6 Ways to Create an Engaging Career Website

A candidate’s first introduction to an organization is often through the company’s career website. So it’s no surprise that effective companies ensure that such web content is engaging and impactful. These organizations are now moving away from the traditional “demands-abilities” approach to job descriptions, which focuses only on what the organization wants from potential employees. In today’s tight talent market, it is crucial to develop a candidate-centric career site that instead uses “needs-supply”–based job descriptions, which highlight the candidate needs that the organization will meet, in addition to the skills the company needs.1

Best-in-class career websites speak directly to the candidate about what it’s like to work for the organization and the long-term benefits and career opportunities that will be available. This is key given the fact that compensa-tion and benefits are not necessarily the driving factors for today’s candidates; in fact, job applicants today often pay more attention to an organization’s brand, as well as diversity and corporate social responsibility initiatives, among other things.

Following the six suggestions below can help your organization create an engaging career website.

  1. Share Employee Testimonials
    Candidates want to know what it’s like to work at your organization. Testimonials from current employees can be presented via blogs and / or videos, and can highlight factors such as opportunities for individual growth in the organization, work-life balance, and other attractive aspects of the employee-value proposition.
  2. Use Photo and Video Stories
    Multimedia can be an effective way to describe organizational culture; photos and video stories can also include content that highlights diversity, corporate citizenship initiatives, and other factors that influence today’s candidates. This type of content is a great way to present customized messaging intended for diverse groups of candidates (for example, content featuring employees who are veterans could be used to attract other veteran applicants).
  3. Write Engaging Job Descriptions
    Make sure job descriptions are written using a needs-supplies approach, focusing on candidate needs and how the organization will meet them. Descriptions should also be gender-sensitive, including the use of “he or she” or “s/he” when referring to candidates.
  4. Integrate Career Websites with Social Media
    Make it easy for candidates to access and follow your organization’s social media pages via the career site by including “sign in using” and / or “apply via” buttons. It is also essential to keep messaging consistent across social media and career pages. Developing and delineating subbrands for different candidate audiences (e.g., new college graduates, midlevel employees, executives) can also prove valuable.
  5. Let Candidates Sign Up for Job Vacancy Alerts
    Depending on the organization’s staffing needs, open positions may not always exist for all candidates who visit the site. To maintain relationships with these potential candidates, offer site visitors the option to sign up for vacancy alerts that will notify them when a position becomes available.
  6. Utilize Chat Windows
    Today’s candidates want their questions answered in real time rather than having to wait to hear back from a recruiter. Providing a chat feature to answer candidates’ questions immediately can improve candidate engagement and increase application completion rates. To enable candidates to reach recruiters in real time, organizations can also publish recruiter contact information on career sites; not surprisingly, 81 percent of applicants say they would want the contact information of the person who posted the job.2

Bersin Recommended Reading

  • Building Awareness and Interest among Candidates from the Candidate Experience series.

1For more information about a needs-supplies approach, see “Organisational Psychology—Person-environment Fit in Organizational Settings,” OrganisationDevelopment.org / Carrie Foster, September 9, 2013, http://organisationdevelopment.org/organisational-psychology-person-environment-fit-in-organizational-settings/. See also Strategic Talent Sourcing: Incorporate Leading Practices, Bersin, Deloitte Consulting LLP / Robin Erickson, PhD, 2017.

2“How to Rethink the Candidate Experience and Make Better Hires,” CareerBuilder, 2016, https://propertibazar.com/article/how-to-rethink-the-candidate-experience-and-make-careerbuilder_5a59865ad64ab2fe23c77e32.html.

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