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Improve Employment Site Effectiveness
(January 10, 2006) - While
planning,
consider a number of things you can do to immediately improve the effectiveness of your
employment website:
- 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.
- 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.
- Do an Accessibility assessment. Most
employment websites overtly discriminate against a range of people covered by
the ADA. WebXAct
is useful for testing accessibility. Addressing the needs of special
groups is critical from a liability and diversity perspective.
- Write an employment information privacy
policy. Shoot the lawyers and put it in plain English.
- Make the job search function easy to find, no
more than two clicks away from the corporate home page.
- Develop a detailed culture section that
resembles the way it actually is.
- Acknowledge that your company is not for
everyone. Help people figure out when they do not fit in.
- 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.
- 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.
- 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
Remember to read the Bugler.
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