Bright Recruiter: Articles

The goal of any good career site should be to turn visitors into applicants and hires. You spend a lot of time and money driving traffic to your job descriptions, and it’s important to get those qualified candidates to apply. Read on for 3 tips to optimize your career site for conversions.

1. Write job descriptions that make people want to apply.

Some people will actively seek out your company to work, but the first time most will be introduced to your company is when they land on your job description from one of your job advertisements or from a referral. If you want to improve your conversion rate, it’s imperative that you jazz up your job descriptions to make people want to work for your company.

So share some information about what makes your company unique, why your current employees like working at your company, and what your candidate will get out of working at your company.  Adding pictures to illustrate these things is good, but video is better.

Then, share some information about the hiring manager and the team. Again, utilize pictures and video to show the candidate what the team is like, what the hiring manager is looking for, and what kind of impact they would have if they joined the team.

Finally, share some information about the position. Talk about they key goals and include a short list of skills and qualifications (no more than 3-5). Add in the type of person you’re looking for – an outgoing and creative individual, a heads-down thinker, a brilliant mind with a flair for corny jokes. Whatever it is you’re looking for, let it be known – but let it also be concise. This will ensure that you get the right quality and quantity of candidates.

Long story short: sell your company first, and the position second. That way, if the candidate doesn’t feel that the current role is a good fit, you can capture their interest so they apply (aka convert) in the future.

2. Add content other than jobs to your career site, which explains why the candidate should want to work for your company.

Everything discussed above should also be applied on the career site, but in greater depth. You should have different sections for benefits, culture, employee testimonials, employee bios, etc., which are linked from the job descriptions so that your job seekers don’t have to dig to find this information.

You may also want to include a blog – either a dedicated employer blog or your corporate blog where you share information about your company and your positions with candidates. Getting content is easier than you may think – just ask your employees to contribute! Topics can include employee events, new hires, veteran employees, your interview process, or even exciting company news that would interest candidates.

Including a variety of content on your career site keeps your visitors engaged, and helps them understand if your company is the right fit for them. It won’t be for everyone, but you’ll get a better quality of candidates this way. And, as mentioned previously, you’ll more easily retain potential candidates that aren’t currently ready to apply.

3. Provide several ways, other than applying, for candidates to indicate interest in your company.

Since many of your website visitors may be waiting for the right opportunity to apply, it’s smart to include some additional calls to action, other than applying, so candidates can keep in touch with your company. This may include job alerts, but try to go a little further than that. If you’re blogging, create social media channels and a monthly or quarterly newsletter in which you can share your blog posts – and ask your website visitors to connect with you or subscribe. This will help you create a talent pipeline, so you have quality candidates when you need them.

To learn more about developing a great career site, register for our webinar:

Secrets from a Marketing Geek: Building a Career Site that Attracts Candidates

I was just reading an article that I sincerely hope isn't true. It's written by a job seeker about his worst job interview. Here's how it begins:

The interviewer put his feet up and began eating lunch? Then the candidate was asked to complete a writing sample and was forgotten about?? What a horrifying candidate experience!

The worst thing about this candidate's worst job interview? He doesn't even realize that this kind of experience isn't ok. Maybe he was desperate and unprepared - but that's no excuse for the way he was treated. This brings to mind an article I read last year on HRFishbowl about candidate courtesy: "you just have to show a little respect". The premise of the article is simply to encourage basic communication. Let the candidate know where they stand.

If you know you're not interested, say so. Even if it is 10 minutes into the interview and the candidate hasn't given a writing sample. Don't waste people's time. This is common courtesy. It's ok to say, "I'm sorry, but I don't feel that you're the correct candidate for this particular role and I don't want to waste any more of your time". Don't be a wimp - tell the candidate that they're no longer in the running for the position. However, I would also encourage you to perhaps soften the blow a little with some constructive criticism. In this case, the editor could have let the candidate know that he wanted someone that wanted to work his company, not just any company. This sort of advice would have helped the job seeker learn from his failure.

Especially in this case, the job seeker had never had a full time position before and was simply unprepared from lack of experience. Recruiters should understand that younger candidates don't have interview experience, and don't know the rules. Even more seasoned candidates might have recently rejoined the interview circuit, and are slowly relearning how to interview correctly. Not everyone is a great interviewer, but most get better with practice.

Think about your first interview: were you nervous? Did anyone tell you to write a thank you note? Did you print out several copies of your resume and references? Did you know that, when asked for your weaknesses, that you should spin it in a positive way? Try to remember what it's like to be a candidate.

If this candidate had more interviewing experience, he may have gotten the role at this company. He got the next one he interviewed for. A bad interviewer doesn't necessarily make a bad employee, so don't let simple inexperience get in the way of hiring someone that could actually be a great addition to your team. And for goodness sake, treat your candidates like human beings.

Your employer brand is a major factor in your ability to recruit and hire top talent. According to the RolePoint infographic below, 7 in 10 job seekers say the job and the company are equally important in deciding whether to accept a position.

According to CareerBuilder's Candidate Behavior Report, job seekers use nearly 15 resources per job search - including employer review sites such as Glassdoor, your social media pages, and, perhaps, your current and past employees. Your employees, their online contributions, and their verbal recommendations can really make or break your ability to attract the best talent on the market. So use them to your advantage and create an army of recruiters from your current workforce.

