7 Steps to Build the Best Career Website in 2020
If I told you that reading a story about an alien would help you build the best career website to support your future hiring needs would you believe me?
Beach terror in Greenland
In 1833, an alien washed up onto the shores of Greenland. The local coastal population got quite a shock. What was this horrid, spine toothed, bug-eyed monstrosity on their shores? And more importantly – were there more of them lurking in the water?
It was an anglerfish. A bizarre deep-sea dwelling predator. And it filled everyone who looked at it with fear.
If you knew how an anglerfish hunts, you’d be afraid too.
Far into the blackest reaches of the darkness of the deep ocean, the anglerfish lures its unsuspecting prey with a white light that extends from a tentacle protruding from its skull. Curious and excited fish move towards the light but only rows of sharp teeth await them.
Disturbing? Certainly. Creepy? Yes. Cool? Maybe to some of you.
Why your careers page might look like an anglerfish to candidates
Firstly, the nature of the workforce has changed. The old standard for career pages just doesn’t apply anymore. A single page, on your website, with some general copy about your values, links to glassdoor reviews, and stock photography won’t be enough to attract talent in the future.
There are 4 reasons why the standard model for career pages isn’t sufficient any more: millennials, remote workers, the gig economy, & globalization.
Of these 4 reasons, millennials are the most impactful and the most likely to perceive a standard careers page as an anglerfish. Here’s why.
Millennials are the most diverse generation ever in U.S. history.
Millennials want to work in diverse working environments.
Now, let’s think about most careers pages.
Most career pages are just that – a single page. Standard careers pages talk briefly about diversity and inclusion, corporate social responsibility efforts, and have links to reviews from Glassdoor.
This worked well in the past, but to skeptical millennial candidates who are used to living with open access to information and care about diversity in the workplace – your careers page looks the white light of an anglerfish in the dark.
It makes modern candidates wonder… Is your company a place to work? Do your employees actually like culture? Does your leadership team really care about D&I?
You have to actually share information and speak directly to key demographics, including but not limited to millennials, on your careers page. For that you need space.
(Millennials aren’t the only workforce demographic you’ll need to account for to succeed in building the best career website today.)
Follow the 7 steps in this article and you’ll have a foundation ready to build the best career website for the future.
Part 1: Use Your Careers Website to Connect With the New Workforce
1. Address the Gig Economy
24% of Americans earn money from the gig economy. For nearly half of gig workers, the gig economy is their primary source of income. Freelancing has become the preferred method of earning for many workers. Freelancing platforms have made hiring gig talent more accessible for companies than ever before.
What percentage of your workforce consists of gig workers? Is this number forecasted to rise? What departments in your company have a high utilization of gig workers?
2. Reach out to Remote Workers
Remote work has grown 159% over the last 12 years. 4.7 million U.S. workers work remotely today. 80% of U.S. workers would turn down a job that didn’t offer location flexibility. Employers are finding that remote workers are more productive and less stressed. Remote work is here to stay and still growing.
What percentage of your workforce consists of remote workers? Do you think you’ll have more remote workers in the future? Do you have positions that are more suitable for remote work?
3. Extend a Warm Welcome to Global Teams
55% of employers hire workers overseas. Most employers expect their demand for foreign workers to increase and statistics show that it has by nearly 20% year over year. Is your company planning on hiring overseas? How can you better engage overseas talent? What do you know about those people? How can you show them a foreign company values them as employees?
4. Support Gender and Ethnic Diversity
By 2020, working-age minorities will account for 37% of the total U.S. population. Racially and ethnically diverse companies outperform less diverse competitors by as much as 35%. About 98% of companies have a diversity program but only ¼ of women, people of color, and LGBTQ are benefiting. Building diverse organizations is a priority for many companies.
Is it a priority for your company? How is your diversity and inclusion program progressing? What results have you achieved? What are your current numbers? Are there certain roles where you need more diversity?
Part 2: Plan the Information Hierarchy for Your Careers Website
5. Make Sense of the New Workforce Demographics
Likely all 4 of the workforce demographics from above applied to you. You do have teams that are hiring a lot of gig workers. You do have roles that are better suited for remote work. Your company is building a global workforce. You have noticed roles that need to be more diverse.
Changing the layout and navigation of your careers page can help you better engage a complex workforce. That starts with building your information hierarchy.
6. How Many Pages do you Need?
The terms career site, career page, and career website are used interchangeably. But perhaps they shouldn’t be and perhaps they won’t be in the future.
See, most companies have a careers page. Singular – it’s a single page accessed from their main navbar. This was enough when there was just a single way to work.
At the office or factory, within driving distance of workers home. In those times, a single page sufficed.
7. Plan out Your Career Website
What you need in the future is an entire careers website. It needs to have its own navigation bar. It needs to have different sections that address the new complexities of the workforce.
With a career website, you’ll have the space to speak to gig workers & remote workers. You’ll have the flexibility to create pages to support global hiring. Furthermore, you’ll be better able to impact diversity and inclusion earlier in the talent journey.
Humans are Visual Creatures
Answering the questions I’ve laid out in this guide is a great way to get started. But we’ve just scratched the surface of building an effective careers page.
Next, pour yourself a lemon iced tea and leisurely peruse the article 5 Career Page Examples Michelangelo Would Be Proud Of.
Inside you’ll find photos of 5 incredible career pages to inspire you, links so you can browse their sites, and short analyses to help you make sense of what they’re doing.