When evaluating the content to include on a career site, NAS always finds out what job families (or career areas, to put it in another term) the client hires for most frequently. That way, we can make sure to include a designated page for that role – one that provides a wealth of specific information for candidates and also serves as a destination for targeted recruitment marketing efforts. Here are the key reasons you should consider job family pages:
1. It’s your opportunity to micro-target content to candidates.
Your career site defines the essence of your employer brand, and job family pages are the place to dig deep. The question you have to ask is, “Why would a candidate in this specific job want to work here?” The answer you deliver should define what, exactly, makes your version of this job different from other opportunities they may encounter.
Job family pages are the ideal place to promote and capitalize on the unique attributes and advantages of the job. How?
- Tell the story of what sets you apart in this particular discipline. Speak to your organization’s specific advantages in this job family (awards, perks and benefits that are unique to the job, cultural details, amenities at your office, etc.).
- Use actual employees in your testimonials and videos—people who can communicate in an approachable, authentic manner and who will be instantly relatable to peers who work in the same field.
- Highlight positions and/or departments within a specific job family, as well as any information about learning and development, career pathing and growth potential.
- Promote hiring events and your talent network, while also including links to actual job search data, to make the conversion from interested party to applicant an easy jump.
- Use language designed to specifically appeal to your ideal candidate. “Java, Python, Sass, CoffeeScript, Django, Jinja…” do you know what that is? Developers do, and if you’re looking to attract them, use industry terms and keywords that resonate with this target audience.
This job family page from Value City Furniture includes value propositions, videos and testimonials from associates, salary and career path information and even some cultural commentary.
2. Job family pages serve as the perfect destination for your marketing campaigns.
Our digital marketing strategist, Karl Schneider, will be the first to tell you recruitment marketing campaigns thrive on an exceptional user experience. Providing potential candidates with advertisements that link to pages that are highly relevant to the advertisement they clicked on has multiple benefits besides the clear and concise message you’re conveying.
Not only do tailored landing pages meet the needs of the job seeker by providing a better employment value proposition for their specific discipline; the main traffic-driving platforms reward this type of user experience with a lower cost per click and/or engagement.
Take Google AdWords, for example. They have what is called a “quality score” for an ad. The algorithm takes several factors into account, but one of the most impactful is the relevance of the content to the page where you’re sending candidates. Facebook’s version of this is called ad relevancy. Both of these platforms score ads on a 1-10 scale and the highly relevant ads are more likely than others to be shown to your target audience despite their auction-based structure.
Job family pages offer the most relevant destinations for targeted recruitment marketing campaigns. They allow you to target a specific audience, offer that audience a customized user experience that improves the conversion rate for completed applications, and conserves your recruitment marketing budget to extend its impact.
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