A company careers page or careers site is a great addition to any corporate website, especially if you’re currently recruiting.
Careers sites provide an easy way of keeping your website up-to-date with your latest vacancies; they pull through your jobs directly from your applicant tracking system and display them all in a central place so jobseekers can easily find them and apply.
(If you don’t currently have a careers site but are considering one, read more in our blog, 5 Signs Your Company is Ready for a Careers Site)
They’re a great tool to help you recruit directly – as long as jobseekers are able to easily navigate there. After all, you don’t want to invest time, effort and money into a site that no-one is visiting.
But how can you increase the traffic of your careers site? Read Webrecruit’s tips below to give your jobs a boost in traffic.
1. Make sure your careers site is clearly signposted
This is a simple but common mistake. Make sure that your careers site is linked on your navigation – don’t hide it away!
If jobseekers want to come to your website to learn more about working for you, you need to make it easy for them. Ensure that your ‘Careers’ or ‘Jobs’ link is visible and not hidden behind any of your other pages.
It’s also worth listing your careers site as a secondary link within your company’s social media bios. After all, your followers are likely to either be potential customers or potential candidates so try to cater to both audiences.
2. Improve the searchability of your job adverts
To attract the right candidates for your jobs, your job adverts need to be found. Using SEO techniques, you can optimise them for search engines.
If you’re unfamiliar with SEO, you might be under the impression that it’s just a tool for marketers – but recruiters can benefit from it too! We love the Moz Beginner’s Guide to SEO if you need a guide to get you started.
Just remember that when candidates start their job search, the first place they typically visit is Google so appearing high in the search rankings is important. You should also focus on the title of the job – don’t use quirky titles. Think to yourself if candidates would search for a ‘Dream Alchemist’ when what you really need is a ‘Head of Creative’.
Check out our advertising tools for more tips on writing job adverts – 10 Quick Tips to Instantly Improve Your Job Adverts.
3. Social media campaigns
If you’re on a mission to drive a substantial amount of traffic to your careers site in the short-term, a targeted Facebook, Instagram or LinkedIn campaign could be the answer.
We’ve seen great success in driving traffic to our customers’ careers sites and individual vacancies via social media campaigns. They’re a good solution if you require your audience to take a particular action – whether that’s to apply for a specific role or sign up to receive job alerts from your company.
The benefit of social media advertising campaigns is that they can help to drive a different type of traffic to your careers site, as they reach people who aren’t actively looking for a job but who might be open to a new opportunity. These are known as passive candidates.
Alternatively, if you don’t have any budget to spend on sponsored social media campaigns, work with your Marketing team to make sure that all job openings are shared on your company’s social media accounts – your recruitment software can also allow you to share vacancies this way.
4. Produce insightful careers content
Nothing attracts visitors more than compelling content. A recruitment blog is the perfect addition to any careers site. Think of this as a space where you can ask your existing employees to write about what it’s like to work for your company or share any news about careers events or upcoming opportunities.
Make sure that you update your content regularly – it doesn’t need to be a big commitment but try to keep it updated every week or even every fortnight. Lack of updates suggest that your recruitment efforts are stagnant, whereas a consistently updated blog shows that your business is constantly evolving. It can also help your SEO efforts by allowing you to start ranking for a wider array of keywords.
If you’re feeling creative, you don’t just need to stick to written content; consider sharing your employee stories via video or produce interesting infographics about the gender and diversity split in your company.
5. Encourage your workforce to promote your careers site
Your colleagues are your best recruitment marketing tool – when you have a new vacancy, encourage them to share the link to their LinkedIn connections and recommend any of their network.
This will help to increase the reach of your vacancies on your careers site and can also tie into a wider employee referrals programme.
Also consider other steps your colleagues can take to help, such as inserting the link to your careers site within their email signature to keep people aware that you’re actively hiring.
Looking to learn more about careers sites? Download our eBook, The Beginner’s Guide to Careers Sites.