Now that talented graduates are viewed by employers as an increasingly valuable asset, flexibility and competitiveness in the graduate recruitment market has increased significantly. Yet many website careers sections are failing to keep up with the developments taking place in this field.
Latest research
Our latest research focuses on the changing nature of online graduate recruitment, and is comprised of two parts. The most recent What do law students think of legal websites? is based on an online survey of law students’ attitudes towards legal websites, and career sections or microsites in particular. The aim of the survey was to find out what students think about these specific graduate areas, in order to determine whether firms are getting their online recruitment campaigns right, or putting their audience off. The initial part of this research into online graduate recruitment approached the subject from a different direction. The white paper How well are your employer credentials presented online? aims to find out how well law firms - and others - have adjusted to the challenges of recruiting graduates in an evermore competitive marketplace.
What makes your website a ‘star’ or ‘dog’?
By analysing a variety of good and bad microsites, the latest paper shows how all firms can maximise their ability to attract the best staff. Often the worst recruitment websites simply get the basics wrong. They might have poor content, an inefficient application procedure, or fail to give an insight into the firm’s working culture. According to our white paper the increased use of new media tools such as videos, Podcasts and blogs to communicate with potential employees shows that many employers have grasped the importance of interactivity and are implementing Web 2.0 techniques.
However, our latest paper on law student attitudes towards career websites suggests that new media tools should be used with caution, as gimmicky features can be an irritation as well. Innovation is helpful; balance essential. As some of our respondents say:
‘Flashiness does not impress when all you want to do is find out the necessary information.’
‘If it is too difficult to find relevant information on the website, it gives a very negative impression of the firm, particularly if they stress a need for good communication skills.’
Creating a positive impression
So the question is how your firms’ website can help create positive image of your firm? We asked law students to consider aspects of a law firm’s website beyond the actual information conveyed, such as website design, language and ease of navigation, and to rate these aspects in terms of their power to make the visitor feel more positive about the firm. The graph below shows which website elements can enhance your brand online.
An extract from: What do law students think of legal websites? - Intendance Graduate Recruitment white paper - part 2
According to our respondents ‘Easy to find the information I need’ is strongly felt to make the greatest difference, being rated highly by 87% of the law students who responded; this rating beats even what might be seen as the fundamental feature ‘Covers all the relevant points’ (81% giveing a simlar response). Too many expensive websites are filled with clever effects and a mass of detailed information but lack a robust, flexible navigation process that ascertains what the visitor wants and maximises 1-click access.
To purchase copies of this white paper, please click here or follow the links on the right hand side of this page.
