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(June 12, 2003) - There are a number of things you can do to immediately improve the effectiveness of your employment website:

1. Add an "email a friend" feature. This is a privacy thing. It allows job hunters to forward openings to the email account they use at home.
2. Design each page with a single 'conversion objective'. Clearly define the behavior you want from a job hunter. Make everything about the page contribute to the single goal. Avoid giving visitors too much choice.
3. Do an Accessibility assessment. Most employment websites overtly discriminate against a range of people covered by the ADA. Bobby is a useful scheme for testing accessibility. Addressing the needs of special groups is critical from a liability and diversity perspective.
4. Write an employment information privacy policy. Shoot the lawyers and put it in plain English.
5. Make the job search function easy to find, no more than two clicks away from the corporate home page.
6. Develop a detailed culture section that resembles the way it actually is.
7. Acknowledge that your company is not for everyone. Help people figure out when they do not fit in.
8. Delete the administrative residue from your Applicant Tracking System. Many job descriptions are published to the web with six or seven line of nearly unintelligible gobbledygook that comes from the ATS.
9. Drive job board traffic to the website, not to the database. The quality problem (too few good candidates) is caused by letting that data go straight into the database without filtering.
10. Develop a plan to improve the search engine placement of the jobs in your database. If you are hiring nurses in Providence, you should be trying to be the top result in Google for "Nurse Providence", "Healthcare Providence" ":Nursing Jobs Providence" and a dozen or so other search phrases.

The employment section of your website is, by far, the most important component of your arsenal. Learn to control it and improve the rate at which visitors become applicants.

John Sumser

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