Speed and performanceFor every second your careers website takes to load, you lose 20 per cent of your traffic. That’s because people are impatient! They just don’t hang around anymore. Google and other search engines reward websites for performance because it greatly affects user experience. This means that your careers website needs to be optimised for speed. Slow loading speeds could literally be costing you millions in lost talent over any decent period of time. Pro tip: Try typing your website domain into this useful little tool and see how you fare: https://tools.pingdom.com/ (P.S. – anything under a score of 90/100 is unacceptable!)
On-page candidate experienceWhen candidates visit your careers website, we’ve already seen that you need to make a strong first impression to attract and retain talent. If people leave straight away, search engines see these on-site behaviours as signals of poor performance. Bounce rate and dwell time are good initial indicators of experience satisfaction. Ideally, you’d want to see your bounce rate below 30 per cent and your dwell time over one minute. To increase dwell time, you need to move beyond the archaic job listing with a header and bullet points beneath. Please, it’s not 1998 anymore! Get fun, get original and get creative. If you’re having trouble making your job pages interesting and engaging, look to any well-known ecommerce website for advice (made.com, for instance, has six different types of content on one page – all designed to sell you a beanbag!). [rb_inline_related]
Individual job pagesAnother problem when it comes to the mission to attract and retain talent is that many careers websites fail to optimise job detail pages. In fact, it’s important to create permanent pages even when you might not have any jobs to advertise. What do I mean by this? Well, say you’re working on a web page for ‘Graduate Trainee Solicitors in New York.’ It might take you 12 months to rank that page, but once it’s there you can benefit from a much higher volume of regular traffic. Even if there are no immediate vacancies to display on that page, you can still encourage candidates to express an interest so you can notify them once there is a live vacancy to attract and retain talent. This is where content comes in handy – because it keeps people coming back to your site over a sustained period of time.
ContentWhen it comes to creating a lively and engaging content hub, credibility and trust are crucial for candidates. As a brand, you need to show that you’re invested in the talent communities you want to influence. This means helping and supporting people by adding real value to their lives. This isn’t a platform for you to talk about how great you are. Keep the focus on your candidates and what matters to them. If you don’t know what this is, don’t be afraid to admit it. You can use persona and empathy maps to understand the emotional and rational drivers that shape your candidates’ decisions. Pro tip: Check out a website called www.answerthepublic.com – all you need to do is enter a keyword of your choosing and you can see the main search queries related to that word. It’s a really useful tool to find out how people are thinking, and more importantly what information they’re looking for. You can then engineer your content to answer these questions, which not only keeps your candidates happy but boosts you up Google’s rankings. Remember, awareness is the basis of all change. Use these insights to build a content platform that shows you’re invested in your people. Image: Shutterstock
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