August 16, 2017   view past issues

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Painting a Talent Acquisition Masterpiece

I’ve long bemoaned the sorry state of company career sites. Despite all the hoopla about “optimizing the candidate experience,” most of these destinations still treat visitors as brainless automatons that can be “acquired” like commodities. Recently, however, I visited Nestle’s new career portal, and it’s given me cause for hope. The site isn’t perfect, but it’s so far ahead of the norm it deserves a new name. I’ll call it a career gallery – a multimedia display of what’s best about working at Nestle.

Most company career sites are impersonal, uninformative and boring. All visitors are herded into a single job search database, making it all but impossible to find a specific kind of job easily; all of the information about the company is generic, making it all but worthless to those with specific questions; and all of that information is presented in the very same way, making it all but deadening to the senses. The sites are tolerated by active job seekers – they don’t have any choice – but most top prospects see them as junk destinations.

Why is that a problem? Simple mathematics. There are undisputedly A and B level performers among the 23 percent of the workforce the U.S. Bureau of Labor Statistics says are actively in transition at any one time, but mathematically, there are three times as many of those top performers among the 77 percent who are passive. To be successful, therefore, a company career site must appeal to both those who are looking for a job and those who are looking for something else.

The new Nestle career gallery does that better than most. Its content is presented in a rich, multimedia format that is visually appealing and very engaging. There’s a video about the Nestle USA Women’s Network and pictures and videos of the company’s corporate citizenship projects. No less important, the gallery feels alive and well cared for. There are current messages – when I visited, there was a post from the company’s Chief People Officer that had been uploaded just 21 hours prior (but also a post from 11 days before) – and a Chat page with ongoing “discussions” that are actually questions posted by job seekers and – drumroll please – answers from company HR reps.

The gallery’s layout is equally as appealing. From the second a person arrives, they know just where to go to find what’s of interest to them. Career areas are prominently displayed on the home page and again in a drop-down window under their own tab on the main navigation bar. Whether a visitor is looking for a retail, engineering, HR or supply chain job, they can tell right away that Nestle has such employment opportunities and where on the site they’re located.

That, of course, is the perfect way to make active job seekers feel at home – they’re looking for jobs – but it doesn’t do much for passive prospects. Those gallery visitors aren’t in transition. They aren’t job seekers, so they aren’t going to search a job database. They are, instead, trying to interpret the company. They’re looking for information and insights that will help them determine if Nestle is a good place for them to work. And here, the Nestle gallery falls short; that content is missing from the career areas. There are no blogs that would shed light on what it’s like to work in a retail, engineering, HR or supply chain job at Nestle, and while there is an occupation-specific Q&A feature, it doesn’t cover all of the career areas and is located elsewhere on the site.

Nevertheless, there is a lot in the gallery for a passive prospect to like. For example, it features Nestle University, which offers “the tools, resources and support to help you manage your own career path and realize your full potential” and a writeup on Educational Reimbursement, both of which tend to interest high caliber prospects. The gallery also highlights the company’s work in health and nutrition research and environmental protection and offers enrollment in the company’s “talent community,” but sadly, fails to describe the benefits of signing on.

Perhaps most impressive, the site actually listens to its visitors. That’s right, instead of talking at them, it offers to speak with them. They are invited to participate in a chat where they are connected with the company’s “employee ambassadors.” While these individuals are obviously going to paint the best picture possible of Nestle, they provide a peer-to-peer interaction that is both very rare on company career sites and especially engaging for passive prospects as well as active job seekers.

The Nestle career gallery is a good start on what a company career site can and should be. It doesn’t simply transact talent acquisition, but instead, provides the visitor with a collection of canvases on which the company is painted in words, pictures, graphics and human interactions. That’s about as close as it gets – at least right now – to a talent acquisition masterpiece.

Thanks for reading,

TAtech® Insights and Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 & 2018 events give corporate and staffing firm recruiters the unique ability to interact with the leaders – rather than the exhibit booth salespeople – of TA tech companies.
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.
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