The Internet has changed the game when it comes to recruiting. Where newspaper ads, flyers, and phone calls once formed the backbone of the job search process, there now exist webpage banners, job sites, email campaigns, and applicant tracking systems (ATS). That means not only have the avenues for connection to candidates increased many times over, but employers also have more powerful tools to manage applicants and determine which ones are the best fit.
However, all these techniques are moot if potential candidates never make it to the company job listings webpage, spend some time exploring, and decide to fill out an application. In sales, the maxim is, “Always be closing.” That applies for recruiting too—ads must lead candidates in the right direction and then convince them to take action. Luckily, the Internet has methods employers can follow to promote their job page.
Lead them to the right place
Brand awareness is great, keeping people informed and educated is wonderful, and distributing materials is necessary. However, as long as the goal is to attract talented applicants, each of those methods of advertisement should include some pathway back to the jobs site. This is Content Marketing 101—the material itself should have value but also point people in the right direction. Here are a few things to consider:
- Include a hyperlink to the jobs page on any email campaigns
- Reference and link to specific job openings in banner ads
- Maintain a blog featuring search-optimized keywords and links that point to the careers page
- Become involved in causes or campaigns that give the brand positive visibility and always include job resources for those interested
- ATS can provide data on how well recruiting techniques are working
Nowadays, nearly everyone uses the Internet to find jobs.
Don’t be afraid to let your visitors and potential new employees know you’re looking for talent. Better to be overly enthusiastic in showing off career opportunities than the opposite—have interested parties become frustrated because they can’t figure out where to go. As The Guardian pointed out, it’s easy to discourage applicants by making processes too complicated or failing to respond to applications promptly. That’s why employers should know how to treat their visitors—particularly the ones there searching for a new job.
“Don’t make it hard for job seekers to learn more.”
Give them what they came for
Once a curious job seeker comes to your careers page, don’t make it hard for him or her to learn more. This means setting up multiple options for browsing. Some people have specific needs they must meet, like location or years of experience. For those, it’s helpful to have an advanced search that can narrow down the results by certain criteria. On the other hand, some job seekers would rather see what’s available browsing for jobs by category.
Videos, graphics, and aesthetically-pleasing layouts are all benefits for the jobs page. No one wants to spend too much time on a garish, illegible block of text. Mobile optimization is also crucial, as many job seekers turn to smart phones and tablets for their career search.
Finally, ATS are a huge leg up because they make it simple and efficient for candidates to apply. This is a crucial last step—if the candidate makes it all the way to the point of application, but he or she can’t get the thing to work, the employer may have just lost a great hire. Don’t let the happen—implement the best applicant tracking system and use the rest of these tips to optimize your jobs page.