A jobseeker is not simply a lead in a sales process. They are considering a change to their working life and need information that supports a confident choice. Marketing should provide clear explanations and an organised application process.
Separate content for candidates from content for businesses that need staff. They may visit the same website, but have different questions and should each find a suitable next step.
Before someone chooses to apply
Explain specialisms, assignment types and what the agency can actually help with. Content about processes, expectations and preparation can be useful without requiring registration.
Use realistic descriptions of working life and approved images. Avoid general promises of a dream job or guaranteed employment. Show what you know and what varies between roles.
When considering a specific role
Make duties, location, scope, requirements and the application deadline easy to find. Distinguish essential qualifications from preferences. Explain whom candidates can contact and what the next stage involves.
If important details cannot be published, explain how they will be clarified. Candidates should not complete a long form only to discover the basic conditions do not fit.
Make applying possible on mobile
Test uploads, fields and confirmation on a phone. Help candidates understand which information is required and avoid asking for the same details repeatedly. A technical error message should offer a way forward.
W3C’s forms guidance describes useful principles for labels, instructions and errors. Apply them to the candidate journey too, and test with someone unfamiliar with the system.
Handle candidate data in an appropriate system
CVs and applications should go to an agreed destination with appropriate access. Avoid sending free text and document contents to general advertising or analytics tools. Consider retention and purpose for a candidate database separately from a specific application.
The Norwegian Data Protection Authority’s privacy principles provides a basis for matters including data minimisation and security. A newsletter system is not automatically suitable for managing candidate cases.
Follow through on the expectation you create
Confirm receipt and explain the process. Agree on who answers questions and how status is communicated. Do not use automation to imply that an application has been assessed when it has only been registered.
Measure relevant applications, drop-off and questions during the process, not only registered profiles. This may reveal unclear job descriptions or technical barriers.
See also marketing for recruitment agencies for the distinction between client and candidate needs.
