The Art of Attracting Top Talent


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OK, so I’ve done quite a few episodes on how to find, hire and retain good people for your team.  We’ve talked about the questions you can ask in the interview process that will help you figure out if the person is resilient.  And various ways you can determine if they will fit (and hopefully enhance) your culture.  And how you can make the onboarding experience something that truly prepares them for all the nuances of working in your company.

But the other day, I realized we haven’t done a deep dive around the biggest marketing tool you have in your arsenal to attract talent.  Your website; and more specifically, your Career page.

Now, I’m going to start by saying that I certainly hope you have a career page.  And I certainly hope it’s far more than just a link to a jobs board.

Oh sure, your career page absolutely should have a listing of the available jobs; and a way to apply online.  But it needs way more than that.  It’s your calling card, maybe even your first impression to potential candidates.

Think about it, if you were going to look at a potential house to buy, and when you walked up – the walkway was cracked, the paint was peeling, the railing was rusty and the yard overgrown with weeds – well, would that impression make you want to move in right away.  Of course not.

Well, it’s the same with your careers page.  Sure the candidate is looking for a job, and wants to impress you with their skills and experience – but by the same token, you need to show that you’re an impressive place to work.  So your career page should put your best foot forward.

How do you do that – well here are a few ideas that should do the trick.

Make the design user friendly and visually appealing.  We’ve all had that time we went on a webpage and couldn’t figure out heads from tails – there was too much going on to even begin to find what you needed, and the navigation was a nightmare.  Well, don’t do that.

…recruiting is actually a marketing exercise.

Make sure your career site is easy to navigate, and has a clean, modern design.  Use consistent branding elements such as your colors, fonts and logos; so you create a professional look that reflects your company’s identity.

Next – be sure to showcase company culture and values.  And use multimedia content – things like images, videos and employee testimonials.  You want candidates to get a glimpse of the unique aspects of working with you, things like team-building events, community involvement or professional development opportunities.

Highlight your diversity and inclusion efforts.  Don’t kid yourself, today’s candidates are just as concerned with how your company shows up in the world, as they are with pay and benefits.  So believe me – it matters.  Showcase your commitment by highlighting initiatives and programs – and feature diverse employees in your multimedia content.  You want to immediately create a welcoming environment and demonstrate to potential candidates that your company values and respects all backgrounds and perspectives.

And by the way – don’t limit your thinking to ethnic diversity – inclusion means everyone – so don’t forget other under-represented groups such as the LGBTQ community.

Be sure to integrate your social media channels.  Connect your career site with your company’s social media channels.  It will showcase your online presence, help you reach a wider audience, and encourage social sharing of job openings. It will also help potential candidates get a broader view of your company culture, and stay updated on the latest news, events, and job openings.

You could even add a blog or news section to help keep potential candidates informed and engaged.  Try sharing company news, industry trends, and content around thought leadership in your industry. It really helps position your company as an industry leader.

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And here’s a bonus tip – think about including interactive content and features.  Things like quizzes, polls or virtual tours of your office space.  It will go a long way in engaging potential candidates and it will encourage them to spend more time on your site.  And as an added feature – it creates a really memorable user experience and helps you stand out in a sea of competitors.

Think personalization.  Try personalizing the candidate experience as much as possible.  Tailor content based on their preferences or location or even prior interactions with your site.  For example, highlight job openings or events relevant to their location or area of expertise.

Sure, you’ll have to get the tech team involved for this one – but it will be well worth it.

Oh, and while we’re talking about the tech team….mobile, mobile, mobile.  If you aren’t optimized for mobile – well then, you need to fix that right away.

In 2021, the HCM Technology Report showed that almost 70% of job seekers used mobile in their search.  So, if you aren’t on mobile – you’re nowhere.

And finally, the process – make it friction free.  Write compelling job descriptions that clearly outline the responsibilities, requirements, and qualifications for each job.  Make it easy for candidates to understand what’s expected from them and what they can expect in return.

Streamline the application process by allowing candidates to apply directly through your career site, using a simple and intuitive application form. Offer the option to save progress and return later, as well as the ability to upload resumes, cover letters, and other relevant documents.

And don’t forget to include a comprehensive FAQ section.  Something that addresses common questions potential candidates may have about the application process, company culture, benefits, and anything else that comes to mind. It helps alleviate potential concerns and it makes the application process more transparent.

So, take a good hard look at your Career site.  And no, you don’t have to implement all these suggestions – but think carefully about what might significantly up-level what you have now.

Remember, recruiting is actually a marketing exercise.

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