The Art and Science of Creating Exceptional Career Sites
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Transcript of The Art and Science of Creating Exceptional Career Sites
© 2016 SmashFly Technologies, Inc.1
© 2016 SmashFly Technologies, Inc.2
Kathryn MinshewCEO
The Muse
Tracey ParsonsDirector of Recruitment Marketing
SmashFly
Will StaneyFounder
Proactive Talent Strategies
THE ART OF
CAREER SITES
4
1. BRANDING YOURSELF AS AN EMPLOYER
2. CAREER PAGES WE LOVE (THAT WORK)
3. TYING IT BACK TO CANDIDATES
TODAY WE’RE GOING TO COVER
BRANDING YOURSELF AS AN
EMPLOYER
6
CAN YOU TELL THE DIFFERENCE?
Engineering experiences
that amaze. We create
technology with a
purpose: to make life
better for everyone,
everywhere. Keep
Reinventing.
Since 1984, we have played a critical
role in enabling more affordable and
accessible technology around the
world. As an end-to-end computing
solutions company, we continue to
transform computing and provide high
quality solutions that empower people
to do more all over the world.
We are makers, catalysts and
inventors. We innovate at the
boundaries of technology to make
amazing experiences possible for
business and society, and for every
person on Earth.
7
Engineering experiences
that amaze. We create
technology with a
purpose: to make life
better for everyone,
everywhere. Keep
Reinventing.
Since 1984, we have played a critical
role in enabling more affordable and
accessible technology around the
world. As an end-to-end computing
solutions company, we continue to
transform computing and provide high
quality solutions that empower people
to do more all over the world.
We are makers, catalysts and
inventors. We innovate at the
boundaries of technology to make
amazing experiences possible for
business and society, and for every
person on Earth.
CAN YOU TELL THE DIFFERENCE?
8
WHAT IS BRANDING?A promise to your customer.
9
WHAT IS BRANDING?A promise to your customer.
(In this case, a promise to your
present & future employees)
DON’T TRY TO BE EVERYTHING TO EVERYONE
COMMON MISTAKE 1
11
WHERE EMPLOYER BRANDING COMES FROM
Your existing
consumer/business
brand
First recruiting outreach A candidate’s first interview
Your employeesAcross the web Social media Your career site
COMMON MISTAKE 2
You’re not your perks.
12
EMPLOYEE VALUE PROPOSITION
“An EVP is what an
employer offers in exchange
for the productivity and
performance of an
employee”
It’s why someone would work for you.
The employer value proposition
(EVP) is a unique set of
offerings, associations
and values to positively influence
target candidates and
employees.- UNIVERSUM GLOBAL
- TOWERS WATSON
CAREER PAGESThe beating of your employer brand
YOUR CAREER SITE IS THE
FIRST CHANCE TO SAY ALL THIS
12
“DO COOL THINGS THAT MATTER”
17
18
A MISSED OPPORTUNITY
19
A MISSED OPPORTUNITY
Global youth media company and the
industry leader in producing the best
online video content in the world.
“Non-traditional, cutting-edge”
“Trendy, modern offices”
20
Communicate
your values, not
just buzzwords.
21
Use photos and
videos to tell a
story, not just text.
22
Let your
employees be the
face of the brand
SO YOU’VE TAKEN THESE STEPS
Communicate company values
Use visuals, not just text
Highlight employees
But it’s not enough…
24
BUT YOU HAVE TO BE AUTHENTIC
“They don’t do second best and neither do we. Do you have what it takes?”
The site has 8 separate short videos
RACKSPACE
25
DROPBOX
PROMOTING YOUR CULTURE IS ABOUT BEING REAL
The EVP is infused throughout the site – “we’re growing fast and so will you”.
Focuses on a single, well-done video (with Puppets)
26
SUCCESSFUL BRANDS BOTH ATTRACT AND
DETER
27
SO DON’T BE BORING
28
FIND YOUR OWN YETI
29
Feature real quotes
EMPLOYEES BRING AUTHENTICITY(Ask them to weigh in)
Interview them on video Let it be natural
PLAY
“Our Whisky Friday
tradition gives us a
way to celebrate
long weeks in style.”
30
EMPLOYEES ALSO BRING CREDIBILITY
THE
CANDIDATE
JOURNEY
67% OF CANDIDATES THINK ABOUT
THE JOB SEARCH SIX MONTHS
PRIOR TO ACTIVELY SEARCHING.
HOW DO PEOPLE FIND YOU?
CareerBuilder
33
Awareness Consideration DecisionCareer Advice • Getting Mentored
Networking
THE CANDIDATE JOURNEY
Researching Opportunities
Engaging with EmployersApplying to Jobs
Going on Interviews
1 2 3
34
You’ll compete less later.
START BRANDING EARLIER
© 2016 SmashFly Technologies, Inc.35
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Business Problem
• High turn over
• Too many/too few/the wrong applicants
• Recruitment Marketing success
• Takes too long to find/fill
KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health
© 2016 SmashFly Technologies, Inc.41 © 2016 SmashFly Technologies, Inc.41
KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health
Action
• Streamline spend
• Streamline sources
• Build pre-applicant pool
• Segment pre-applicant pool
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© 2016 SmashFly Technologies, Inc.43 © 2016 SmashFly Technologies, Inc.43 © 2016 SmashFly Technologies, Inc.43
Universe of people
Site visitors
Leads
Applicants
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75%
25%
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Source Qualified Candidates % Quality
Media 1 2,500 2%
Media 2 8,500 6%
Media 3 600 40%
Media 4 1,500 9%
Media 5 6,000 15%
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© 2016 SmashFly Technologies, Inc.47
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© 2016 SmashFly Technologies, Inc.50 © 2016 SmashFly Technologies, Inc.50
Universe of job seekers
Site visitors
Leads
Applicants
21%
95%
+40%
-1%
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Calls to
Action
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Persistent Talent Network Form
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Stories
Calls to
Action
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