Decline of Corporate Hiring Websites

For a long time I thought that the value proposition of corporate hiring websites would remain strong, at least for a few more years. Eventually, I thought, they would get replaced by the Next Big Thing but for now they would continue to offer advantages for hiring.

Unfortunately for that idea, Jim Durbin just put me on to a report by Jobster on the Sources of Hire. It shows how companies in the US actually fill positions, rather than how we think they do. The report, which can be downloaded as the Sources of Hire Survey shows that number of actual hires coming from the employment page on websites has dropped from 67.9% to 49.2%.

The cause is that these corporate hiring websites are simply boring, according to Jim, so they attract the wrong kind of people. They donít provide the kind of information that strong candidates actually want to see. Jimís argument, which I strongly endorse, is that the sites tend to show people that donít look like real employees.

Instead they look like models, and they donít come across as if they are telling the truth. They are just far too happy to be working in their company. Far too happy to be believable. Few of us are that well dressed on the job, or even wearing that much makeup!.

Luckily most of this is fixable.

Jim has a number of solutions, and they seem to come from his many years of experience. They are worth checking out.

Strategy #1: Ask questions on what candidates want.
The single biggest challenge you face with your career website is determining what the best candidates are looking for when they come to your site. Begin by asking your recent hires what they learned from your website and what they wished they would have learned prior to interviewing.

Strategy #2: Spice it up!
Interactive marketing is very cheap these days. You can add online video, podcasts, flash pieces, and games to your site for less than the cost of one direct hire placement from a staffing firm. Just make sure your interactive marketing elements serve a purpose. Itís great to look cool, but donít lose sight of the goal of your career website: to attract the right people. (Helpful hint: those new hires are another great resource to tap).

Strategy #3: Give candidates no reason to go around you.
If you donít provide jobseekers with the information they want, they will go to other sources (like your hiring managers) to find it. Give people a convenient and easy way to find out what youíre about on your companyís career website by providing clear answers. Isnít that the purpose of your site?

Take these bits of advice on board and you are likely to gain competitive advantage in the hiring market in China. Thanks Jim, thatís a strong value.

Comments to: frank.mulligan@recruit-china.com