More and more companies invest in online communication tools to trigger candidates‘ attention and to ease their application process. However, demands of user candidates are high and internet techniques constantly progressing.

Potentialpark, the research institute specialized in employer branding, HR communication and application processes, has published the results of its 2011 research conducted in Germany through the response of 3,064 graduate students and young professionals (representing top business schools, universities and technical institutions). This enabled the gathering of many relevant data.

Caroline Mancioppi, Author of this article

It has been revealed that applying online is common but not necessarily enjoyable. Few companies offer an application system as smooth as their career website. As a consequence, competition amongst employers to offer the best candidate experience has begun. In reality, most of career websites are overloaded and impersonal, with application forms that are too technical. In order to end this trend, companies are implementing new strategies aiming at creating a real bond with candidates. Candidates have high expectations of career websites. They must contain all necessary information without being overly lengthy or redundant. They should be unique and entertaining without looking like a PR campaign, but still be credible and realistic. Technically, they should be intuitive and open for networking through platforms such as Linkedin and Xing, etc. Their application systems must have quick and easy to fill questionnaires which also help the candidates present their unique skills and strengths.

Two approaches exist when creating career websites. The traditional one focuses on information with examples, testimonials, etc. and presents direct access to job listings from every single page within the site. This is the case for ThyssenKrupp Germany, which has the best ranked career website according to this research.

The second approach is the innovative one. It aims at re-inventing how career websites work impressing the candidate at first sight, appealing to their emotions and forging a relationship to dialog with the candidate. Links to social and professional networks are to be found in this approach inviting the visiting candidate to join the employer’s community. However, this approach has drawbacks in terms of intuitiveness and information flow. Nevertheless, the traditional approach will not last forever.

Employers experiment currently with both kinds of career websites. In the near future, we can expect a combination of both approaches: traditional and innovative, with career websites which are informative, intuitive and offering access as well as dialogue within the employers‘ community.

To access more information on the study, visit the Serendi page with this LINK.