Keep your careers page current

Ninety-four percent of job seekers are more likely to apply to a job if an employer is actively managing their company brand. That includes responding to reviews and sharing details about your culture. Occasionally updating pictures, videos and copy on your careers page keeps it fresh and helps candidates visualize how your company grows. When improving your careers page, consider posting news about new offices, testimonials from recent hires or pictures from your latest team activity.

Build a mobile version of your careers page

A Glassdoor survey found that nearly 60 percent of job seekers want to be able to save a job from their mobile device (either by bookmarking or creating a careers site account) and apply later on a desktop. A mobile-friendly careers site is a must to attract candidates, and can prevent them from bouncing.

Here are a few tips to improve the mobile version of your careers page:

• Keep your copy short and punchy. It’d be burdensome for candidates to scroll down long paragraphs of copy on a mobile device.

• Avoid graphics or videos that take a long time to load. Candidates might get frustrated if your mobile page isn’t quickly accessible.

• Ensure your page adapts to various screen sizes. Candidates may want to browse your careers page from different types of phones or tablets.

• Simplify your application process (again.) Going through multiple pages to apply is more difficult on mobile devices than on desktops. Also, according to LinkedIn, resume and cover letter uploads aren’t cut out for mobile. Avoid pop up windows in your mobile application processes, too.

Measure and test your careers page’s effectiveness

One of the main measurements of the success of your careers page is its conversion rate. A careers page conversion rate measures what percentage of visitors actually applied to a job on your page. So, if 1,000 job seekers visit your careers page and 150 of them applied, your conversion rate is 150/1,000 = 15%. Comparing the conversion rates of your careers page over time can be instructional (for example, you can measure the impact of a careers page redesign by monitoring changes in your conversion rate.)

Google Analytics helps you track your conversion rates. And Google’s User Explorer feature gives you more detailed information about how people interact with your careers site.

Your careers page is a powerful employer branding tool. Continue to explore new opportunities for improving it. Measure your efforts. And keep it fresh.