Let your stuff do the talking
There’s nothing better than real life examples to show potential employees what it’s really like working for you. It’s fairly easy to create a video to add to your website, so why not ask staff to talk to camera about their journey with your company? Sainsbury’s does this rather well, with a selection of staff talking about how they joined the company and how their career has progressed.
Sainsbury’s - What are we looking for?
If you want to keep it really simple, check out the Wilkinson’s site, where they simply have their staff standing against a plain background, offering their thoughts in bite-sized clips.
Wilko - About us
Be clear about who and what you are, and what you stand for
Another great thing about the Wilkinson’s careers section is that the branding starts even at the stage of a Google search – if you search for Wilkinson’s careers, it comes listed as ‘Wilkos Careers - Altogether Better’. Not only does that make it entirely obvious that you’ve found the right thing, they refer to the company by the name commonly used in the street, and their values are clear from the outset.
In fact, when you click through, you’ll see that their values are the first area they look at. They’re clearly working hard to attract applicants who will fit in with the ethos of the company.
Employers such as The FA have also chosen to make corporate social responsibility a key section of their careers site, underlining its importance to them.
The FA - Working for the FA
Make sure your language and imagery also reflect what you are all about – if you are aiming to attract young people don’t be tempted down the road of using informal, ‘trendy’ language; keep to a professional but light, friendly tone. The language you use here should reflect the language of your workplace.
Support career progression within your company
We’ve already touched on how you can use real life examples of people talking about their career progression, with Sainsbury’s as an example, but Wilko’s stands out again by making it clear that career progression isn’t an issue limited to its new starters – on its ‘Latest vacancies’ page there are separate links for people who want to join the company, and those who already work there. So your careers page can serve your existing staff too, and help them keep in touch with the opportunities available to them.
Wilko - Latest vacancies
Shout about training and other benefits
Training and development are key to career progression, so it’s important to include information about what people can expect. The Sainsbury’s and Wilkinson’s sites both cover this well, and the Siemen’s careers site is also a good example of highlighting the different ways they will support people at all stages of their career, from NVQs and core learning to training for leaders and specialist programmes.
Siemens - Training and development
Staff benefits and incentives are also important for people considering their work/life balance over the longer term. Google highlights that the benefits it offers are more than just the basics, looking at how they support staff holistically with headings such as ‘Stay healthy, save time’, ‘Travel without worries’, ‘More time with your baby’, and ‘Never stop learning’.
Google career benefits
The Met Office also seems to do this well, with its ‘What we can offer’ section that covers learning and career development, equality and diversity, your lifestyle and flexible working, who we work with, our commitment to sustainability and your rewards.
Met office - What we offer
Help the candidate decide if they are right for you
Even after reading a job description, some people may still be unsure as to whether a particular position is right for them. John Lewis have picked this up as an issue, and have created some great interactive ‘realistic job previews’ on their apprenticeship pages. They give some information about what’s expected in each aspect of a role, and users tick a box to say how suited they feel. After answering all the questions they get an indication of whether they would be a good fit. Have a look and see whether you would make a suitable goods vehicle driver!
John Lewis - Vehicle driver adeptness
Help people put in the best application that they can
People who are new to writing job applications, or who haven’t done so for many years, may need a little help with what is actually a relatively specialised form of report writing. And let’s face it, well written applications also make life easier for your recruiters.
You can use your careers site to help with this, and a good example is the Lidl hints and tips section, which goes through how to write a CV and covering letter, and how to prepare for interviews.
Lidl – hints and tips
Virgin Media includes details on the different stages of the recruitment process in each of their business areas so that applicants know what to expect. Its FAQs are also a great example of actually listing questions that people are likely to ask (like ‘Why don’t you give any feedback?’), rather than just taking the opportunity to repeat company messages.
Virgin Media - Recruitment process
Keep the good ones on the hook
There may be some great people out there that you’d love to employ, but you just don’t have the right roles available at the moment. You don’t want to lose their interest, so why not have a job alerts service so people can register to find out when suitable vacancies come up. There are good examples from Oxfam, global resources company BHP Billiton, which highlights the job alerts function on its main careers page and the BBC, which also highlights its social media channels for people to follow.
Remember, while there are many great people out there, there are also lots of places they could work. Your careers pages don’t need to be all-singing, all-dancing with many bells and whistles, but they do need to answer those traditional ‘end of interview questions’, which help the applicant decide whether you are right for them.