In today’s world, the competition for the best talent is more intense than ever. Companies must not only stand out through their products or services but also be attractive as employers. This is where employer branding comes into play.
In this blog series, we will examine various aspects of employer branding. We will show how companies can position themselves as attractive employers. Every measure, from internal communication management to corporate social responsibility, contributes to creating a strong and positive employer image. Today, we start with a fundamental element: the career website.
First Things First: What is Employer Branding?
Employer branding refers to the strategic process in which a company develops and communicates its employer brand. The goal is to position itself as an attractive employer and to retain current employees while attracting new talent. A strong employer brand reflects the company’s values, culture, and mission, distinguishing it from other employers in the market.
The Importance of the Career Website in Employer Branding
The career website is often the first touchpoint between a potential applicant and a company. It provides a platform to effectively present the employer brand and attract talent. A well-designed career website can make the difference between whether a candidate decides to apply or not. Therefore, we will now take a detailed look at how to design a good career page.
Designing an Appealing Career Website
When designing a career website, it is important to pay attention to design, usability, content, the application process, and job openings. Here you will also find examples from other companies.
1. Visual Design and Usability:
Example from the HelloFresh Career Page
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- Visual Appeal: The design of your career website should be attractive and professional. Use images and videos that authentically represent the company culture and work environment.
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- Easy Navigation: Intuitive navigation is crucial. Potential applicants should easily find the information they need, whether it’s about open positions, company information, or the application process. For example, at HelloFresh, candidates can quickly search for jobs using the search function.
We have analyzed the HelloFresh career page in detail in our video podcast. Get inspired by it. Listen to our podcast directly HERE.
2. Clear and Compelling Content:
Example from the Trivago Career Page
- Company Values and Culture: Clearly convey your company’s values and culture, for example, through employee testimonials, blog posts, or video messages. An example of this can be found on Trivago’s career page, where employees from different departments are introduced and share information about their career paths within the company.
3. Job Openings and Application Process:
Example from the Kyon’s Career Page
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- Job Descriptions: Describe open positions precisely and realistically, highlighting what makes your company unique and what benefits you offer. Ideally, job openings should be displayed directly on the career page so that candidates don’t have to click away.
- Simplicity: A straightforward application process is crucial. Long and complicated forms deter potential applicants.
- Transparency: Provide clear information about the application process, the expected duration, and the next steps, as seen on Kyon’s career page. This way, candidates know what to expect.
Integration of Social Media and Interactive Elements
Integrating social media and other interactive elements can further enhance the career website. Through social media feeds, blog updates, and interactive content such as Q&A sessions or virtual tours, you can better convey the dynamics and authenticity of your employer brand.
Success Stories and Employee Experiences
One of the most effective methods to strengthen the employer brand is sharing success stories and personal experiences of employees. These authentic stories can give potential applicants a better picture of what to expect at your company and how they might fit into the company culture.
Mobile Optimization
In today’s mobile world, it is essential that your career website is optimized for mobile devices. Many applicants now search and apply via their smartphones or tablets. A mobile-friendly website not only improves the user experience but also increases the reach of your job postings.
Search Engine Optimization (SEO)
To ensure that your career website is easily found by potential applicants, effective search engine optimization is crucial. Use relevant keywords and phrases related to your industry and the positions you’re seeking to fill. A good SEO strategy can significantly improve the visibility of your career website in search engine results.
Analytics and Continuous Improvement
The success of your career website should be regularly monitored using analytics tools. Analyze which pages attract the most visitors, how long they stay on the page, and which content generates the most engagement. This data is crucial for continuously improving the website and adapting it to the needs of the target audience.
Conclusion: Using the Career Website for Your Employer Branding
In a time when the competition for the best talent is more intense than ever, companies must not only convince through their products or services but also appear as attractive employers. Employer branding plays a central role here. A strong employer brand can help attract and retain the right talent.
The career website is a crucial component of employer branding. It is often the first touchpoint between a potential applicant and a company and provides the opportunity to effectively present the employer brand. We have highlighted important elements for designing a successful career website: from appealing design and usability to clear and compelling content and the integration of social media and interactive elements. Success stories and employee experiences can enhance the authenticity and appeal of your employer brand. Mobile optimization, search engine optimization (SEO), and continuous improvement through analytics are additional key components for an effective career website.
Would you like us to analyze your career website for FREE? Then feel free to contact us directly at [email protected].
