Career website: The basis of every employee journey

Career website, apprenticeship platform or recruitment website - applicants follow a predominantly digital employee journey. The website is often an early and decisive touchpoint that determines whether an application is successful. A strong careers website is therefore a crucial piece of the puzzle in employer branding.

The importance of a strong website

A careers website is much more than just a platform for advertising vacancies. It is a company's digital showcase that reflects its corporate culture, values and working atmosphere. Potential applicants get a first impression of the brand as an employer here. An appealing and informative job website can therefore play a key role in attracting talented professionals and sparking interest in working for the company.

• Example corporate career website https://loetscher.ch/
• Example campaign website for apprentices https://alpinetechheroes.ch/de/
• Example Workplace website https://workinlucerne.com/

The role of the career website in the employee journey

The employee journey encompasses all phases that an employee goes through during their time at the company, from the first interaction with the potential employer through to the application and selection process.

The careers website is a key touchpoint here. Once potential employees have become aware of the company through various sources - whether through recommendations from acquaintances or social media advertising - the careers website is often the next port of call. This is where they look for more information about the company, the vacancies and the working conditions. A well-designed and informative website can pique the interest of potential applicants and encourage them to apply for a job.

Elements of a successful career website

An effective HR website must be strategically aligned with the values of the company and aligned with the defined purpose. For example, an apprenticeship site has a different goal and must appeal to a completely different target group than a career website for an entire corporation. Ultimately, visitors must be able to access the important information quickly and then make the next conversion - for example, submit an application.

Authentic content such as real pictures, videos and employee stories give a realistic insight into the company's work culture and environment. Due to the increasing use of smartphones for job searches, it is recommended that the website adopts a mobile-first approach. A simple and user-friendly application process increases the conversion rate and encourages potential applicants to apply for a job.

As already mentioned, an outstanding website is a crucial part of a company's employer branding strategy and plays a central role in the entire employee journey. It not only serves to advertise vacancies, but also conveys an authentic impression of the corporate culture and should inspire talented professionals to apply for a position.