Recruitment landing pages that convert candidates into hires
With so many new ways of recruiting, the basics are too often overlooked. Something as unsexy and simple as a landing page can make average channels great, but get them wrong and you'll be throwing money down the drain. Oh, and they can be made sexy with a few social buttons and mobile templates!
So what is your Call-to-Action (CTA)? This is the first question you need to be asking because this will determine what your landing page(s) will look like.
Let me be clear on this post. I am sharing the ideal scenario for each CTA knowing full well there will be constraints that mean you cannot do everything. I have recently been working on a project where every time we wanted to make a simple change to our landing pages, it felt like we needed to rob a bank to pay the ransom fee which ultimately meant many compromises. But, we made enough changes to make a big difference and they are by no means perfect. So don't feel you have to do everything; pick a few things that you can do and implement them. Remember; better done than perfect!
There are four primary CTA's that recruiters need to focus on.
- Apply for this job.
- Sign-up for job alerts.
- Join our Talent Network.
- Like/follow us.
Apply for a job
How you lay out your page, where you put the apply button, the colour of the apply button (honestly), the copy plus anything else on the page will all make a difference to your conversions. A perfect job page will include:
- Correct on-page SEO.
- Job title that job seekers use in search terms e.g. stating Vision Technician instead of Window Cleaner won't work so well.
- Enticing job copy using images and bullets; NOT just a copy of an internal job description.
- An employee testimonial or two with links to connect on relevant social networks.
- Some employee faces - ideally smiling (maybe).
- A location map for the job.
- Minimal "other" navigation links - keep the candidate focused.
- A large colour APPLY NOW button; ideally two of these in different places.
- Option to register for job alerts/similar jobs.
Our stats show up to 80% of people that view a job DO NOT click the apply button. That's a lot of wasted opportunity.
Sign-up for job alerts
This may not sound a great CTA but in marketing terms it is an easy first step towards becoming an applicant. I realise that it may be a while before a suitable job is sent but as recruitment marketing systems start to mimic their marketing automation cousins, they will become a powerful weapon in the candidate-to-applicant conversion process.
Join our Talent Network
This can be an over exagerated term as in some cases it is nothing more than a job alert system but again, it is developing. Believe it or not, asking someone to complete a second transaction immediately after does work. So after signing up for job alerts, a secondary CTA will get a good conversion rate.
Although you will be highlighting your social presence in many places within your careersite, you should make it more direct as part of any other transactional process. It may even be that your social channels generate more step one contacts so make the most of them. Converting 'fans' to job alerts may be an approach that works really well but will of course need to be tested.
The image below shows a simple process flow that should be used and focuses on the two primary CTA's; apply and join talent network.
Using the above process flow, you should test different advert copy to see what converts best for which action. Using Google Adwords you would run two similar ads but with different landing pages. This would give you:
- A number of applicants.
- A number of candidates in your talent network (this could simply be a job alert registration).
Ideally, you would track each subsequent action from each group to see where your hires actually come from. It may be that you can generate more job alerts for a job type via Adwords than you can for completed applications. It could also be the exact opposite for LinkedIn PPC ads. The point is, you have to trial different channels for different CTA's so that you build up a pipeline of candidates for the future.
Effort vs. reward
Although setting up landing pages do require effort up front, once in place and tested, the ongoing effort reduces significantly yet the results don't reduce to the same level; they may even increase!
Where are they best used?
Landing pages are best used for key job categories that you regularly recruit for. This doesn't have to be for 100's of people every year but the more you recruit of the same e.g. store managers the more it will pay off.
So if landing pages sound like something you need to master, get in touch or attend one of our webinars.