect its editorial charter.

Give voice to your collaborators

Your employees are your best ambassadors - today, we even speak of Employee Advocacy. Good news: their opinion has weight in candidates' eyes. According to a study published in 2019, content relayed by collaborators generates eight times more engagement on social networks than more "corporate" messages.

You have every interest in taking advantage of your career page to give voice to your employees! How? By broadcasting their portraits or testimonials, by sharing photos and/or videos of your teams at work or in company seminars...

💡 Are your teams particularly united and a good-natured spirit reigns in your company? These are excellent employer brand levers to promote! Let's remember that team cohesion and good work atmosphere count in candidates' eyes. According to a Michael Page study, "95% of French people consider that the atmosphere with their colleagues and manager is the most important criterion when they are in position".

Think mobile-friendly

The time when web searches were mainly performed on a computer is well over. Today, a potential candidate has much more chances of arriving on your career website... from their smartphone. In other words: better ensure your website will be readable and optimized for mobile navigation.

💡 According to a study conducted by Glassdoor in 2018, 89% of job seekers affirm using their phone for their job searches.

To convert these visitors into proven candidates, the application form you propose must be adapted (in other words, it must contain few fields, offer the possibility to apply in a few clicks via LinkedIn...)

Optimize your website's SEO

SEO (for Search Engine Optimization) is a set of marketing techniques allowing a web page to position well on one or several search engine(s) (like Google).

Why ensure offering SEO-optimized content? Because well-optimized content provides greater online visibility, quite simply!

Good news: writing SEO content is given to everyone. To do this, just apply certain best practices:

• Expand each page of your career page with relevant keywords.
• Write well-structured job offers (with main titles rich in keywords).
• Generally, offer quality content to benefit from long session durations (a quality guarantee in Google's eyes).
• Integrate a search bar on your career website's homepage allowing to search available positions with keywords.
• Place action-encouraging buttons on each page to encourage internet users to apply.

Convey reliable information

This goes without saying: to be effective and generate relevant applications, your career page must be regularly updated. Otherwise, you risk being fairly quickly drowned under flows of useless CVs, concerning already filled job offers...

In the same spirit, ensure to facilitate your visitors' journey as much as possible, by offering a clear information flow following a logical order. Starting for example by highlighting your story, then your values, and then your current job offers.

💡 Your career page is an excellent showcase. Take advantage of it to broadcast news conveying a positive message, like a recent fundraising, an obtained CSR label, a launch of innovative product or service, etc.

Analyze your career page's performance

All marketing specialists will tell you: we can sometimes draw great lessons by analyzing a few figures. A high bounce rate or too short session duration could for example indicate that navigation on your website is not fluid enough. Or that your page loading time is too long, that your general discourse is not selling enough...

Take advantage of certain statistics offered by tools like Google Analytics to evaluate your content. But also identify job offers and pages that generate applications and those that, on the contrary, tire your visitors.

💡 The devil is in the details: this is all the more true when it comes to recruitment and employer branding...

In conclusion

To summarize: the more you offer candidates information about your company and its environment, the more you give them the possibility to project themselves with you!

Also, don't forget that in 2022, a career page must be readable on mobile. Indeed, like your website, your career page must be optimized accordingly.

Paradisiak your HR web agency

Specialists in career page design, Paradisiak's teams are listening to you to create a career page in your company's image and help you boost your employer brand.

Contact us right now.