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Is Your Company’s Website Driving Away Potential Employees?

Harvard Business Review recently shared research on The Most Desirable Employee BenefitsWhile some aren’t a surprise – such as health insurance – many other benefits were front and center that involved the culture and activities provided by employers.

Exceptional employees are always in demand, and exceptional employees that don’t feel valued by their employers are quietly doing research online on who their next employer might be. In fact, a study from LinkedIn shows that recent college graduates will change jobs up to 4 times by the time they’re 32 years old.

Keeping this information in mind, the question is whether or not your website accurately provides a profile of the culture your company provides, the benefits you offer, and the impact on your community those job seekers are seeking.

A Website Checklist to Attract Job Seekers

Does your website incorporate modern design features and functionality? A modern design will showcase that you’re a brand that is aggressively keeping ahead of your competitors and unafraid to adopt new technologies and adapt to a changing world. Oh, and a mobile-ready website is a minimum requirement!

  1. Do you actively accept job applicants even if you have no job postings? If you’re going to attract talent, be sure to have a means of collecting those applicants. 89% of job seekers already have a job and are actively networking to attain their next opportunity. 
  2. Keep in touch with job applicants! Subscribe your applicants to a corporate newsletter so that they keep up to date with your company’s news, efforts, events, and work within the community. At a minimum, provide an auto-response email that gives them a point of contact within the organization if they have any questions or concerns. With Canvas, you can accept their mobile number and communicate directly with them.
  3. Reserve space on your corporate site’s primary navigation for job seekers. A Work for Us! link that’s easy to locate will drive job seekers directly to your page focused on attracting and acquiring talent.
  4. Detail your job application page with job openings by location, job application form, culture, benefits, philanthropy, employee events and any other information that can attract talent. For great examples, see SalesforceLillyMicrosoft, or Slack.
  5. Avoid stock photography on your site and invest in getting a professional photographer to take actual photos of your staff and your work environment.
  6. Link to your policies and your Glassdoor profile. Your staff should also be following your Glassdoor page to monitor anonymous feedback about your company. We’d also recommend encouraging your employees to place reviews on the site.
  7. Add share links on your careers page and each of your job opportunities so that people can easily share them via Twitter, Facebook, or LinkedIn.
  8. Automate publishing of new job opportunities and changes to your careers page to your corporate social channels to attract job seekers back to your site.
  9. Record a video, with your employees and leadership, that speaks to the type of company you are and touches on the benefits and culture you’re working so hard to espouse.

BONUS: Your website must be accessible for all! According to the U.S. Department of Labor (DOL): “Talent has no boundaries; workforce diversity includes workers with disabilities.” As employers begin to hire once again, therefore, they had better make sure that applicants with disabilities can find and compete for jobs just like everyone else.” 

Millennials Want to Change the World

According to a study by Deloitte, 60% of Millennials stated that “a sense of purpose” was part of the decision to join an organization. Additionally, 72% stated that a job that had an impact in their community or to a cause was critical to their job satisfaction.

With that in mind, your company should detail your employee giving programs, from charitable matching, to paid days for volunteering, to how you are working with non-profits… up to date information should be easy to find on your site and actively shared to show the impact you’re making.

Corporate philanthropy programs have an incredible impact on how job candidates view your brand and the people behind your brand.

A Poor Candidate Experience Impacts Your Brand

If we’ve learned anything about social media over the last decade, it’s how much of an influence social sharing can have on our brand’s awareness and recognition in the public eye. According to Ph.Attraction, how we treat candidates impacts our brand as well.

According to a Marketing Week article:

  • A study of 1,200 British-based workers shows that nearly a third (29.3%) candidates would consider becoming a customer of a brand if they had a good experience.
  • The report reveals that one in four British jobseekers have either entirely stopped purchasing (12%) or purchased less (11.5%) from a brand because of a negative candidate experience.

Your digital profile via your website, LinkedIn profile, and other social media updates must be an accurate representation of your company to meet and exceed expectations you’ve set with job seekers. In fact, the report states that 22% of workers believe a candidate’s experience is more revealing about brand culture than the actual customer experience.

Just as your company cares about your potential customers, you must also care about your job seekers. Communicating effectively through social, mobile, and your website is imperative to attract the best candidates to your company.

Are Your Leaders Accessible and Responsive?

Technology is changing the way recruiters and companies are communicating with job seekers. 61% of companies said they had developed an Employee Value Proposition to underpin their employer branding activities with social media providing a critical channel for communication.

If you’ve not already, incorporate a platform where you can respond publicly or privately to questions from job seekers. Incorporating a social monitoring tool can allow delegation of responses from your staff to questions made to your leadership.

Incorporating a mobile tool like Canvas can allow private questions to be posted to your company and responded to effectively. Candidates do not want to feel as though they’re just another applicant whose resume is lost in a pile. The digital and real-life experience you provide job-seekers will immediately leave an impact that you are the organization they wish to serve and do business with.

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