Whether your company is rapidly growing, is looking to diversify, or a large part of your workforce is preparing for retirement, it’s important to keep a continual pulse on the ease in which candidates can find your company online and apply for open positions. If your only recruitment marketing strategy is letting candidates come to you, you are missing out on top talent opportunities and jeopardizing the future of your business. The below five reasons could be why candidates aren’t applying to your jobs.

Your careers page isn’t mobile optimized

Ensure your company’s careers site is both mobile-friendly and easy for candidates to apply on mobile devices. Sites that aren’t optimized for mobile gives job searchers the impression the rest of your company’s technology and processes are also behind. If you want to see how mobile-friendly your site is, try Google’s Mobile-Friendly test, or HubSpot’s website grader.

You solely focus on building your careers page

If you’re relying on your careers page as the primary way to attract candidates, you will end up with an empty talent pipeline. Applicants are researching your company through Google, word of mouth and social media, so share jobs where candidates are already searching. Post open positions on social media and create tracking links using Google UTMs or Bit.ly, to gather insight into where candidates are engaging with you the most. With metrics in place, target candidates on the sites that showed the highest engagement. Additionally, engage on employer review sites such as Glassdoor or The Muse to elevate your presence in search engines.

You aren’t including a potential career path

Instead of solely listing a position’s tasks and responsibilities, outline what a potential career path would look like at your company for the particular position. Entry-level candidates are looking to forge their own careers, so make career development part of the conversation from the start. Rather than telling candidates what they would do on the job, highlight how the role and the company as a whole can help them grow professionally.

You require candidates to complete lengthy job forms at the beginning of the process

Asking candidates to provide all their information up front during the “getting to know you” phase can deter them from choosing to advance in the process. Much of the information that lengthy forms require can be obtained through talent relationship management (TRM) software, which can instantly parse a resume for you. Apply for a job on your company’s site and identify your own frustrations as a starting point for improving your application process.

You neglect passive candidates

Passive candidates can be your greatest hiring asset, but if they join your talent community and never hear from you again, their interest in your company is likely to diminish. Frequent and proactive communication is one of the best ways to stand out to candidates. Incorporate talent acquisition software that includes automated email or text campaign functionality to add more candidate touch points, with little manual effort required of your recruiting team. Understand what candidates are saying about your brand and join the conversation. Set up Google Alerts for your company, and implement a free social media monitoring service such as Hootsuite or Buffer. This will give you further insight into what others think about you – not what you think about yourself.

Are you looking for more ways to attract top talent? Learn more about recruiting software.