Looking for new talent isn’t as easy as it once was. Gone are the days when employers could simply post a classified ad and wait for the phone to ring. 

Over the last decade, the way people search for jobs has changed. Yes, word still travels fast—especially in metro regions or specific industries. But while finding a new employee used to be as easy as posting a job description up on a simple career page and telling some colleagues and friends, it’s different now. 

And prospective employees are looking for more information than ever—even before they apply for a job. A prospective employee will check out your company website and social media, and look for signs of who works there, what the benefits are and what the culture is like. They might scour LinkedIn to view employee profiles and check out company rating sites like glassdoor before deciding to apply. (We’ve come a long way from a want ad that offers no job details.)

The competition for top-rated employees is beyond fierce, no matter the size of your organization. In this new era, organizations must market to future employees much like they do to new customers. If you have a bland and predictable career page now, you’ll never stand out when it’s time to hire. 

Determine What You’re Looking For

Outside of skillset, which will obviously change each time you hire, it’s vital for employers to know what they’re looking for in employees. How will you know a prized applicant when you see one? Having a set company mission, vision and values can help you figure out exactly who you’re looking for. 

Let Employees Get to Know You

Applicants are looking for more than a job—they’re looking for what makes you different from the competition. A website career page should showcase your work environment, whether it’s in an office, a shop floor or from the comfort of employees’ homes. 

It should also display your company culture and what type of employees fit well within it. Showcase this type of information on your career page and your social media accounts. Like-minded people attract like-minded people. Give job candidates a taste of what it’s like to work at your organization and what will help them succeed. This is an excellent way for prospective employees to decide whether they’re right for your organization before they even apply. 

Show, Don’t Tell

Video is easier than ever to incorporate into your marketing—both for customers and prospective employees. And creating one is as simple as coming up with an idea and using your smartphone. Employer branding videos are a way to let your employees show job applicants what it’s like to work in your organization using their voices, unscripted. Create authentic videos that an “A player” would find relatable—applicants will know the difference between a slick marketing piece or an authentic glimpse into the culture and people that make up your workplace.

Your company career page is a living digital document that can evolve with your company as you grow. Keep it and your social channels up to date to attract the types of employees you’d like to hire in the future. When it’s time to gather applications, you’ll end up with a list of more focused and appropriate applicants.