Company websites serve many functions, such as providing information for current and potential clients. But one of its primary purposes also should be to recruit new talent.
“Your website is the first place candidates go before applying for a job,” said Stacey Gaines, director of Marketing and Communications for HORNE. “Getting talent can be difficult, so you have to sell your company to applicants.
“Most people think the job candidate has to impress company leadership,” she added. “But a company has to make an impression on people looking for jobs, and your website is one of the best ways to do just that.”
According to Small Biz Genius, nearly 90% of job seekers look at an employer’s website to find information.
Gaines said a company’s website and social media channels should be used along with job sites, such as LinkedIn and Indeed, as part of a comprehensive recruiting strategy.
“They go in tandem,” she said. “One of them won’t ever replace the other. It’s not either/or. It’s both/and.”
Career opportunities listed on job sites and social media channels should always link to the company’s website, Gaines said.
The first step is to look at your website from an applicant’s point of view. Make sure the navigation is easy and that applicants can find job links with just one click. Your website also must be easy to view on mobile devices like a cell phone or tablet.
“If your website isn’t mobile responsive, you need to redo it,” Gaines said. “In a recent 2022 study, almost 70% of job applications were completed on a mobile device compared to only 51% in 2019. If applicants encounter a website that is not mobile-friendly, you will lose candidates.”
Company websites should include information about a company’s mission. Applicants should get a sense of what it’s like to work there. It’s important to include information about your culture and include photos and videos. Workplace culture is the top predictor of workplace satisfaction. Not pay.
Consider posting a recruitment video with your job listings. A survey by Career Builder showed that the job application rate increases by 34% when it includes a video.
“Provide information that is useful to the candidates,” Gaines said. “Let them apply online, but they should also be able to submit a cover letter, not just an application, and let them know how long it will take to get a reply. Good communication sets the tone of what applicants can expect if hired.”
Your website is often the first impression a job applicant gets of your company, so make sure it’s a good one.
“When you’re having conversations about recruiting strategy, you must consider your website as one of your most valuable assets,” Gaines said. “Your website is much more than a sales tool. If you haven’t intentionally set up your site with a job applicant in mind, it is time to consider a website audit to find improvements.”
Following are some steps you can take to ensure your website helps your business attract the best talent:
- Create a dedicated Careers page if you don’t have one. Include information about company benefits and culture.
- Have people on your team go through the application process to make sure your process is easy for the applicant.
- Keep everything current. Delete old job listings and give complete information on your open positions.
- Create a form that goes to a dedicated HR inbox that applicants can use to ask questions.
- Set up an automatic reply that job seekers receive after applying.
- Do a website audit to make sure there are no broken links and that the pages load quickly.
- Make sure your website is updated and easy to navigate.
- Have strong SEO and metatags so your website comes up first in searches.
- Consider putting an FAQ document on your site if you get many of the same questions.
If you’re not sure your website is helping your recruiting efforts, HORNE can assess your website and help maximize your site’s effectiveness.