Top 5 steps for optimizing your careers website

With so much focus on social recruiting, SEO, search engine marketing, etc., it is easy to overlook a very important part of the online recruiting process.  Your careers website is where all of those marketing efforts ultimately drive candidates, so follow these tips to maximize it:

1) Integrate it with your applicant tracking system
This is an important measure from both a data integrity and candidate experience standpoint.  Candidates don’t want to email you their resume, or apply via a job board (or both, ugh), then “formally” apply via your ATS.  To reduce steps and ensure information capture, point all applicants directly to the “apply” URL.  If your ATS doesn’t provide you with an easy way to do this, or if it doesn’t effectively capture candidates and tie them to a job order, get a new one. 

2) Integrate social media and automation for referrals
Your careers website needs to use automation and social media to keep your brand in front of your candidates.  You need to have RSS feeds and/or email job alerts that send new job orders out to subscribers.  Prompt all applicants to sign up for these, and tie it into your referral program.  With an RSS feed, you can stay in front of candidates by automatically post your jobs to twitter, facebook, MyYahoo, and more.  Set this up once and walk away, it will take care of a large piece of your referral marketing.

3) Use it as a candidate attraction tool
Using proper search engine optimization techniques, you’ll be able to put your careers website in front of a large audience of both active and PASSIVE job seekers.  If your company is in the renewable energy space, you can include renewable energy keywords in your SEO efforts which may result in your careers page showing up on related searches.  So people who are interested in your core business may come across your careers page by chance, realize a career with your organization fits with their interests, and view your job listings and apply. 

4) Link it to your social media profile
By creating a company profile page on LinkedIn, you can engage potential candidates on LinkedIn while putting a face on your staffing team.  Candidates can connect with you while learning more about your company and its people.  If you are a small business, you can add a link to your personal LinkedIn profile which is valuable from a referral perspective.  This may not be preferred by the organization, however, as if the individual leaves their LinkedIn contacts leave with them.

5) Make it into an employment branding machine
For every careers website that is visually appealing, engaging, and strategically developed, there are 20 that are static HTML pages automatically churned out by the ATS or CRM powering the back end.  This is fine from an information capture standpoint, but keep in mind your careers page is usually the first contact potential employees have with your company.  If your site is appealing, easy to navigate, and better yet, incorporates your company’s employment brand, you will more effectively define the candidates expectations of the organization and the interview/hiring experience.

Contact me to learn more about how I can help you optimize your careers website.

Jubal Ince

Jubal Ince

A recruitment marketing geek based in Portland, Oregon, Jubal Ince is a the Founder and Chief Talent Strategist at HireMob.

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