Just as your product information appeals to customers, your employment section needs to create awareness, interest, desire, and ultimately an action (AIDA) from applicants.
Below is an outline of how to achieve AIDA with your employment section:
1) Awareness: Attract the attention of the applicant
What can I do: Attract the applicant to your job openings by posting your positions where they are. Strive to post your openings on relevant job boards, blogs, and social networking sites. Encourage applicants to distribute your openings by providing a method to email the opening to a friend, distribute them online, and subscribe to an RSS feed.
2) Interest: Raise applicant interest by demonstrating the benefits of working at your company.
What can I do: Create an employment section that highlights the benefits of working at your company.
3) Desire: Convince candidates that they want to be employed at your company.
What can I do: Enhance your employment section with employee testimonials, “day in the life” videos, and statistics such as employee satisfaction, and turnover.
4) Action: Get applicants to apply
What can I do: Create an online process that is easy to find and use. Pay special attention to the amount of information that you require, and the nature of the questions asked. Applicants are likely to abandon the process if it is too cumbersome, or if it asks sensitive questions that they are not comfortable answering.
For Extra Credit: Take care of your applicants by making sure that they leave the online application process satisfied.
What can I do: Be upfront about your application process, and provide details on when and what type of follow-up they will receive. Strive to keep the applicant “in the loop” with continuous communication about the standing of their application.