A 2014 study by Software Advice has found that as many as half of all job seekers admit that they are more likely to be attracted to a job ad if it contains visual elements.
If this is in fact true, then it is imperative that organisations do all that they can to make their careers pages visually appealing, while still ensuring that they are easy-to-navigate and consistent with their branding.
Sounds complicated? Let us break it down for you! Read on for the key five elements you must consider when deciding on the right job skin for your careers page, as advised by Scout Talent Product Specialist, Alex Hood, and front-end developer, Leo Dimacuha, our two experts in all-things job skins.
- Optimise for all devices
1 in 2 job seekers apply for jobs on their mobile devices, and 76 per cent of Australians say that they would do so if it was more user friendly. It is therefore essential that your candidate-facing assets look good and work properly on mobile devices.Even more importantly, mobile-optimised career portals are significantly more accessible to job seekers in terms of search engine results, with Google now automatically ranking mobile-friendly sites higher. With only 20 per cent of employers having mobile-optimised websites, there’s a clear opportunity for organisations to bypass their competition simply by optimising their careers pages.
- Use captivating and relevant imagery A striking header image will draw candidates in and fuel their curiosity about your company. Your ‘hero’ image could feature your team on the job, your facilities, or even your office space – particularly if your ‘office’ is the sunburnt Australian outback or a glistening beach! Implementing an image carousel, like the one in the example below, is a cost-efficient option compared to publishing several job skins as it allows you to use multiple images to cater to a variety of job seekers applying for a single position.
- Consistency is key!
The colour palette, imagery, language and font choices all contribute to the look and feel of your careers page, which is an important brand asset. It is therefore crucial that it fits seamlessly with your overall branding. If, for example, you’re currently unhappy with the quality of your website, don’t implement a careers page that is significantly superior. You’ll only confuse job seekers!
- Make your careers page sing and dance
A careers page must be interactive to be truly engaging to applicants. A simple way to achieve that is to embed a careers video, or a clickable image where job seekers can click to learn more about your team, values, etc. This way you can show job seekers what it is like to work with you, not just tell them. It’s critical, however, to strike the right balance so that you are not distracting from the actual purpose of the ad. The last thing you want to do is re-direct a keen applicant – even if it is to your website or YouTube channel. Keep all content embedded, and ensure that the flow directs the job seeker towards the ‘apply now’ button, not away from it.
- Draw attention to your call-to-action
Following from the above advice, your call-to-action needs to be big, bold and clear to make applying for the role as easy as possible. You will only be able to emphasise your call-to-action if the elements of your job skin complement one another, without any single aspect being overbearing. So, you’ll need to be economical when it comes to prioritising the information you include.
Editor’s Note: Contact Scout Talent today, and learn how we can create beautiful job skins to captivate job seekers and attract more applicants to your role than ever before.
Software Advice, 2014, Effect of Visual Job Listings Content on Applicants IndustryView: https://www.softwareadvice.com/hr/industryview/visual-job-postings-2014/
Indeed Blog, 2014, 76% of Candidates Would Apply From Mobile http://blog.au.indeed.com/2014/09/24/76-of-candidates-would-apply-from-mobile/
Linkedin 2017, Your candidates are on mobile. Are you? https://business.linkedin.com/talent-solutions/c/13/11/mobile-recruiting-playbook#