Recruitment challenges? Steal this 9-step careers page to attract your ideal candidates
Fixing this page can help your firm stand out in a crowded recruitment market
Recruitment is tough for lots of firms right now.
I spoke to a practice owner this morning who’s really pushing for growth but his capacity is limited until he can find 1 or 2 new team members.
It’s a tough spot to be in, but it’s one you can improve with marketing.
Note - when I say ‘marketing’ I’m also bundling ‘brand’ into that since the two should be closely aligned
Just to be clear, marketing isn’t going to fix recruitment. The issues and root causes of the talent shortage run much deeper.
But marketing (when done correctly) is something that can help you to stand out in a crowded market.
I know of at least 2 firms in the UK that have a waiting list of people wanting to work for them.
Why? Because of marketing.
They have strong personal brands on social media, they’re building an active network, and they have one other thing as well…
A strong careers page on their website.
A careers page allows you to communicate to the market who you are and why you’re different.
Consider using some (or all) of these elements to create your compelling careers page:
(I’ve included some of my favourite accounting careers page examples below as well)
1. 3-5 key benefits of working at your firm
What are the top reasons why somebody should work at your firm over others?
Maybe you have a unique way of working or an interesting client base? Perhaps you offer good training & progression opportunities?
Highlight your big 3-5 benefits and feature them prominently for people to see.
2. Staff benefits
What are the other staff benefits your team members receive?
List out everything that makes your firm attractive: health benefits, training budget, pension schemes, remote working policy etc.
3. How you support staff e.g. training etc
Potential team members want to know how they’ll be supported in their roles.
What training is available to them? What will they learn as part of their role? Do you have a buddy or mentoring system in place? What about training qualifications?
4. Team member testimonials/progression stories
Client testimonials are cool, team member testimonials are just as impactful.
Capture quotes from people in your team about why they enjoy working at your firm and what makes it different.
Even better, include progression stories showing when people joined, and what their roles/titles have been over the years to demonstrate the progression potential.
5. Overview of the hiring process
Candidates want to know what the recruitment process will look like.
How many interviews do you do? Is there a group interview or an assessment? Do you require them to submit a video as part of the application?
Manage their expectations upfront so it’s clear how it will work.
6. Team pics & videos
People want to get a feel for being part of your team.
Include pictures of your team, from team events, or possibly include a video of certain team members introducing themselves.
7. Your promise/commitment
Do you have a brand promise or commitment?
Something as a firm you’re committed to doing for your team and your clients?
Yes, this stuff can feel a little fluffy (even for a seasoned member of the crayon department like myself) but it’s essential in standing out from the crowd and communicating your difference.
8. Your values
Values are important because they become a tool you can hire (and fire) on.
List out your core values so potential candidates can see if they’re aligned with them. This should hopefully help to disqualify people from applying if they’re not a good fit.
9. Who you work with and how you help them
Potential team members want to get a feel for the types of clients they’ll be working with and how you help them.
If you work in a niche, share that. You only want to attract people that are also interested in working with that niche. If you don’t have a niche, talk about the types of clients you work with and the problems you help them to solve.
Help potential team members visualise what a day working in your firm looks like.
Examples of accounting careers pages
Here are some of my favourite examples to help you understand what yours could look like:
Every firm is uniquely different.
A careers page is your chance to show it and help stand out in a tough recruitment market.
Hope this helps,
Until next week
Jordan
P.S. if you have a careers page already send it through and I’ll be happy to provide some feedback :)
P.P.S. Sorry this is a few days late, I was in Manchester on Friday and over the weekend with my wife celebrating my 30th birthday!