As Director of Product Management, part of my daily routine includes running through Google Analytics and our ST Analytics platforms, looking at trends and “gotchas” in our various products and implementations. One trend I’m noticing on the different career sites is a shift away from the home page as the predominant landing page.
In years past, a lot of effort was put into home page optimization - what companies are doing and saying on the home page that will convert visitors into candidates and, hopefully, new hires. However, we’re living in a time of sweeping digital transformation, which is changing all the rules about the candidate experience and expectations. With the rise of social media and popular aggregators (like Indeed and Google for Jobs), many potential candidates no longer start at the career home page: their point of entry is the job description.