Is Your Career Site Easy?
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Your career site is the nerve center of your recruitment messaging - but is it, well you know: easy? There are so many candidate experience options, but how do you know what's the right decision? Mobile? SEO? Social? Here are 7 ways you can make your career site easy and get the kind of reputation you want people to talk about.
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Is Your Career Site Easy?
- 1. Is Your Career Site Easy?
- 2. IT‟S GOOD TO BE EASY …HERE‟S HOW YOU EARN THE LOVE
- 3. People come to websites looking to meet their needs – they don‟t really care about you and your mission statement. Spend less time focusing on yourself and address their key concerns while delivering value in line with their expectations. 1. IT‟S NOT ALL ABOUT YOU
- 4. MAINTAIN THE CONVERSATIONBy the time the prospect engages with you they already have a goal in mind – the information you return is your „response‟. At any point the prospect can leave. So…how do you keep them engaged?
- 5. PROVIDE VALUE AT EVERY STEP“Every click or interaction should take the user closer to their goal while eliminating as much of the non-destination as possible.” - Chas Grundy
- 6. CHOICE OVERLOAD: LESS IS MOREWhen confronted with several options, people often pick none of them… …and move on.
- 7. CURATE OPTIONS AND INFORMATION Branded message complete with workforce and workplace representation. Page headline clearly matches my key interests and let me know I am in the right place. Links to more specific career opportunities in my professional area of expertise. Video content illustrating key employment value propositions related to the brand promise/career experience. “I WANT A JOB AS AN Career specific navigation Easy engagement options.
- 8. You’reEasytoFind 74% of workers come across jobs through online search, job seekers are being taught to set up Google Alerts for career opportunities. Being easy means you can be found on search engines through SEO, Pay Per Click and on social hubs like Facebook, LinkedIn, Google+ and Twitter. 2. YOU‟RE AT ALL THE HOTTEST SPOTS
- 9. 3. You Know What People Want…AndYouGiveItToThem Different strokes for different folks – whether your ideal candidate is a retail rock star or a nerves-of-steel nurse they have unique interests you must address. Benefits? Day-in-the-Life insights? Workplace details? Training and Advancement? Know their needs and give them what they want.
- 10. …and you know they want MOREAndYouGiveThemMore Customized and targeted job opportunities, email job alerts, and the ability to track their application status are all highly desired by job seekers. Integrate these into your career site (and recruiting process) to show them you‟re a giver. …and you know they want MORE
- 11. 4. YOU‟RE ALWAYS INTERES TING… AND AUTHENT YouGetTheirAttention You make it easy for people to know they want to work for you. You walk the walk and display examples of your innovation…or your culture…or opportunities for training and advancement through articles, infographics, videos and more. Let them catch you being YOU. And speaking of videos…
- 12. 5. You „Show‟ and „Tell‟… …with video ReadyForYourCloseUp According to the APA, employee testimonials delivered via audio or video were seen as more attractive and more credible than those delivered via a combination of picture and text. Plus they can be easily posted to social sites for greater exposure.
- 13. 6. YOU GET OUT AND ABOUTYou’reMobileandReady Job search giant Indeed reports mobile- device traffic has more than doubled over the past year, and a third of their searches come via mobile. Google is starting to penalize sites for poor mobile optimization. No one wants to squint at tiny websites on their smartphone – get mobile, optimize, and get more love.
- 14. 7. YOU‟RE ALWAYS READY FOR ACTIONYouGetWhatYouWant Nothing kills the mood like poor site navigation, lengthy forms and un-clear application processes. Make sure you‟re ready for action by optimizing your candidate experience to make your lead gen simple – if you can‟t make it simple, make sure you set expectations about your process in advance.
- 15. Seven ways to be easy… …and get some love. 04 01 02 03 05 06 GET AROUND: Make sure you can be found through SEO, Pay Per Click and on social hubs like Facebook, LinkedIn, Google+ and Twitter. YOU’RE A GIVER: Address unique interests like benefits, workplace details, training and advancement. Know their needs and give them what they want. YOU’RE INTERESTING: Share examples of your innovation…or your culture…or opportunities for training and advancement through articles, infographics and more. BE A VIDEO STAR: Video employee testimonials tell your story with credibility and can be easily posted to social sites for greater exposure. GO MOBILE: No one wants to squint at tiny websites on their smartphone – plus Google is penalizing for poor mobile experiences – get mobile and get more love. READY FOR ACTION: Optimize your candidate experience for simple lead gen – if you can‟t make it simple, make sure you set expectations about your process in advance.07 MEET EXPECTATIONS: Respect prospects‟ needs – every click should continue the conversation and address top of mind concerns while removing any confusing options.
