Try this. Take a moment and check out a few of your competitors’ “Careers” pages. Boilerplate? Definitely. Boring? Unquestionably. Highlighting why the company is a great place to work?

Absolutely not.

Attracting potential employees to your Careers page is great, but if that page doesn’t tell the story of why your company is the right fit for them, they will quickly lose interest and leave. That’s why your Careers page needs to do more than list openings and explain how to apply.

“Careers pages are typically a candidate’s first encounter with a company,” says Willio Elmore, SPHR, Senior Benefits and HRIS Specialist for Ultimate Medical Academy. “Organizations can use these pages to promote their employer brand and culture, and serve as a recruiting tool for the employer by providing applicants with insights on what it’s like to work at the company.”

Your Careers page must also answer the one key question every job candidate has: “Do I want to work for you?”

Here’s how to ensure a potential employee’s answer is “Yes!”

Describe your team. Potential employees may have already checked out your “About Us” page, but just in case they haven’t, include a detailed description of your team. This is where you can emphasize the company culture and give potential employees a strong sense of whether they are a good fit for your culture.

Describe different modes of work. Do some employees work remotely? Do some live and work overseas? Your goal is to attract the right candidate for a current job, but great employees are always thinking about how their next job will benefit their overall career plan. Employers need to demonstrate how working for the company will help employees grow professionally. This is also the place where it should be made clear that HR allows for the kinds of flexibility that ensures optimal productivity from workers based both in the office and in remote locales.

Explain why your company is the perfect fit. You will choose the right candidate, but the right candidate will also choose your company. Make it clear that the company maintains the highest standards in every aspect of its business, from onboarding to professional development. Highlight that your organization offers all employees the opportunity to use their talents to the best advantage -- for them and the company.

Let potential employees meet various members of the team. Don’t just list the biographies of key executives. Give people a feel for the people they may be working with every day. Doing so shows that you value every member of the organization and that you’re happy to highlight employees at all levels.

Describe the process. Let potential employees know, up front, what to expect. Be clear about how and when you respond to applications. Communicate next steps and how the candidate should prepare if you decide to offer an interview. Thoroughly describe each process. Potential candidates will love you for it, resulting in a stronger applicant pool.

Make applying as easy as reasonably possible. While it is important to be thorough in evaluating job candidates, a mountain of forms, endless rounds of interviews and a slow decision-making process can cause candidates either to be turned off or to field offers from competitors. What hurts the most is a failure to communicate. Your Careers page should clearly lay out the process, to ensure that there are no surprises and that expectations can be set and met.

Should a Careers page have a list of openings and explain how to apply? Yes, of course, says Chris Mullen, SPHR, Director of Human Resources, Housing and Dining Services at the University of Colorado, Boulder. But there is so much more. A Careers page should include sections on why a potential employee would want to work at the company, what the company is about and benefits that come with being an employee.

A Benefits section can show the basics like insurance and time off, but should also include the benefits that set a company apart from others, such as flexible work schedules, onsite amenities, gym membership, child care, etc. A company should also consider a section on the Careers page that includes short videos that tell its story and why employees enjoy working there.

“The Careers page is a first impression for potential applicants, so be intentional and put thought into it,” Mullen advises. “That way if an applicant doesn’t get the job they applied for, the goal is to have them want to apply again and again because [they view] your company is a great place to work.”

Remember, your goal is to hire the best candidate you can. That process starts with making your Careers page the best it can be.

Published on: Oct 10, 2017