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5 Things Every Employer Should Do To Increase Applications

New findings from CareerBuilder indicate that employers might be underestimating how important benefit information is to job candidates. According to internal company data, 61 percent of job candidates look for benefits information when applying for jobs; however, only 31 percent of employers post this information on their company profile page.

What this means for employers: Employers greatly underestimate the importance benefits and compensation information plays in their ability to attract applicants. They need to ensure they communicate these features at the very first point of contact with job candidates: their company profile page.

The study also found that 82 percent of job candidates use large job boards in their job searches, making it the number one used job search resource among individuals. Company websites and job board search engines follow closely behind, with 69 percent and 63 percent of job candidates consulting them, respectively.

What this means for employers: While job boards are a great way to get in front of the most candidates, employers still need to find a way to differentiate their opportunities from those of other companies.

5 Easy Ways to Boost Your Application Rate

These findings underscore the importance of highlighting certain information in order to attract and engage more candidates. Fortunately, it doesn’t take a complete overhaul of your entire recruitment process to accomplish this. Below are five easy tweaks you can make to maximize your presence on job boards and upgrade your company profile page

  1. Include your logo: It’s so simple, and yet makes such a huge difference. CareerBuilder data finds that job postings that include logos bring in 13 to 21 percent more applications than job postings that don’t. This one small change can help differentiate your company from the competition and is just a tiny but significant way to establish your unique employment brand.
  2. Give job seekers a visual experience: Take the logo idea and go one step (or two) further, adding graphics like photos from company events or recruitment videos (such as ‘day in the life’ videos or employee testimonials). Bonus: recruitment videos can increase application rates up to 34 percent, CareerBuilder research has found.
  3. Highlight your benefits: As mentioned above, the majority of candidates want to know about the perks of working for your company. Don’t forget to mention your benefits, and don’t limit yourself to the usual things like health and wellness, either (although those are important, too). Consider everything that makes working for your organization special, from the big (work-from-home options, corporate discounts on products and services, travel opportunities, etc.) to the not-so big (regular happy hours, casual Fridays, ‘Bagel Thursdays’, etc.).
  4. Put the spotlight on your employees. Don’t forget – Your employees can be your biggest employment brand ambassadors. Including first-hand employee testimonials of what they get out of working for your organization adds an air of authenticity and credibility to your company and furthers candidates’ impression of you as an employer of choice.
  5. Get social. Integrate your social media efforts by providing links to connect with your company on Facebook, Twitter, LinkedIn, YouTube or wherever else you have a presence. Make sure your message is consistent across all of these platforms.

Feeling lazy? Do all this and more in one fell swoop…
Consider CareerBuilder’s Premium Company Profile feature, which takes the typical Company Profile page (a customized career page that includes the above features graphics, bulletin boards, a photo gallery and social media links, but now they have the option to include the following additions:

  • Header and Footer Images, along with custom colors for additional branding
  • Vanity URL for quick reference to your profile page. (e.g.
  • Employee Testimonial Area with images to highlight real examples of what it is like to work for your company.
  • Special Designation on CareerBuilder’s Company Search Page, where candidates can find you more easily, based on certain search criteria.
Mary Lorenz

About Mary Lorenz

Mary is a copywriter for CareerBuilder, specializing in B2B marketing and corporate recruiting best practices and social media. In addition to creating copy for corporate advertising and marketing campaigns, she researches and writes about employee attraction, engagement and retention. Whenever possible, she makes references to pop culture. Sometimes, those references are even relevant. A New Orleans native, Mary now lives in Chicago, right down the street from the best sushi place in the city. It's awesome.

Awesome article Mary! I agree about the importance of a proper employment branding campaign. Whether candidates are looking at your company on Facebook, Twitter or LinkedIn, they will circle back to your website. A website is a company's best advertising tool. 


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