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Over the last few months we’ve been discussing online careers content and why it is so important in the modern business world. The increasing importance of online content has driven a huge shift from advertising-led marketing that pitches a company’s products and services – to a content-led approach. A content marketing strategy aims to create and distribute valuable, relevant and consistent content to a well-defined target audience. And content marketing is just as relevant to careers sites. After all, beautifully constructed careers sites can end up thin on the ground.
'Good' Isn't Good Enough Anymore
Creating great content isn’t a secret. The cat has been out of the bag for a good few years and most businesses recognise the importance of creating excellent online content. Good content by itself no longer makes the grade. Your business needs to start looking at creating an immersive content strategy.
Immersive Content Strategy
The roots of our immersive content theory stem from the belief that each candidate deserves an excellent experience on your careers site. By putting the candidate experience at the heart of your E-recruitment strategy, you can increase conversions, applications, and referrals. If all of your careers content is focused on the candidate experience then you should be aiming to provide
them with:
1. Personalised culture content, in the right place and at the right time in the E-recruitment process.
2. Recruitment content that is easy to navigate. Immersive recruitment content is so well integrated to the rest of the site it is barely noticeable to the candidate.
97% of candidates would refer others in the future if they had a positive experience on your careers portal (source: The Candidate Experience Awards).
So by providing the best possible candidate experience, you are actually reducing your future cost of hire and enhancing your employer brand.
Personalise, Personalise, Personalise
In order to achieve this level of careers content mastery, you have to personalise the candidate journey at every possible point. Within a few seconds your careers site should be able to gain the following information about the visitor as a bare minimum:
1. Approximate location (Or, the location the candidate wants to work in).
2. The kind of job position the candidate is interested in.
3. Approximate salary range (Based on the above two points).
After gaining this information you can begin to personalise the candidate journey. For example, suggest jobs near the location that the candidate is searching. Other examples include displaying relevant employee testimonials from employees in similar positions and suggesting similar jobs within the candidate’s area and salary expectations.
Ultimately, providing an excellent candidate experience requires time and effort, as well as elements of trial and error. But the rewards for you and your business far outweigh the risks.
Learn More About Careers Sites
Download our free 52 page eBook- Guide to Designing the Perfect Careers Site. Go to www.eploy.co.uk/pcs
Eploy's Top Resources
1. Get Your Candidate Experience Checked Against Industry Benchmarks
2. [Checklist] What Do Candidates Want From E-Recruitment?
3. [eBook] The Recruiters Guide to Google Analytics
4. [Video] How To Check If Your Careers Site is Mobile Responsive
5. [eBook] Recruitment and the Art of Juggling
