Building an employer brand takes time, effort and organization, but the first step to creating an employer brand is understanding why it’s important. Glassdoor reported that “69% of Americans would not take a job with a company that had a bad reputation, even if they were unemployed.” They also found that “84% would consider leaving their current jobs if offered another role with a company that had an excellent reputation.” Employer brand means building a reputation as a company that prospective candidates feel as though they can trust, identify with, and be proud to work for.
How do you build this reputation online? Start with a ‘careers page.’ Your careers page is an advertisement platform for your employer brand. To connect with your target candidate audience, you need to create a personal connection through messaging that will convey your employee value propositions to appeal to candidates.
It is important that your careers page is easily navigated to from your corporate website. You want candidates to easily find job opportunities, and ideally within 4 clicks or less from the home page. The career page link should also be found in the header and footer of your site so candidates can find it on any page throughout your website. Place a ‘View Job Opportunities’ button that links to a list of your open positions at the top of the careers page. Accessibility is key to a successful careers page. Ask current employees to test it to find any problems throughout the process.
Next let’s talk about careers page content… In order to paint the full picture of what it is like to work at your company, include information about your team such as team member spotlights or testimonials. Photos, links to team members’ social media profiles and what they have to say about their work environment gives candidates a general idea as to what company culture is like. Including healthcare benefits and office perks like location, food, and collaborative spaces give a better idea of the physical environment as well. Company awards and recognition are also great pieces of content for your page. We also recommend that you include a section on the talent acquisition process at your company that includes how to apply, how long the process takes, what to expect during the interview phase, and what the candidate should prepare for. Sharing this information helps set expectations with candidates and shows that you are vested in the hiring process.
After you have outlined the content of your career site, you should consider adding social sharing buttons and use social media marketing to push your branded content. 14.4 million people in the United States have used social media to search for a job and 29% of job seekers use social media as their primary use for job searching. Social features help create transparency between you and candidates. Candidates are able to share jobs on social media and interact with you on your social media platforms like LinkedIn, Twitter, and Facebook – spreading your social reach and increasing your number of impressions.
Bottom-line: your careers page is your employer advertisement platform – you control the messaging and have an opportunity to showcase your culture and job opportunities. If utilized correctly, this page builds trust and transparency between you and prospective candidates, boosting your recruitment marketing efforts and brand image. If you want help evaluating or building your employer brand to attract top talent, reach out to us today for a consultation.