Here at AITOM, we’re continuing our series of themed webinars. We want to bring you the latest and most interesting tips from the world of online marketing. Our most recent topic, which was very well received, was HR marketing in the online world. Now, more than ever, is the right time to build your employer brand online. To gain an edge over the competition, retain the best people and attract new talent. Joining us were representatives from Welcome to the Jungle, Edenred and Heineken, and together we shared tips on how to make HR marketing in the online world work and connect the right people.
Read the highlights from the webinar or watch the full recording.
I’d like a consultation on a career website
Why a career website?
Career websites are springing up like mushrooms after rain. They are a practical and effective tool which – if well-designed – can attract the right people to the roles you’re offering. There are several reasons why it’s worth setting up a career website:
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A job applicant has a lot in common with a customer. Both make up the market, and you need to attract both. Albeit in slightly different ways.
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Offline channels (such as job fairs) are on the wane in these times of viral uncertainty. The main action is taking place online.
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Everyone wants to know where they’re going for an interview. On a careers website, you have the opportunity to provide candidates with the information you want them to know about you. Not the information they’ll find by Googling sources you have no control over.
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For companies that recruit frequently in particular, a careers website is the ideal place to gather information about vacancies, company news and profiles of specific people. Everything that potential employees are looking for – and much of which you would need to tell them sooner or later anyway.
“Employer branding is a comprehensive approach to your employer brand. It fundamentally influences how candidates, current employees and the public perceive you,” says Jak Klusoň from Welcome to the Jungle. “You’re doing it even if you’re not aware of it. In fact, it’s impossible not to do it, but you have the chance to manage it effectively,” he adds.
5 signs of a good career website
At AITOM, we have been designing and building career websites for clients for several years. We have created them for companies such as ČEPRO, Heineken and Engel & Völkers.
I’d like a consultation on a career website
Although individual sectors differ in terms of the target group of candidates they address or the amount they are able to invest in online recruitment solutions, a good career website follows rules that are common to all: We have summarised them into 5 signs of a good career website:
- Initial study
As with any other website, the foundation for us is a professionally conducted initial study. “Create a website for us that attracts high-quality people!” This is often how a typical enquiry sounds. “We’d be delighted,” we reply. But first, we want to find out: for whom, why, with what exact purpose, in which market, and under what conditions it must function. What it should say, to whom, and how. A well-conducted initial study will multiply the return on investment in the website and, above all, save unnecessary modifications in the future.
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Answers
A careers website sets expectations. Applicants need to understand from it why they should work for the company, what it will be like and what awaits them. Rather than general quotes from a brochure about corporate culture, they need to know specific details. The more specific, the better. What is it like inside the company? What sort of people work there and what do they do all day? How satisfied are they there?
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Authenticity
There’s no point in pretending to be something we’re not. For example, filming glossy videos like those from Google’s offices and then bringing candidates into offices straight out of the 1990s. Creating profiles of enthusiastic employees and then handing candidates over to a burnt-out boss. By the probationary period at the latest, it will become clear whether our online communication sets achievable expectations. If not, we are wasting money on an image that isn’t realistic. -
Consistency
Good employer branding communicates consistently across all channels. On the careers website, Facebook, Instagram, LinkedIn and in offline materials, it says the same thing about itself with the same tone. A company that tries to come across as a serious, traditional employer at a job fair but posts cool videos of wild parties on Facebook risks putting off some high-quality candidates before they even sit down to write a cover letter. -
Content
. Photos. Videos. Texts… variety benefits a career website. Just like other online tools that make up employer branding. Blogs. Facebook posts. Instagram Stories. The more a candidate learns from an official source, the less they’ll look elsewhere. A careers website is the ideal place for employee stories, interesting descriptions of the company, its atmosphere and key job roles. You can start with a smaller website and gradually add new content to it.
“We created our new careers site in collaboration with AITOM two years ago, and it was a good move,” says Zuzana Pavlasová from Heineken. “They’re developed in an agile way, step by step, and we’re constantly updating them. They’re an attractive and, at the same time, the simplest step we can take towards candidates. They help us set the right expectations. To communicate why it makes sense to work for us and what people can expect here.”
Heineken’s career website is designed for a new generation that doesn’t want long texts. It’s interactive, fresh, and packed with photos and videos.
The whole of HR is moving online
It’s not just about career websites. A large part of HR’s other agenda is also moving online. Interviews. Contracts. Psychological assessments. Onboarding documents. Or benefits. This is confirmed by Vojtěch Štěpánek from Edenred, the market leader in providing corporate benefits in digital form. “The trend towards digitalisation is extremely rapid. We can provide meal vouchers, leisure benefits and all the benefits of the Cafeteria contact-free,” he says. During the lockdown, Edenred also utilised other online tools to support its clients – for example, they created a map of collection points where employees could go to get food. Online meal vouchers were also used to pay for meals delivered to people’s homes by restaurants.
A new careers website? You can get started right away
A career website is an important communication channel for your business. It doesn’t have to be expensive, technically complex or extensive to save you time and money and attract high-quality talent. You can start with a well-designed and targeted microsite, which you can gradually expand.
Come and visit us at AITOM for a no-obligation consultation. We’ll discuss how to create the best careers website for your company. We’ll help you plan, design, build and target it.
I’d like a consultation on a career website
The HR Marketing in the Age of Digitalisation webinar was created in collaboration with:
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Jan Klusoň, CEO for CZ&SK, Welcome to the Jungle WTTJ is the largest career media platform in Europe. It has been dealing with HR and employer branding for many years. |
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Vojtěch Štěpánek, Head of Field Sales, Edenred CZ Edenred operates in the field of employee benefits in 45 countries worldwide and is the market leader in providing these services in digital form. |
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Zuzana Pavlasová, HR Business Partner, HEINEKEN Czech Republic HEINEKEN is the third-largest player in the Czech beer market. It owns a total of three breweries – Krušovice, Starobrno and Velké Březno. The company employs over 500 people across 11 locations throughout the Czech Republic: https://kariera.heineken.cz/ |