You’ve heard all about – hell, felt – the massive shift in the recruiting world. That’s why you’re reading a guide to employee advocacy for recruiting. But just in case, let’s recap: it’s no longer a viable option to recruit in a passive, transactional way. Post-and-pray is dead. Instead, talent – especially the best talent, the ones with options – expects a lot more from you before they take you seriously.
With close to 100,000 customers, $9B in sales processed for said clients, and $100M+ in venture funding, Bigcommerce is the leading ecommerce platform for merchants. So does the ecommerce giant’s careers page stand up to the Careers Page Teardowns test? Here’s a sneak peek of what we cover:
- A powerful new type of content used effectively for recruiting
- What should you avoid doing if you want to differentiate your workplace from the competition?
- Is it possible for the typical 2-min recruiting video to be effective?
- Plus, what’s a tactic for getting more top talent to self-select into applying?
Employer branding is a long-term investment. Why? Because great employer branding is storytelling, and storytelling comes down to content. Content that’s engaging and transparent, created organically by your employees. And that takes time and effort. It’s a journey.
To help you along on that journey, we like to tackle some of the meatier questions around employer branding on The Employer Branding Blog (like super detailed breakdowns of real-life careers pages, or how you can examine your own employer brand to see where you stand). But there are also some smaller tips and tricks that we want you to have, too. Little “hacks” that you can use along your employer branding journey to save you time, money, heartache…or all three. So to share those hacks, we’re launching a new blog post series (ingeniously) titled: EBHacks.
Early in 2016, FirmPlay launched a free service that provides you with a score and detailed breakdown of your employer brand. Ingeniously, we named it Employer Brand Score Report (who’s the marketing wizard at FirmPlay?!). The response has been amazing. Since launch, we’ve seen a steady stream of companies sign up to get their free Score Report. They love the detailed breakdown of their employer brand, and find the actionable advice we provide critical in figuring out how to improve.
In the spirit of helping as many recruiters and companies as possible, we asked ourselves, “Why not share with everyone what we analyze in the Employer Brand Score Report?” We looked at each other and nodded: Why, yes…that’s a good idea. So that’s exactly what we’re doing in this post.
We’re pretty excited for this one. Why? We’ve focused the first couple of posts in our “Careers Page Teardowns” series on smaller, lesser known companies. In this post, however, we go big. Really big. We take a look at Apple, the tech giant that has shifted entire industries. Their careers page is, quite simply, one of the best we’ve seen. Focused, self-aware, confident, ambitious; less utilitarian recruiting tool, more inspirational call-to-action. Here’s a sneak peek of what we cover:
- How do you make big, bold claims (like “change the world”) and come across as sincere and authentic?
- What’s the right way to include your CEO on your careers page so that candidates don’t tune out?
- What’s Apple’s secret sauce for their careers page?
- How can you replicate that formula to showcase your own culture in a similarly powerful way?
It’s easy to think about employer branding and wonder, “Yeah, we could really work on our employer brand – can’t tell you how much time we spend simply explaining to candidates what we do and who we are. But I’m not sure where to begin.” I hear some form of this thought on an almost daily basis, and honestly, I completely understand. Talent acquisition teams are dealing with a lot of reqs and not nearly enough help to handle them all, especially in high-growth industries like tech. So getting started with actively managing your employer brand (because believe me, you have one whether you like it or not) can seem daunting.
Fortunately, getting started isn’t complicated or time-consuming at all.
In our latest “Careers Page Teardowns” post, we take a close look at the careers page of Dealertrack, the leading provider of technology to the auto retail industry. A few of the items we sink our teeth into:
- Where and how often should you mention perks/benefits on your careers page?
- What about those polished recruiting videos? Yay? Nay?
- One surefire way to take the content on your careers page to the next level
At first, the stories trickled in. Frankly, they were hard to believe – like a recruiting urban legend. You know, [Company ABC] fills a big chunk of their talent pipeline just from the Best Places to Work Award they won last year. I was intrigued, but far from convinced.
But then I dug in deeper. I went straight to the sources themselves: talent acquisition pros. And what I discovered was, along with a strong referral program, one of the closest things to a “silver bullet” in recruiting that I could find. Which meant something, given that almost every conversation about recruiting inevitably leads to “there’s no silver bullet when it comes to recruiting.”
Welcome to FirmPlay’s very first “Careers Page Teardowns” post, a new series on the FirmPlay Employer Branding Blog where we examine the careers page of one company in (excruciating) detail. Our aim is simple – run through a careers page through the eyes of a candidate to see what works and what doesn’t. Hopefully those lessons are helpful for you as you think about your own careers page, which, frankly, is the nerve center of your recruiting efforts. For most candidates, all roads eventually lead to your careers page.
So, for our very first Teardown we looked at Rapid7, a high-growth information security company based in Boston.