Your recruitment website is your online ID. It tells the world who you are, what you represent and what you can offer visitors. It should set you apart from your competitors.
With thousands of recruitment agencies operating in the UK, you need to stand out and project why your agency should be the one that both candidates and clients trust with their careers and their jobs. Killer copy is a crucial part of that, creating trust and brand awareness, engaging visitors, and compelling them to get in contact, apply for a job, or perform another desired action. The approach to writing for recruitment websites is similar to other websites but with some recruitment-focused differences, largely around job ad copy. We show you how to write and optimise content for your recruitment website to increase traffic to it – and keep it there.
- Craft your website copy carefully
Attention to detail is vital as it reflects on the overall ethos of your business. Your copy must be flawless, with perfect grammar, spellings and structure. If you haven’t spotted a typo on your homepage, a client or candidate might wonder what you could miss or overlook when working with them. Error-free copy helps to build brand trust and it projects a professionalism that is key when trying to win business and attract talented candidates.
- Pay attention to SEO
Your content must be optimised for search engines or very few people will see it. There are a number of SEO tips that will help your website place at or near the top of search results, including some underrated ones. Keywords are important but they must be added seamlessly to your content and not over-stuffed as Google penalises keyword stuffing. Don’t forget to add page titles and meta descriptions to help search engines understand the relevance of your content to searches and regularly update with fresh content.
- Provide essential information
Why do people visit a website? Generally it’s to find information so make that information easy to find. When approaching written content on your website, it is crucial that key information is clearly communicated and highly visible. Vital information such as the industries you represent, the types of roles you offer, how to find your jobs page, the way in which you work, and how to contact the company, should all be made obvious. Every page should incorporate a call to action and relevant links to other sections of your website so the visitor takes the path through your website that you want them to and the user journey is easy.
- Add relevant, interesting, fresh content
Consider dedicating a page to blog articles and news where you can share relevant industry content. This can take the form of a news article, a thought leadership piece, or advice. If you’re struggling for blog content ideas, think about your audience and what they want to read about. Advice articles on topics such as interview techniques and CV writing are great for candidates, whereas topics such as employer branding and candidate priorities will interest clients, and articles on trending industry topics and creating social profiles will appeal to both candidates and clients. What’s important is that you frequently update and refresh your content, both to engage visitors and encourage them to return and to keep Google happy. Fresh content is favoured by Google so helps to push your site further up the search rankings. On the flip side, Google punishes plagiarism so don’t be tempted to use stock copy for a quick content update.
- Allow visitors to ‘meet’ your team
Recruitment is a people profession and visitors want to see the human side of agencies so invite them to meet the team by including a ‘Meet the Team’ page. Make the content personable by sharing each team member’s likes and dislikes, fun facts, and so on. The aim is to show that your recruitment agency and the people who work there are approachable. You want candidates reading your copy to feel like they can easily talk to your consultants and, importantly, trust them with their careers, and potential clients to feel like they could have a good working relationship with them.
- Get your job advert copy right
First class recruitment website content should extend to the job adverts posted to your jobs page too. Written and structured well, the job adverts you post on your website will attract talented candidates and compel them to apply. Crafting a killer job advert is vital to finding and attracting relevant candidates and there are a few things to keep in mind. Use a standardised job title – the kind that candidates will be searching for – and include the salary and location. Data from the Wave Recruitment Trends Report for 2023 has shown that an average word length of between 250-300 words receives the greatest percentage of applications. Use relevant keywords and avoid using gendered words, add the role responsibilities and experience and skill requirements but limit yourself to 5 bullet points per list. End with the benefits and make it clear how to apply. Don’t forget to optimise your job adverts for Google for Jobs or you could be missing out on organic traffic and applications.
- Don’t forget other media
Written content is a vital part of a website but it’s not the only medium of communication you can use. A huge number of recruitment websites now use video for a variety of different purposes. That might be a brand video, an event video, a how-to, testimonial, news or background video. Video can increase engagement and approachability but can slow down page load speed if the file size is too big and not everyone’s a fan of watching something rather than reading. To work out whether video is right for your recruitment website, consider how you’d produce it and what the purpose would be. A mix of text, video, image and sound can make for an incredibly dynamic website if done right.
Content is key. Often your recruitment website is the first contact a candidate or potential client will have with your agency and first impressions count. Ensure your copy is relevant, error-free, engaging, compelling and performs well in searches. Ultimately, your content should bring traffic to your website and sell your recruitment agency to all who view it.