In Part 1 of this blog series, I talked about how digital transformation is changing the rules around the candidate experience – and that the home page is often not the initial point of entry for a candidate’s journey. As Bill Gates pointed out an essay of the same title, “Content is King.” From a recruiting perspective, his statement is spot-on. If the first thing a candidate lands on is the job description page, it needs to be as robust – and engaging – as possible. So where do you start? Below are a few simple guidelines for building a content-rich experience that can make all the difference in attracting top-quality candidates.
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.
Shopping has never been a top priority for me. I’ve never been one to shop, and to be honest, I’ve been wearing my daily “go-to” shoes for 17 years straight (that’s right, I’ve had them since 2000 and they’ve been re-soled 3 times)!
Which reminds me: they’re just about due for another.
It’s not that I have a shopping phobia; I’m just a creature of habit, not too fond of change, and loyal to decisions made in the past. Browsing the aisles hoping to nab a great deal, waiting for the big sale, or being the first to know about a buy-one-get-one-free promotion has never resonated with me. If I need new pants, I’ll drive to the store and purchase a pair. If my vehicle needs gas, I pull into the closest filling station and top off the tank. No time wasted – Get In – Get Out – Mission Accomplished.
Years ago, I ran into a local grocery store to grab a salad for a quick lunch between meetings. With great fresh produce selections available, I built an unbelievable salad that would satisfy not only my appetite for lunch, but hopefully dinner, too. With my next meeting fast approaching, I decided the best way to pay for the salad would be the store’s new, automated “Self-Checkout.” Three patrons ahead of me in line zipped right through without a hitch. Now it was now my turn. I scanned the printed barcode label on the infrared platform and that’s when the “Overhead Red Attendant Call Light” lit up.
Did I mention that I’ve never been an advocate of shopping? Get in – Get out – Mission Not Accomplished!
I waited patiently for the (very polite) attendant to come by and rescue me from the penalty box. I thought about the three patrons who glided with ease through the same station just a few minutes before. What magical powers did they possess? What “Self-Checkout” secrets did they know - and how does one acquire them? Right then I realized that Self-Service was the new norm, and the brave new world of “Self-Fulfilling-Optimization” had arrived. If I was to survive, I would have to transition to open minded ideologies, embrace constant change, and deviate my decision-making processes (at least more than I was used to).
In today’s candidate-owned market, they’re the ones who call the shots—and they’re demanding more. More attention, more personalization, more compelling content. But how do you wow your candidates in ways that make you stand out from your competition? By focusing on the candidate experience.
Build your recruitment marketing strategy around the needs and wants of your best-fit candidates. It’s time to give them what they’ve been craving.
Traditionally—the recruitment process primarily focused upon the company doing the hiring. Enterprises approached hiring in simple fashion:, ”We need to fill a position, so we will post a job ad, and candidates will flock to us because we posted an ad, and job-seekers naturally respond to that. Besides, everyone knows we’re great (at least we do), so the applications will flow in….”
When millennials engage with a brand, they want a response quickly. According to a Desk.com report, 22 percent of millennials who connect with a brand via social media expect a reply within 10 minutes. Another 22 percent say they would cease engagement after one bad interaction.
Now imagine that said brand isn’t a consumer good, but rather, your reputation as an employer. Losing top candidates at the start simply because you can’t engage quickly or effectively is simply unacceptable. Not finding those candidates in the first place is an even bigger problem.