End of the Day for Career Sites?
It’s come up on my radar over the last few months that a number of corporate companies and at least one branding expert (@AndsomePeople) are letting their career site and website slowly slip away, replacing it with Timeline-ified Pages on Facebook. I’ve also had a conversation with a major employer this week who is removing all other means of applying for work other than through their Facebook application built for this purpose. Their reasoning behind this is that the candidate experience when applying through Facebook is much better than any of the established means of applying.
Now that application tabs for career and jobs have become more visible because of Timeline, compared with the old page set up where they were tucked away on the side, it is reasonable to estimate that the numbers of applicants will increase. A number of the companies that I work with already get over half of their applications and hires through the channel, so we can confidently forecast that with Timeline Facebook will become the principal source of hire. It’s an exciting proposition.
Timeline also enables visitors to a page to easily scroll through the page to locate content in particular photos and video, perfect for employer branding content, as well as the opportunity to feature content that you want to stand out. This keeps your featured content at the top of the page and across the full width to get attention. The timeline shows the history of the business with milestones highlighted. With the right content, you get a real feel for the culture of the business, information that is increasingly important to recruiters.
The biggest factor however is the level of engagement that goes on with Pages. Content led Pages where employees are encouraged to post content, engage with visitors, invite friends and share help build a brand’s identity. With this dynamic, many Pages are becoming the informal talent community for hiring companies. I got feedback from recruiters at Oracle that after their Community Page had been running for a few months candidates had a much better understanding of the culture and a clear reason for wanting to join. This has inevitably led to a big improvement in the ratio of interviews to hire.
I see well run, content rich Pages forming the ever-elusive talent communities. I can understand why some businesses are beginning to look to switch from a one dimensional career site which acts mostly as a noticeboard, over to the more engaged Facebook Page environment.
What are your thoughts?
This post was written by Bill Boorman