Employer Branding Recruitment Marketing

Think Local to Create a Best-in-Class Careers Page Experience: RallyFwd Sneak Peek

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Written by Kaitlyn Holbein
Think Local to Create a Best-in-Class Careers Page Experience: RallyFwd Sneak Peek
5 (100%) 3 votes

The countdown is on! We’re only a couple of weeks out from the next RallyFwd Virtual Conference, taking place on December 5 (you can register for free here!).

The focus this time is on Small Effort, Big Impact initiatives that you can implement to boost your Recruitment Marketing approach in 2019.

To prepare for the event, we’re interviewing some of our amazing speakers to get the scoop on what you can anticipate learning more about on December 5.

First up, we’re excited to hear from Meredith Herberg-Waldron, Global Talent Operations Manager at Eventbrite.

Hi Meredith, can you tell us about your background and how you got into Recruitment Marketing?  

Living in Nashville, my background is actually in the music industry. I moved into tech when Eventbrite came to town.

When I started working on the Recruiting team at Eventbrite, we were lucky to already have a Recruitment Marketing rockstar on our team. I got to help with some of her initiatives in the Nashville office.

I’d like to say I jumped into Recruitment Marketing and Employer Branding because I love to tap into my creative side and our Recruitment Marketing lead recognized that, but really it’s because I was the only other person on our recruiting team in that location!

About a year later, our rockstar moved on to a new opportunity. I took on some of her tasks because I loved the creative work and had the experience I’d gained working with her. My former manager and I decided on a few side projects to take on to keep us afloat in the branding space. I quickly learned how big of a job Recruitment Marketing is and definitely tip my cap to anyone doing it alone!

Can you describe what you’ll be talking about at RallyFwd on December 5th?

For sure. One of my first big leaps into the marketing/branding space was revamping our careers pages. To start off, I did some research by taking a look at other global companies who I thought did this well. Once I gathered the inspiration, I jumped in and started the project!

At RallyFwd, I’ll be sharing what I learned during this revamp project, and how we were able to get really local in our careers page efforts!

Why do you think this is an important topic for us to be talking about now in Recruitment Marketing?

I think the topic is important because having a great careers page is mission critical. It’s something that we all have to develop. A lot of times your careers site is the first thing a candidate will see prior to them applying for a role at your company – and how you are making that first, lasting, impression is key.

Secondly, I think we’re seeing a maturity in the Recruitment Marketing space, where companies are starting to produce content (web pages, campaigns) that are more personalized to their ideal talent groups. So, sharing my experience in creating pages personalized to the candidate’s location should hopefully prove helpful and timely for attendees.

What challenges do you think exist in developing or showcasing the local flavors of your employer brand?

The biggest challenges we face in general are brand recognition in different countries and how to ensure we’re posting/operating in the right local places to help us with that recognition.

We get a lot of feedback internationally that people are aware of Eventbrite as a brand and a place to go to when searching for events, but not necessarily that they know we are a place you can work, and further that we’re not just an event planning business!

We try to tailor our content in order to best showcase what it’s like to work in that particular location and why we’re the best place to work in their market!

What are the benefits of taking the time to do so?

Any recruiting professional will tell you that candidate experience is key. It’s very hard to get someone to come work for you if they’ve had a terrible experience during your recruiting process.

We definitely keep that in mind with everything that we do. We strongly feel that if there’s anything we’re able to do from a candidate experience perspective to make things better, then we should be doing that – or at the very least exploring it!

The best thing you can do for a candidate in a satellite office, I think, is show them offices outside of HQ. To take it a step further, you can consider showing them their exact office locations and fellow coworkers.

I love how excited candidates are when they come to our offices and can recognize people in the photos. When you have happy employees and beautiful office spaces, why would you not want to show them off to the world?

Any final tips for companies looking to “act local” in 2019?

Act “local” can be something different for each company. Find out what makes your office different and highlight that! Your differentiating factor could be that you have many different departments doing big exciting projects now at a certain office. Or maybe, if you only have one office, if you offer a lot of different benefits and perks from other players in your market, spotlight that. Whatever it is that makes you stick out put that front and center on your careers site. As long as what you’re saying is authentic and exciting, people will rally behind it!

Want to hear more from Meredith? You can take a look at the summary of her session Culture is Local: The Next Level in Employer Brand Authenticity for more info – and don’t forget to register for RallyFwd to hear the full session!

Think Local to Create a Best-in-Class Careers Page Experience: RallyFwd Sneak Peek
5 (100%) 3 votes

About the Author

Profile photo of Kaitlyn Holbein

Kaitlyn Holbein

Rally Content Strategist, and employer brand & recruitment marketing specialist.