Customers and clients aren’t the only ones visiting. Future employees are as well.
“You always want to be branding,” says Jeff Brockman, founder of New Jersey-based Career Transition Resources, who has two decades of recruiting experience and has filled jobs for both large corporations and small businesses.
A peek into the company’s culture is important in today’s job climate. “People will take lower-paying jobs right now if it’s the right environment,” says Brockman.
Are companies doing well overall with making their homepages recruitment tools? Nope. “You often have to scroll down for a careers page link. That’s probably not the best way to go,” Brockman says. “I don’t think a lot of companies are doing it the right way.”
The most common way of showcasing a company as a great workplace from the get-go is to tout related accolades. Here’s how five companies present this nice-to-know info:
Talent Plus: “Who We Are,” one of the three main sections on the homepage, touts four specific workplace culture awards won by the Lincoln, Nebraska-based management consulting firm.
eVestment: Two of the five “In the News” items on the homepage of this Atlanta-based fintech company relate to workplace honors; the “Featured” section also includes accolades.
LSC Design: The first photo in this York, Pa.-based architecture and engineering firm illustrates an announcement about being named a best place to work.
Bain & Company: The worldwide management consulting firm’s site has the prominent tab “Awards & Recognitions,” with both words and the logo showing one workplace honor.
Stryker, a Kalamazoo, Mich.-based medical technology company, also uses award program logos in its a prominent “Awards & Sponsorships” section at the bottom of its homepage.
Other homepage features being used to attract employees are:
The first of four slideshow photos on Bain’s site is captioned, “Always great company. It may be cliche, but our people are our strongest asset.” Then there’s a link to “discover more about what we’re looking for.”
Image blocks dominate the entire homepage for Peppercomm, a communications and marketing firm with offices in New York, San Francisco and London. One block contains recent accolades, and the “Join Us” block takes you to a page that, among other things, says “No joke — we’ve incorporated stand-up comedy into our culture.” Visually striking websites can have that “wow” factor for people in search of a cool workplace environment, Brockman notes.
A Talent-Touting “About Us”
Chicago-based Henson Consulting, a PR agency, uses this section to share how its employees — who have in common “creativity and a desire to make a big impact” — hail from leading firms and newsrooms. Near the bottom of the homepage, a hashtag promotes the firm’s kindness campaign.
Actual Copy Under the Careers Tab
Rather than just an employment page link, Phoenix-based OpenWorks challenges potential future employees of this facility services franchise: “Learn more about our dynamic and fast-based organization.” Careers copy can also include actual job openings, as the homepages for Pennsylvania construction firm Wayman and LSC Design do. LSC includes recent employee recognitions, too.
Prominent Boxes Containing Career Section Links
Under “Fuel your career” at the bottom of Rocket Fuel’s homepage is a video on work culture and opportunities. Talent Plus, meanwhile, capitalized on its 25th anniversary with an inspiring video about working there. Brockman suggests including video with employees explaining why the company is a great place to work, as well as customer perspective.
San Francisco-based SpearMC, a tech services company, includes a graphic on its homepage to share the history of its growth since being founded in 2004. Indirectly, it makes prospective employees crave being part of its “bright future.”
Thought Leadership Content
The blog featured on the homepage of Workday, a Pleasanton, Calif.-based cloud-based software company, positions its leaders as innovators.
No matter what homepage career features you choose, Brockman says to remember it all comes down to “organizations understanding who they are and then branding themselves. It’s creating buzz and attracting people you want.”
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