A true platform of content dedicated to recruitment, the careers site is the privileged point of contact between recruiters and candidates. The latter are over 88% to plebiscite it.

On its quality and its ability to attract the right profiles will depend on the success or otherwise of your recruitment campaigns. Yet, in too many cases, the career site is neglected by the digital recruitment strategy.

Why should we reconsider this "unloved" part of the recruitment process?

The employer brand showcase

The career site is a unique space to share the organization's DNA, culture, history, values, projects and vision of human capital.

Your career site shows who you are, like a storefront.

It's often the first look potential candidates take at you, the receptacle of the moment of zero truth (the famous ZMOT). Feel free to be as authentic and transparent as possible.

Company employees are increasingly present on career sites, through testimonials that are videoed or transcribed, or even by having them step in as employer-brand-ambassadors, when answering candidates' questions directly.

The goal? Increase the desire to belong and give the candidate an opportunity to glean information about the recruiting process. A first step in the box!

An image and visibility issue

A career site, just like a corporate site, sends back a certain image of the company.

From then on, it is essential to not only work well on the visuals, but also to offer a good user experience (UX for User experience) and relevant content.

Here are some important areas to consider when creating or redesigning a career site:

The site's user experience

An effective career site should allow a candidate to find the information they need in less than 2 minutes. To do this, you need to anticipate their expectations and offer a clear pathway, with multiple paths to access the data.

Mobile optimization

Mobile traffic accounts for between one-third and one-half of the traffic on a career site. Think about making your site responsive at a minimum, i.e., accessible via a smartphone, and make sure the application process remains fluid.

Integrating quality candidate-focused content

As a general rule, almost all of the content published on a career site is used to "tout" the company's merits. Yet, while not without merit, it's far better to focus content around candidate needs. This can include how the digital transformation will impact their business. This step is the basis of Inbound Recruiting.

Integration of SEO best practices

This is the corollary of the previous point. It is important to make content that is relevant to candidates, but it is critical that this content is properly indexed by search engines. This point is often neglected when creating and/or redesigning career sites. Yet it is through this optimization that you can be found by top talent.

The implementation of a communication system

Within a career site, it is important to be able to establish an exchange with the future candidate by answering their questions. This can be done simply via a more or less automated chatbot or through a more advanced system of connecting with a tool for exchanging with collaborators such as Ulyss or Pathmotion. 

The ability to apply through social networks and without a resume

There has long been talk of the death of the resume. It is unlikely that the precious document will disappear completely from the recruitment process in the short term, but it is entirely possible to do away with it to establish an initial contact around an application in particular for positions requiring more of a good state of mind (soft skills) than mastered technical skills (hard skills).

The precise follow-up of the application process

One of the biggest complaints candidates have about employers is the complete lack of feedback on the progress of their application. Yet many tools exist in modern ATS to provide this information in real time. Why not use them to significantly improve the candidate experience?

A well-designed career site will build interest and trust.

The career site is the pillar of the employer brand.

Love the talent of tomorrow

If you have an attractive career site, it's a clear competitive advantage in recruiting new talent. At this game, career sites have no shortage of imagination.

From 3D games to immerse oneself in the history of the organization, to video job presentations, to skills quizzes or spaces for exchanges with staff, everything should be done to make the candidate experience enjoyable.

On some career sites, onboarding videos are posted online to capture the internal atmosphere, quick inclusion, and team spirit.

It's time for recruiting 3.0, which specifically includes the Inbound Recruiting approach. Candidates want to know who you are and that's even before they know if they want to work with you.

So you need to build your company's image and employer credibility, through quality content published on your site career. That way, when they're looking for a job, you'll be the one they turn to.

So don't skimp on the imagination to convert a qualified web user into an employee through your career site.

This is the strength of your employer brand!