Your website is the front door to your recruitment agency. If people open it and they don’t like what they see, they will leave without ever looking back. Unfortunately, most recruiters are not aware of the power of a website and nail the door shut.
That’s a huge mistake that can cost you dearly.
According to one study, 75% of people judge the credibility of a website based on its design. When your online presence is lousy, people will assume that your services are the same, so they’ll choose your competition instead.
You only have eight seconds to convince candidates that your recruitment site is serious and professional, so you better make them count. How can you do that? First of all, make sure to fix the following mistakes.
Mistake #1: Outdated Design
When it comes to website design, people can’t help to judge a book by its covers. No matter how hard you’ve worked to create a list of reputable employers and relevant jobs for each industry, people will judge your recruitment site based on looks primarily. According to one survey, 94% of respondents claimed that the number one reason they distrust a site is its design.
How to Fix It: Every design decision you make, from the navigation to the color scheme can affect your prospect’s experience for better or for worse. If your design hasn’t been changed since 2010, you need to act now – website design and the technology people use to view them has changed dramatically in the last few years.
Mistake #2: You Don’t Provide Quality Information and Career Advice
Relevant information and career advice should be a priority for recruitment sites. People don’t use recruitment sites just to look for jobs. They also want tips on how to land their dream job, how to write a good letter of intent or how to negotiate a job offer. If your site can’t provide the information they need, they will look somewhere else.
How to Fix It: One of the best ways to ensure prospects have access to relevant, quality content on your website is to create a blog. Not only can blogging help you build trust with your audience and move them further down the sales pipeline, but websites that include a blog have over 434% more indexed pages on Google.
Mistake #3: You Don’t Have Lead Magnets
Stop for a second and ask yourself what is the real reason prospects are willing to give their email addresses? Is it because you have an impressive job listing? Is it because a great percentage of those who looked for jobs on your recruitment website got hired? Or, could it be that, more often than not, people give up personal information because they get something in return?
If your recruitment site doesn’t offer an attractive lead magnet, you won’t be able to grow your business as fast as you want.
How to Fix It: Offer prospects an irresistible bribe in return for their contact information. Make sure that the lead magnet is relevant to their needs and can add value to their lives. For instance, you could offer a cheat sheet with practical steps to negotiate a job offer and place the lead magnet on your home page.
Mistake #4: Your Recruitment Site Is Not Mobile-Friendly
Take a look at your Analytics report, and you’ll see that a vast majority of users access your content via mobile devices. The future is mobile. In 2016 Google changed their algorithm to increase the ranking of sites that are mobile optimized and penalize those that don’t work well on smart devices.
How to Fix It: With more and more candidates applying for jobs via mobile devices, it’s paramount that your recruitment site responds accordingly. Make sure your site is mobile-friendly and can provide the same seamless experience on smart devices as on a desktop computer.
Mistake #5: There’s No Call to Action
What do you do when you read a good article? Do you share it? Do you subscribe to the mailing list? Or, do you leave without taking any action?
The chances are that if there isn’t any clear call to action telling you what to do next, you won’t do anything. The same is true for your recruitment site.
How to Fix It: Think about what you want candidates to do when they land on your website and give them clear instructions. Place a sign-up form on each page and ask visitors for their email address in return for something valuable, such as a guide, an eBook, or a free consultation with a career expert.
Your website has the power to make or break your recruitment business. When you build it solely for page views, and you pay no attention to design and user intent, you can expect people to leave and never return.
If your recruitment site isn’t working, maybe you are making one of these mistakes. You can also use this tool here to ensure that your site isn’t overwhelming candidates with too many choices.