Recruitment businesses need both clients and quality candidates to be successful but does your recruitment website attract candidates and clients equally? Often recruitment websites are more heavily geared towards candidates. It’s understandable – a lot of effort is put into creating a jobs page advertising your jobs to candidates and you are constantly on the look out for top talent so it makes sense that your website reflects that. However, clearly you need to be attracting clients too or you won’t have any jobs for candidates to apply for.
To understand the focus your website currently has, take a look at your pages and make a note of how many were designed with candidates in mind and how many cater more to clients. When thinking about it, it’s useful to watch out for the images and language you use and the advice given on different pages (career advice vs candidate attraction, for example). If the majority of your pages are primarily candidate-oriented you may want to take steps to improve your website for clients.
Make clear distinctions on your homepage
When a client lands on your homepage they don’t want to be confused about where to go next. Make it clear from the very start how to navigate onto the employer section of your website and they won’t click away in frustration. Think about utilising different colours as well as different images and ensure the buttons for each page are obvious. Also make sure that clients can easily access the employer page from wherever they are on the website by including it on the header.
Create client-focused blog content
You may have a careers page dedicated to topics that will help candidates in their job search but don’t neglect your clients. Writing content that your clients will find valuable will not only allow you to reach out to them via your website and social media, it will demonstrate that you are knowledgeable about their industry and understand the challenges those in that particular sector are facing. Do your research, talk to industry leaders and prove through the content you publish on your blog pages that you will understand their needs as a business in the current climate and beyond.
What to include on client pages
Firstly, don’t call it a ‘client’ page. If they’re not yet a client it’s confusing and also presumptuous. Using a term such as‘employer’ works but you could also get a bit more creative. Using emotive ‘I want’ buttons, for example “I want to recruit a superstar’ is one option. What you choose will entirely depend on your branding. Once on the page the potential client will want to know that you can be trusted to provide quality candidates (current client testimonials are good for this), the areas you recruit for, your process and what they can expect whilst working with you, and of course a clear CTA to contact you with a link to your contact page.
In order to attract both clients an candidates to your recruitment website pay attention to your key pages, make sure those that you would like both demographics to read (such as your ‘About Us’ and ‘Blog’ pages) appeal to each, clearly direct both parties to the right pages through visual signposting and sell your ability to work well with clients and find top talent as well as your approach to helping candidates find the perfect job. Make it easy for prospective clients to find the information they need and instil in them trust that you are the recruitment agency they have been looking for to find top talent for their organisation.