Using your careers website to market your employer brand

Whether your company has invested in creating an employer brand or not, all companies have one. By addressing your careers website content and strategy, you have the power to impact your employer brand and drive meaningful conversion. In other words, you have the power to inspire applicants who are a skills match and culture fit to apply for your jobs. 

What applicants look for on a careers website

Before applying to a job, candidates typically check multiple sources for information about your company and culture. They will typically start with the careers and corporate websites and LinkedIn, then check reputation management job search engines like Glass Door for employee reviews. They also look through your social media platforms to identify whether the messages shared are messages that resonate.

Today’s applicant wants more than a great benefits package—they are seeking meaning and want to make an impact. What your company says about itself and its goals on your platforms has the potential to positively impact your applicant conversion rates. 

Recent studies reflect that 58% of job applicants said culture was more important than salary; 77% would consider a company’s culture before applying; and 89% think it’s important for a company to have a clear mission and purpose.

Communicating clearly about your employer brand

Although applicants look at a variety of sources for company information, the careers website is still the number one source for company information. It’s usually the last place an applicant goes before deciding to apply or look elsewhere. What does your careers website need to include to be effective? Here’s a high-level checklist for you:

Careers website content checklist:

1. Mission and vision. Are your company’s mission and vision statements front and center? If not, they should be. Don’t have one? It’s time. Today’s applicants rely on that information to discern whether or not a company would be a good fit for them.
2. Employee stories. Sharing employee stories enables your company to seamlessly demonstrate opportunities for mobility, professional development and community. Storytelling helps applicants understand what matters most to current employees and identify whether those priorities resonate. 
3. Company culture. What is it like to work at your company on a day-to-day basis? How long is the workday? Does your company offer an on-site gym or cafe? Is there recycling? Tell applicants what they can expect.
4. Hybrid and remote opportunities. Does your company offer hybrid or fully remote positions? Today, this is extremely important to applicants who have become accustomed to a more geo-flexible work-life. Highlight this if it’s an option. 
5. Show don’t tell. In addition to storytelling, including videos that provide a behind-the-scenes peek and tell the company story. This can go a long way for applicants and it also improves accessibility. Not everybody will read long copy blocks––some people respond best to video and audio. On that note, if your company has any kind of YouTube or podcast presence, your careers website is a great place to share that!
6. Make it mobile. 89% of job seekers say they plan to search for jobs on their mobile devices. If your website isn’t designed for mobile, they may not even make it far enough to unearth all the amazing storytelling and culture-creating that you’ve done! Once you have identified the important pieces to share on your site, it’s time to create or overhaul your mobile experience.

Does your careers website accurately portray your employer brand? Does it resonate with applicants? If not, it may be time for a refresh.

We help our clients with website audits, strategy and execution to create meaningful content and strategy overhauls to improve connectivity between your applicants and your employer brand.

Let’s start talking to see if working together is a fit.