With national unemployment at its lowest level in six years and employee confidence at a new high, now is the time for employers to get serious about how they're appealing to job seekers - particularly through the career page. Beyond just a list of open positions, a career page is an opportunity to highlight your company's people and culture as well as what sets it apart from other businesses. With that being said, here are six essential elements of a killer company career page:
1. Be mobile friendly
Job hunting has become an increasingly mobile activity, so be sure to optimize your career page for mobile devices - no one likes squinting at tiny text on a small screen. A recent study by job site Indeed showed that 78 percent of job seekers would apply to a job from their mobile device if they could do so simply. For inspiration, check out Whole Foods’ mobile jobs site, which makes it easy to filter openings by location, department, position type and custom search terms.
2. Video, video, video
When it comes to communicating your story and what makes your company one of a kind, it’s better to show than tell. Evernote, a note-taking software provider, has nailed this ability by featuring a professionally produced, engaging video called “Life at Evernote” on its career site. The video is short, lively, and features testimonials from Evernote’s CEO and other staff, giving candidates a glimpse into what it would be like to work there.
3. List why you’re great
Easily digestible lists of information dominate news streams because they work. Listicles offer businesses an easy opportunity to pitch candidates on X reasons why they should join their company. Deloitte, for example, features a post on its career page that outlines the top 10 reasons to join the consulting firm, highlighting perks such as work/life balance, benefits, and development opportunities within the company.
4. Add a FAQ section
Being proactive about providing useful information proves your recruiting team is listening. If the team tends to receive a lot of similar questions from candidates, answer them on a FAQ page. Design consulting firm IDEO has a comprehensive FAQ section that covers details of IDEO's recruitment process, cover letter protocol, internship timelines, company culture, and what makes a candidate stand out to the recruiting team.
5. Be visible and sharable
Just like potential customers, you want potential new hires to come from every channel, not just through direct search. Include keywords in job titles, descriptions, and other career page copy and make sure your pages are optimized for search engines. Also, make social media links and buttons clear and visible so visitors can easily share job postings with other candidates. Airbnb does a great job of this: Its career page is clearly visible on the homepage with clean and compelling copy - with smart keywords - which describes jobs in each department. Social media buttons appear at the bottom of nearly every page.
6. Show off your personality
Today's job seekers look closely at what a company stands for - they want to know about the culture, the personalities of its leadership and employees, and what the work environment is like. Showcase your brand's unique vibe with engaging and fun photos that paint a picture of what day-to-day life is like at your company. Ride-sharing app Lyft's career page shows off the company's quirky culture with playful pictures of its staff, as well as highlighting perks like Bagel Wednesdays and the dog-friendly office.
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Charles Coy is the senior director of analyst and community relations at Cornerstone OnDemand (CSOD), a leader in cloud-based applications for talent management that helps organizations recruit, train, manage, and connect their employees. He thinks a lot about how technology can influence how businesses evaluate, motivate, and value their employees - especially in light of the rapid changes happening in today’s workplace. Coy can be contacted at email@example.com.
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