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With Google for Jobs, GDPR and Brexit really “helping” Recruitment leaders focus on a sustainable recruitment business model, your website has become front and centre of your marketing. You need it to make you money and not simply build your brand and clicks.
With the launch of the new Barclay Jones website, I’ve been waxing lyrical to clients about my experience of the web development and launch process and I’ve come up with 4 mistakes that every recruitment website may be making.
Recruitment Websites Need to Make Money!
We regularly help recruiters with the project management of recruitment websites, and digital marketing strategies, so this was a busperson’s holiday for us.
During the design phase of the new Barclay Jones web, it was clear to me that focus needed to be given in areas what we take for granted. Recruiters often forget about the journey that the website needs to take the 3Cs on:
Candidates
Client
Consultants
and Cash!
Often, a recruitment marketer is too busy to see beyond the launch of the website – and hence the goal appears to be “launch and wave goodbye”. But any finance/managing director who has freed up marketing budget to buy a new recruitment website wants more money – they want candidates, clients, colleagues and cash (not just an online brochure).
How to Build a Recruitment Website
There’s lots of content out there about how to build a website, and many a recruitment marketer will know the pain of launching a new site whilst holding down their normal day job.
There are a decent number of recruitment specific website companies – many of them offering really valuable advice… but I discovered few practical tips for recruitment marketers to help them drag surfers through the critical buyer’s journey.
Recruitment Website Mistake 1 – Look Dumb!
With GDPR, the focus on the 3Cs and recruitment leaders wanting to invest more in their recruiters, personality has never been so important. But often I look at a recruitment website, then meet the business leaders and recruiters and it’s night and day! In the board room I see passionate advocates of their niche – online “we are the fastest growing, boring, USPless job board” (sorry – tough love!)
Why? Because when recruiters “go online” they dumb down… they “de-niche” and they lose their personality. Confidence disappears and recruitment websites do not “sell”. And the blog just talks about “recruitment”
Have a think whilst you read this blog about how you can inject some personality into your recruitment website.
Recruitment Website Mistake 2 – Ignoring your 404 Page
So – this is the page you’d rather not have people go to – the page which people get to as they have entered an incorrect page on your site, or you have directed to them to a page which no longer exists. Why is it that some many recruitment websites go “doh!” amend don’t take the opportunity to drive the surfer to somewhere useful?
Check out this blog about great 404 pages and then check out Barclay Jones’ 404 page – we loved creating this one for our very own Barclay Jones 404 error page.
If people give a damn enough to come to your site, and then accidentally hit a page which has been deleted / moved, then why are you just saying “computer says no!”? Stick out your hand and guide them to where you want them to go.
Recruitment Website Mistake 3 – Having a Pants Search Results Screen
To be fair I did quite a bit of research on this and there was nothing that I could plagiarise! My instincts are that if people want to find “stuff” on your website, then making the results screen as engaging as possible is crucial. Have a think about how to get them to click on the bits YOU want them to click on to. And if you have any great ideas on this, share them with me
Recruitment Website Mistake 4 – Contact Us – Or Rather, Kill the Lead!
So you spend a fortune in time, money and emotion on getting people to come to your website. They surf about and bingo!, they want to catch up with you. Then you flick your hair and wander away…? Crazy recruiters!
I feel that the Contact Us page is THE most important page on your site. They are coming in to your shop asking for help… Hubspot agrees and has a helpful blog about the best contact us pages.
So many contact us pages are uninspiring, “templatey”, prone to getting people to NOT contact you.
What can you do with your contact page to engage and CONVERT? It’s not enough that they come to your site and your Google Analytics stats improve. You want them to “buy” from you with a subscription (GDPR alert!) or a job application, or dare we suggest that they want to speak to you… Let’s get recruiters’ phones ringing again!
Let’s Make Recruitment Websites Great Again
I couldn’t resist the “Trumpism”. Take a look at your site… figure out which pages you really want people to go to and then ask yourself if they are working hard enough for you… and can you use a little personality in them to drive conversions.
Recruitment Takeaways…
Personality
Capitalise on errors
Turn searches into conversions
Make contact easy!
