The single most important thing about your recruitment agency website is the experience of your visitor (otherwise known as UX, or user experience, in the web industry).
For job hunters, changing career paths (or finding a new position) can be scary, exciting and daunting – and your website is there to make that process as easy as possible for your clients.
For employers, they want your site to attract the best candidates for their positions – so they need it to be popular with job hunters, professional-looking and easy for their HR department to interact with.
With the ultimate goal of your website (attracting the best talent, keeping your clients happy) in mind, here are 7 ways you can improve your website to get the most out of it.
1. Make sure your site is mobile-friendly
Want to make your website user friendly? Make it mobile-friendly – this is non-negotiable.
With the average UK consumer now owning at least five portable devices, job hunters are using their mobiles to look for new employment opportunities. In a recent study, the majority of 16-45 year olds now prefer to use their phone over any other device for online searches.
Making your site mobile-friendly is a necessity these days – especially for recruitment agencies. If your website doesn’t work on mobile devices, searchers will simply go somewhere else online that’s more comfortable to interact with.
Not only is mobile friendliness important from a usability point of view, Google actively boosts mobile-ready sites up their search results. So, if your website isn’t mobile-ready, it’ll slide down search engine results pages – resulting in less traffic and fewer applicants.
2. Use clear calls to action
Your visitors need to know what to do – and when to do it – as soon as they land on your site.
Guide your visitors to take action with clear, simple directions. Whether you want to get them to apply for a job, call your office, check out your blog, or download a free guide – tell them exactly what to do in easy-to-understand, concise words.
Without clear calls to action on your site, your visitors might feel a bit lost and unsure of what to do once they’ve landed there.
3. Offer a predefined search function
Can you search through open positions on your website? If you can (you really should be able to), does your website have a filtered search function?
Visitors expect to be able to search through your job positions – and if they can’t you’re losing out as a result.
People don’t like flicking through pages and pages of search results to get to what they want. They want to reach their destination quickly and extensive search filters help them achieve this.
Many recruitment agency websites will have a search bar, and it usually allows the user to type exactly what they want into the search bar.
In theory, this is great.
Your visitor should be able to find exactly what they’re looking for – but when put into practice it can often cause people to get frustrated.
Maybe they type in the wrong search terms. Maybe they only want a temp position and they’re lost in permanent job listings. Maybe they don’t want to commute, so they need positions within a 20 minute drive of their home.
Having a simple search like this, without filters, leaves far too many variables on the table.
So, if you have a lot of job roles, with a lot of variables, on your website then it’s a good idea to use predefined lists in your search function.
For example, let people search by location, industry, sector, skills, requirements and date.
Once you have more efficient search functionality, job hunters can find what they’re looking for quicker – which means you get more applications.
4. Post high-quality content
There’s a lot of information out there for both job-hunters and companies looking to hire top talent – but you can offer something no one else can – your expertise and advice.
HR might not know the ins and outs of hiring, how to find the right recruit (and know when they’ve found them) or the best way to promote a position online. You can help.
You can help both sides of the workforce understand the process by posting high-quality, original and informative content.
The best way to do this is to regularly update your blog with unique and relevant topics that will not only attract visitors to your site – but also show you as the go-to recruitment agency.
By creating this content for your audience, you’re also offering them a reason to keep coming back to your site.
Some examples of what you could write about include:
Tips on how to write a CV
Tips on how to find the right candidate for a job
Best interview practices
The best ways to use a recruitment agency
Interview red flags to avoid
How to optimise a LinkedIn profile
5. Add lead magnets to collect visitors’ contact info
A lead magnet is basically when you offer something valuable to your website visitors in exchange for their email address or phone number.
Lead magnets can include:
Checklists (Does your LinkedIn profile have these essential 10 elements? Audit your own profile with this free checklist!)
‘How to’ guides (How to know when you’ve found the perfect candidate for your job. How to write the perfect CV.)
Job vacancy templates
When your visitor has downloaded your freebie/booked in for a consultation/submitted their contact details, you want to have those details automatically loaded into your CRM tool/email marketing database.
Once in there, they can be loaded into your email marketing campaign or put on your call back list – creating a highly effective sales funnel for your team.
6. Update your site’s look
When was the last time you updated your site’s layout? Have you changed up the photos recently? Revisited your About page to make sure it’s still relevant?
If your website looks as if it’s been collecting dust for a couple of years, people will think your company has too. Your website is your representative online – what does yours say about you?
If it looks like your website is neglected, your visitors are going to think you don’t really care about your business and if you don’t care about that then they don’t have reason to believe you’d care about them and their needs.
Avoid ushering your potential clients into the arms of your competitor and try to design your site to fit a modern aesthetic.
Your visitors will feel a lot more comfortable landing on a site that looks like it’s been cared for.
Plus, if you have an old website it’s going to take longer to load and certain plugins or features might not work anymore. This will also drive away your potential clients as they’ll be frustrated when they can’t access certain areas of your site.
7. Track your site’s performance
If you want your website to help your recruitment agency grow then you need to be able to track your performance.
There are a few basic stats you should keep an eye on:
How many visitors you get to your site
Where they come from
What pages they visit on your website
Which pages perform the best (and the worst) on your site
What pages visitors leave on
Where your site ranks on Google (and what phrases does it rank for)
Decide what your key performance indicators (KPIs) are – what will you consider success to look like? What changes do you need to make to achieve those goals?
By paying close attention to your analytics you can make the necessary tweaks and changes to ensure you’re getting the most out of your website – and converting visitors to clients.
Want to get your website working better for you? Get in touch and our expert team can help you out.