In the field of recruitment marketing, 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 marketing teams includes customized (some call them personalized) landing pages.
In this article, we’ll show how to attract more candidates with tailored landing pages for your recruitment website.
Landing Pages for the 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 well-crafted landing page can help hard-to-fill roles get applicants by hyper-focusing and catering to certain groups of candidates and locations.
Landing pages are websites that 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 Landing Pages
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 specialize the imagery, messaging, and offers included. This helps in ensuring that the landing page speaks directly to the audience you’re targeting.
- Provide your content marketing 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 are some examples of successful recruiting landings pages, and a few reasons why they work:
- The group photo of employees makes them look like they welcome newcomers with open arms.
- The “Culture at Hotjar” section talks about the company spirit.
- The employees in the photo reflect diversity in composition.
- 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.
- The header is honest and straightforward. It tells candidates that they’ll work with great people, and they’ll face challenges.
- Videos make the landing page more appealing.
- The page is clean and well-organized.
- The Search field allows job seekers to input precisely the type of job they’re looking for.
Best Practices for Creating Recruitment Landing Pages
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 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 organization, it is much easier for them to make that connection.
Moreover, 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. If your company has a comprehensive diversity, equity, inclusion and belonging (DEIB) strategy in place, you already know that communicating this aspect of your organization’s culture is important. Any recruitment pages that you create should not only reflect this, but should be crafted to attract the demographic you’re targeting. This would 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.
Tools for Creating Recruitment Landing Pages
Building landing pages for recruitment can be tricky, but we are here to help! The analytics experts at Recruitics know the ins and outs of getting the most effective job landing pages off and running in no time. If you are considering trying it on your own, there are some innovative tools out there that can help you design professional-looking recruitment landing pages. Some popular tools for building landings pages for every need include:
Unlike other product solutions available out there, InstaPage is available with as many as 6 products and several revolutionary features for improving the advertising conversion rates. With this tool, you can create on-brand, relevant, and mobile-responsive post-click landing pages.
Wishpond is a very simple page builder. There are several mobile-responsive templates for landing pages that can be tweaked to fit any industry. With Wishpond, you can create and publish a recruitment landing page within minutes. The Wishpond landing page builder also includes a powerful A/B testing tool, so that you can tell what’s working for your organization in its recruitment efforts.
Hubspot, the go-to tech source for millions, has a free landing page tool as well. You can create attractive, feature-rich landing pages that work excellently on any device. With it, you can choose from their built-in library of mobile-optimized templates or build pages from the ground up. With the drag-and-drop page editor, customizing your page’s content, forms and layout are a simple process.
It’s been well-established that content which speaks directly to a targeted audience will perform better because people are more likely to take action if content is specifically relevant to them. Customized and personalized landing pages are a great way to leverage a prospect’s preference and drive results for your recruitment marketing. Additionally, every new page view enhances your brand awareness as well as getting people in the top of your funnel.
With the utilization of the right career or recruitment site technology and strategies, you can make your recruitment landing pages a hub of information for the end users as well as your organization. Additionally, you can bring your landing pages and company website to life by converting it into a powerful marketing and sourcing platform as you refine your recruitment strategy and efforts.
If you’d like to discuss customized landing pages or other recruitment strategies for your organization, feel free to reach out to us!
Posted by Jonathan Zila
Jonathan Zila, EVP of Reverse Delta, is a strategic business leader with 17 years of experience selling and servicing, spending the last 15 years in recruitment marketing and advertising. He specializes in networking, building client relationships, solution based selling, consultative selling, collaborating with product and marketing teams, and more. Outside of work, Jonathan is adventuring with the #zilapartyofsix, Jen and their 4 kids, and exploring the topic of human connection and personal growth in his podcast, How to Human Today.