How to Level-Up Your Recruitment Website
As we face a looming recession, it’s essential for businesses to focus on offering value to their customers, and one of the best ways to do that is by presenting yourself well online. We’re level-up recruitment websites every day, so we decided to share our secrets to help you attract clients, engage with candidates and stand out in a saturated market:
Tip 1 – Overhaul your company’s digital presence
Get away from the archaic, analogue ways of working and bring your recruitment agency into the digital age. Using automations to connect applications with your consultants gives you a seamless customer experience for clients and candidates. One of the best ways to do this is integrating your customer relationship management or applicant tracking system with your website. That allows your jobs to automatically post out and applications to come through to the right consultant. It’s all about using connectivity and the customer experience cycle in a way that saves you time.
Tip 2 – Showcase your team
Create profiles for your consultants that act as a mini social media profile on your website. They can use them as a hub for their own network, acting as a virtual business card. It can include a biography, their niche specialism and contact information, all presented with your company branding. That’s a valuable resource for your internal people.
Consultants can use their page as business development tools as well. Their profiles offer consistent messaging for their outreach, and it brings more traffic to your site. This section helps turn your consultants into a team of mini marketers for your company. Clients arrive on your site to book a meeting with your consultant, but they can flick around, read a case study, look at some blog content or listen to a podcast while they’re there. That will consistently promote your product offering.
In order to optimise your consultant’s pages, you should connect them to a booking app like Calendly or Microsoft Teams. If you can, choose one that has an embedded form that allows you to track attributions and conversions. It helps to talk to your consultants through that process, and make sure that content on their page works well for them.
You can also populate their pages with case studies (which we’ll get into in Tip 3). This provides proof of the work they do, and builds their credibility on your site. It also plays into storytelling, which is essential in any kind of marketing activity. Embedding a biography about their experience, personality and interests is great, because people buy from people. Your aim should be to create connections in these profiles.
To really level-up consultants’ pages, get a video of them talking about their work. Including consumable, personal and entertaining content on your website is the best way to engage potential clients.
Tip 3 – Create compelling case studies
Creating a case study shows off the great work you’ve done and builds social proof. Simple testimonials are fine, but if you want to get the most out of your previous work, include KPIs and processes to showcase your skills. Any potential customers on your website can resonate with your stories, and imagine it working for them. They also speak to your customer’s pain points and explain how you would fix them, creating a valuable and time-saving resource.
Some things to include in your case studies are information about the sector and location you’ve worked in, your time to hire and your service offering, broken down into who bought what and how it helped them. Integrating your team’s pages will build credibility for each of your consultants, as well as add personal proof to your site, which you can do by tagging the lead consultant in each case study.
Another thing you should focus on is using storytelling in each case study. Writing engaging copy that discusses the challenge, the solution and how you overcame it will begin to persuade people that your services are the ones to buy into. You should also include the candidates’ perspectives to make sure you’re speaking to both types of people that you’re trying to attract.
Tip 4 – Publish valuable insights
Another great resource for your website is an insight hub. This goes beyond a simple blog by combining your activities into one place. Whether you’re publishing a podcast, newsletters, white papers, ebook downloads, etc, a well-branded insight hub is a powerful tool. You can filter your content for clients and candidates as well, because they will resonate with different content. An insight hub can house your SEO-focussed content too. This content will not only resonate with the audience on the website, but give you stretchable content that the whole team can use for their social media activity.
Tip 5 – Focus your copy on the customer
In order to effectively market your services, you need to find a way to communicate how they will actually affect the life of the client. What you write and how you come across in your content will impact how your customers think about you. Do qualitative research and understand their needs, then communicate how your solution will impact them or their business in an emotive way. Remember that marketing is just making your product appeal to your buyers.
Keep asking ‘why?’. Keep breaking it down. For example, you might want a client to submit a lead form. Why would they sign up? Because they want to use your services. Why? Because that will make their business work better. Why do they need to improve it? Because it’s affecting their home life. The further down you get, the more talking points you’ll find about what your website and product offering will solve. That’s the kind of thing you should put into your copy.
Bonus Tip – Advertise your own career opportunities
Adding a Careers section to your website is a great business development tool. If you’ve got growth objectives for the next few years, showcasing your culture and values is super important. The recruitment space is highly competitive, so create video content with your team. Make it fun and different. Showing your personalities will resonate a lot better with candidates who are recent graduates or looking to move out of scalar companies. You need to show them that recruitment is a fun industry to work in.
Some things to include in your videos are your commission structures, flexible working environment and company culture. Don’t present yourselves as just another corporate company with stock images, plain plain layout etc. Do some research with your designers to stand out in your market.
To learn more about creating an impactful recruitment website, listen to the full episode of the Skill Point Podcast here.