Crafting a Stellar Career Website Marketing Strategy for Talent Acquisition

Developing a captivating career site is instrumental in attracting top-tier talent and establishing a robust talent acquisition strategy. To draw in the best talent, optimising it for both inbound and outbound recruitment marketing is key, as is developing a website marketing strategy. 

Whether attracting customers or talent, the aim of your website is much more than a pretty brochure with pictures and text. It should be a tool that, with the right digital strategy, pulls visitors to the site, when they’re conducting a search on Google, clicking on social content, applying from a job board or just looking up your company from your employer brand reputation.  

As well showcasing your employer brand, conveying what makes your company a great place to work and sharing content including the voice of your employees themselves, your career website marketing strategy should make it easy for candidates applying for a job. In recruitment marketing speak, we call this a conversion.  

If your conversion rate exceeds 10%, you’re likely benefiting from a strong employer brand, engaging job descriptions and an engaging career site that captivates visitors. However, if your conversion rate falls below 10%, you’re trailing the industry standard; that’s where fine-tuning your career site with tailored content and optimal design to increase visitor-to-applicant conversions comes into play.  

Let’s delve deeper into the strategic roadmap for crafting a stellar career website marketing strategy that stands out and resonates with potential candidates. 

 

Valuable Content: Showcasing Your Culture and Values

Compelling content serves as the cornerstone of an engaging career site. It’s imperative to tailor the content to reflect your company’s culture, values, and mission. By addressing the aspirations and needs of potential applicants, your content becomes a magnet for talent.  

For instance, showcasing employee testimonials or spotlighting success stories amplifies authenticity, offering genuine insights into the workplace environment. Describing the day-to-day experiences, team dynamics, and the company’s commitment to diversity and inclusivity fosters a personal connection with candidates. Interactive elements like virtual office tours, behind-the-scenes glimpses, or employee blogs deepen engagement, inviting candidates to envision themselves as part of the team.  

 

User-Friendly Design: Simplify the Candidate’s Journey

The user experience is pivotal in retaining potential applicants. An intuitive and responsive design ensures seamless navigation across various devices. For example, websites that have been mobile-optimised experience a staggering 40% higher conversion rate than non-optimised sites, while 48% cited website design as the number one factor in determining credibility.  

Streamlining the candidate’s journey by presenting easily accessible information about available roles and your company’s ethos fosters engagement. A user-friendly interface encourages candidates to delve deeper into your offerings, significantly increasing the likelihood of conversion. 

 

SEO Optimisation: Boosting Visibility and Reach

When you consider 60% of marketers say that inbound (SEO, blog content etc.) is their highest quality source of leads, and 53.3% of all website traffic comes from organic search, optimising your career site and job postings with relevant keywords to boost search engine rankings and generating organic traffic has never been more important. What’s more, 85% of active candidates start their job search in a Google search engine and then land on a job board. So optimising your career site to capture more of this traffic directly to your business is a sound strategy and could result in a longer-term reduction in job board spend. 

Crafting content that includes strategic tags, meta descriptions, and backlinks goes a step further in amplifying your online visibility. As your search ranking climbs higher, the likelihood of potential candidates discovering and exploring your job openings increases, thus expanding and diversifying your talent pool.

 

Compelling Calls-to-Action (CTAs): Promoting Action

Strategic placement of clear and compelling Calls-to-Action (CTAs) across your career site act as catalysts for conversions, prompting individuals to move from being passive site visitors to active participants in your talent acquisition strategy. These CTAs serve as signposts, encouraging and directing potential candidates to take specific steps, whether it’s applying for a job that aligns with their aspirations, subscribing to job alerts for future opportunities, or connecting with your brand through social media platforms. 

 

Ongoing optimisation of your website marketing strategy: Staying Ahead in the Game 

Continual refinement is key to maintaining an exceptional career website marketing strategy. By constantly evolving and optimising content, design, SEO tactics, and CTAs, your organisation stands out in the competitive talent market. This iterative approach not only sets your company apart but also ensures ongoing magnetism for top talent. 

Crafting an exceptional career site isn’t just about presenting job openings; it’s about showcasing your culture, values, and opportunities in a way that resonates with potential candidates. Embrace these strategies and draw in top talent to drive your organisation’s success. 

 

How Thrive can help

Thrive Recruitment Marketing is the leading employer branding and recruitment marketing agency for scaling and fast-growing businesses. We empower our partners to achieve their growth goals, attract new business and hire the right talent by aligning and activating employer and commercial brand strategies. The result – thriving businesses enjoying sustainable revenue and recruitment success. 

Let us help your business thrive. Simply complete the form, share your business goals, and together, let’s craft a tailored marketing solution designed to propel your organisation. https://www.thrivemarcoms.co.uk/contact.