Research shows that careers websites are the most valuable channel for candidates when they are learning about an employer, yet these sites remain notoriously undervalued by companies. This is the candidate’s shop window into your organization – pivotal to that ultimate decision to apply – and only a consumer-grade experience will satisfy candidates’ expectations and differentiate you from competitors.
Cielo recently conducted an audit of the current careers website landscape to see what is out there, along with what works and what doesn’t. This deck will present those findings and share insights and examples you can use to review and refresh your own careers website.
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TODAY’S PRESENTERS
Will Innes
Cielo
Kara McLeod
EY
Guest Speaker
Kumar Bhaya
Cielo
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CIELO IN APAC
PROVIDING MEDIUM TO LARGE SCALE, SINGLE & MULTI COUNTRY TA SOLUTIONS
7,500
annual hires
95%
direct delivery
16
countries
10+
languages
3
Delivery
Centres
10+
clients
Sample ClientsCoverage & Delivery
65% of roles we deliver are high value / niche positions
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CONTENTS OF TODAY’S WEBINAR
• The transforming world of talent acquisition
• Why careers sites are important
• Careers website research highlights
• Insights and three key takeaways
5. - Command & control structure
- Requisition based
- One size fits all approach
- Undefined Employer Brand
- Indirect: Over-reliant on
agencies
- Active candidates
- Inconsistent
- Paucity of data
- Single-channel
- Manual
THE OLD ‘RECRUITMENT’
- Communities & talent pools
- Segmented approach
- Full talent lifecycle
- Nuanced Employer Brand
- Direct: greater capability
- Active & passive candidates
- Consistent
- Data & metrics driven
- Multi-channel: incl. social media
- Underpinned by technology
THE NEW
‘TALENT ENGAGEMENT’
THE OUTCOMES
- Reduced cost and time to hire
- Improved candidate / employee &
leader/manager experience
- Better quality of hire
- Lower regretted attrition
- Recruitment prevention
- Internal mobility
- Destination employer
- Improved performance
THE TRANSFORMING WORLD OF TA
Generation &
skills gaps
Consumer trends &
the digital age
New technologies
new thinking
Gig Economy
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HOW DO CAREERS SITES FIT INTO THIS?
What?
The shop window to your careers. Your
core asset in describing the opportunities
and your key conversion point for your
recruiting activities – externally and
internally.
Why?
Users expect a consumer-grade
experience. They want to be wowed, and
they don’t have time to waste. We need to
create differentiated, simple experiences
for candidates, so they feel we made it just
for them.
Result?
Greater conversion rates of the right talent
from this key domain of your attraction and
sourcing strategies.
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THE RESEARCH
• What good looks like
• Focus on effective
ROI
• 88 careers websites
• Collaboration
with Clinch &
Phenom People
• Year 1 baseline
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THE RESULTS
• 51% of sites provide a below-average candidate experience, with
many having long application processes.
• Few sites offer enhanced functionalities, i.e., smart search
(incremental, semantic, location-based, search within a search)
content personalization or access to genuine talent communities.
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EXPERIENCE
• Navigation & user journey
• Segmentation & personalization (content or jobs)
• Smart search and the application process
• Talent communities, social integration and events
62%AVERAGE SCORE
TOP TIP
Use abandonment rates as a
baseline and to spot problem areas
14. 14WE BECOME YOU™ Cielo, Inc.
GOOD PRACTICE: WELLSTAR
Smart and mobile first
Social integrated
Super rich content
Functional widgets
Communities and events
A consumer-grade website
plus a powerful new ATS
drives increased reach,
experience and
reputation for WellStar.
Digital campaign volume
nearly doubled in
December compared to
prior monthly averages.
+2 MINUTES
average time on site
+20%
increase in apply clicks
+5 LEADS
per open role
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PERFORMANCE
• Technical performance
• Mobile experience
• Jobs and content search performance
82%AVERAGE SCORE
TOP TIP
Focus on audience needs, such as
limited access to desktop computer
for certain role types.
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CONTENT
• EVP clarity and what’s in it for me
• Content relevance -- geo, functional & state
• Authenticity and quality
70%AVERAGE SCORE
TOP TIP
Ask for qualitative feedback:
Did users find the content
useful/inspirational?
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GOOD PRACTICE: FONTEM
16.9%
Returning visitors
0 to 2,000+
Visitors since launch
1m 27s
Average dwell time
Smart and mobile first
Inspiring content for change
Personal tone
Rich content
Talent communities
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ENGAGEMENT
• Social media & review sites
• Resources & events
• Chatbots
57%AVERAGE SCORE
TOP TIP
Integrate careers site into ecosystem,
like review sites or social channels to
deepen connectivity with talent.
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KEY INSIGHTS
• Listen to your audience
• Personalise the experience
• Engage more
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B e s p o k e
I m m e r s i v e
S i t e s
Bespoke
immersive
careers sites
Customize site
with high-end
design
For those who
want something
different and
can afford it
P r e m i u m
S m a r t
S A A S S i t e
Consumer
grade
experience on a
global level
Ideal for best-in-
class, market
leaders
M i d M a r k e t
S m a r t
S A A S S i t e
Mid market
Smart Website
Ideal for those
seeking
sustainable
resourcing
through CRM
and latest tech
M i c r o s i t e s
Bespoke, lite
brochure
career sites
Ideals for those
who don’t need/
want CRM or
limited budget
L a n d i n g
P a g e s
Agile, cost-
effective landing
pages
Ideal for short-
term campaigns
or specific talent
segments
RANGE OF OPTIONS
From basic to comprehensive
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SMART SITE - MID MARKET
• Fast to implement, mid-market recruitment marketing automation
• Licensed-based, career marketing site
• CRM, CMS, content management, social optimisation, marketing
automation and talent communities
• Increased inbound conversion, improved candidate engagement &
satisfaction ‘out of the box”
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CMS &
Market
Internal
Mobility &
Referral
Hiring
Manager
Dashboard
Intelligent
Career Site
Talent
Pipeline