It's imperative that companies consider the content needs of jobseekers. Otherwise, they run the very real risk of losing out on applications from top talent.
Using a multi-channel approach where all roads leads back to the corporate career site is good practice, but that is only the baseline that all companies should strive to achieve. You can easily improve your Careers section by making sure all the needed content is easily available, but the icing on the cake is structuring that content in a way that makes jobseekers feel welcome and interested in digging through everything there is to know about your company, be it through a Careers landing page or content feeds tailored for different stakeholders.
The results of our Careers survey by Comprend are in and the numbers are clear: the corporate website is the preferred and most trusted source of information when it comes to both the corporate overview and the job ads themselves. It's only natural that the corporate website is, therefore, the channel where most of our respondents learned about the latest job they've applied for.
Visiting the Careers section of a corporate website is a natural step for jobseekers, but whether or not you provide them with a proper landing page - and how this page is structured - can make a difference in how quickly jobseekers can find the content they’re looking for.
84% of our respondents have said that a Careers landing page would be helpful to them. Seeing as 72% of our respondents are at least keeping their eyes open for new opportunities, it's probably worth looking into this subject, even if you aren’t actively recruiting at the moment. Looking at what our respondents have selected as their top content needs will set a framework for structuring this entry point to the Careers section.
Just like the results of last year's survey have shown, jobseekers tend to visit multiple sections of the corporate website. The fan favourites have remained the same this year: About us, Careers and Sustainability. Making sure to identify the most important corporate and sustainability information, and presenting this on a Careers landing page, with a link to the full section, would therefore be a great help to all jobseekers.
Besides corporate and sustainability information, a Careers landing page should, of course, include career-related information. A feed for your available job vacancies will always find its place in this section, and so will a careers FAQ or contact details for an HR employee. Some of the content jobseekers have pointed out as being particularly important to them can be seen in the lists below:
Testimonials offer current employees a chance to express their thoughts and feelings about both their employer and the work environment. By sharing these, a company can legitimise elements that elevate their workplace in a different, less corporate, manner. Testimonials are not exactly leading the pack when it comes to jobseeker information, but they're not far behind the top three employee and work information topics listed above. As for the format, it's quite clear that text wins over video: 73% prefer text, while only 27% prefer video.
It’s interesting to note that the topics our respondents would like to see covered in testimonials differ from the subjects they would like to see on the Careers section in general.
The top three testimonial topics, as rated by jobseekers, include subjects that can be given a deeper meaning through a personal opinion. An office environment can be safe, modern, and offer multiple ways of working, but how does it actually feel to work there? How does it feel to work within a certain team? How much value do employee benefits actually bring to the table? Giving employees the option to share their thoughts on similar topics would be beneficial when trying to attract future talent to the company, as they will always beinterested in hearing what your current employees have to say.
Source: Comprend's Career survey 2020
As covered in this spotlight report, trust in corporate communications has been declining amongst jobseekers - across all channels and for a number of reasons. Besides providing a well-curated selection of corporate and sustainability information, relevant feeds, and testimonials (using the right format and covering the right topics), there's an obvious opportunity to convince the sceptics as soon as they hit your careers landing page: publish scores and comments from review sites.
"Sometimes some distance is required to get a clearer picture, as not everything is always as it seems."
- Student who is keeping an eye out for exciting opportunities, Portugal
All in all, being upfront and transparent with the information jobseekers are looking for will, in turn, help change the opinion of sceptics and make the hunt for information a breeze for jobseekers - and hopefully yield plenty of interesting applications in return.