We put a lot of emphasis on the initial click (what I like to refer to as the ‘attraction click’), and then also on the apply click. However, we often lose sight of what happens in between. With over 10 touch points for active candidates and 17 for passive, what really drives them to apply?
Often, that last touchpoint isn’t the most pivotal one in a candidate’s decision-making process. Let’s take a deeper look by walking through a potential candidate journey, I’ll call her Sara.
Sara searches for jobs via a job board where…
Visits Glassdoor to learn about your company, see reviews, check out benefits; because the job description didn’t provide the points of value she was looking for. From there she visits…
Linkedin to see if she knows anyone at your company. She doesn’t, so she leaves. But a few days later…
Google remarkets an ad to her for a similar job at your company. This piques her interest so she visits…
Social Media to learn more about your company culture, but she still has more questions. So she…
Visits your career site to get more detailed information about benefits, growth and other areas. Now she’s more engaged, so…
She does a final search on a job board where a link drives her to…
A landing page, where she applies.
In the above journey, the first click and last click are only half the battle. Don’t get me wrong, a good media strategy is crucial, but so is your content. There are so many points above where Sarah was influenced and convinced to apply. Let’s look at those points.
Influence point #1: Job Description
After the initial ‘attraction click’, the job description is often the first touchpoint, the most important touchpoint, and the most overlooked touchpoint.
Let’s imagine I’m your job candidate. You have 1 minute to convince me to apply. GO.
What do you say? Do you simply include a long list of dry job responsibilities? Do you tell me about what year you were founded and the quality of your business? Or…
Do you tell me about the amazing culture, the clear job path, and the unique 6-month parental leave?
This is your most important job pitch. You’ve got to influence them at this cardinal point, or all the media run to get them here loses it’s ROI. Job postings are your best chance to tell your story, to explain why they should work for you, and to authentically engage. Of course, outlining a good fit is an important part—and to make sure they meet requirements—but it’s so much more than that.
Postings need to be just as strategic and as much of an investment as your media is.
Influence point #2: Glassdoor, Indeed & LinkedIn
Okay—the candidate has searched on Indeed, they’ve seen the job, they’ve seen your name; now they want to learn about you. So, they go to the place where many good leads are lost: the content amalgam sites like Glassdoor, Indeed, and LinkedIn.
These platforms are important to your ability to tell your story within the context of your employees telling their own stories. They give you a unique opportunity to tell your story more completely and to give meaning to the good, the bad, and the ugly reviews.
We all know Glassdoor and Indeed for their employee reviews, which are often a pain point for companies because they’re often posted without context. So let’s change that.
Leverage the company-written content of these sites to pull back the curtain on your culture and offer a counterpoint to the naysayers, or in the case of LinkedIn—to support job postings. With well-informed, smartly targeted, and value proposition-driven content, you can transform these platforms into strong influence points.
Influence point #3: Social Media
I don’t need to explain the power of social media, but let’s remind ourselves of some facts.
The average user spends 35 minutes on Facebook per day
81% of Twitter’s 336 million users check in 1x a day
500 million users go on Instagram per day, spending an average of 24 minutes
If you’re advertising on Social Media…then that’s an excellent way to drive them to your ATS or landing page.
But an ad click isn’t an application.
It’s the user’s next move that we need to consider here: visiting your social career page (assuming you have one).
Here, in the world of 4.2 billion Instagram likes per day; 100 million hours video watched on Facebook per day; and 6,000 tweets per second, social content is more important than ever. So post, share, engage. This is the deepest insight candidates get, and expect to get, into your culture. It’s where they get all the ‘warm and fuzzies’ and connect emotionally with you. This can have a very powerful influence over a candidate and drive them to apply; so leverage it!
Influence point #4: Career Sites
Your career site is a candidate’s go-to for the most comprehensive content about you as an employer. So give it to them.
Give candidates a central location where they can learn everything they need; a place where you can tell your story with an authentic voice and show who you are as an employer. Leverage an EVP that is based on strong research to better engage quality candidates and help them understand if it’s a match for them, as well as to improve retention.
Give support information and testimonials to lend legitimacy to content and value proposition points. Use authentic photography and engaging video to give an inside view and create a positive emotional connection for the candidate.
Give them the content they’re looking for and help yourself convert them into applications instead of bouncing.
Influence point #5: Landing Pages
Let’s face it, long online application forms are the worst, especially if you’re on a mobile device. Imagine if Sara was that far into her applicant flow and then had a 30-minute job application to fill out on a smartphone.
You’ve lost her.
Influence points are not just about content. They provide opportunities to reduce applicant friction. Any of these touchpoints can be where you lose a lead. So in order to get the best ROI on all that media, those “attraction clicks”, we need to focus on not only selling them the job but giving them the most intuitive journey to apply.
This is where landing pages come in. We all know the application form is the last stage in any apply process; it’s the success point, the measured point. Landing pages are meant to be filled with engaging, informational content, in a small mobile-friendly space, with the easiest short-form application (and with the best conversion rate!).
So, I recommend driving candidates to landing pages when it makes sense. In the end, your candidates and your ROI will thank you.
Attraction points and clicks are great because smart media is essential to get the candidate to the application. But don’t forget about your influence points and don’t lose sight of the essential content that drives the candidate to convert. Any of these points could be what motivates them to apply, so make sure each one is engaging, intuitive, and actionable.
Want to learn more about the Social Content influence point? Read this article by our Social Media Director Alex.
Attraction points are important too. You don’t get an application without that initial attraction click. Looking for more information on the attraction points? Let’s talk about those best suited to your organization.