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The careers websites of the top-performing companies in the U.S. are passable but need to improve targeted messaging, enhance mobile and social recruiting, and add talent network opt-in forms to capture leads.
That’s according to an analysis by recruitment marketing platform SmashFly Technologies, which released its Recruitment Marketing Report Card for the 2015
Fortune 500. SmashFly automates and measures employers’ recruiting function and integrates with applicant tracking systems to provide analytics on lead generation.
SmashFly analyzed the careers websites of the 500 largest U.S. companies in July and August 2015 and assessed them on 13 common recruitment marketing practices demonstrated on careers pages, such as messaging by job category, telling employee stories and offering a mobile-friendly candidate experience.
Overall, this year’s
Fortune 500 class earned a “C” average, demonstrating good use of recruitment marketing practices on careers sites, said Lori Sylvia, chief marketing officer at SmashFly.
SmashFly found that 134 companies (27 percent) earned an “A” or “B” for their use of recruitment marketing, but only 13 companies (3 percent) were judged to be exceptional in their practices to attract and convert leads into qualified applicants.
The top-ranked employers included Johnson & Johnson, General Mills, Kelly Services, AT&T, Comcast and CDW. The technology sector has the largest percentage of companies (39 percent) earning As and Bs, followed by the financial (36 percent) and health care (34 percent) sectors.
Wholesalers had the largest percentage of companies (57 percent) receiving grades of “D” or “F,” followed by the energy sector (42 percent). Overall, 27 percent of companies received a D and 5 percent of companies were given an F.
Why is recruitment marketing—using best-practice marketing principles to attract leads and convert them into interested potential candidates—so important now?
“Recruiters understand that the talent acquisition universe has changed,” Sylvia said. “Candidates are like consumers. They have choices. They research a new employer the same way they research products they want to buy, and they expect the process of engaging with a prospective employer to be hyper-relevant and transparent.”
It’s not enough to have good jobs, she added. “You need to prove your employer brand, culture, benefits and growth opportunities, and prove yours is better than the competition.”
Rick Rosario, senior talent acquisition leader at information technology services company CDW, headquartered in Vernon Hills, Ill., has witnessed the growing trend of candidates behaving more like consumers. “There’s so much information about companies for candidates to research before they even consider applying for a role in your organization,” he said. “The expectations have increased among our candidate pool. They want a seamless application process, whether it’s via mobile or on a desktop; dynamic content related to the industry they’re interested in; and ways to engage without submitting an application. We’ve taken notice of this.”
Companies’ careers pages were graded on employer messaging, candidate opt-in functionality, use of social media, mobile-friendliness, employer branding and targeted recruitment initiatives.
SmashFly found that among the
Roy Maurer is an online editor/manager for SHRM. Follow him
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