How a careers website is key to market your EVP to external talent
By Hannah Jameson & Evelyn Jackson (CEO)
Once you’ve created an employee value proposition (EVP) that truly showcases who your organisation is, you need a recruitment marketing strategy to attract top talent to your organisation. Our number one tool for recruitment marketing success? A great careers website.
A careers website is a dedicated website or webpage on your website (this will depend on the size of your organisation and needs) where talent can visit and discover more about your organisation and job opportunities, with the overall goal to inspire applicants to take action and want to join your organisation. It clearly indicates your Unique Value Proposition for employees and is essential to your recruitment marketing.
Why having a careers website is a critical tool for recruitment marketing
When we think about why organisations need a meaningful EVP, it’s to attract and retain top talent. It should also engineer pride and engagement in the organisation towards a high performing culture. Utilising an EVP to attract talent to your organisation is a key factor in recruitment marketing. When recruitment marketing is done through meaningful communications, we see an increase in candidates and greater retention and as a result, organisations get the most out of talent.
So why is a careers website critical as a tool to attract candidates and what should it include?
Centralised information
It can be overwhelming for job seekers to sift through one job after another. Creating a dedicated website that contains everything potential applicants need gives them a user-friendly experience. While this may seem simple, giving your applicants a smooth process that’s also visually appealing allows them to digest what your organisation is all about and what to expect from the organisation as an employer.
Express your employer brand
In line with your EVP, your careers website enables you to clearly and impactfully communicate your employer brand. Your Employer Brand can be articulated in copy and visually alongside your overall Brand. Your employer branding tells your audience why they should work for you—giving them an insight into what you offer, what makes you different and the type of culture they can join. When a candidate comes across your careers website, it’s the first time you can make an impression of your ‘brand’ and what it would be like to work with you. This is your chance to express who you are: your purpose, share who your team are - employee stories, company values, commitments to larger issues such as sustainability and development opportunities or benefits such as flexible working arrangements.
A great example is a recent case study we completed with Pepsi Bottling Ventures. Their employer brand is filled with a positive employee experience and an emphasis on their values, and, as a result, this attracts talent who look for these elements in an organisation.
Provide a seamless application process
Once talent has seen your company advertised, a careers website shows them exactly where they need to go to find more information and take action. Your careers website is the chance to create a seamless touchpoint with your organisation for applicants. A careers website helps talent search for jobs and simultaneously integrates the application process for a user-friendly experience. The transition from job search to job application is easy, enjoyable and effective. Using user testing and understanding your audience is critical to developing a career website that provides a seamless experience.
In addition to this, a careers website is an excellent pathway for those who aren’t ready to apply for a job just yet. Here is where you can build a community of talent who wants to know more about your organisation and who will apply for a role in the future, even if not immediately. They can be advocates, describe a great experience to others, and keep in touch for job roles. That way, you’ll be keeping potential candidates engaged and can reach out to them for future jobs or recruitment events. This is particularly ideal for keeping students or university students engaged with your company as an employer of choice once they graduate.
In a world where candidates are flooded with potential jobs, a seamless careers website with an effective EVP is your key to standing out.
Your careers website is critical to activating your EVP.
Your EVP articulates your unique proposition for employees. It shares the relational contract that exists between your organisation and top talent. A careers website is how you successfully market your EVP to attract talent. By combining meaningful connection and considered design, talent can find the organisation they want to work for and ultimately deliver your business goals.
How Corporate Crayon Can Help
At Corporate Crayon, we work with organisations to inspire work that matters. Our employer branding and careers website service is your chance to showcase who you are as an organisation and attract the talent you need for the future.