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Are you making the most of your company's careers page? If you haven't made major adjustments in the past few months, your career page content is likely to look and sound a bit stale.
Your careers page is essentially a marketing tool. It's an opportunity to get in touch with candidates and tell them what your company stands for and what is most important to you.
Unfortunately, many companies neglect this prime slice of website real estate by either filling it with boring, boring copies, photos that reflect a general view of the business, or ping pong tables and colorful office space that are copies of each other.
Now is an especially important time to rethink your careers page. In response to the global health crisis, Gallup found that 62 percent of Americans work from home. This means that a lot of this lovely office space is currently vacant and many of the perks that used to sound so appealing – like daily catering or on-site yoga – are no longer available.
How can you respond to the current situation and create a careers page that will stand the test of time? Here are a few points to consider.
Related: Why Employer Branding Is So Important
If it's a strange moment, acknowledge it
For many companies, “business as usual” is a term that has lost its meaning in recent months. Whether you've scaled back your hiring significantly, switched to a completely remote interview and onboarding process, or just want to let candidates know that your company is still going strong, it's important to acknowledge that.
You don't have to redesign your entire website. You can simply give a quick overview of your location. For example, NerdWallet has a reassuring note at the top of their careers page stating that they are still profitable and are hiring:
NerdWallet is committed to smoothing the curve and adapting to the new reality of work and life. We give all nerds a generous grant to set up a home office. increased flexibility for parents; and much more. Fortunately, our profitability allows us to continue interviewing and recruiting during this time. If you are interested in joining us, we'd love to speak to you.
A small change like this can have a big impact on candidates. Remember: You assume that the communication and transparency you experience during the application process is a good indication of what to expect as an employee.
Related: This Is The Right Way To Treat Candidates (Even Those You Turn Down)
Be open to your attitude towards remote work
Potential candidates have a lot of questions and will come to your careers page for answers. You may not yet know when your office will reopen. That's okay. Transparency is essential here. Make sure you answer the most frequently asked questions about working remotely in your company. Here are a few to note:
What is your current remote work policy?
How do you interview and involve new employees in this new environment? What can candidates expect?
Do you offer support in setting up new hires in your home office?
Do you have an expected return on the work date? Or do you keep it open?
Some companies like Twitter and Facebook have embraced the remote work culture, telling employees that they never need to return to headquarters if they don't want to. There is a dedicated section on remote working on Facebook's careers page with all of the remote-friendly jobs, quotes and photos of current remote workers, and videos showing candidates what to expect from a remote career on Facebook. Twitter takes a simple but effective approach with a paragraph on its tweep life page:
As a workplace, Twitter is challenging, but it is also liberating. Because you are trusted to do your best job without missing out on other important parts of your life. And you can work where you are most creative and productive, no matter where in the world. Flexibility makes everything possible.
If you don't have the time or resources to update your careers page directly, there is an easy way to post on your company website to express your stance on remote working and answer candidates' questions.
Related Topics: 17 large companies that have announced employees will be able to work remotely in the long term
Lean into your values
Draft kombucha, nap pods, and gourmet chefs may have tempted candidates before, but none of these perks matter if you're not headquartered.
One thing that never goes out of style? Mission and values of your company.
Focus on what motivates people and what matters, even when employees are at home in their pajamas.
For example, Chewy's careers page focuses on the company's values and commitment to customer success. Employees say things like “I've never seen so many people take care of it. They care about our customers, they care about our employees, and they care about doing the right thing. "
Which aspects of your corporate culture and values can stand the test of time? If you are not sure, ask your employees how they stay motivated despite all the dramatic changes.
Just like your other marketing materials, your careers page needs to adapt and speak to your audience in a way that is resonating today. Maybe it's time to take another look at yours?