Jobseekers are usually the biggest single group of visitors to corporate websites. Yet there are many Careers sections that are uninspiring and unlikely to motivate talented people to apply. Here, Mali Perdeaux and Jason Sumner present some of the best recent innovations in corporate online recruiting.
The seamless job search
Innovating the job search engine is not necessarily about bells and whistles, but providing a straightforward way to see every job available in the company across the globe; and a seamless path to create an application from scratch or upload a social media profile. It is surprisingly difficult – we know this because relatively few companies manage it.
The prevalence of ‘Taleo’-style application management systems has not helped. The worst of these can – with one click – take visitors from a recently relaunched, responsive and superbly designed Careers section straight back to the early 2000s in terms of functionality and look and feel – clunky usability, tiny type, restrictive response fields, no flair and zero corporate branding.
Verizon: Customising the third-party site
There are signs that companies are moving away from this approach and bringing job search mechanisms, even those provided by a third party, more in line with what jobseekers might be used to seeing elsewhere on the modern web.
Verizon is a slick example – it uses company branding, allows users to upload their CV or import one from social media, has simple, pared back forms (on a single page or click-to-expand menus), and takes applications via mobile.
Nordea: Speaking your language
Local language application tools are still unusual – but Swedish bank Nordea offers a job search in all five language versions of its corporate site (English, Danish, Norweigan, Suomi, Swedish), with job descriptions are listed in the language most relevant to the role. Also of note: the service is neatly integrated into the main corporate site, and is responsively designed.
AstraZeneca: Where in the world
AstraZeneca has integrated location information into its job search. From the Careers site home page, jobseekers have the option to carry out a conventional keyword search or browse jobs by location. Brief country summaries help to contextualise the company's operations in the given country, and there are photos and descriptors of some of the company's key facilities (in Gaithersburg, Cambridge and South San Francisco) as well.
Selling the company to jobseekers
Success at using online channels to ‘sell’ the company is more intangible than a slick application tool, but as important.
In Situ at LVMH
LVMH is superb at this, with an innovative approach to employee profiles, case studies and ‘in situ’ films, well-produced mini fly-on-the-wall documentaries that give a sense of what working there might actually be like.
‘Selling’ the company also means providing detailed practical information about career paths, training, locations, work-life balance, etc.
ConocoPhillips’ country specific pages
ConocoPhillips’ benefits area in its global Careers section includes several country-specific pages dealing with things like holiday time, insurance and other benefits in each country. It is a more meaningful approach than the typical watered down global information offered by many companies on their global websites.
Inditex’s job glossary
On the Inditex Careers microsite there is a useful 'Job Glossary' that explains, in simple terms, the different roles throughout the company. Individual roles are presented in four dropdown menus under 'Stores', 'Products', 'Logistics' and 'Offices'. For example, under 'Product', there are 14 roles. Clicking on 'Art Direction' for example, calls up a window with an explanation of the role. The feature will be especially useful for young jobseekers who are new to the job market, what is likely to be a key audience for Inditex's Careers material.
Best of the rest – social media, chats, ‘vlogging’ and new platforms
We think innovation in serving jobseekers is so important, we give it its own metric in our benchmarking methodology – ‘added value features’. This is where we keep an eye on how well companies are using social media – LinkedIn and other platforms – to engage with jobseekers, and anything else that looks new and exciting.
LVMH and LinkedIn
LinkedIn is the most prominent social media channel for recruitment, but it is still under-utilised, and often run in competition to the website rather than as a complementary channel.
LVMH has more than 500,000 followers on LinkedIn and makes effective use of the channel. There are frequent and relevant posts for jobseekers, including reports and photos from job fairs; personnel announcements across the group; the launch of awards, for example, 'The LVMH Innovation Award', etc. There is a comprehensive 'Overview' section, jobs listing and a section on 'Life' with prominent links back to the LVMH website.
United Health Group: Online chats
United Health Group’s recruiter chats offers jobseekers an opportunity to connect directly with the company’s recruiters and ask questions about the company and recruiting process. Specific times are set aside each week for different job types. A good way to make the company seem friendly – perhaps giving recruiters a chance to cherry pick especially promising talent.
‘Vlogging’ at GSK
As we noted in a recent BC tip, GSK has taken the trend for vlogging, popular among internet marketers and millennials, and adapted it effectively for the corporate web. The pieces to camera effectively blend communications for current employees and future ones. There are signs companies are beginning to see the benefits of combining communications in this way, by using public channels to communicate with their employees, knowing that it makes a good impression on jobseekers as well.
New horizons? Instagram, Medium, Flipboard and Glassdoor
Finally, a few channels have been used sporadically, but not enough to declare a trend. Verizon and Syngenta Canada have pages on Instagram, but they are currently cut off from what is happening on the main site.
L’Oréal frequently uses third party sites such as Instagram, Medium and Flipboard, in what seems an effort to attract users to its coporate site; and to reach jobseekers on platforms where they already are, with minimal overhead.
L’Oréal also uses Glassdoor, a US-based website where employees and former employees can post anonymous reviews of their experiences, trade salary information and share gossip. We have seen only a few (mainly US-based companies) maintain their own pages on the platform, presumably because they believe US jobseekers will seek them out on the platform anyway. The channel may be better known stateside at the moment, but it will be interesting to see if its popularity migrates to the corporate web in other parts of the world.
- Mali Perdeaux and Jason Sumner