{"id":74696,"date":"2021-12-09T09:00:19","date_gmt":"2021-12-09T09:00:19","guid":{"rendered":"https:\/\/www.bullhorn.com\/uk\/?p=74696"},"modified":"2021-12-08T15:19:35","modified_gmt":"2021-12-08T15:19:35","slug":"how-to-write-recruitment-career-site-copy-that-converts","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/uk\/blog\/how-to-write-recruitment-career-site-copy-that-converts\/","title":{"rendered":"How to Write Recruitment Career Site Copy That Converts"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Where do the vast majority of job seekers go to search for openings? You guessed it\u2014online. Few recruitment methods are as effective and relevant as your organisation\u2019s recruitment career site or career page. Remembering to pay attention to how the career site is crafted and how the copy is presented is very important. In fact, it makes all the difference when it comes to converting visiting job seekers into applicants.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you write recruitment career site copy that converts? Here are six essential tips:\u00a0<\/span><\/p>\n<h3><b>#1: Focus on your organisation\u2019s brand messaging<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">What impression will a job seeker get upon visiting your career site? Will your brand message and brand identity come across clearly? Or will the job seeker feel they\u2019re on just another job site?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When your company\u2019s personality and vision come across in the copy, visitors to the site will get a clear sense of who you are and what you\u2019re all about. And that helps them decide if they want to apply for a job at your company or not.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how can you make your brand translate effectively through the page?\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ask current employees what they\u2019re happy with.<\/b><span style=\"font-weight: 400;\"> Take that information and translate it directly onto the career page so that prospective applicants know what they can look forward to.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Highlight your commitment to diversity, equity, and inclusion. <\/b><span style=\"font-weight: 400;\">Make it clear that your organisation is committed to DE&amp;I efforts and walk the walk rather than just talking the talk. State plainly how you\u2019re advancing diversity, equity, and inclusion at your company.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Make an emotional connection.<\/b><span style=\"font-weight: 400;\"> Focus on what job seekers want out of the jobs they\u2019re applying for, as well as their careers at large, and steer the copy in that direction. Create a value proposition for employees that makes it clear why they should apply to work with you.<\/span><\/li>\n<\/ul>\n<h3><b>#2: Funnel visitors to the job postings<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If a prospective applicant arrives at your career site and all they see is a giant list of job openings, it\u2019s not the most effective method for conversion. It can be overwhelming, and it doesn\u2019t allow for an introduction to your company&#8217;s culture and mission. A much better approach is to funnel the visitor to the job postings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the top of the page, craft an opening paragraph or two that serve as an introduction to your company. This copy should pique a candidate\u2019s interest by describing your organisation\u2019s vision and mission and then discussing the positive experience the candidate will have as a member of the team. After that, you can include a link to the job board or begin listing openings underneath the copy.\u00a0<\/span><\/p>\n<h3><b>#3: Craft engaging job descriptions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Bland, boring job descriptions don\u2019t convert. It\u2019s as simple as that. When a job posting is just a laundry list of duties, the job seems boring, too. Job seekers are much more likely to apply to a job when the description is engaging, dynamic, and enticing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Be sure to add language to your job descriptions that discuss how the role will help the candidate grow their skills or career and what kind of benefits and perks they\u2019ll enjoy. And keep the current of your company culture flowing through the job description to bring it all home. You\u2019ll be surprised\u2014and pleased\u2014at what a difference it makes in application rates.<\/span><\/p>\n<h3><b>#4: Write compelling CTAs (Calls to Action)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Scrutinise your career site to ensure that every page has at least one (if not multiple) clear, compelling CTAs. Tell job seekers exactly what you want them to do, use action-oriented language that&#8217;s appropriate for your audience, and provide multiple ways for them to take action on your website.<\/span><\/p>\n<h3><b>#5: Include media for added impact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Obviously, media <\/span><i><span style=\"font-weight: 400;\">isn&#8217;t<\/span><\/i><span style=\"font-weight: 400;\"> copy, but it <i>reinforces your message and keeps<\/i><\/span><span style=\"font-weight: 400;\">\u00a0job seekers engaged. Plus, blocks of text aren\u2019t recommended for any webpage, your career site included.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Break things up by including media in your career page and even in job descriptions themselves. That media might consist of videos highlighting your company culture, photos of your employees on the job, or badges from awards your company has won for outstanding company culture. These elements compel the site visitor and engage them with your brand further, making it that much more likely they\u2019ll apply.