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How to Make Your Employer Brand Shine on a Career Site

Kelly Lee
Digital Content Specialist


Hiring isn’t getting any simpler. Immediately’s expertise acquisition groups should do all the things they’ll to draw candidates, persuade them to use, and maintain them engaged till they present up on the job. In a aggressive market for expertise, a robust employer model is a vital part in your expertise acquisition technique – and that features your profession website.

Right here at SmartRecruiters, we have now a workforce of employer branding consultants who work on our SmartRecruiters Attrax profession website product. I sat down with Warren Davidson, Shopper Companies Director, to get the inside track on how firms can enhance their employer manufacturers on their profession websites. 

“You may have essentially the most lovely employer model on this planet, but when your profession website is dreadful, it’s going to undermine your employer model,” Warren stated. As an knowledgeable in profession websites and with deep expertise in advertising, Warren believes in a candidate-centric method. The candidate, in any case, is your potential buyer. “Your employer model is intrinsically linked to the candidate expertise,” he defined. Warren recognized the important thing features of best candidate expertise.

SmartRecruiters Attrax Client Services Director

Customized, Contextually Related Content material

“First, they need to land on a job that’s related to them,” Warren stated. “After which they need to see a bit of content material that reassures them that the corporate is DEI-friendly, or has nice advantages.” He recommends content material that brings the office to life, corresponding to worker tales that concentrate on subjects related to candidates of every kind, whether or not they’re mother and father or from various backgrounds. The SmartRecruiters Attrax system makes use of automation to make sure relevance and personalization. “Related, personalised content material drives higher high quality candidates,” he stated. “It must also enhance your hiring velocity.” 

Natural Site visitors from Google

Google visibility is a key piece of the candidate expertise that many firms miss. Google is likely one of the hottest locations to search for jobs – and it’s free to get your jobs listed there. By including structured information to your profession web site, job seekers mechanically discover your listings once they search. In case your profession website is hidden behind the unsuitable URL and lacks structured information, you find yourself paying aggregators to get listed on Google. Natural visitors from engines like google to an Search engine optimisation-optimized profession website and job listings is a present that retains on giving.

Straightforward Utility Course of

Many firms lose candidates to a tough utility course of. “In the event that they get offered with a login display screen, utility charges drop off proper there,” Warren stated. A one-page utility with a resume/CV add from the cloud will increase the variety of functions. For jobs which can be significantly onerous to fill, “we have now some prospects who don’t even ask for a CV anymore,” he stated. Candidates can point out their expertise by answering a collection of pre-configured questions, which is efficient for a lot of forms of roles. 

The Energy of Branded Experiences

These parts add as much as a big effect. “If in case you have Google visibility, personalization in your profession website, ship contextually related content material, and utility course of, the final word upshot is that when a candidate hits the web site, they really feel like they belong to your group. They’ll see themselves working there,” Warren stated. That relevancy drives self-selection, and the benefit of the applying course of prevents the fitting candidates from dropping out.

Sounds superb, proper? I took a have a look at among the outcomes from SmartRecruiters Attrax implementations. All of them had stats corresponding to:

  • Elevated profession website visitors
  • Elevated candidate engagement (extra pages considered)
  • Elevated variety of functions
  • Lower in deserted functions
  • Elevated natural visitors from Google
  • Elevated visitors to employer model content material
  • Lower within the supply of rent  from job boards and recruitment companies
  • Enhance within the supply of rent from natural profession website visits

The Artwork of What’s Potential on a Profession Web site

Like a variety of issues firms battle with, legacy expertise holds them again from addressing the wants of the present market. Updating a profession website might require the work of an company or IT workforce. The applying course of required by the present ATS could also be turning candidates away. Warren stated, “Relating to profession websites, a variety of firms don’t know what’s attainable.”

What is feasible? An Search engine optimisation-optimized profession website that delivers personalised, related jobs and content material to candidates, integrates seamlessly with an ATS, and might be up to date by anybody, not simply web site specialists. Not solely is a profession website a spot the place the visible and artistic features of your employer model can shine, but in addition it’s a spot the place your employer model involves life by facilitating a stellar candidate expertise.


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