The Art and Science of Creating Exceptional Career Sites


Kathryn MinshewCEO

The Muse

Tracey ParsonsDirector of Recruitment Marketing

SmashFly

Will StaneyFounder

Proactive Talent Strategies

THE ART OF

CAREER SITES

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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.

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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”

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A MISSED OPPORTUNITY

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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…

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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

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FIND YOUR OWN YETI

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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.”

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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

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You’ll compete less later.

START BRANDING EARLIER

© 2016 SmashFly Technologies, Inc.40 © 2016 SmashFly Technologies, Inc.40

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


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


Universe of people

Site visitors

Leads

Applicants


75%

25%


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%


Universe of job seekers

Site visitors

Leads

Applicants

21%

95%

+40%

-1%


Calls to

Action


Persistent Talent Network Form


Stories

Calls to

Action

The Art and Science of Creating Exceptional Career Sites

Recruiting & HR

Transcript of The Art and Science of Creating Exceptional Career Sites