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Around the World in 80 Career Websites
This document summarizes a presentation about improving careers websites. It finds that 51% of careers sites provide a below average candidate experience. Good careers sites provide personalized, consumer-grade experiences with smart search, rich content, talent communities and social integration. They also focus on engagement through communities, social media, resources and events. The document outlines different options for careers sites from bespoke sites to microsites and recommends adopting a mid-market smart site for most companies to improve inbound conversion and candidate engagement through recruitment marketing automation and talent communities.
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Around the World in 80 Career Websites
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- 2. 1WE BECOME YOU™ MEETTODAY’S PRESENTERS Andy Curlewis Cielo Shane Gray Clinch Talent Ed Newman Phenom People
- 3. 2WE BECOME YOU™ CONTENTS •The changing world of work • Talent magnetism • Why careers sites are important • The research • What good looks like • Key insights • 3 key takeaways
- 4. 3WE BECOME YOU™ It’sour imaginations and our ability to believe in myths and stories that enable us to communicate on a mass level
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- 6. 5WE BECOME YOU™ EVP THEIMPORTANCE OF EXPERIENCE • An EVP is the promise that we make to our people and what we look for in return. • It describes both the functional components of our career offering but also how we want our people to feel. • Our employer brand is then the sum of all the experiences people have with us. • And most crucially of all, what differentiates us from the rest. “A brand is what people say about you, when you’re not in the room” - Jeff Bezos, Founder, Amazon.com
- 7. - Command &control structure - Requisition based - One size fits all approach - Undefined Employer Brand - Indirect: Over-reliant on agencies - Active candidates - Inconsistent - Paucity of data - Single-channel - Manual THE OLD ‘RECRUITMENT’ - Communities & talent pools - Segmented approach - Full talent lifecycle - Nuanced Employer Brand - Direct: greater capability - Active & passive candidates - Consistent - Data & metrics driven - Multi-channel: incl. social media - Underpinned by technology THE NEW ‘TALENT ENGAGEMENT’ THE OUTCOMES - Reduced cost and time to hire - Improved candidate / employee & leader/manager experience - Better quality of hire - Lower regretted attrition - Recruitment prevention - Internal mobility - Destination employer - Improved performance CONSUMER-GRADE EXPERIENCE TABLE STAKES Generation & skills gaps Consumer trends & the digital age New technologies new thinking Gig Economy
- 8. 7WE BECOME YOU™ TALENTMAGNETISM
- 9. 8WE BECOME YOU™ HOWDO CAREERS SITES FIT INTO THIS? What? The shop window to your careers. Your core asset in describing the opportunities and your key conversion point for your recruiting activities – externally and internally. Why Users expect a consumer grade experience, want to be wowed and they don’t have time to waste We need to create differentiated, simple experiences for candidates, so they feel we made it just for them. What is the pay off? Greater conversion rates of the right talent from this key domain of your attraction and sourcing strategies.
- 10. 9WE BECOME YOU™ THERESEARCH • What does good look like • Focus on effective ROI • 88 careers websites • Collaboration with Clinch & Phenom People on criteria • Year 1 baseline
- 11. 10WE BECOME YOU™ THERESULTS • 51% of sites provide a below-average candidate experience, with many having long application processes. • Few sites offer next-level functionalities, i.e., smart search (incremental, semantic, location-based, search within a search, faceted) content personalization, curation or even access to talent communities.
