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23 September 2013

Creating a Careers Microsite That Really Works

Posted by JamesT

Companies usually have a good handle on targeted marketing -- they build landing pages that are personalized, relevant, and accessible. Why, then, don’t companies build career microsites the same way?

When we work with our customers we see they often end up with expensive, unwieldy microsites that offer little more than a complex application form that good candidates often find uninspiring. The sites aren’t targeted to the role, geography, skill set, or target market. And they usually provide little information about drop-off rates, how many people are viewing the microsite, where they came from and what kind of candidates they are. As a result, the candidate experience remains one of the biggest problems in recruiting today.

Putting together an effective, targeted careers microsite that gets the applications you’re looking for doesn’t have to be hard or expensive. Here’s what you need to know.

Target Your Message

Before candidates even get to your careers microsite, they need a clear understanding of what they’re going to get when they arrive. Everything you communicate has to reach those candidates where they are -- so take time to identify exactly what kind of person you want in the position and what you’re prioritizing as you consider candidates.

Find out how your ideal candidates are looking for job openings and consider whether they’ll be able to find you. You need to be where they are -- using the same keywords, looking at the same sites, even building a mobile site or a facebook page if that’s what the demographic prefers. Having a careers microsite that meets potential candidates where they are makes it easy for them to apply for a job at your company.

Remember, One Size Does Not Fit All

You can’t just put together one careers microsite and think you’re done. You need to tailor your offerings to the job and the candidates you want to apply to it to ensure you attract the best people. Find a system that can re-use the assets you have and then aim your careers microsite at almost any demographic you want to prioritize -- geographic area, college hiring, diversity hiring and so on.

Look at your careers microsite as a landing page for your company -- it’s a resource that can give applicants a feel for what your organization is all about as they consider whether to apply.

When designing microsites, you should consider your top recruiting challenges begin building customized sites based on one or more of these criteria:

  • By job (targeting certain positions).

  • By geography (finding candidates from a certain area).

  • For those at career fairs.

  • For those at certain colleges or universities.

  • For military recruiting.

  • For diversity recruiting.

  • For temporary, event-specific information.

Use a System Designed for Careers Sites and Microsites

Some companies we work with think they can simply build different sites across different web development platforms and try to integrate them on the back end with their applicant tracking system (ATS) and their recruiting service providers. Other companies tend to avoid creating customized careers microsites because it’s too time consuming to build new pages and an HR manager isn’t necessarily interested in hunting down an IT person to put together a new webpage.

However, when you use a career-specific content management system (CMS) that incorporates simple drag-and-drop elements that integrates with your ATS and recruiting service providers, anyone can build a career microsite in minutes, reuse assets and make changes quickly and easily as needed. When the role is filled or the demand is reduced, it’s also simple to shut access to the site off until you need it again.

Make sure you also connect your career sites directly to your Applicant Tracking System to avoid losing candidate information through a manual process and avoid compliance risk by ensuring all applications are tracked.

Consider using custom application workflows for different types of roles rather than just deploying the default template from your ATS provider. Different roles may require different screening questions, diversity questions, assessments, and tests so include those as well.

You also need to find a system that can provide analytics that help you gauge the effectiveness of your recruiting efforts. This granular data can help you hone your recruiting and make your career microsites increasingly effective.

It’s not hard to build career microsites that work, but a good partner and technology solution designed specifically for this purpose can make things a lot easier for you.

Talemetry delivers all the tools recruiters need to find, attract, and engage the talent they need today – and tomorrow – in a single, simple and social cloud-based solution. As the leading provider of talent generation solutions, the Talemetry software-as-a-service (SaaS) suite includes talent sourcing & CRM, job broadcasting, career sites and candidate application solutions. Schedule a demo today to learn how Talemetry can help you find better talent faster.

Topics: Recruitment Marketing & Branding, employer branding, online recruiting, career microsites

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