You have posted an awesome job ad, and you know potential candidates will love it. Good job! But guess what they might want to do next? Visit your website, explore what you do, and get an insight into your work culture. So, do you have a career page that tells the right story? If not, let’s get you started.
What to include in a career page?
The most common elements of a career page include:
I) job openings
II) work environment and culture
III) company mission and core values
IV) benefits and perks
V) employee stories or testimonials
While incorporating all this in a career site may seem like a lot of work, it is time well spent as it educates the visitor about your company and convinces the right candidates to apply for jobs. An optimised career page shows that you care about what you do and invest in your employees who build your company. And who wouldn’t want to work for a company like that?
Best practices to follow while creating your career page
1. Know thy candidates
You can create candidate personas to know what kind of candidates you are trying to attract. Once you know these candidates and what they look for in a workplace, it will help you create a case for why they should join your company.
Furthermore, you can include your existing employees in the process as they are already your ideal candidates. Ask them what they like about working at your company and what things they would have liked to see on the careers page when they were applying.
2. Keep your career page consistent with your brand identity
A career page is part of your employer branding effort. So, it should follow your brand guidelines such as colors, fonts, images, logo, and tone. For instance, Bumble’s career site uses the same colors as it does for its product.
The global music-streaming platform Spotify uses the same conversational tone as it does in its marketing communication.
3. Focus on usability
Make your career page user-friendly. Some of the things to keep in mind include:
I) page loading speed
II) mobile and desktop optimisation so that the user has a pleasant experience regardless of the device and browser
III) search functionality if you have multiple offices or jobs across several categories
IV) similar jobs can be grouped under the same category
V) the career page should be a separate category and easy to find rather than being buried in another web page
4. Make it easy to apply for a job
Avoid asking users to log in and having a lengthy application process. While creating the application form, mark fields that are compulsory and give other relevant information so that they don’t get an error message once they have already gone through all the steps.
5. Talk about your mission, company culture, and core values
With the ‘Great Resignation’ underway, it is more important than ever to talk about your mission, company culture, and the values that you uphold. To do this, think about your company’s mission beyond profits and the values that each employee abides by to make it a reality.
6. Don’t overwhelm the reader with too much information
While you may have a pretty awesome workplace, and there might be a lot to say, try to choose the most relevant information for your candidate personas.
Let’s take a look at Urban Company’s career page for an example of this.
Source: Urban Company
At the top of their career page, they offer two clear CTAs: ‘View open positions’ and ‘Inside UC’. The candidate can first assess what they are looking for and then explore more if they want to.
7. Include visuals and videos
There’s a good reason why Instagram and YouTube are amongst the top social networking sites. Using visuals and video has immense power when trying to get a message across.
So try to complement your content with multimedia. However, refrain from including stock images and use images of your workplace and employees. For example, you can add employee stories with their images, pictures of any events that you may have conducted, and so on.
When creating visual and video content, don’t be afraid to try out unconventional ideas to break through the clutter. A career page example of this is Fiverr, a global platform to hire freelancers.
Another example is the ‘Team Diary’ here at Internshala. The ‘Team Diary’ is a segment wherein employees can talk about their experiences of working at Internshala.
8. Optimise for SEO
One of the best ways to increase the visibility of your career page is through search engine optimisation (SEO). A few things that can go on your SEO checklist include:
I) Create SEO-friendly descriptions. Instead of using buzzwords to describe a job such as ‘Marketing Ninja’, use keywords that an aspiring candidate is likely to search like ‘Marketing Manager’. You can also add a location to your job description to increase the chances of applicants finding your job post.
II) Make sure that your career page can be accessed by web crawlers and is indexed.
III) Use structured data if you want the job openings to be discovered by Google for Jobs.
9. Add a referral option
Not everyone who lands on your career site will be the right fit. However, these visitors may know people who can be a great fit. Hence, you can add a referral option in the job openings section.
10. Include the option to receive email alerts for future job openings
Some visitors might feel that your workplace is the place they want to be but they might not see the right role for them. This can be an opportunity for you to build your talent pipeline. Just add an option where they can sign up for job alerts.
This was all about creating a career page that wows the right candidates. If you are looking to gain more visibility on your job openings, then check out Fresher Jobs on Internshala.
Image credits: <a href=’https://www.freepik.com/vectors/people’>People vector created by pikisuperstar – www.freepik.com</a>