Why bother with a recruitment website?

Typically it is to attract talent and convert them into applications. Often a great deal of time and money will be invested to help the job seeker land on the career site. The career site can make or break the ROI of effort to attract talent. Unfortunately many recruitment websites seem to hide the 'goods' from the talent - they are NOT job first! 

The career site has a key role - it should show off the jobs, communicate what working at the company is like and help the right talent apply. If you accumulate all of this the objective is to convert quality applications

Career site conversion of talent visits to applications is typically poor - about 3% . Failing to be optimal on mobile web will turn away 4 out of 10 talent visitors - wasting a significant amount of investment to attract them in the first place. The career site experience needs to support the objective as well as function on mobile. I describe it as "job first mobile first".

The talent journey starts with the question "are there jobs I could do, in a location I want to work". Typically only when a job is available does the research start to ensure its the kind of company they want to work for. This is true for the majority (c80%) of the workforce who is pragmatic and wants to stay in their local community. The careerist (c20%) puts their career path first and is searching for a specific job and company with the right brand as their next stepping stone.

Last week at a conference I presented at, a common questions I received was what employer sites I would suggest are "doing it right". There are a small number that really impress me and PepsiCo is one of them. PepsiCo recently relaunched their career site. They have done a very good job with "job first mobile first". There are a few areas on mobile optimization where it could be fine tuned, but it is better than most (maybe I am too picky)! 

PepsiCo's career home page has a very prominent call to action to find jobs. At the bottom of job descriptions the call to action to find more jobs is clear to improve the experience. I haven't had chance to catchup with Chis Hoyt but I expect the new site is converting visitors to start apply with more success than the old one.

I urge you to go and review the following:

  • What is the talent journey on your site?
  • How many clicks are needed to find a suitable job?
  • How easy is it to learn about the company?
  • What is talent is on a mobile device?
  • What help do you give candidates? 

This should give you an idea of how you are doing today and hopefully inspire you with what you can do better.

Posted
AuthorDave Martin