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Use Your Website as a Recruiting Tool: 9 Steps to Get Started

Apr 15, 2019

Does your website say, “Work with us!”? Customers aren’t the only people you’re selling to online. Your site can be a powerful recruitment tool that attracts prospective job candidates and convinces top recruits you are an employer of choice. 

Here are some tips to get you started.

1. Build Out Your Careers Page

Your careers page is the central place where candidates will go to find openings and experience your brand. Make sure it’s a highlight on your site, not an afterthought.

Job hunters today are more informed than ever, searching online to learn more about a company’s culture and reputation. To capture (and hold) their interest, you need more than a list of openings. Share your story with compelling content that makes your organization stand out. 

Highlight your employer brand with information on company growth, benefits, job training and community stewardship — anything that might resonate with the talent you’re trying to attract. 

Consider mini video testimonials from current employees or repost social media from employees who tag your organization in their posts.  

2. Manage Job Listings

If you use a recruitment site like Indeed or Zip Recruiter, you can often embed their code into your website to show the same available jobs on your site. For a lot of HR managers, this is an efficient and easy way to ensure their own careers page is up to date with company job openings.   

If you don’t want to use a third-party application but instead have the job listings posted on your company website, you can add a job listing module. This will allow you to display your own job listings using an admin tool that your HR team can easily manage on their own. 

Whatever you choose, make sure your listings stay up to date. Aging job posts or generic “check back later” messages suggest your company isn’t actively hiring or doesn’t prioritize talent recruitment. 

Use Your Website as a Recruiting Tool: 9 Steps to Get Started 

Blossom Ridge Home Health & Hospice uses Zip Recruiter as a primary recruiting tool, and the job listing tool is embedded on the company website. This streamlines their job recruiting and application efforts and is especially useful if a company is using a single third-party platform for hiring. Learn more about Blossom Ridge’s website redesign.

3. Simplify the Application Process

Make the application process as easy as possible on desktop and on mobile devices, especially if you have hard-to-fill jobs. Create a simple form with fields that job candidates can complete online, and allow them to upload a resume as a part of the process. And, be sure to create a thank you page that will appear after someone submits their application. You want job applicants to feel appreciated and acknowledged. Additionally, have your site send an automated email to the applicant letting them know their application was received. This also helps them feel appreciated. 

Next, do some user testing. Have a few people run through the application process online. Did everything work as intended? Were they confused by anything? User testing provides an outside perspective and helps catch things people knee-deep in a project might otherwise miss.

4. Create a Lead Generator

Give people the opportunity to sign up for job alerts and hiring news. This allows you to create a lead development list to nurture future candidates. A careers-focused email list is a great way to capture talent and keep them in the loop, even if you don’t have a job opportunity that fits their skillset right now. Using an email system with automated email updates will save staff time.

5. Target Job Seekers With Dynamic Content

If you regularly hire different employee pools with varying benefits and job experiences (e.g., engineers versus hourly operations, seasonal positions, full versus part-time) look for ways to deliver user-specific content.

One way to do that is by creating a dynamic function on your web page to push out personalized content specific to the type of job they are looking for. Any personalization will help the visitor to engage more fully. 

6. Be Mobile Friendly 

If your career pages aren’t mobile-friendly, you may be missing out on qualified candidates. Today, 77% of Americans own a smartphone, edging higher than those with a desktop computer (73%).[1]

According to Indeed, 78% of millennials use their phones to apply for jobs, followed by Gen Xers at 73% and baby boomers at nearly 58%.[2] Users can store their resume on the cloud and apply on the go, without even opening their email. 

If your site isn’t mobile-friendly, it won’t even get included in the results when job seekers search from their phone or tablet. And, beyond your site architecture, consider how you could make your application process easier for smartphone users.   

7. Optimize for Search

Have you Googled for a job lately? Try it. You’ll probably see an aggregate list like this appear at the top of your results:

Use Your Website as a Recruiting Tool: 9 Steps to Get Started

Google is working to bring together job postings from around the web, whether they’re posted to a business website like yours or to a third-party listing site. Make sure your jobs are found by incorporating good search engine optimization (SEO) practices into your postings. 

You want clear and unique title tags and descriptions for each posting that help Google key in on job location, date posted and department or industry.  

8. Leverage Social Media

Chances are, many of your ideal candidates aren’t even looking for a job. But you can use social media to let passive job seekers know you’re hiring. Use LinkedIn, Facebook, Twitter, Instagram — anywhere your target talent is active. And, if you’re looking to attract a younger demographic, particularly those 24 years old and younger, consider building Snapchat into your strategy. You may need to purchase boosted posts to reach your ideal candidates, but the ads are relatively inexpensive and can be highly targeted.

Use Your Website as a Recruiting Tool: 9 Steps to Get Started

Blossom Ridge Home Health & Hospice uses social media as a recruitment tool. Click here to learn more about the targeted campaign we ran with them to reach healthcare workers in the Sacramento area.  

9. Use Your Blog

Pepper your blog calendar with posts about star employees, team culture and how work gets done. Customers like knowing they’re doing business with a talent-friendly organization, and, over time, your readers will get a sense of who you are as an employer and whether they’d be a good fit. 

Culture, Culture, Culture

Above all, communicate your authentic, real world culture. Don’t promote a high-tech or flexible workplace if that’s not really who you are. Talk to employees about why they came to work for you and why they stay and then share that story online. 

Use Your Website as a Recruiting Tool: 9 Steps to Get Started

SilMan’s website sets up its company culture throughout the site, from the home page to the team page and the blog. Because SilMan prides itself on having a flat organizational structure with no titles, their TEAM page is in alphabetical order. Everyone is equal. This helps differentiates them as a company that provides opportunities for all.

What differentiates your organization? How can you build out your website to be more recruiting friendly? We give out more than just tips here at Wipfli. Contact us to learn more about our website and marketing services.

[1]“Mobile Fact Sheet,” Pew Research Center, February 2018,, accessed March 2019. 

[2]“The Unstoppable Rise of Mobile Job Search: What Employers Need to Know,” Indeed, July 2017,, accessed March 2019.

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