Your careers site is certainly one of the most important and most effective tools in your Recruitment Marketing toolkit. You likely put a lot of your time and effort as a practitioner into ensuring your careers site includes relevant information for job seekers, is frequently updated with employee stories and content about your company culture, and provides an excellent experience for candidates.
But what if I told you (cue The Matrix/Morpheus meme) that not every candidate actually looks at the pages of your carefully constructed and well-maintained careers site?
With social media, paid ads and job boards becoming a larger part of the Recruitment Marketing mix, many job seekers are bypassing a company’s career page entirely during their job search. Instead, the first stop in their candidate journey can land them directly on a job description or connect them immediately to your apply process, without them seeing all your great careers site content.
So what does this mean for practitioners and all their hard work? It means that to ensure candidates have a chance to see the content that tells them about your organization and influences them to apply, you’ve got to include it in other places outside of your careers site.
Here are 3 influential channels where your Recruitment Marketing content should be found, and examples from companies that are succeeding at conveying important information wherever job seekers interact with their employer brand.
1. Social media
Savvy job seekers are right now researching your organization’s profiles on Facebook, Twitter, LinkedIn and other social media networks to learn about your culture, teams and the employee experience.
This gives you a prime opportunity to share a wide range of content, including career advice, industry news, customer successes, employee video stories, photos of team outings, awards and recognition your company has received and (mixed in there) job descriptions to capture candidate interest. Remember to add value to their day, and candidates will be more likely to follow your company and even take the next step to research your organization further.
This Facebook post from global payment solutions provider Flywire provides career advice on how to successfully work remotely. It links to one of their blog posts on remote work practices, and in the process, shows how remote employees at Flywire are successful at their out-of-office roles:
Online retailer Spreetail uses their Instagram profile to shine a spotlight on employee life at the company. This post also communicates key messaging about the company’s onboarding program that provides support to start an employee’s career at Spreetail on the right path and a platform to build meaningful relationships with other team members:
2. Job board profiles
Online job boards aren’t going away anytime soon. In fact, more seem to be opening up! According to the 2019 Clutch Recruiting Survey, 41% of job seekers use job boards to discover open positions.
For employers, job board profiles are another key platform for showcasing recruitment content that attracts candidates. Many job board websites have “About Us” or “Why Work Here” sections that recruitment marketers should take advantage of to feature videos, photos and details about benefits and diversity.
By making sure your job board profile is robust, you have a greater chance of educating job seekers about your organization right then and there when they’re actively researching, and starting a candidate experience that motivates them to follow through with an application.
Burger chain Shake Shack developed an effective company profile on Indeed, complete with photos of teams in locations around the country, a video that tells candidates about the promotional path employees can take and details about the benefits and perks provided:
Defense contractor and industrial corporation Raytheon Company has a Glassdoor profile that candidates see when they research open positions on the job board. Included in the company’s profile is a video that features employees talking about the importance of the work they do at Raytheon plus details of the company culture and values that go into how the organization operates each day:
3. Job descriptions
While technically part of your careers site, job descriptions can often be the first and only content that job seekers see when they discover your employer brand, especially after searching on Google, Bing or another search engine.
That’s why including content about your employer value proposition within your job descriptions is a key way to provide the details job seekers want and at the same time nudge them in the direction of completing an application. Learn more about
Deluxe Corporation, a financial services provider for small businesses, created enhanced job descriptions that engages candidates in the employer brand without ever having to leave the page. For their open position of VP, Mergers & Acquisition Strategy, Deluxe included a video of the hiring manager describing what characteristics and background they’re looking for as well as the transformation the organization is going through and how employees can help drive success:
On another job description page for the Senior Financial Analyst role, Deluxe included a video that highlights the company culture, what employees like about working there and how they collaborate with each other to create results:
Deluxe gets even more enhanced job description bonus points for including the name and contact info of the recruiter assigned to the role! This coupled with details about the Deluxe values, awards, location and benefits makes their enhanced job descriptions an influential channel to convert candidates into applicants. Learn more about how you can create enhanced job descriptions by downloading our ideabook 6 Enhanced Job Descriptions to Inspire You.
Your careers site will always be important in the candidate journey. But it’s not the only place your awesome Recruitment Marketing content should live! Remember to tell your employer value proposition across other key channels where candidates spend time to influence them to move towards the ‘Apply’ button. Arming not only your careers site but other online touchpoints with the relevant information that candidates seek will help you create a holistic content strategy to ensure you continue to attract and engage right-fit talent every place they encounter your employer brand.