So… your career website has visitors. Now what?
In Building an Employer Brand that Resonates with Candidates we covered the basics of attracting relevant candidates to your opportunities. But remember, getting site visitors is just the beginning. Keeping students engaged and interested in discovering more about your firm is the next critical step as you look to expand your inbound recruiting efforts. Without a relevant career website that speaks to millennials, your efforts may fall flat.
In this article, we share five ways to position your career website as a strong recruitment marketing tool. Specifically, as it pertains to reaching college students and recent grads that are interested in learning more, but not quite ready to apply.
1. Give the People What They Want
43% of students look for current openings and compensation for those openings on your career website. – NACE’s Class of 2015 Student Survey
This tried-and-true adage is absolutely necessary if you want to optimize your inbound recruiting for graduates. In NACE’s Class of 2015 Student Survey of nearly 9,200 bachelor’s degree graduates in the class of 2015, the organization asked job-seeking students the most important information they wanted to see on a company’s career website. The top two responses were current job openings and salary/compensation levels for those openings. 43 percent of all responses to the survey were either of these choices. The other top choice was job descriptions for entry-level positions at 19 percent.
Nearly two-thirds of all recruits want to see three basic things on your career website. Marketing to students means listening to what they want and responding in kind. Consider performing your own research by asking college grads what they want to see so you can find out what works best for your audience.
2. Vary Your Content
Create a good mix of content within your job descriptions, including written content, photographs, and video. Instead of bulleting the qualifications, have someone in that position write a paragraph or two about what it’s like to hold the position. Photographs can depict aspects of the company culture. A short 30-second video can follow a staffer around to show what the daily routine looks like. Perhaps the person can sit in front of the camera and simply talk about what it’s like to work at your firm.
Varied content helps someone maintain interest in your career website. When you update a job description with a new video, it piques curiosity and getting to see someone in the actual position gives a recruit a feel for the job.
Having photos and videos of actual employees on your website puts a human face on the hiring process. Millennials love to relate to a company, and there’s no better way to do that than by showing an actual employee talk about a position. Make the person in the video the contact for inbound recruiting efforts so college grads can talk to the person. Since these videos are very short, produce new ones every few months to keep your content fresh.
3. Keep It Current
Update your career website to keep it as current as possible. Take down job openings once the closing date passes. Put the most relevant information towards the top of the job description, and update job descriptions as necessary with usable information that millennials want. Millennials may go to another website if they spend too much time trying to get the information they need.
Optimize your career website for mobile viewing as another way to keep it current. Many millennials search for and view websites on mobile devices as opposed to desktop or laptop computers. When college grads have a hard time navigating your website on a mobile device, they may simply move on to another website.
4. Provide Updates
Marketing to students means keeping them updated them when something changes. The best way to reach this demographic is through text messaging or apps. Update your recruits when a new job opens up, a job closing date nears, or when you update the career website. Providing updates gives you a way to stay in touch with candidates and keep them engaged.
5. Stay in Touch
Maintaining contact with individuals adds a personal touch to inbound recruiting. Send a quick video message through Facebook to ask how the college grad is doing. Announce updates to your career site through text messages, apps, emails and social media to make sure everyone knows there’s an open position.
Create several different ways for someone to contact you. A contact form and a phone number are standard methods, but have you thought about adding a live chat module? Live chat buttons can appear on every page in case someone wants instant answers to questions from a live person.
This is where a call-to-action button becomes a great tool. This button appears on every page, either above the fold or as it follows someone scrolling down the page. Mention how someone can “Contact Us” by selecting a button. The call-to-action button takes the recruit to a comprehensive page that contains a form, a phone number, a live chat module and ways to receive updates.
Marketing to students takes a bit of planning when it comes to your website. Expect to spend some staff time to maintain your online presence, but once you get used to it the process becomes more efficient. The long-term payoff for your inbound recruiting efforts is well worth these relatively small investments in your career website.