The Ultimate Guide to an effective modern career website

  • Is our career website appealing, helpful, useful, compelling and persuasive?
  • Can our career website and job descriptions be found by the right audience. Are we going to appear in search engine results as the most relevant?
  • Are we converting candidate attention into interest and action? What’s is the conversion rate of click through to apply and what is the quality of applicants?
  • Do we have job alerts? Can a job seeker sign up to join our talent community or subscribe for company blog or newsletter?
  • Does our career website have ‘calls to actions’?
  • Do we have an opt-in talent network form?
Source: Universum: Employer Branding Now (study material)
  • Do I want to work for a company which don’t consider those parts as important, would I/my role be important there?
  • If they are an innovative company as they are saying, why they are behind on trends and technology?
  • Why is their job description so boring and ‘old-school’, not relevant nor giving enough information?
  • If their product website follows the convince-and-convert practice, then why not apply the same practices to their career/employer website?
Source:The Future of Career Site, Matt Alder
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
  1. High need for cognition (job-seekers engage in and enjoy thinking): access information the easy way. Information should be presented in a structured, fluent way, allowing them to drill down into the details if they want to- tabbed or drop-down menus to visually break up the information.
  2. Low need for cognition (time- and attention-poor job-seekers): designing experiences, messages and interactions that are more affective, emotional, and influential — I will explain more in the last part of this blog. (N. Nahai)
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
  • Titles: the job page title and title of the job ad should contain keywords that the job-seeker has typed into the search engine
  • URL: The search terms that the job-seeker types into the search engine should be in the web address or URL of the result.
  • Keywords- Embrace LSI: keywords in content, keywords in title and description tags, page covers topic in-depth
  • Snippets : Increase the length of your meta descriptions (from 160 characters to 230 characters). Optimize for featured snippets.
  • Find a shoulder niche: break your backs trying to obtain high-quality, relevant backlinks.
  • Focus on voice search optimization
  • Focus on natural language and readability, content length and high word count
  • Get serious about YouTube SEO
  • Strategically link to micro influencers
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
  • Gender differences
  • Cultural differences
  • Linguistic (language and chosen words)
  • Motion
  • Information architecture
  • Usability
  • Calls to action
  • Risk, Trust and Privacy
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai
  1. Discovery:
  • Are people aware of your company and what it means to work with you?
  • Are you using all channels available to you?
  • Why should people share your content and recommend your company as a place to work?
  • Is it easy for job-seekers to visit your career website, or interact with recruiters or other employees?
  • Are you encouraging job-seekers to apply?
  • How can you give job-seekers a taste of your company and how is it to work there?
  • How are you encouraging job-seekers to interact with you? (job alerts, sign-up for a free chat, downloading a white-paper, subscribing to your talent community or newsletter)
  • What kind of recruitment process are you providing to job-seekers after they apply with their email or social profile?
  • How can you build in value, reciprocity, positive reinforcement and a gentle nudge to encourage them to become your applicant/employee?
  • Whether you’re asking job-seekers, employees to comment, rate, follow, like or review or you want employees to generate content to share with their peers, how can you encourage them to contribute on a more regular basis? What reward mechanisms are in place to elicit and reinforce these behaviours?
  • How can you optimise your outreach (content, marketing, social media strategy) so that existing job-seekers feel moved to share your content with their friends?
  • Once job-seekers are actively in touch with your company, how can you encourage them to engage more and stay engaged during all recruitment process? What reminders or notifications can you use to nudge people in a way that is useful, as opposed to irritating?
  • How are all job-seekers treated? Would they come back to you and apply again, would they recommend you to somebody else?
Source: Webs of Influence: The Psychology of Online Persuasion, Nathalie Nahai

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