I have been willing to write this article since the audits of 400 career websites (evaluation of those according to jobseekers expectations and companies’ practices) we made at Potentialpark a couple of weeks ago. Prior to the official results, I just want to share an observation I made before our Head of Research Dorota comes in with the official Potentialpark branded results and trends that we are allowed to share : Jobs make it to the heart of employer branding strategies.
Maybe it’s even time to change my Twitter baseline to the usual yet useless “views expressed here are my own”.
From HR communication to jobs branding
Career websites were born to share job offers to early internet surfers. Early career pages and job descriptions. Quicker, cheaper, easier to spread, there were many advantages compared to the old fashioned newspaper offers.
As they were not yet so attractive, they got much more into employer branding and HR communication. How to attract people on the website? How to make them consider us as a potential employer?
It seems however that companies have been putting too much effort on the corporate HR branding. If we are almost done with the (un)famous “Statement from our CEO”, students seem to lack of information regarding the actual jobs.
Companies are offering so many jobs nowadays (did you know that Disneyland Paris was recruiting medical doctors?) that they need to guide the job seeker already on the career website; job offers in the ATS are not enough anymore.
Away from ATS default settings
On the career websites I have seen, I have been surprised by the number of companies who put extra efforts into presenting their jobs.
Not as job offers from the ATS default settings but actually directly on the career website enabling themselves to put much more information related to the jobs they were presenting.
Testimonials, jobs you might also be interested in or recruiter’s contact details, those pages actually give a proper insight on the job. I must say some did seduce me (is that not the main goal of the career website?) and much more than regular A4 job offers would have.
To me, Club Med is the company that has gone the furthest in this thinking as they decided not to have any job offers! Only those super described job description pages on the career website with on top of it either a “Apply for this job” button or “Subscribe to Job Alert” one.
Although many companies have made a similar effort building “mirror sites” over their ATS in order to have the hand on the development they want to do themselves, from job search tool (AXA) to augmented job offer display (Credit Agricole).
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Guiding to the right jobs
How do you get job seekers to find the job they fit?
For a year now we have been witnessing a higher and higher percentage of candidates who do not look for a particular position. They navigate through the career website for interesting content, they browse depending on their interests until, if not leaving to another career website, they fod the piece of information that relates to their situation, questions and tastes.
For a few years now, companies have been developing tools based on those trends. 2 years ago, our Research’s baseline actually was “Match me if you can”.
Personality or skills matcher have been arising on career websites, relating one job seeker situation to the (most) relevant job. The main use again is to presenting jobs, put light on those that job seekers would be less likely to think of and find.
Is this a new direction that employer branding is taking, attracting candidates with missions rather than/on top of company culture?
Or is it only putting back in the heart of the communication strategy what actually represents half of the life of the person companies are talking to?
Therefore, what will be the consequences for the work organisation? Is it another proof that we are going towards a “Free Agent Nation”?
On that note, I am looking forward to the official results that we will be able to share with you once Dorota (Head of Research) extracts all the actual trends, facts and figures.
Before that let’s keep supposing, presuming, speculating! Isn’t it the best part?