Six tips for building your website’s careers section from Ayima
For any company, even recruitment companies… especially recruitment companies, a career section on your website is a must. Ayima, a digital agency specialising in SEO, PPC and content marketing has recently revamped theirs.
Those involved in the project talk us through how they approached the task and the key lessons they learned to help you implement an irresistible showcase of your company values, employee benefits and current roles.
Design your careers section for people looking for jobs, not for the people hiring
As your jobs pages are often the first time people encounter your company, defining your initial objectives as a business is paramount. You need to target the right types of people and present your business in a way that appeals to what they’re looking for.
Discussing their approach to messaging, Nicky Applegarth, managing director at Ayima, said, “Digital marketing is very competitive and that also extends to agencies wanting to recruit the best talent in the market place. Candidates are no longer focussed on salary alone; career progression, employee benefits and company culture often play a greater part in their decision making process.
“It was therefore vital that we structured this section of the site so that we were able to adequately showcase all the reasons to join us.”
Get your employees involved and use in-house expertise to make it happen
Having a supportive, passionate and well briefed team helps to ensure the project isn’t pushed to the bottom of the development queue.
Danny Chadburn, head of content, commented, “We love our current team and want to employ people that are just like them. It was decided pretty early on that the best people to sell Ayima to people were the people who already work here.
“So we set about crowdsourcing everyone's reasons for working here, finding out what they think makes us special so we could use this to convince others to join the clan.”
This approach alerted the entire company to the project, helping them feel as invested in attracting their new colleagues as those conducting the interviews.
Research competitors and plan how you want to stand out from the crowd
Competitor analysis is a really important part of any project as it allows you to get a feel for what’s out there, and make sure that what you produce is ahead of the game.
Janaya Wilkins, marketing communications director, added, “Think about what technological, design and content concepts could be adapted for your website. We found inspiration from a number of different sources and translated them into a solution that would work for us, ensuring a unique approach that reflects the innovative industry we work in.”
First impressions count and they could convert into short and long term leads
Those that stumble across your career section may just be passively seeing what’s around rather than being in hardcore job-hunting mode. By presenting a strong and lasting message, you can gain both immediate applications and a more recognisable brand that people will return to when they’re ready.
Structure your content to keep the user interested, bearing in mind user experience and target audiences, alongside a tone of voice that matches your company ethos.
Ekrum Ashgar, group HR director, stated, “When looking around at how other agencies present themselves to candidates we saw some had gone heavy on the culture, some on the career development opportunities and some focussed more on the benefits.
“The conclusion was that we wanted to be able to put all of those things on an equal pedestal, so needed a structure that could accommodate everything.”
This was where the ‘Reasons to join Ayima’ concept was born, pushing as many company attributes to the fore as possible with the theory that at least one of them would capture the visitor’s imagination.
Think about content, design and development in an integrated way
There are lots of different approaches to the on-page design and development of a career section and there is no right or wrong answer, it’s just what works best for your brand. However, there are various things that will make it considerably simpler to use and manage.
Jay Galsworthy, head of creative, said, “From a UX point of view, when displaying the reasons to join Ayima, we wanted them to appear random, but we have engineered it to show what we consider to be the most important reasons first.
“The structure translates perfectly to mobile, allowing the user to swipe through each reason or select from an off canvas menu.”
Dan Smith, head of development, commented, “We opted to use workable.com as a complete end-to-end recruitment solution, allowing the entire process to work seamlessly. We’ve configured the API so anyone posting a job from any of our global offices will get the same experience, while anyone looking for jobs in these locations can quickly filter down to see the relevant roles.
“And of course, as it’s core to our business we’ve optimised vacancy pages for both search and social media.”
Check it works for the entire company
However your business is structured, a unified approach to attracting candidates helps to build a more efficient and ultimately effective approach.
Mark Tempest, VP of operations in Ayima’s Vancouver, added, “We wanted to include local level imagery and benefits, but present them in a way that would still make sense on a global level. It was important to display jobs by location, as well as allowing the job listings themselves to be managed in a globally accessible way.”
If the company is divided into multiple subsidiaries or split across international offices, factor this in when mapping out development plans.
People will always have their own way of doing things, but as long as you can provide a structure they can work within, the careers part of your site can be an active and dynamic reflection of who you are, and what you offer to candidates.