What Is a Recruitment Landing Page?
A recruitment landing page is a web page with a singular goal: to get candidates to complete a job application. Your recruitment landing page is often your first touchpoint with a candidate, so it has a big influence on your candidates’ initial impression of you as an employer.
The goal of a recruitment landing page is to get viewers to “convert,”, which, in a recruitment context, usually means turning your page visitors into applicants. When someone clicks on your job advertisement, or finds you through a search engine, a landing page is where they’ll end up.
Because recruitment landing pages are so specialized, a lot of their traffic comes from people looking for a job. As a result, 1 in 10 visitors could become an applicant.
What Are Some Types of Recruitment Landing Pages?
Squeeze Page
A page with the main purpose of gaining a visitor’s email address in exchange for something they want (such as email updates about new jobs). Employers could use squeeze pages to target passive candidates, who may be interested in receiving updates even if they don’t immediately apply.
Lead Capture
A lead capture page is similar to a squeeze page, but it usually requests more information (such as name, email, phone number, et cetera) with the goal of getting visitors to apply.
Video Landing Page
This type of landing page uses a video to convert visitors. For a recruitment landing page, the video is often an employee testimonial or an overview of company culture and mission.
Long Form Landing Page
A longer landing page with more content. This could help you attract active candidates, who will be more motivated to explore the content on your page.
Thank You Landing Page
A thank you landing page can be an important part of initial candidate engagement. This page thanks visitors who have applied to your jobs. It can also link to other pages tailored to visitors who have already converted.
Referral Landing Page
This landing page is dedicated to your employee referral program. It usually allows employees to refer people who they think would be a good fit for your open positions. These referrals usually come with incentives for the referring employees, such as bonuses or perks.
How to Create the Best Recruitment Landing Page
Represent Your Employer Brand
Think of your recruitment landing page as a microcosm of your larger employer brand ideals. A candidate who reaches your landing page should be able to quickly glean what you’re about.
They should also be able to understand, at a glance, the jobs you’re hiring for, your mission, and your general company culture. A landing page is succinct, so think about how you can represent your employer brand in a few carefully chosen lines of copy or images.
Employer Branding: Quick Tips
- Embed social widgets to show social feeds on your landing page.
- Add an “in the news” section highlighting articles you’ve been featured in.
- List your company values on the recruitment landing page.
- Make use of design elements to capture your company’s unique personality.
Use Images and Video Wisely
Most recruitment landing pages only have one to two images or videos. But by skimping on visuals, you risk losing visitors’ attention.
Studies have shown that people process visuals 60,000 times faster than text. This means that your candidates will gain an impression of your brand before even reading the copy.
The images you include should be visually consistent, and tell a compelling story about the candidate journey. Use images that show your employees, or a video of an employee highlighting why they love their workplace and what they enjoy about their role.
Have a Focused Call to Action
A call to action (CTA) is the most important part of a landing page. A recruiting CTA is a prompt for your desired action: for example, a button that says “apply now” and directs a visitor to a job application.
The best CTAs quickly tell users what they’ll receive when they take action. Maybe they’re signing up for an email about job postings, or going straight to an application page.
While it can help to repeat your CTA a few times on your recruitment landing page can help, the page should only have one goal. Very rarely, you might use two CTAs, such as one that prompts visitors to apply and another that lets them sign up for job alerts.
Optimize for Mobile
Since 97% of Americans use cell phones, it’s more important than ever to make sure candidates can apply on mobile. A texting recruiting strategy and an optimized mobile landing page can help reach candidates.
Give candidates as few reasons to leave your recruitment landing page as possible. Clunky mobile web pages and slow load times can dissuade potential candidates. You can use Google Speed Insights as a quick and free way to gauge your load times.
Have Supporting Content
While your header image and CTA are important, supporting content can help persuade candidates who are on the fence that they should apply. Videos, testimonials, and more can help candidates decide to convert.
Utilize A/B Testing
A/B testing is a way to test the effectiveness of two different versions of something.
For example, you could test two different header images on your recruitment landing page to see which one attracts more candidates. You could also test different design elements, CTA wordings, layouts, and more. By creating two different versions of the same recruitment landing page, you can see which version boosts engagement.
Make sure that for each A/B test, you focus on changing just one element at a time. This way, you’ll know exactly what factor is driving the variation in conversion.
Assessing Performance for Your Recruitment Landing Page
Now that you’ve set up your recruitment landing page, you may be wondering how to assess its performance. Is it actually converting and helping you reach your recruiting goals?
Here are some metrics you can use to evaluate your landing page performance.
Page Views vs. Unique Views
Unique views will tell you how many individual visitors your page had, while page views is the total number of times the landing page was viewed—including multiple visits from the same person. If a large percentage of your total views come from the same visitors, that might tell you that you need to focus on sourcing new candidates.
Average Time on Page
This is the amount of time that a visitor spends on your landing page. If visitors leave your recruitment landing page quickly, it’s possible the content or layout is intimidating or confusing.
Bounce Rate
Bounce rate is the percentage of visitors who enter the site and leave without taking an additional action. This can show what percentage of visitors decided not to apply for one of your jobs (at least for the time being).
Traffic Sources
This describes the origin of how people found the landing page (social media platforms, online search, job boards, et cetera). Traffic sources give you insight into where your candidates are actually coming from so you can focus on recruiting through those channels.
Application Form Conversions
Finally, application form conversions are the number of people who successfully completed your CTA and submitted a job application. This is a great way to measure your recruiting success over time.
Recruit, Engage, and Attract With Apploi
A recruitment landing page can make a huge difference when it comes to faster hiring. At Apploi, our consultants can help you further recruit, engage, and attract your ideal candidate. Interested in learning how you can fill your open healthcare roles quickly? Contact us today for a free demo of our platform.
