Using Landing Pages For Recruitment
A landing page for recruitment or any other campaign is a standalone website page dedicated to a specific marketing campaign. Its key purpose is to convert site visitors into leads. Landing pages typically offer visitors something that they may be interested in. This could be an Ebook of company culture, or information about the role. in exchange for contact information. Getting this information then gives businesses the tools they need to further nurture leads and urge them down the purchasing funnel.
In the field of recruitment marketing, the theory remains the same. Whilst you’re not trying to get someone to physically purchase from you, you are still selling them something -Your company. One of the primary goals is to convert prospective candidates into leads (applicants) within the talent network. From a conversion point of view, one strategy that works exceptionally well for recruitment teams includes customised landing pages.
Landing Pages for a recruitment website
The role of a recruitment landing page is to establish a connection between your company and the potential candidate. Your landing page will become an integral part of the job-seeking journey for candidates. A thought-out, well-crafted, and well-designed landing page can help hard-to-fill roles get applicants by hyper-focusing and catering to certain groups of candidates and locations.
Landing pages essentially exist independent of your main website. They can focus on specific functions, campaigns, or other hiring efforts. When you create the perfect landing pages for your initiatives, they will become indispensable assets in your recruitment marketing strategy.
Benefits of Creating Custom landing pages for recruitment
Some of the benefits of customized landing pages include:
- Since landing pages have a single focus and target a particular audience, they can deliver more leads and higher conversion rates.
- With a customized landing page, you can create targeted content for particular audiences. This gives you the ability to specialise in the imagery, messaging, and offers included. This helps in ensuring that the landing page speaks directly to the audience you’re targeting.
- Provide your team with insightful and actionable data. You can design and refine landing pages for multiple referral sources and campaigns. When you review the analytics data, you can observe the channels that drive maximum traffic as well as conversions.
Examples of Successful landing pages
To deliver valuable information about both your company and the job profile, recruitment landing pages are critical. They’re also the best avenue toward offering potential employees a great first impression of your company and provide important details as to why potential candidates should work for your company.
Here’s an example of successful recruiting landings page, and a few reasons why it works:
- The (unlinked) Uber logo tells visitors what page they’re on without actually allowing them to inadvertently navigate away from the landing page.
- The main headline and the sub-headline clearly deliver the combination of “what and why” to prospects.
- Lists, short text blocks, font variations, and iconography can deliver valuable and/or required content.
Best Practices for Creating Landing Pages for Recruitment
While there are several ways to launch a successful recruitment landing page, there are core concepts on page design, information that should be included, and the placement of visual elements (including photographs and videos) to enhance user experience. Here are some of the important concepts we identified that have to do with the content in an overall sense:
Maintain Consistency with Brand Identity
One of the best ways of convincing candidates to apply to work for your company is by telling them about your brand. The career page in your recruitment website should have consistent and clear messaging. It should communicate the uniqueness of the corporate culture of your company.
Inconsistency throughout your landing pages and website can confuse and ultimately turn away interested candidates. While the landing page messaging should be concise, it should convey your corporate culture at least to some extent. Additionally, it should be designed with building your brand in mind.
Leverage Media to Boost Personal Connection
Testimonials from workers, videos highlighting your work environment, and photographs of employees are methods that allow candidates to visualize themselves working for your company. This is particularly important when recruiting members of diverse groups. When people see other people who look like them represented as flourishing workers within your organisation, it is much easier to see themselves working there. And ultimately of course, for them to make an emotional connection.
Furthermore, visual media can help in highlighting any awards of recognition for your company. This is because they help in conveying critical information in an easy-to-remember and attractive manner. Infographics can be really useful in this regard.
Help Candidates Form a Connection with Your Organization
Consider that the first thing prospective candidates see on a landing or career page shouldn’t necessarily be a list of open positions. Launching into a story about your company and its culture can draw the attention of visitors and make them excited to see more. The introduction shouldn’t be too long, however — two short paragraphs are usually sufficient.
One thing that’s of particular importance in recruiting these days is fostering diversity and inclusion. You will probably already know that communicating the aspect of your organisation’s culture is important. Any recruitment pages that you create should not only reflect this, and as such should be crafted to attract the demographic you’re targeting. For example you may include such things as bilingual landing pages, as well as verbiage that fosters a sense of inclusion for diverse candidates.
Craft Job Postings That Sell Your Company
Once you’ve gained the applicant’s interest on the landing page, the job descriptions on your website should boost the overall energy and interest that you have built. Effective descriptions should offer visitors an overview of the given role. If you’ve done your job right, it will also have them excited to apply. Ensure that the postings are informative, concise and engaging.
Landing Pages can be a valuable piece of your recruitment marketing strategy.
Considering the landing page stats, we can that businesses that create landing pages that build trust with page visitors, provide valuable information, and use different content types see higher conversion rates.
Whether you already use them and aren’t obtaining the results you desire or you’re new to landing pages for recruitment, or in general, using them will likely help you draw in potential candidates and attract talent to you your team. In fact, our very own Chloë, who applied and moved all the way from Auckland to little old Invercargill, came from a recruitment landing page on our website!