Improve Your Employer Branding – Build a Personalized Career Page

Jiaxin Liu
25 March 2019

Did you know that 80% of talent and HR managers attribute the ease of recruiting top talents to a great brand? Owing to the fierce competition for talents in the recruitment industry, the goal posts have equally shifted from perfect resumes and work experience on the part of potential candidates, to employers branding their organizations as the best place to work. In view of the spirited competition, there is need to seek ways to improve employer branding. And especially now that online recruiting is becoming the order of the day, and with job seekers refusing to apply for jobs in companies they don’t know or trust, every effort to build and improve career pages must be put in place. 

Why employer branding is important

Today, all employers are defined by their reputation, and this is reflected by the number of top candidates who want to work with you, as well as the number of employees who want to continue working with you. You would notice that irrespective of how high your offer the salaries, half of the candidates will not opt to work for a company if the employer brand is negative.

To improve your employer branding, the following practices will go a long way in positioning your career site as the place of choice for recruitment.

  • Your Employees are your branding assets

Ever heard that charity begins at home? Many companies invest time and resources to improve employer branding, while neglecting the reckonable force of their employees in online recruiting and marketing, albeit unofficially. Apart from making your brand well-known, any word spread by your employees becomes more compelling on social networks, including Facebook and LinkedIn. While official channels have their important role to play, you definitely need your employees to amplify every message you release to potential candidates.

To this end, you should encourage your employees to keep their profile up-to-date. This would entail professional photos and videos with rich work experience summaries. To facilitate this, profile tutorials and how-to-sessions would greatly assist in improving their profile strengths, especially given 1 out 4 candidates tend to look at employee profiles upon hearing about new job opportunities. And while at it, encourage your employees to grow their network by expanding connections on various platforms.

  • Authenticity always wins

According to Ben Gledhill who is an employer brand manager at the Manchester Metropolitan University, the tone of voice used on your website should be consistent with that of the actual organization. One way of ensuring authenticity is having your actual employees tell their stories and experiences within the organization. An example is PricewaterCooper that features employees’ profiles and interviews on the ‘Why PwC’ section. Such an approach helps give the company a hiring face in online recruitment. Indeed, including actual experiences can help improve the employer branding and the company’s career page altogether.

  • What are workers looking for worldwide?

Did you know that only 61% of job seekers are keen on salary and other employee benefits, while only 52% are concerned about job security? It is important to note that 49% consider a pleasant working atmosphere among the first 5 important factors when choosing a company to work for, alongside a good work-life balance and career progression opportunities, among others. It would therefore save your company a lot of time and money, if you improved your branding with the things that workers thirst for.

  • Connect with the passive explorers

Online recruiting is not always about asking potential candidates to fill in application forms, but rather to win them to stay around and establish a long term relationship. Often times, 90% of candidates will explore your site a number of times before they decide to make an application. Such passive explorers should be directed to talent communities on your career page, from which you can gradually push valuable content to them, including new job opportunities in your company – over time, you may win them over to your employer brand. 

  • Awesome career pages

According to a research by LinkedIn, the number of candidates actively seeking for a job is only 25%. To reach out to the other talent pool in online recruiting and have them spend time to apply, inspiration should be drawn from a clear mission statement, an explicit definition of the type of employees being sought, and intriguing them with quotes from renowned innovators. Principal roles and responsibilities of every vacancy should be captured in relation to the overall strategy of the company. Further, the culture of your company should be depicted through collaboration and socializing animations and videos shared on this page to show fun and interaction.

In addition, improve career page to tell the story of the growth of the organization. While at it, remember first impressions count, and that internet users make decisions rather quickly. That means your career page must never give the wrong impression – in addition to your company logo, balance the colour scheme and the design of your website. And because your career page speaks directly to your candidates, let the job titles be easy to understand – they should be descriptive but concise.

When some companies complete the hiring and recruitment process, they fail to delete the positions posted on the career page. Every time people search the website for open positions, they find positions already filled up. Lauren Weber and Leslie Kwoh refer to this practice as the ‘Phamtom Job Listing’. Failure to keep the website updated can ruin the company's reputation and discourage others in future. Updating the open positions list is one way of ensuring that potential employees stay attentive to your career page for recruitment purposes.  Additionally, keeping the career page updated is one way of ensuring that potential employees subscribe to the system for future jobs.

  • Remember the smartphone generation

Did you know that 78% of candidates would rather apply for jobs from their mobile phones? All efforts to improve employer branding or improve career pages for online recruiting should bear in mind that simplified job application processes would do well with this group which mostly consists of millennials. Job seekers want to take their search efforts with them wherever they go. It’s all about convenience. Surprisingly, app stores are full of apps that are fit for finding jobs, but hardly do you find many for finding candidates. And although there are many advantages of having a recruitment mobile app, only 13% of employers have gone a step further to develop a mobile version of their company’s career site.

Bottom line

While demand continues to grow and supply grows smaller, employers will continue facing immense competition when seeking to hire the top talent. Although first impression matter, this does not mean putting up artificial content on the company’s website. When potential employees search your career page, they expect to learn more about the company, including the culture and the history. Therefore, presenting content that is different from the actual company can ruin the company’s reputation. Whichever strategy your firm chooses to use, it is clear that improving employer branding goes hand in hand with improving your career page and enhancing your success from online recruiting.

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