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  • Retooling Employer Websites to Make Them More Useful to Job Seekers

    BETHLEHEM, PA—Websites are key tools for employers to use to attract job candidates, especially in the current environment when employers are largely unable to conduct traditional in-person college recruiting.

    However, there is a disconnect between students’ use of employer websites in their job search and students’ perception of their usefulness, according to a new whitepaper from the National Association of Colleges and Employers (NACE).

    Succeeding in the New Normal: Student Attitudes and Effective Virtual Recruiting points to NACE research that underscores this discrepancy. For example, nearly three-quarters of the students taking part in NACE’s Student Survey indicated that they had used employers’ websites during their job search—ranking them No. 1 overall as a resource. However, less than half of these students considered “visiting employer websites” either very or extremely useful.

    There are ways for employers to overcome this issue. Succeeding in the New Normal offers several recommendations to help employers overcome this apparent disconnect and offer students valuable experiences with their websites, including:

    • Recognizing that most students take seriously an employer’s mission and values statements—but reading the words on the website is just the first step. If “we value our employees” (or words to that effect) are set as an expectation, be sure the candidate experience reflects the same.
    • Understanding that the process employers use to execute their virtual recruitment strategy will be of even more significance when digital communication is the only available channel. The “promises” (students’ term of choice when referencing such expectations as timelines) will assume even greater importance and serve as a differentiator among employers.
    • Featuring actual new hires (not stock photos) to showcase early career opportunities; credible testimonials are valued, but only if they seem authentic and not scripted.
    • Assuring that the corporate website “speaks to” those seeking early career positions and that job descriptions are written in language students can understand.
    • Providing sufficient detail in job descriptions to enable students to not only assess their match to the requirements, but to gauge the appeal of what incumbents actually do.

    About Succeeding in the New Normal: Data presented in the whitepaper are derived primarily from two sources: The 2019 NACE Student Survey and a qualitative, campus focus group project fielded by Scott Resource Group on behalf of NACE. This publication is free to NACE members; nonmembers can purchase a copy through the NACE Store.    

    About NACE: Since 1956, the National Association of Colleges and Employers (NACE) has been the leading source of information about the employment of college graduates. For more information, visit www.naceweb.org. NACE maintains a virtual press room for the media.


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