The best career sites gives candidates what they want: insight into the employee experience and workplace culture. To create an engaging and insightful candidate experience, you need good content about your employee experience. So, what is the best content for your career site?
Read on to learn the nine types of content your career site needs, and then learn how to create it with our free ebook, Career Site Best Practices.
The 9 types of content you need on your career site
1. Employee testimonials Employee stories
Because candidates are going anywhere from 2-18 places before they apply, your career site content must be compelling and memorable. How are you standing out? How you are compelling them to apply right now, or how will candidates remember you when they’re ready to make a change?
People remember stories up to 22 times more than any other content. You must use employee stories, not employee testimonials (employee testimonials are not employee stories).
For instance, an employee testimonial that says “There’s room for growth at the company,” “my company supports women at work” and has “good benefits” is not memorable. However, when Neeta shares she was accepted into an accelerated leadership development program right before leaving for a three-month maternity leave, the statements become real and candidates will remember.
2. Real employee photos
There is a clear difference between career sites that have generic stock photos and unrealistic depictions of work life (hello, briefcases).
In addition to hearing from real employees, seeing the physical environment helps candidates picture themselves working there. Therefore, capture your employees doing their job, with their teams, with their work surroundings prominently featured.
Take a look at some of the photos we captured when we created all the employee story content for BAE Systems’ career site. These images create a stronger connection with candidates than stock photography.
Want more examples of photos that depict workplace culture? Here’s the best recruitment marketing and employer branding photos.
3. Employer branding videos
The power of video in recruitment marketing and employer branding is understated. Candidates now expect to watch videos when researching your company. They search for it when seeking cultural insight. Video allows them to picture themselves working at that company, with those people, in that job. It’s great for closing candidates on your culture.
Most importantly, recruitment marketing videos educate and motivate candidates to apply. Using video content on your career site dramatically improves your apply to hire ratio.
Using two years of candidate behavior research across their clients’ career site platforms, Clinch discovered that candidates who watched a video on a career site and then applied to a specific job were 6 times more likely to be hired.
Dell’s employer branding video is a good example of using video to tell compelling stories and share perspectives from employees all over the world. Check out other company culture videos that will inspire you.
4. Company purpose
Yes, it’s true in your career site content, too: “Start with Why.” Content about your company’s purpose is really important, and it should be the cornerstone of your universal culture content. Because it’s the most powerful employer branding content there is, it should be front and center on your career site.
Don’t forget to tap into how the work they do can satisfy your employees’ personal purpose, too.
5. Core values
Often, core value statements on your career site appear as a list with no other context. This is a missed opportunity to give great insight to candidates by using stories to illustrate these important principles. Those principles mean a lot to your company, but they don’t mean anything to candidates… unless there is a story attached.
On your career site, translate your values so candidates can understand and remember them by attaching proof (employee stories).
Loews Hotels and Co. prominently features on its career site its “Power of We” principles:
- We are family.
- We care about others.
- We are professional.
- We serve with integrity.
- We add value.
- We are a good neighbor.
This video shows candidates exactly what it means to be “family” at Loews Hotels.
6. Diversity, inclusion and belonging progress
Showing that your company honors diversity goes beyond aspirational statements and photos of people of different cultural backgrounds. Prove your company honors diversity by showing candidates what your company is doing to create an inclusive workplace, with supporting stories from employees who have benefitted from these efforts.
This video shows what Sonoco does to foster inclusivity and belonging at work.
7. Candidate persona content
Think about the hardest to fill skill set in your company right now. What is the profile of a candidate that will be successful in this role?
What about jobs your recruiters are always hiring for: perhaps its call center associates, or business development reps? It is likely you know the type of person that will be successful in that role as well.
When you have research about your ideal candidate, you can develop candidate personas. This is content that speaks directly to the type of person you’re looking to attract. Interactions, a rapidly growing AI company, needed to hire technical salespeople. They tapped into why their top performers were thriving and why they chose to stay. Then, they developed content to attract high performing sales candidates.
8. Team content
The number one question candidates have, according to a Glassdoor survey, is “Will I fit in with my team?”
Don’t make candidates wait to find out. Use team value proposition and team content to showcase what the team culture is like. The closer you can show what the everyday experience is like at your company, the better. It’s hard to do that without team specific content. Your career site also needs to honor and promote the micro- or team cultures that exist within your company.
9. Interesting job descriptions and hiring manager videos
It’s not enough to tell candidates what the job entails. Rather, you need to share with them why they want to do that job, at your company. Inserting interesting visuals, using employee stories and injecting purpose in the everyday puts you ahead of the job description game.
See why a videographer would want to work at Stories Inc. in this video job description.
Now, it’s time to get started!