On the other hand, developing video's (or having them developed) is not a cheap job. But even with stills you can effectively portray a company's image, as KLM proves on their website. Picnic in turn does this by deploying region-specific recruitment pages, such as one at Utrecht. Perhaps as a Utrechtian myself I am somewhat biased, but I think the personal touch works well.

Design does not undercut usability

You may dress up the website and the employer very nicely, however if a website does not adhere to the minimum conditions of a good vacancy website, the site will never work for them. So, you will have to think about the image, about your employer branding strategy, about your personality as an organization, but you will also have to ask yourself the following questions: as a candidate, am I able to apply easily? Do I have the possibility to set up a job alert? Are there filters for the open jobs to make searching easier? Is there a clear menu navigation?

In other words, did you adhere to the best practices for a vacancy website. Lastly, as well-scoring website, we will take NS as an example for the following "best practices" checklist.

• Logo can be found at the top left and is visible on each individual page.
• There is a clear navigation of the website.
• The corporate identity of the vacancy website is in line with the corporate identity of the organization. Preferably with recurring recognizable style elements.
• There is a search bar on the homepage that makes it easy to search for jobs. A positive aspect of NS is that this is designed like the route planner on their regular website.
• Good use is made of (moving) images.  
• A Job Alert is present. Extra pluspoints for showcasing the job alert on the homepage and throughout several points in the customer journey.
• The extensive employee content.
• There is a (visual) representation of what the application process will look like.