How?

First of all, make sure your current employees would recommend your company to their friends and family (6/10 would). Try doing an internal survey to get the general sentiment, and ask for specific suggestions that would make the employee happier (and therefore more likely to refer a candidate). On the same note, perhaps ask outgoing employees during an exit survey if they would recommend your company.

Next, encourage your employees to share their experiences with your company online. That includes getting them involved in social media - ask them to share pictures they've taken at company events, to comment on Quora questions about the company, or share company news on Linkedin. Also encourage them to review your company on Glassdoor and CareerBliss.

You may also want to get your employees more involved in the actual recruitment process. Ask them to make an appearance on your recruitment video, explaining why they like working for your company. Invite them to company happy hours where they can do a meet and greet with potential hires. The options are endless, so get creative.

Finally, recognize your employees for their efforts. If you know a hire was the direct result of your employees, let them know. According to the infographic, "Employees ranked public recognition as the #1 incentive that would motivate them to refer someone".

Read More about Employer Branding:

Increase your Quality of Hire with Employer Branding

To Learn More about Employer Branding, check out our webinar:

Increase your Quality of Hire with Employer Branding

Online, they looked perfect.  They had everything you were looking for. You asked to connect, they said yes. Before you knew it, you were emailing back and forth every day. The phone conversation went great so you decided to meet. Wow! Things are going awesome; they were as good in person as they were online and on the phone.  The conversation was great, you had the same goals and interests; it was perfect! You definitely saw this going long term.

You wait the standard 48 hours before you call again but they didn’t answer. No big deal, so you left a message. You leave messages and send emails – they never respond. Turns out, you were a bit more interested in them they are in you. Sounds like a bad date? No, it is the case of the missing date. Ever notice how recruiting and interviewing is like dating? Read below:

Dating Profile = Job Board Job Posting
On most dating sites, people put their picture, their likes, what they are looking for in a mate and enough of a personal description to pique your interest. Likewise, your job posting should have enough information to pique their interest without scaring them away. Don’t use clichés! Make it unique but not weird, clever but clear. Make it realistic and describe the truly important parts of the job. And please get to the point.

Email Conversations Alone are not Enough
You can get great info via email but you are only reading what was selected for you to read.  It is not a good indicator of whether or not you will click in real life. When you talk to someone, they are not using grammar check, looking up good responses or getting help from their best friend (we hope!). You can get more of an organic response to further questions you may have. You have to talk to get to know your candidates!

Discovery
Like having your first conversation with a potential date, you need to listen to what the candidate is saying and not saying. You wouldn't just see if they match your keywords selecting them as a potential mate. Spend at least 30 minutes on the phone with potential candidates and listen more than you talk.

Catfished
Don’t get catfished.  Before you send a candidate to a client or a decision maker meet them or at least do a video chat. Make sure the candidate is not doing the old “Bait and Switch.” If you feel creepy when talking to them or it doesn’t seem like the same person, hang up – don’t waste time!  If you think you like them, keep listening!  Pay attention to their speaking tone and style. Most importantly, don’t ignore the red flags! Still interested? It is time to meet.

Meeting in Person
Like a first date, interviewing is the first impression. Be on time. There is nothing fashionable about being late. Be polite but honest. Turn off your cell phone. Don’t expect perfection right off the bat. Remember, it is not about just emotional feelings. Sure you like them, but are they right for the job? Don’t react right away. Let the interview sink in a bit. Let the candidate know what your initial reaction is and let them know you will follow up. If you feel 100% that it is going to work, let them know but still plan on following up.

Post Dating Rules
Determined what you liked or did not like about your first “date.” Assess your level of interest. Remember that people may not always be their natural selves during first dates, so you may want to give someone that you're not quite sure about a second chance. Don’t ignore the red flags! Signs of a good first interview/ date are:

• Good Eye Contact
• Ease of Conversation
• Knowledge of your Company and the Position they are Being Interviewed for
• Appropriate Clothing
• Honest Answers

Some red flags include:

• Coming Across as an Ego-maniac
• Complaining on Past “Relationships” or Past Jobs
• Extended Uncomfortable Silences
• Checking the time
• Closed Body Language

Keep “Dating” (Interviewing)
If you determine that the candidate is not going to be a fit there is no need to ask for a second date. It is important to let the candidate know that you are not interested so as to avoid unwanted stalking.

If it went well and you want to see the other person again, then you may want to contact the other person. Call them as within a minimum of 72 hours. Make sure to leave a message and a follow up email expressing true interest. Ask for their feedback, questions and concerns as well. Remember, just your meeting went well doesn’t mean that they are fully ready to commit. So keep “dating” until the right person comes along. I promise they will!

It may take a bit longer, but take the steps to get to know the person you are hooking up with. You can save time, effort as well as embarrassment and humiliation!

About the author:

Jackye Clayton is recognized as a people expert who puts the Human in Human Resources. An international trainer, she has traveled worldwide sharing her unique gifts in sourcing, recruiting and coaching. She offers various dynamic presentations on numerous topics related to leadership development, inclusionary culture development, team building and more. Her in-depth experience in working with top Fortune and Inc 500 clients and their employees has allowed her to create customized programs to coach, train and recruit top talent and inspire others to greatness. Email Jackye at askjackye@sourcecon.com, follow her on Twitter, or connect with her on Linkedin.