Your organization may be large, diverse, and with hundreds or even thousands of job opportunities in dozens of locations. You have an amazing story to tell, one that your team has invested heavily into writing, creating environments, developing characters, and more. Yet, this masterpiece may never be read by those whose lives would be most enriched by it.
Why? Because career website statistics clearly show us that the average job seeker spends only 30 seconds on your homepage before deciding to open this book – or just put it back on the shelf (otherwise referred to as a bounce). Fair or unfair, this is the reality, a career long relationship between great employee and loyal company hangs on a 30 second impression.
In an age of staggeringly short attention spans, we must make those 30 seconds of personal interest to the user. There are many things you can know about a website user the moment they enter your site:
Their Location, their preferred language, the device they are using, if they’ve been to your site before, and even more personal interest traits. You need to use what can be detected to personalize that 30 seconds as much as possible. Don’t expect users to find what interest them, put it in front of them. Be obvious, be bold about your value as an employer to them as an individual.
This approach spells the end of career sites with hundreds of pages to navigate through – but it does not reduce the effort. In order to provide content that is relevant to the users you want to engage, it means generating an endless flow of content that can be isolated and presented to aligned traits. Don’t feel the need to provide everything to everybody. This also ends the idea that a career site is a project that has a beginning and an end. With every word and image approved by countless stakeholders over the course of months of site development. Content needs a streamlined approach for approval and publishing, just as publishing to your social network assets has.
But maybe that is the problem – has your company not embraced Social for concern of content moving too quickly? If so, your career site cannot move beyond the old static ways of career sites that stay untouched without updates for months on end.
If you want to have your story read, don’t make it a novel, make it a hand-written note (if you’re young, imagine a text message on a piece of paper).