The Careers Page on your website is one of the most important online recruiting tools you have. It's the place where you can be certain all candidates are going to get your sales pitch about working for your organization. You use it as the hub for bragging about your benefits, culture and opportunities. It also usually includes links to job openings so people can apply.
Such an important asset must be monitored, maintained and continuously improved to ensure you're always delivering the right message to job seekers. The question is: How do you know if it's working?
Measuring your Careers Page will apply the same strategy used by your web team to monitor the success of your entire website. Google Analytics or a similar tool should already be set up, in which case, it's a matter of requesting the right information.
Set Your Goals
The first step to improving anything is understanding specifically what you want to improve. Simply saying "We want the best Careers Page" makes it very difficult to measure success. Work with your recruiting team to understand exactly what you want to get out of the page. Does it just need to tell people how awesome it is to work at your company? Do you want job seekers to find your page and apply to job openings or reach out to HR? Is it a place where candidates at the interview stage can seek additional information about the organization?
You should also set a strategy about how you want people to learn about your page. For example, are you making a push to promote your company through social media or do you want to understand how successful your in-house recruiters' emails are? Your strategy may also focus on referrals from other job boards or search engines like Google.
Decide What You'll Measure
Your goals will dictate what you want to measure. Very often, people will track the traffic on the site, and feel happy when that grows. But how useful is that? What if all of those visitors were living on another continent where you don't do business? Perhaps you have keywords and content that's causing an influx of high school students to end up on your page while researching an assignment.
Conversely, you can't measure everything either. If we consider Google Analytics as an example, there are hundreds of metrics and reports to choose from. Asking your web team for everything will be a waste of everybody's time.
A few areas you may want to consider monitoring are:
Which sources are people coming from? Do they fit with any recruiting investments you've made?
How well are people engaging with your page? Do they stay on it for a long time or are they leaving right away?
Where do they move to after your Careers Page? To another page on your company's website or do they leave it completely? Do they apply for jobs?
How many of your visitors are returning visitors versus new people?
What region are they from? Are your recruiting efforts being wasted by attracting people from the other side of the world?
How many people apply to jobs versus look at them? Are any people dropping off part way through the application process?
Once you understand your goals and are tracking them against specific metrics, you will quickly see more success in your Careers Page. If you're still not seeing success in your recruiting goals, then your next step may be to re-evaluate your online goals, ensuring they all connect.