<\/span><\/p>\n<h3><b>#6: Don\u2019t forget about SEO<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Even the most well-crafted career site won\u2019t get much traffic if you forget about SEO \u2013 and without traffic, you can&#8217;t convert job seekers to applicants.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engine optimisation means including the right keywords and keywords phrases and optimising things like page URLs and meta descriptions so that your site is \u201cfound\u201d by Google when people search for it. And while SEO is a multi-faceted and complex process, you don\u2019t have to be an SEO engineer to make it work for you. Doing a little research and following SEO best practices will really help improve your site\u2019s visibility. With more job seekers finding your career site and jobs, you&#8217;ll have more &#8220;at-bats&#8221; for converting them.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Haley Marketing Can Help Improve Your Website Conversion<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">When it comes to crafting recruitment career site or page copy that converts visitors to applicants, you don\u2019t have to go it alone. Working with <\/span><a href=\"https:\/\/www.haleymarketing.com\/contact-us\/?utm_source=PR_Bullhorn&amp;utm_medium=Referral&amp;utm_campaign=2021_Q4\"><span style=\"font-weight: 400;\">a marketing firm specialising in the recruitment industry<\/span><\/a><span style=\"font-weight: 400;\"> and conversion rates, SEO, social media, content marketing, and much more will be a breeze. That leaves you free to focus on achieving your recruitment firm&#8217;s business goals and organisational objectives. And be sure to <\/span><a href=\"https:\/\/www.haleymarketing.com\/big-ideas\/?utm_source=PR_Bullhorn&amp;utm_medium=Referral&amp;utm_campaign=2021_Q4\"><span style=\"font-weight: 400;\">sign up for our free Big Ideas Newsletter<\/span><\/a><span style=\"font-weight: 400;\"> for more insights into the world of recruitment marketing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<a href=\"https:\/\/www.bullhorn.com\/marketplace\/haley-marketing-group\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-74697 size-full\" src=\"https:\/\/www.bullhorn.com\/uk\/wp-content\/uploads\/sites\/2\/2021\/12\/Blog_Footers_NA_D_V2.png\" alt=\"staffing career site\" width=\"1200\" height=\"200\" srcset=\"https:\/\/www.bullhorn.com\/uk\/wp-content\/uploads\/sites\/2\/2021\/12\/Blog_Footers_NA_D_V2.png 1200w, https:\/\/www.bullhorn.com\/uk\/wp-content\/uploads\/sites\/2\/2021\/12\/Blog_Footers_NA_D_V2-768x128.png 768w, https:\/\/www.bullhorn.com\/uk\/wp-content\/uploads\/sites\/2\/2021\/12\/Blog_Footers_NA_D_V2-300x50.png 300w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a>\n","protected":false},"excerpt":{"rendered":"<p>How can you write recruitment career site copy that converts? Bullhorn Marketplace partner Haley Marketing shares six essential tips.<\/p>\n","protected":false},"author":452,"featured_media":74701,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[584],"tags":[],"class_list":["post-74696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends-and-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write Recruitment Career Site Copy That Converts - Bullhorn UK<\/title>\n<meta name=\"description\" content=\"How can you write recruitment career site copy that converts? Bullhorn Marketplace partner Haley Marketing shares six essential tips\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bullhorn.com\/uk\/blog\/how-to-write-recruitment-career-site-copy-that-converts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write Recruitment Career Site Copy That Converts - Bullhorn UK\" \/>\n<meta property=\"og:description\" content=\"How can you write recruitment career site copy that converts? 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He enjoys using his marketing and creative writing skills to craft compelling copy.","url":"https:\/\/www.bullhorn.com\/uk\/blog\/author\/jamesmoul\/"}]}},"grav_blocks":false,"card_markup":"<a class=\"card-resource\" href=\"https:\/\/www.bullhorn.com\/uk\/blog\/how-to-write-recruitment-career-site-copy-that-converts\/\">\n\t\t\t<div aria-hidden=\"true\" class=\"card-resource__image-container\">\n\t\t\t<img class=\"card-resource__image\" alt=\"recruiting email subject lines\" title=\"Bullhorn Recruitment Blog\" src=\"https:\/\/www.bullhorn.com\/uk\/wp-content\/uploads\/sites\/2\/2021\/12\/Emilys-Copy-of-Blog-Overlay-30.png\" \/>\t\t<\/div>\n\t\t\t<div class=\"card-resource__content\">\n\t\t\t\t\t<span class=\"card-resource__category\">Industry Trends &amp; Insights<\/span>\n\t\t\t\t\t<h5 class=\"card-resource__title\">How to Write Recruitment Career Site Copy That Converts<\/h5>\n\t\t\t<\/div>\n<\/a>\n","_links":{"self":[{"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/posts\/74696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/users\/452"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/comments?post=74696"}],"version-history":[{"count":3,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/posts\/74696\/revisions"}],"predecessor-version":[{"id":74702,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/posts\/74696\/revisions\/74702"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/media\/74701"}],"wp:attachment":[{"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/media?parent=74696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/categories?post=74696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bullhorn.com\/uk\/wp-json\/wp\/v2\/tags?post=74696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}