It’s commonly said that most staffing businesses focus on getting more new candidates as opposed to re-engaging stale candidates. When it comes to your website, the same mostly rings true. Most firms prioritize new traffic sources while disregarding turning the candidates already visiting your pages into inquiring applicants.
In the same manner that turning a stale lead into a hot lead reduces your costs to acquire candidates, so does converting more of your current and past web visitors.
For example, if I get 10,000 monthly web and 100 choose to apply for my open positions, I have a 1% conversion rate. However, many firms who want to double their number of applicants are going to say, “How can we get 20,000 web visitors?” in order to get those 200 applicants, spend a ton more on marketing, and disregard optimizing their conversion rates.
The problem is, what’s the point of traffic if it’s not converting? In this article, I’ll share five surefire tactics for dramatically improving your conversion rates.
Create Better Offers
An offer is something of value that a candidate must engage to get access to. In your case, that typically means access to great job opportunities or valuable resources such as e-books and webinar registrations.
There are several ways to improve your offer. Defining and segmenting your audiences by their interests, wants and needs will allow you to target them with more relevant offers. Creating offers based on where someone is in their job search will allow you to resonate with active and passive candidates. Consider utilizing various content forms like e-books, case studies and tailored landing pages to reach these audiences. Lastly, make sure to test your offers against each other to see what converts the most!
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Target Your Content
Now that you have solid offers, your next goal is to get in front of the right people. Web visitors are more likely to convert when shown relevant offers. Furthermore, your offer has to be relevant and tailored to how the web visitor found you. The content you choose to create and the places you choose to distribute it matter. That’s why you must consider your visitor’s online behavior, location, platform, devices used and demographic info. As a result, platforms like Facebook, LinkedIn, Google, etc. have targeting features that allow you to place your ads or content pieces to the audiences most likely to convert. Finally, you have to consider which of your potential web visitors use these platforms and their expectations thereof.
Increase Candidate Engagement
People browsing the internet act in one of two ways: They are “searching” for new information, or they are “scrolling” to content looking for something that catches their attention. Candidates searching for jobs will likely start their search on platforms like Google, Bing and job boards. On the other hand, active and passive candidates alike can be persuaded to engage a firm on job opportunities on platforms like Facebook, Instagram, LinkedIn and TikTok.
As a result, firms must understand that searchers and scrollers have different expectations across different platforms. Searchers expect you to be visible at the top of the search engine results page with relevant headlines, while scrollers expect you to be enticing and compelling enough to capture their attention.
Optimize Your Web Presence
What happens when a visitor finally hits your pages? Either they arrive and immediately bounce, browse and leave, or browse and choose to reach out. Assuming you have a strong offer and targeted your ads, the last step is to optimize your pages is implementing conversion elements. Conversion elements like testimonials, chatbots, heat maps, A/B testing and feedback surveys improve the probability of users taking the desired action. Once the previous steps are addressed, consider implementing these tactics for maximum results.
Increasing your conversion rate will have the most impact of any tactic in improving your recruitment marketing ROI. The more potential candidates you convert, the more revenue you drive to your firm. Implement any of these tactics to strategically improve web conversions.