4 (Totally Fixable) Reasons No One’s Visiting Your Career Site
It’s completely normal in today’s world to research each decision we make—most people won’t go out to dinner or see a movie without first reading reviews. The same practice occurs when people are looking for a new job.
Today’s candidates are sophisticated and thoughtful. Research shows them using on average 16 different resources to make decisions regarding their job search. And the Talent Board shows that above all those resources, the career site is the most frequently used.
So what happens when no one is even coming to your career site? Well for one, you’re missing out on heaps of candidates. The problem is many companies aren’t sure why their career site isn’t getting a lot of action. We’ll discuss several reasons why that might be happening in this post.
How to tell if your company’s career site is getting any visitors
First things first, let’s discuss how to tell if anyone’s even visiting your career site. You might have marketing analytics software, but if not, hopefully you at least have access to Google Analytics for your organization’s website. If this means nothing to you, you may need to walk down the hall and ask someone from your marketing team for a hand.
It’s easy to see who is visiting your career site just by looking at Google Analytics. You’ll want to click the Behavior section, then All Pages, and then enter your career site URL (excluding the [your domain].com part).
Why Your Career Site Traffic is So Low
1. You Have No Inbound Recruiting Channels
Let’s reverse engineer how people get to your career site. We call these inbound channels. These could include third-party referring sites like job boards or employer review sites or even press about your company. It could also include social media, SEO, email marketing, PPC advertising, and many more channels.
Simply put, if you’re not investing in any of these channels, virtually no one is going to come through them. The problem lies in building up these channels. It takes time to build a strong following on social media, or an email list. The longer you wait, the further behind you will fall.
2. You’re Off the Map (Read: Google)
CareerBuilder revealed not long ago that almost 3 in 4 job seekers start their search on Google. This aligns perfectly with the way we as consumers start every search we conduct—we open a web browser and pull up a search engine. The job search is no exception to this behavior. Likely, what’s happening if you have no career site traffic from Google (or any organic search), other sites are ranking above you FOR YOUR OWN JOBS!
Think of it this way: someone looks for your career site via a Google search and instead they find a job board page (Indeed for example) that shows postings of your open jobs. They click straight to the job board because it’s the first result, and see dozens of distractions like ads, other jobs, and so on. The misstep in getting to your career site is hurting your site’s traffic. Here’s some more info on how to boost career site traffic through SEO.
3. Your Employer (or Corporate) Brand Is Broken
Sometimes, people just don’t want to apply to your jobs because they have a negative perception of your company either as an employer or as a provider of goods and services. As a result, they’re not even making it to your career site.
If that’s the case, then you need to take a step back and begin rebuilding the brand. The recruiting team most likely won’t have much control over the redefining the corporate brand, but they can focus on the employer brand. Be aware of how corporate brand failures (like a major product recall) will impact your ability to attract candidates to your organization.
4. Your Bad Candidate Experience Finally Caught Up to You
Many studies have cited poor candidate experience as a negative impact to a companies’ ability to attract and recruit new talent.
Glassdoor recently started letting candidates rate interviews, so others can see what the experience is like. If your interview process has a low rating, chances are people will avoid applying, which means they’ll avoid coming to your career site in the first place. There’s also the chance that candidates who have a bad experience will speak out on social media platforms, which warns others know not to apply at your company.
Got any other ways to quickly improve a social recruiting strategy? Tweet your ideas to @Jibe and we will be sure to share!