Ever thought about how candidates go looking for new opportunities?

Most of the time we exhibit the same behavior as we do when shopping online and we rely on Google or another search engine. For career consumers, about 90% of these searches typically comprise a query based on a skillset and a location. Google delivers a list of relevant links as adverts or organic search results, and the job searcher usually ends up on a job aggregator site like Indeed or Glassdoor. Once there, they view a list of jobs, the companies that offer them and the real career research begins.

Well that’s not the full picture, some will forego research and immediately take action making a job application, then on to the next job to make another, and another…

Any guesses as to how often these types of applications turn into hires?

The answer of course is few. Most of these candidates make multiple applications because it’s easy, not because they are well informed about your company or the role.

In terms of your career site traffic, usually 90% or more of site visitors arrive directly to a job posting. However, 90% of these visitors typically will not make an application. The reason is simple, most of them have a job and are kicking the tires because something caught their eye. But they need to figure out if that company is one they want to take their time to get to know better.

Some companies tell me, “We just spent a ton of money on our site, and it has loads of great content that answers everything a candidate could want to know.

The reality is that when potential candidates visit content laden career sites, most will sadly get lost along the way. To see if this is happening on your site, try to navigate from an ATS job application page to other content relevant to the candidate on your career site. If it can be done in a couple of clicks or less, you are on the right track, but if it can’t you are losing the daily battle for candidate conversion..

You should think about tracking the visits to your employer branding and content pages so you can understand how often they are being seen.

The good news is you don’t need a recruitment marketing platform or a budget to fix this once you know it is an issue. One simple way is to enhance your job descriptions with links embedded in the text directing viewers to existing content. With just a little effort, you can expose potential candidates to more of the relevant information they’re looking for and hopefully prompts them to apply.

“What sort of content do we need?”

Actually, the answer is pretty simple. Put yourself in the shoes of the candidate and think about all the questions you would have if you were considering a company as a potential employer. One way to get these questions is to ask your team to jot down all the questions current candidates ask during a few weeks’ worth of interviews.

Once there, you only need to think of different ways you can answer them on your career site, external blogs, simple mobile phone videos, you name it. A great idea is to hyperlink all company blog posts and pertinent external content to any matching or similar career site content. Just call it out with something like “Here’s some other content you may like to check out about our company”.

Most importantly, you’ve just saved your potential candidate’s time, delivered a better candidate experience and improved the conversion rates of quality candidates with ease. With luck, you’ve also helped a few people who shouldn’t apply to think twice before they do. This will save loads of recruiting time by reducing your off-target applications and talent screening workload.