Create a recruitment website that attracts and retains clients, candidates and consultants…
I train and mentor recruitment marketers to generate the 4Cs: candidates, clients, colleagues and cash.
READ ABOUT RECRUITMENT MARKETING TRAINING
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Lisa Jones
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Adapt Training Tips for Busy Recruiters
Recruiters! Your day is so full, you often can’t see the wood for the trees (or the candidates for the applications). You have Adapt and you need it to give you time and make you money! Recruitment Leaders! You need your recruiters to convert more candidates and clients, and have a healthy pipeline. Adapt needs to deliver ROI.Recruitment Trainers! You are tasked with being Adapt Training experts and need to be sure you have all of the hacks and tips to improve a recruiter’s day.We have a monthly newsletter full of Adapt Tips to help all 3 of you generate real ROI from Adapt.(Bullhorn may have bought Adapt, but you still need to get value from your Adapt CRM.)Recruiter Interrupted!In recruitment, time is money… but you really lack proper time to really manage your candidates and clients.On average:You check your emails 36 times an hour!You are interrupted 56 times a dayYou attend 62 meetings a monthLet alone random candidates applying for jobs they can’t do, and clients drilling down your fees and working with all of your competitors!You need to get physical and HIIT something! (We use HIIT – high intensity interval training to help Recruiters with what we call “AdaptFirst”.)Every month, we publish the HIIT the recruiters we train love the most, and you can receive them via email.Never miss an Adapt Hack again – sign up to receive your Adapt Training newsletter today.SUBSCRIBE TO THE NEWSLETTERAnd if, recruiters, you want to blitz your business development even further, why not check out the latest in our Adapt Smackdown series?Read more about how train recruiters source and convert quicker and develop healthy pipelines with our Recruitment Training.HIIT Me, Recruiters!And we’re about to launch Recruitment HIIT – an exciting recruitment training platform for recruiters to speedily learn skills to be more successful with Adapt, Bullhorn, LinkedIn, Job Adverts, Inbound Sales, Digital and Email Marketing. Arrange a call with me here.READ ABOUT OUR ADAPT TRAININGBOOK A CALL TO DISCUSS ADAPT TRAINING
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Lisa Jones
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Recruiters! What Do You Need to Do to be More Effective in 2020?
With 2020 looming and a few things likely to happen between now and 31st of December recruitment leaders, their recruiters and recruitment marketers have got some time to think about their 2020 strategy and how it needs to help them generate more of the 4Cs - candidates, clients, colleagues… and cash!Recruiters and Marketers! What is Your Strategy for 2020?The Annual Bullhorn Trends Survey has evolved into “The Grid” - a really useful resource pack specifically aimed at the recruitment industry.Bullhorn have done a fantastic job bringing together some key information about global (and local!) recruitment within the UK and beyond!It will help you gain perspective on your year in recruitment to date, and give you ideas on how you need to work next year to be more effective.Could it be that your recruiters need to be more effective and have some seriously good recruitment training?Do you need your recruitment tech to actually deliver cash, rather than be a drain on your profit?How can marketing evolve from “the colouring in department” into “recession-proof” function delivering leads into recruitment firm that’s drowning in data?Shout Out to Bullhorn and 2020We have a passion for helping recruiters (and their marketers) be more successful, so when we come across content which “nails it” we have to give it a shout out.This Bullhorn Trends Grid goes way beyond many of the usual white papers you’ll see in our recruitment sector. It’s massively engaging and rich in thoughts, ideas and research.Take a couple of minutes (coffee / wine) and scroll through, research / digest and plan your 2020 recruiting, sales and marketing strategy.Watch the Video to See Our TakeawaysIt’s so important for your business to train your recruiters to really monetise your Bullhorn CRM, this short video hack will help you achieve what we call “BullhornFirst.”READ ABOUT OUR BULLHORN TRAININGBOOK A CALL TO DISCUSS BULLHORN TRAININGOur recruitment community loves our Bullhorn, Inbound Sales, LinkedIn and Job Adverts and recruitment training hacks. Click the links to get more, and sign up to our Recruiter Hacks Newsletter to receive them as they are published.
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What Recruitment Leaders Need to STOP Doing!
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