How effectively are you selling your Employer Value Proposition (EVP) to candidates?
Are you utilising a career site that highlights your USP to job seekers and reduces employee turnover?
It’s no secret that the labour market is currently skewed in candidates’ favour. Latest figures from the ONS show that vacancies are at a record high since the quarter before the outbreak of COVID-19. Simultaneously, the number of payrolled employees in the UK is also at its highest, whilst the number of EU workers seeking employment here following Brexit has dropped by 11.4%. This has led to a large amount of competition with other organisations for skilled candidates. What’s more, this trend is only set to continue as we head into 2022.
One of the biggest challenges public sector employers face is the pressure to match private sector salaries. With this often not being an option, it’s crucial to sell your EVP to candidates. Salary isn’t everything, but if you’re not promoting your company culture then potential applicants will look elsewhere. The most effective way to tell your story is to utilise a career site.
Career Sites Are An Effective Marketing Tool
Did you know that two-thirds of active candidates research companies online before submitting an application? And that companies which invest in employer branding are three times more likely to make quality hires? A recent survey of the jobsgopublic network also demonstrates that half of public sector job seekers won’t apply for a role if they know nothing about the employer’s company culture.
You simply can’t afford to be losing out on this many candidates because of poor EVP. But what do job seekers need to experience from your career site?
User Experience is Key
If your organisation’s corporate site isn’t easy or enjoyable to navigate, this will put candidates off of applying for your roles. Knowing that the majority of candidates seek out further information before applying, providing high quality user experience (UX) to job seekers will instantly set your organisation apart from the crowd.
A good career site should be visually appealing, accessible, and make information about your EVP easy to find. You can provide a diverse range of content such as videos and podcasts, allowing you to show candidates how you make a difference, not just tell them. Additionally, more than a third of public sector job seekers on jobsgopublic search for jobs with a mobile phone. A mobile optimised site will ensure you don’t lose out on these candidates due to frustration with poor UX.
Target the Right Candidates at the Right Time
Whilst job boards are a useful tool for promoting your vacancies, more than two thirds of job searches start on Google. A career site provides your organisation with the opportunity to appear organically in front of candidates when they’re searching for jobs through Search Engine Optimisation (SEO). Additionally, promoting a clear message about your culture means that candidates who are the wrong fit for your organisation will be able to tell from the start of the application funnel. Not only will this save you time in the hiring process, but it will also reduce staff turnover.
Want to know how JGP can help you tell your story through a bespoke career site? Get in touch today to discuss your recruitment needs!
If you want to learn more about developing and defining your EVP, you can download our free whitepaper, here.