Have you ever found yourself judging a company’s reputation based on the quality of their web site?
If the answer is yes, you’re not alone! Research shows it only takes us seconds of looking at a web page to form a first impression. That initial impression influences our personal affiliation with a brand, or worse turn us away as potential customers because it came off unprofessional.
In an increasingly web-based world, the reality is your candidates are doing the same. Before a prospective hire ever shows up in your office for his first interview, he’s already formed a first impression from your career site.
Avoid turning off prospective candidates by putting your best foot forward. Invest your efforts in improving key parts of your career site, so you create a great first impression.
There is nothing more off-putting to a potential candidate than a site design that’s dated, lackluster, or worse—broken. Deliver a more professional presence by developing a current, updated career site design. It doesn’t have to be flashy or robust. Instead, remember that less is more. A simple, intuitive design will always triumph a more complex layout.
It’s also important that your design represents your employment brand. Are you innovative, techie or more traditional? Express your culture through key elements like color choice, font type and visual imagery.
The content on your career site, including copy, photos or any videos, should be updated on a regular basis. This ensures an honest representation of your employee value proposition, and helps candidates make the right decision when choosing whether or not to self select out.
A good rule of thumb is to review your career site, at least, annually. Make sure your position overviews are still accurate, your benefit information is current, and your candidate targets are the same. Note any shifts amongst your company culture or vision, and make updates as necessary.
If candidates can’t easily submit their information on your career site, they’ll be gone before they can ever figure out how to apply. Invest in an applicant tracking system (ATS) that values the candidates experience and provides an easy path to apply. You can also use tools like a talent community, where candidates can submit their interest without actually applying to a specific position.
A company’s career site is the first touchpoint for its most important asset: its people. So give it the attention it deserves. Refresh your design, update your content and implement a new application process. You know you’re an amazing employer, so don’t give your talent pool the wrong impression.
