On one hand, it makes perfect sense that brands are doing everything they can to target customers and attract buyers with their digital outlets.
As a business, you need to make the most of your website when it comes to customer acquisition and retention, so you naturally post customer-focused content, reviews, and create pages that appeal to your target audience.
What about the potential employees? Where can they find useful information about a potential position with your business?
A Careers page shouldn’t be the one and only candidate-centric page on your entire website. You need to optimize your site in such a way that it serves a double purpose: attracting customers, but also appealing to potential employees. To do that, you should focus on improving the overall candidate experience linked to your website!
As much as you invest in creating dedicated social media pages for your potential employees and posting on recruiting sites to push your brand’s job ads to the forefront, your site should be employee-centric, too. Here are a few candidate experience ideas you can introduce into your strategy to make every step of the candidate journey, from a job through to an offer letter, easier for you and the applicants from day one!
Live chat support for applicants
Your site likely offers chat support for customers and users, right? Whether you have chatbots or actual people handling these conversations, more often than not, such interactions will determine whether or not a person will buy from you.
The same applies to your potential employees. Chatbots can enhance the candidate experience immensely because they’ll feel much more comfortable knowing they can turn to chat for help if they come across an issue during the application process. This is also another opportunity for your business to collect invaluable data from employees and to make smarter recruiting decisions in the future.
A personalized website
Whether you work as a recruiter or you’re an entrepreneur building a personal brand and in need of employees – personalization can truly save the day. Your website doesn’t have to be yet another generic .com domain that will hardly inspire action or tell a story about your business. For people who have a personal brand and depend on it to attract valid customers, you can do the same to attract valid employees.
For starters, you can choose a personal domain name that pairs with a .me extension for added value and relevance for your potential employees. You can pair a keyword from your expertise with your own first/last name or nickname to immediately show what your business is about. As soon as a potential candidate spots your domain name, they’ll know what your brand has to offer.
Personalization helps build trust as well as brand recognition, which in turn helps you with the entire recruiting process. Make sure your website is technically sound, loads quickly, and offers a great user experience as well as having an attractive design.
Every single business in existence uses customer or user-generated content as well as influencer marketing to make an impactful statement about the business itself. Have you been doing the same for your applicants and wannabe-candidates? Future employees want to see what it’s like to work with your organization. Your own job ads won’t suffice.
- Encourage employees to write blogs for your website and promote that content on social media, too.
- Entice employees to write their own reviews and experiences on your website.
- Publish “behind the scenes” videos at the office to show your candidate pool what it means to work with your brand.
When your candidates get to see your employees’ perspectives and experiences, they’ll be much more likely to apply, evaluate if you’re a good match, and reach out if they have any questions. Not to mention the SEO value of such content for your website when someone is searching for the specific position that you’re offering!
Integrate social media with your site
Be where your candidates are. Just like your customers, your future employees are spending time on Facebook and Instagram. As much as you’d like to limit yourself to LinkedIn, you should understand that many successful and in-demand workers don’t really spend that much time on this professional network.
They prefer the casual and relaxed environment on Facebook, so that’s where you need to be, too. In fact, this is one of the best recruitment tactics modern businesses should use, but that doesn’t mean that it exists separately from the rest of your recruiting methods, like your site.
- Add clickable buttons to take your website visitors to your social media pages that are employee-focused.
- Make sure that you share blogs, articles, employer branding videos, and other content on social media that is relevant for your candidates, not just customers.
- Show screenshots of your finest social media moments (employee-centric ones) on your website, too.
- Add original hashtags that will be part of your recruiting campaigns, and link them throughout your website back to your social media pages.
- Invest in Social Media Advertising on Instagram and Facebook.
Just like you actively try to simplify your customers’ lives and minimize their efforts, you should strive to do the same for potential employees. If they have managed to come across your website, it’s up to you to improve the site in its entirety to match their needs, exceed their expectations, and deliver the right content that matches their purpose.
It takes time to refine your website, and you’ll always need to revisit your content, add more relevant information, and get creative, but you already do the same for customers. Continuous growth is what your website should be all about.
Make sure that your site reflects your candidate’s values and that you can use your site to portray your brand in the best possible light whenever you’re about to search for that ideal person to join your team!
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