Are You Treating Your Career Site as a “Store Front?”

With company career sites being reported as the leading source of hires, the question is:  Are you allocating adequate resources and attention to this critical candidate pathway?

Two interesting stories from Workforce.com and Forbes cite findings from a recent study by Applicant Tracking System (ATS) software provider SilkRoad which reveals just how visible and important career sites and employee referrals are to talent acquisition success.

According to Workforce.com the “study finds nearly two-thirds of recent hires actually found their positions through such internal sources as company career sites and referrals.”

This information might make paid job boards a bit nervous, not only from the source of hire data, but also given the fact that the study additionally reported that job search engines, like Indeed, yield superior results over job board providers, such as CareerBuilder or Monster.

Data From Nearly 100,000 Hires Discloses Key Finding

Forbes reports that SilkRoad’s data was obtained from their OpenHire ATS platform and “didn’t include anecdotal responses, subjective filtering or any measure of post-hire evaluations, but it did give insight into 222,308 job postings, 9.3 million applications, 147,440 interviews and 94,155 hires.”

Furthermore, the study, entitled: Recruitment Marketing Effectiveness: Meaningful Metrics Straight From the Source, cited the following key finding from their study:

Company career sites are the No. 1 online recruitment source based on interviews and hires.

“The most important part, in my opinion, of any recruiting strategy is a career site that not only posts your job openings, but powers them with content to really engage candidates and ensure you’re finding the best talent. We can guide candidates to companies all day, but if the content and experience are not there, you’re wasting your recruiting dollars, as career sites have become the new storefront,” stated Thomas Boyle, from SilkRoad.

What This Means For Your Talent Acquisition Efforts

Knowing that an organization’s career site provides the greatest basis of interviews and hires could mean that these digital assets are much more valuable than previously thought.  The candidate UX (User Experience) is something that should be evaluated and managed from established marketing criteria.

Marketing professionals have long known the importance of keeping websites, online portals and microsite pages aligned with proper brand communications as well as site user expectations.  They typically rely upon a bevy of tools, techniques and resources to ensure that their respective web properties are properly aligned and managed.

In other words, they know that it’s critical to tend to their, so called, web “gardens.”