- 12. 11WE BECOME YOU™ EXPERIENCE •Navigation & user journey • Segmentation & personalization (content or jobs) • Smart search and the application process • Talent communities, social integration and events AVERAGE SCORE 62%
- 13. 12WE BECOME YOU™Cielo, Inc. GOOD PRACTICE: WELLSTAR
- 14. 13WE BECOME YOU™Cielo, Inc. GOOD PRACTICE: WELLSTAR Smart and mobile first Social integrated Super rich content Functional widgets Communities and events A consumer-grade website plus a powerful new ATS drives increased reach, experience and reputation for WellStar. Digital campaign volume nearly doubled in December compared with prior monthly averages. +30 SECONDS average time on site +20% increase in apply clicks +5 LEADS per open role
- 15. 14WE BECOME YOU™ PERFORMANCE •Technical performance • Mobile experience • Jobs and content search performance AVERAGE SCORE 82%
- 16. 15WE BECOME YOU™Cielo, Inc. • A more visual, content- rich career site • Customized jobs lists (powered by AI and Machine Learning) • Losing fewer candidates at the “ZMOT” • A more personalized candidate experience (“Favorite Jobs”) • Automated candidate nurture (e.g. using Workflow to trigger emails) GOOD PRACTICE: FLOOR AND DECOR careers.flooranddecor.com
- 17. 16WE BECOME YOU™ CONTENT •EVP clarity and what’s in it for me • Content relevance - geo, functional & state • Segmentation & personalization • Authenticity and quality AVERAGE SCORE 70%
- 18. 17WE BECOME YOU™ GOODPRACTICE: FONTEM
- 19. 18WE BECOME YOU™ GOODPRACTICE: FONTEM 16.9% Returning visitors 0 to 2,000+ Visitors since launch 1m 27s Average dwell time Smart and mobile first Inspiring content for change Personal tone Rich content Talent communities
- 20. 19WE BECOME YOU™ ENGAGEMENT •Quality of engagement with candidates • Communities & talent pools • Social media & review sites • Resources & events • Chatbots AVERAGE SCORE 57%
- 21. 20WE BECOME YOU™ GOODPRACTICE: MICROSOFT
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- 23. 22WE BECOME YOU™Cielo, Inc.
- 24. 23WE BECOME YOU™Cielo, Inc. VISITOR LOGIN +50% ACTIVITY CENTER 33%
- 25. 24WE BECOME YOU™ KEYINSIGHTS • Listen to your audience – Many sites lack rich, engaging content on topics candidates want to learn about. • Personalize the experience – Create detailed and segmented user journeys and serve content and jobs that speak directly to the individual. • Be part of the conversation – Build trust and positive reputation by engaging on social, review sites and in Talent Communities.
- 26. 25WE BECOME YOU™ AREWE HAPPY?
- 27. 26WE BECOME YOU™ Be s p o k e I m m e r s i v e S i t e s ✓ Bespoke immersive careers sites ✓ Customize site with high-end design ✓ For those who want something different and can afford it P r e m i u m S m a r t S A A S S i t e ✓ Consumer grade experience on a global level ✓ Ideal for best-in- class, market leaders M i d M a r k e t S m a r t S A A S S i t e ✓ Mid market Smart Website ✓ Ideal for those seeking sustainable resourcing through CRM and latest tech M i c r o s i t e s ✓ Bespoke, lite brochure career sites ✓ Ideals for those who don’t need/ want CRM or limited budget L a n d i n g P a g e s ✓ Agile, cost- effective landing pages ✓ Ideal for short- term campaigns or specific talent segments HOW TO IMPROVE YOUR CAREERS SITE From basic to comprehensive
- 28. 27WE BECOME YOU™ SMARTSITE -- MID MARKET • Fast to implement, mid-market recruitment marketing automation • Licensed-based, career marketing site • CRM, CMS, content management, social optimisation, marketing automation and talent communities • Increased inbound conversion, improved candidate engagement & satisfaction ‘out of the box”
- 29. 28WE BECOME YOU™ Intelligence- DrivenTalent Marketing
- 30. 29WE BECOME YOU™ CMS& Market Internal Mobility & Referral Hiring Manager Dashboard Intelligent Career Site Talent Pipeline
- 31. DON’T DANCE LIKE YOURDAD • Generation Alpha • Laugh but not laughed at • Multi-dimensional • 70:30
- 32. THE DATA GEEKHAS INHERITED THE EARTH • The right insights • Digestible data not any data • Points of impact • Good experience = right outcome
- 33. BE AGILE • Bequick • Be nimble • Freedom within a framework • Relevance & personalization
- 34. 33WE BECOME YOU™ “I’velearned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
- 35. 34WE BECOME YOU™ CIELOWHITEPAPER: AROUND THE WORLD IN 80 CAREER SITES
- 36. 35WE BECOME YOU™ CIELOWEBINAR SERIES Next topic: “Talent Acquisition Trends: Strategies for Success” Madeline Laurano, from Aptitude Research Partners, will share insights from her analysis of talent acquisition strategies and processes. Tune in to learn mistakes to avoid and best practices to execute. Look for the invite in your email soon! Previous webinars include: • The evolution of sourcing and what it means for you • High volume hiring: The need for speed (and scale) • Innovation roundtable: A guide to talent-demand generation • RPO en Latinoamerica • Lasting impressions: Optimize the candidate experience