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The first thing you need to do to improve recruitment… update your landing page

It seems like no matter where you’re going these days, you’re constantly seeing signs hanging in the windows, on the side of the highway or in the ground outside a business stating, “We’re Hiring” or “Apply Here” or “Join Our Team.”  I’ve seen it everywhere; the grocery store, local restaurants, trucking companies, drug stores, and hair salons. That is just one way that businesses are looking for help.

Other avenues they might choose to look at for gaining new employees could be radio ads, TV ads, referral incentives with current employees, and digital ads. There are many perks to using digital as the medium to reach future employees, and it also allows businesses to reach a targeted audience with diverse digital products using targeting strategies.

Now before you go diving into the digital realm and placing ads to fill open positions, it is important to make sure that you have a good foundation so when users see your ad, they are intrigued to learn more and continue to take that next step. For example:

  • 89% of job seekers agree that an employer’s career website is important for finding key information
  • Job ads that include a salary range for the job role got 75% more engagement than the job ads that don’t
  • 51% of job seekers are more attracted to an organization that had posted job listings with visual elements (such as images, videos, or both) than to others that didn’t

The first thing you want to make sure of when advertising for positions within your company, is to never land a user on the homepage. Why? If I see an ad for a certain position and I click on it, I expect to be brought to that particular job listing/posting, or at least a careers page. By making me navigate your website to find the right content I am already searching for, you are making me do more work, which will increase the likelihood that I will leave the website.

One thing to be cautious of, however, is you don’t want to lead people directly to a landing page that looks like this:

If I clicked on the ad, it’s because you piqued my interest and now I want to know more. What are the qualifications for the job? What is the salary? What are the requirements? What shift is it? I am not ready to apply to this position that I just saw briefly in the ad; I want more information and that’s what your landing page should provide.

The next thing to consider is, what information does a job seeker wants to see? Give the elevator pitch about your company:

  • Share your company history.
  • What makes you different than your competitors?
  • What are your company values?

Believe it or not, almost 70% of workers want a career change and say they’d take a better work-life balance over higher pay. Mention the fringe benefits that your company offers such as health insurance, company car, vacation time, etc.

Another tip to get your landing page to garner more applicants is to show photos or videos of your staff in real work situations or outside-of-work gatherings such as an employee appreciation luncheon or a holiday party. Candidate application rates go up by 34% when a job post includes a video. Give a glimpse into what the work culture is like. This is also a great opportunity to brag about your company:

  • What are the best things about your company?
  • What awards for employee retention or workplace environment have you won?
  • What do current employees say about working there?

You’re also allowed to be picky with who you’re looking for, so list the attributes and qualities of the type of person you want to hire. Then last, but certainly not least, you want to have a very thorough job description of the open position(s) that you’re hiring for and explain what the hiring process is like, so the applicant has an idea of the timeline they are looking at.

This is all information that you want to include on that landing page so once someone sees the ad and clicks on it, they are met with all the information to answer their questions. Here is an example of a solid recruitment landing page from a company named TaskRabbit that lists all the elements that we just went through:

Click here to learn about the best digital products to use for your recruitment campaign.

Is your recruitment page in need of some attention and updates? We help businesses develop websites and landing pages whether you are starting from scratch or want to enhance the one you have now. Give us a call or email today to get started.

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