Source: Hamza NOUASRIA via Unsplash
As labor movement remains high, with employees seeking better work cultures, an engaging career landing page is another strategy to attract potential job changers who might be window shopping for the next best thing.
Only 39% of marketing and digital employees intend to stay with their current employer beyond this fiscal year, according to the Hays salary guide 2022-2023. And across all sectors Australian staff turnover has increased by 58%, with 35% of employers saying turnover will continue to accelerate.
According to McKinsey & Company, workers in six countries have consistently shown a strong belief that they can find better jobs elsewhere.
And while competitive compensation is a driving factor for these employees, they are more driven by workplace culture, including a company’s flexible work environments, learning opportunities, and alignment between personal goals. and organizational.
But how do career landing pages fit into this equation? It creates a funnel of jobs that allows candidates to own more of the hiring process, saving companies money when recruiting.
Simon McSorleyleader in talent acquisition and founder/owner of Crew Talent Advisory, said AdNews“In the same way that your website is the doorway to your business, consider your careers page as the doorway to your values, culture, and team.
“Most companies experience low application volumes to their job openings and when they find people interested in joining them, they have to pay more than expected. These candidates are also looking for many other job opportunities .
“In response to this market, we see many companies moving quickly to appeal to the extrinsic motivations of potential candidates. They offer higher salaries, more benefits, signing bonuses and promotions to secure the talent they need.
“Now, while these things are important, they run counter to all surveys and opinions about what motivates employees.
“For the most part, skilled workers are intrinsically motivated by challenging work, the opportunity to collaborate with other highly skilled people, the ability to choose their preferred work options, participation in decision-making, a sense of being valued for the work they do, the feeling of being connected to the mission of the company, working with the latest versions of technology, the ability to develop their skills and in turn take on more responsibility – all of these factors are more important than the pure wage level for most workers.
“A well-thought-out career page should aim to communicate these elements of a company’s culture, values, and day-to-day life. This in turn attracts the workers these things appeal to, which leads to better alignment of values and therefore better hires.
“The benefits of this thinking are less reactive hiring, the ability to build candidate pipelines, higher quality hires, and ultimately, longer-term hiring success.”
Nadine O’ReganCEO of TQSolutions, said, “Now is the time to double down on communication that showcases your unique culture and a careers website is a great way to do that.
“A Careers Page is often your company’s first point of contact with potential candidates, so it’s a place to tell your story, showcase your employer brand, and inspire others to be part of your company’s mission.
“The proof is in the numbers: a strong employer brand can reduce the cost per hire by up to 50%, and a poor reputation can cost a company up to 10% more per hire.
“A great careers website is packed with great materials tailored to the people you want to attract, with user-generated content from existing employees, location-specific information, a smooth experience on every page, and representation authentic to your culture.It should be current and authentic with a quick and easy way to apply for jobs at your company.
“Another benefit of a Careers Page is that the Careers Page is 100% owned and controlled by the organization, so it can be the best representation of your organization.
“With the current talent shortage, making the careers section of your website more engaging and competitive is an achievable strategy that will engage and attract great candidates.”
However, while there are tons of benefits to having a careers page, like any other recruiting campaign it requires resources, who in today’s climate of empty offices is worth it?
Simon HadfieldDMCG’s Global Managing Partner, said, “A careers page really is a more cost effective and (in theory) faster way to secure talent.
“However, agencies are generally under-resourced, we all know that.
“The constant balance between being compensated appropriately by clients while trying to maintain the culture of the agency (i.e. not having the team work 10+ hours a day) just means that the website and therefore the Careers page fall in the priority list.
“You also need to make sure everyone who applies is answered and handled well. If you choose only one person out of 50 applications, it is still important to manage these 49 applications, because it affects the company positively or negatively.
Case studies: how successful have agencies and brands been?
Bek Agiussenior brand and marketing manager at independent digital marketing agency Alpha Digital, said AdNews how the Careers page makes candidates feel more in control of the hiring process.
“We created the careers landing page to allow us to provide general information about working life at Alpha Digital to potential new team members.
“We are seeing that many applicants, whether through our partner agency (Affix) or through an Alpha Foundations job posting or admissions campaign, are viewing the careers home page before or while applying for a position.”
Like all website owners, Alpha tracks users who visit the careers landing page, collecting data such as where visitors come from, what they visit, and how long they spend on the site. This data then allows Alpha to improve the user experience and better personalize content.
“Our data tells us that the cultural impression and information we provide about working life at Alpha Digital improves candidate conversion rates.
“We also find that candidates who have visited our careers page and come to the interview ask better questions.
“They engage in more robust conversations about culture, allowing our internal hiring managers and the candidate themselves to make a more informed decision about whether or not the role they seek is right for them.”
Paul Sigaloffvice president and head of APAC at Yahoo, said Yahoo’s career page is a market learning tool.
“We’ve had a career landing page for what seems like forever. We’ve always felt there should be a central place for people to find out more about the company.
“In terms of the success of the landing page as a recruiting tool, I would say it depends on the market you are targeting.
“In India, for example, we get a lot of applications through him, but here in Australia we’re more reliant on a reactive and proactive approach. By reactive I mean the people responding to job postings and by proactive I mean the headhunting process.
“There are many ways to communicate your value as an employer that go beyond a careers landing page. At Yahoo, we firmly believe this is reflected in how we present ourselves internally and externally.
“Whether it’s empowering our employees to be proud of where they work or the pride of our partners in working with us.
What are the best tips for designing a career landing page?
McSorley said: “Just getting started in this field can be daunting and the majority of companies don’t really know where to start.
“There really isn’t a standard or best practice on this, and a lot of hiring is still opinion-driven or ‘the way we’ve always done it’, but I think “It’s clear that companies that invest time and resources into this are absolutely reaping the rewards.
“The basics, to start with, could be;
Company history (gives context to who you are),
What you stand for as a company (a flag in the moment sand),
Imaging of your real people (please stop using Unsplash),
A message from the founder or leader (Use this to support your “Why” message),
List your values and benefits (if you don’t have any benefits yet, outline your track record for them, this will show potential employees that you are at least thinking about these things),
Optimized for mobile (duh),
Facilitate the application via LinkedIn or social networks (do not fill in 23 data fields already present in their CV),
8) have a list of general candidates (even if you’re not actively hiring right now, give people the opportunity to connect with you),
I could go on, but it’s probably a good start.
“One of the biggest challenges we see is when a leader or leadership group dictates the employer brand and the brand message of the company. Authenticity is key, and staying away from clichéd buzzwords like “dynamic” is a great place to start. Or, if you’re going to use them, be able to qualify them.
“Most companies are reactive in their recruitment and only react to what comes their way. Most also view career pages as static content, when they really should evolve. »
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