By Bernadette Launi
Job-seeking is not just about finding a job anymore. It is about finding the right job. Likewise, companies are finally starting to realize that recruitment marketing—putting a concentrated effort into attracting and hiring the right candidate—has long-term benefits that more than cover the investment.
In fact, according to a study done by iCIMS Hire Expectations Institute, 94 percent of job seekers are likely to apply to a job if the company actively manages its employer brand online.
So where do you start crafting your employer brand? According to an 11,700-candidate survey administered by Talent Board, the company’s career site was the only platform used by a majority of candidates. Seems like a pretty logical place to begin.
So what makes a good careers page?
Beyond all, your career page should be consistent with your company’s branding. It should clearly highlight the essence of your organization and the type of people who excel there, according to Recruiting.com. Hiring someone who does not fit this mold will cost you time and money, not to mention the missed opportunity and value a ‘right fit’ could bring to your organization within the same time frame.
Let’s take a look at Chipotle’s career page. While there are a lot of great aspects of the page, the restaurant chain’s Career Path tab steals the show. It dynamically features the seven job titles within the restaurant (non-corporate) aspect of the company, beginning with crew member and rising through the ranks to end with restaurateur. Each individual page displays the general salary associated with the position along with the benefits and a video featuring a Chipotle team member in that position.
A more subtle absolutely genius aspect? Each individual job title slide features the picture of the same woman.
Make your career page design mirror your employer culture
From a job-seeker perspective, what does this career page tell you about Chipotle’s employer culture
First, let’s backtrack a little bit. While surveying all of Chipotle’s restaurants, now co-CEO Monty Moran realized that the most successful restaurants had managers that had started out as crew members on the line. It would seem promoting from the inside was more successful than bringing in outside managers and restaurant owners. This method resulted in greater team camaraderie and a more consistent, authentic Chipotle culture within the restaurant.
And so the restaurateur program was born. Moran and his colleagues focused efforts on promoting hard-working team members who exemplified Chipotle’s 13 values. The program has allowed stories like Esmeralda’s to be born. A single mom, Esmeralda got a full-time position as a crew member in 2002 and immediately fell in love with the restaurant and its culture. Throughout the next eight years, her hard work and dedication to Chipotle’s mission allowed her to be promoted through the ranks—kitchen member, service member, apprentice, general manager, and finally a restaurateur, empowering her to select her own restaurant’s team and to shape Chipotle’s future leaders. Her pride and sense of accomplishment is palpable; she sees herself “growing up in this company.”
Through their restaurateur program, Chipotle genuinely strives to empower their team members to push themselves and take advantage of the growth potential within the company. This authentic belief in their people jumps right off their career page; any job-seeker scrolling through the career path will see their own face rising through the ranks. Chipotle has made going from a minimum wage crew member to a restaurateur seem attainable—if you put the work in.
An empowering careers page design allows Chipotle to attract the applicants they desire—hard working, driven, future-seeking individuals. We believe here at Stories Inc. that any company can accomplish this with the right content and tools.
So, what are you waiting for?