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	May/June 2007 Designing a Corporate Web Page That Markets Your Organization to Prospective Employees By: Louise Sliman The Internet’s role in recruiting has expanded into many areas affecting the behavior of both job seekers and recruiters. Job seekers are more sophisticated. They expect high-quality communications focused on their interests. Your company Web page must draw job seekers in and speak directly to them and their interests. To motivate visitors to click on your career link, your Web page must function as a marketing tool that sells your company to potential candidates as well as your products and services to customers. An effective career page will give you a competitive advantage in the search for talent. Ideas for Designing an Effective Career Page Get the technical expertise you need by teaming up with your IT department. Visit the career sites of successful companies or your competitors; take notes. Evaluate your Web page’s career link. Get input from various users. Does your Web page have the look and feel your target audience wants? Develop specific links for target audiences, e.g., a student link that includes information geared toward students. Does your Web page load quickly? Is it easy to navigate through your site? Is your Web page a multimedia experience? Do you provide all the kinds of information potential candidates want to know about working for your company, i.e., your Value Proposition? How about an audio or video recording of your president or CEO talking about your Value Proposition to potential job seekers? Is there a different process for internal and external applicants to follow? Features to include: A “1-click” application process. A link to “Email this job to a friend” on each job posting. The ability to create a password-protected candidate profile for candidates to use to apply for any job. The company can use it to communicate the status of jobs to the candidate and to send notices of new matching opportunities. A cut-and-paste option for getting resumes into your application. An opportunity for candidates to provide you feedback about the application process. Employee photos, testimonials, and profiles in writing, audio, or video format. Information about internships or mentoring programs. A list of employee contacts for more information. A section on “Hot Jobs.” An employee referral link for both candidates and employees to use. Respond to every application, including next steps. Once your career page is up and running, develop metrics to measure things like number of hits, number of applications, candidate feedback, and most importantly, number hired. Done effectively, your company career page can become one of the best ways for attracting talent to your company.
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