As you look to grow, nurture and maintain your organization’s career site, the following are examples of some of the more essential questions that are important to understand in this area, from a marketing perspective:
- Is your career site updated on a regular basis?
- If so, how often is content refreshed, to what level, and under what circumstances?
- Who’s the person or team responsible for keeping your career portal updated?
- What is the approval process?
- Does this person or team understand and embrace your employer branding objectives?
- Is your career site’s messaging to potential applicants and candidates part of an overall employer branding strategy or messaging framework?
- How is your EVP (Employee Value Proposition) articulated and illustrated on the site to potential applicants and site visitors?
- How engaging is your site’s content and features to your target market candidates?
- How easy is it for candidates to search and apply for a position?
- If you have many locations in various geographies for positions – does your site provide users an interactive map that makes searching for positions by location easy for the user?
- Is your employer branding communicated at all points on the career portal as well as throughout the application process?
- Does your site adequately communicate and provide relevant information (and links) to existing employees?
- Is your ERP (Employee Referral Program) or access to it communicated to existing employees?
- Does your site contain employee testimonials as well as any Realistic Job Preview videos (RJPs)?
- If your organization has won any “Best Company to Work For” awards, are they prominently illustrated (with their logo or endorsement)?
- Have you actually searched for jobs, registered and signed-on as a prospective candidate, as well as going through the entire online applicant process and experience?
Simple, But Important
This last question area (listed above) can be one of the simplest but most important checks to make with your career site. It reminds me of a talent acquisition engagement we had with one of the country’s largest retailers. When we did a UX (user experience) analysis of the company’s career site for part-time store-level positions, we found out that their online process was very problematic.
It took us, on average, over 4 hours to complete the entire (initial job search to final submission) online application process. And that was just for part-time jobs! Additionally, applicants’ were required to go through over 120 pages of content in order to facilitate the online candidate process. Even though they had strong website traffic (due to their size and well known brand) they had substantial user abandonment issues.
The real question facing them was: How many qualified applicants did they lose due from the poorly designed career site and their cumbersome online application process?
In knowing how much your career site can impact your overall talent acquisition success, it’s important to make sure you incorporate some the basic elements of checks and balances. That way you will be in much a better position when it comes to properly tending to your career site “garden.”