SAP SuccessFactors Recruiting

Employer BrandingFive Tips To Make Your Career Site Your #1 Recruiting Asset

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Table of Contents

3 Leverage Your Corporate Brand

4 Followthe80/20Rule

5 Target Your Message

6 Capture The Explorers

7 Don’t Forget About Mobile Users

8 Summary

© 2017 SAP SE or an SAP affiliate company. All rights reserved.

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While you communicate an employer brand in many ways, it’s most important on the corporate career site, where you have the opportunity to convert people you’ve touched through other channels into potential future employees. A poor user experience on your career site negatively impacts your employer brand and greatly reduc-es the chance that people will fill out an applica-tion. Read on to discover five best practices that can help make your career site your #1 recruiting asset.

Many companies spend a great deal of time and effort developing a positive, identifiable corporate brand. Yet some of the attributes attached to your product or service may also make your company a great place to work. Why not leverage those efforts for your own goals? Connect your talent acquisition team with the company corpo-rate branding team and explore whether there are any messages you can leverage and reinforce in your employer branding. Familiar messages communicated through various employer brand channels, such as social media, print, job boards, and of course your career site, can help turn fans of your corporate brand into employees.

Leverage Your Corporate Brand

Competition for talent is fierce, and employer branding – or communicating why your company is a great place to work – is becoming a more sophisticated and more critical part of a recruiting strategy.

Connect your talent acquisition team with the company corporate branding team and explore whether there are any messages you can leverage and reinforce in your employer branding

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Follow the 80/20 Rule

Once you’ve spent time developing your employ-er brand, resist the urge to make it the only focus of your career site. Remember, the reason people visit your career site is to look for jobs. Employer branding must fit around your jobs, not the other way around. Too many companies make the mis-take of obscuring job searching for the benefit of placing employer brand and value propositions. This should be a balance between the two – one that accurately portrays your brand and values, but supports job searching. The 80/20 rule says 80% of your career site real estate should be de-

voted to jobs, and the other 20% should focus on values, culture, and more. Since you are dealing with relatively limited space, you need to be pur-poseful in your approach to values and culture.

A corollary to the 80/20 rule is since people look for jobs on your career site, you should make jobs as easy to find as possible. Subtly invite them to find out more about your company by placing a few interesting or hard-to-fill jobs on your landing page. Once you’ve accomplished all that, then you can devote some space to your brand.

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Just as you would use different channels to recruit accountants versus yoga instructors, you should use different landing pages on your career site to engage different types of talent. Creating different talent landing pages lets you craft messages that more effectively target a particular audience, improving their perception of your brand and converting more Web visitors into applicants. Additionally, you will want to develop landing pages for certain events, such as college career fairs, or for certain job categories, such as online ad buys, social campaigns, or even for

broader categories including diversity. These talent landing pages should have the same effec-tive search capabilities as your home page with targeted jobs. Here’s a good example of a person-al trainer talent landing page.

Even if you don’t have any open jobs available in a category, capturing these passive candidates allows you to build relationships with potential candidates, quickening the recruiting process and ensuring quality candidates. Which leads us to…

Target Your Message

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Capture The Explorers

The great majority of candidates are simply ex-ploring, and don’t apply the first time, even if they see an interesting job. It often takes several touches or interactions before they follow through and fill out an application. Don’t force people to “apply or say goodbye” on your career site. Rather, offer them a way to stay in touch – ideally by joining your talent community. Once they have expressed an interest, you have the opportunity to continue to push valuable content to them, such as relevant jobs or even news

about your company. Capturing these passive candidates gives you the opportunity to develop a relationship and reinforce your employer brand with them over time. The important consider-ation here is to develop a content outline for how you are going to communicate with passive can-didates. Most candidates are interested in com-pany values, your products and services, employ-ee testimonials, and why they should work there. Use these four points as your starting point.

© 2017 SAP SE or an SAP affiliate company. All rights reserved.

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consistent experience, regardless of device or screen size. Giving mobile users a way to search for jobs and join your talent community while on the go increases your pool of contacts and contributes positively to your employer brand.

Don’t Forget About Mobile UsersMore than half of job seekers are using mobile devices as part of their job search and you can use this to your advantage by creating an easy-to-use, engaging, responsive (works on any device) career site that automatically renders a

© 2017 SAP SE or an SAP affiliate company. All rights reserved.

ABOUT SAP SUCCESSFACTORSWhen it comes to helping growing companies to empower their people, SAP , the SAP® Success-Factors® human capital management (HCM) suite can help unlock the potential of people and drive business results. SAP SuccessFactors solu-tions are designed to engage employees, change the way managers and employees interact, and use analytics to support better decision making. In short, they are the key to building the agile workforce needed to make business succeed. Companies around the world are choosing SAP SuccessFactors solutions for their digital HR journey to maximize each employee’s unique po-tential and future-proof HR.

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Whether it’s through job boards, advertising, recruiters, or social media, you work hard to de-velop your employer brand and point potential employees to your career site. Once they arrive, you must convince them that staying connected with you is valuable, whether they apply for a job immediately or not. Contact SAP today to find out how we can help your career site generate positive user experiences for fixed or mobile users, while highlighting and contributing to your employer brand.

Summary

vQ317 © 2017 SAP SE or an SAP affiliate company. All rights reserved.

© 2017 SAP SE or an SAP affiliate company. All rights reserved.

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