Put yourself in the shoes of a job seeker who’s just found out that there is an opening for their dream job at your company. The first thing they do is check out your website but they have to wait 2 minutes for the homepage to load, then they can’t find your careers section and they are unable to view some content on their mobile.
What kind of impression does your website give about your company? Maybe that it’s outdated and complicated to use?
Here’s some aspects of your website to consider that affect your employer brand:
Your website is an opportunity to make a great first impression; a badly designed website could seriously damage the credibility of your business. If your website is old fashioned or unattractive, it tells candidates that you don’t care and you settle for mediocrity. If you want to attract the highest calibre of candidates in today’s competitive job market, you have to have the highest quality digital platforms.
In a time where every job seeker has a smart phone or a tablet, it’s vital that your website is easily accessible from any device. If your website doesn’t work on a mobile device, the chances are high that visitors will just leave, before they’ve even found any information about your company and your job vacancies.
Similarly, the longer your website takes to load, the more likely your candidates are to lose interest. Your site may look amazing but if it takes too long to load, nobody will ever see it…
Is your website confusing and unorganised? Your job is to make it as simple and obvious as possible for potential employees to find the information they need and to navigate the application process. If you want to target the very best candidates, having a dedicated careers section on your website is vital, allowing you the chance to showcase your internal opportunities.
You should also include links to your social media accounts. Not only to increase followers and allow candidates access to more information, but also so that visitors can share your jobs easily across their own networks. This is a secondary stream of candidates that you may be missing out on.
Make it about the candidate. Yes, of course you need to tell the story of your business, but when it comes to finding the best talent in today’s employment market, the message on your website must be centred around what you offer as an employer and why they should choose to join your company. Your job opportunity may be fantastic but all too often candidates are put off before they even apply because your website doesn’t convey the right message.
Try to avoid using stock imagery in your website, using real life images of your business and the people in it will increase transparency into your company and improve the trust that candidates have in you as a brand.
Your website is a crucial touch point in the candidate experience and is a shop window for you to show off your business. Candidates gain a lot of information about you as an employer from your website so it should portray your culture as best it can.
It is essential that potential employees find they information they are looking for easily and quickly to ensure you engage the and encourage them to find out more.