- 16. kevinbhawkins.com Integrated Marketing Strategy, SEO/SEM, Recruitment, Random Discoveries, Pop Culture, and more findme. socialmedia. @kevinbhawkins linkedin.com/in/kevinbhawkins/ WEB SITE: http://www.kevinbhawkins.com EMAIL : kevin@kevinbhawkins.com
- 17. 1. SLIDE 2, Tango couple, Pedro Guridi, FLIKR, http://www.flickr.com/photos/pipiten/2503747029/ 2. SLIDE 4, Music Makes you Lose Control, Chris Gilmore, FLIKR, http://www.flickr.com/photos/gilmorec/5470189186/ 3. SLIDE 8, Sony Xperia J, Vernon Chan, FLIKR, http://www.flickr.com/photos/vernieman/7928896512/ 4. SLIDE 10, Kisser's Embrace, Cristiano Betta, FLIKR, http://www.flickr.com/photos/cristiano_betta/2693602561/ 5. SLIDE 17, COFFEE + BEIGNETS, Kevin Hawkins, All Rights Reserved This presentation features photos by a number of amazing photographers – all works, except where noted, are used under Creative Commons licensing. By using and attributing these images I have striven to ensure no copyright laws were broken – but, hey, it‟s the internet – so, if the owners listed here don‟t own the rights to these just let me know. I‟m sure we can work it out. Uncredited photos were purchased on istockphoto and are licensed accordingly. -KBH Credits/Sources
Editor's Notes
- Is Your Career Site Easy?
- IT’S GOOD TO BE EASY…HERE’S HOW YOU EARN THE LOVE
- IT’S NOT ALL ABOUT YOUPeople come to websites looking to meet their needs – they don’t really care about you and your mission statement. Spend less time focusing on yourself and address their key concerns while delivering value in line with their expectations.
- MAINTAIN THE CONVERSATIONBy the time the prospect engages with you they already have a goal in mind – the information you return is your ‘response’.At any point the prospect can leave. So…how do you keep them engaged?
- PROVIDE VALUE AT EVERY STEP“Every click or interaction should take the user closer to their goal while eliminating as much of the non-destination as possible.”- Chas Grundy
- CHOICE OVERLOAD: LESS IS MOREWhen confronted with several options, people often pick none of them… …and move on.
- CURATE OPTIONS AND INFORMATIONPage headline clearly matches my key interests and let me know I am in the right place.Career specific navigationLinks to more specific career opportunities in my professional area of expertise.Branded message complete with workforce and workplace representation.Video content illustrating key employment value propositions related to the brand promise/career experience. Easy engagement options.
- 2. YOU’RE AT ALL THE HOTTEST SPOTSYou’re Easy to Find74% of workers come across jobs through online search, job seekers are being taught to set up Google Alerts for career opportunities. Being easy means you can be found on search engines through SEO, Pay Per Click and on social hubs like Facebook, LinkedIn, Google+ and Twitter.
- 3. You Know What People Want…And You Give It To ThemDifferent strokes for different folks – whether your ideal candidate is a retail rock star or a nerves-of-steel nurse they have unique interests you must address. Benefits? Day-in-the-Life insights? Workplace details? Training and Advancement? Know their needs and give them what they want.
- …and you know they want MOREAnd You Give Them MoreCustomized and targeted job opportunities, email job alerts, and the ability to track their application status are all highly desired by job seekers. Integrate these into your career site (and recruiting process) to show them you’re a giver.
- 4. . YOU’RE ALWAYS INTERESTING…AND AUTHENTICYou Get Their AttentionYou make it easy for people to know they want to work for you. You walk the walk and display examples of your innovation…or your culture…or opportunities for training and advancement through articles, infographics, videos and more. Let them catch you being YOU. And speaking of videos…
- 5. You ‘Show’ and ‘Tell’… with video.Ready For Your Close UpAccording to the APA, employee testimonials delivered via audio or video were seen as more attractive and more credible than those delivered via a combination of picture and text. Plus they can be easily posted to social sites for greater exposure.
- 6. YOU GET OUT AND ABOUTYou’re Mobile and ReadyJob search giant Indeed reports mobile-device traffic has more than doubled over the past year, and a third of their searches come via mobile. Google is starting to penalize sites for poor mobile optimization. No one wants to squint at tiny websites on their smartphone – get mobile, optimize, and get more love.
- 7. YOU’RE ALWAYS READY FOR ACTIONYou Get What You WantNothing kills the mood like poor site navigation, lengthy forms and un-clear application processes. Make sure you’re ready for action by optimizing your candidate experience to make your lead gen simple – if you can’t make it simple, make sure you set expectations about your process in advance.
- Seven ways to be easy… …and get some love.1. MEET EXPECTATIONS: Respect prospects’ needs – every click should continue the conversation and address top of mind concerns while removing any confusing options. 2. GET AROUND: Make sure you can be found through SEO, Pay Per Click and on social hubs like Facebook, LinkedIn, Google+ and Twitter. 3. YOU’RE A GIVER: Address unique interests like benefits, workplace details, training and advancement. Know their needs and give them what they want.4. YOU’RE INTERESTING: Share examples of your innovation…or your culture…or opportunities for training and advancement through articles, infographics and more. 5. BE A VIDEO STAR: Video employee testimonials tell your story with credibility and can be easily posted to social sites for greater exposure. 6. GO MOBILE: No one wants to squint at tiny websites on their smartphone – plus Google is penalizing for poor mobile experiences – get mobile and get more love.7. READY FOR ACTION: Optimize your candidate experience for simple lead gen – if you can’t make it simple, make sure you set expectations about your process in advance.
- Kevinbhawkins.com Integrated Marketing Strategy, SEO/SEM, Recruitment, Random Discoveries, Pop Culture, and more