CopyBlogger is currently running a great blog series with case studies on how you can improve your website landing pages to increase the number of conversions (or sales) that your website produces. While most of their examples are product (and therefore sales) focused, there are a lot of correlations that you can take and put into your recruiting efforts as well.

When most people think of landing pages, they think of sales or marketing pages dedicated to a product or educational material (e-book, webinar, case study, etc.) with the main goal to collect either sales or contact information. Landing pages can be very important to the sales process as small changes to them have provided companies with up to 1000% increases (see case studies at the 17:00 minute mark) in their conversion rates. But why should sales and marketing have all the fun? Recruiters could see huge returns from this as well.

Recruiters are much like their sales counterparts. Recruiters find and nurture leads, ultimately having to sell the position / company (i.e. the product) to the qualified candidates they want to hire. Their goal much like sales is to increase the number of conversions (or in this case, applicants) in their recruitment funnel.

So why when your company is sourcing a position do you send them to a generic careers page when they click on a job post? Why not provide them with a message that is unique to that position you are recruiting for making them more likely to apply for the position? Here are 3 examples of landing pages that can help you increase the number of candidates you convert into applicants for your job posts:

1. Create a Micro-site – A micro-site is a webpage that is devoted to a specific topic (in this case, a specific position). On this micro-site, you would be able to offer more detailed information
   on the position (more than the job description), testimonials from employees who worked in that particular position as well as contact information on how to learn more about the position. The more a candidate knows about the company and the position, the more likely he or she is to complete the application process.
2. Utilize or create a new Web Commercial – Web video is exploding in use year over year and has become a great marketing tool. So why not use existing YouTube videos (or create new ones) that provide a unique look into a certain position and your company? This is a great way to help candidates learn more about your company culture in a fun and interactive way. (Here’s a great example from Accenture.)
3. Provide an Opt-In page – A quick opt-in form (linked to a database) can provide companies with vital contact information on potential candidates who don’t complete the full application process or don’t fit into the current jobs being offered. This is a win-win. The candidate is conveniently updated on any current job openings at your company and you now have an active candidate for all future job campaigns. (CASE STUDY: Our clients have utilized a Recruitment Marketing Datab...)

These 3 options (along with the CopyBlogger advice above) will not only help you convert more candidates into applicants for all your job campaigns but more importantly will increase the number of quality candidates that apply for these positions.

For information on how SmashFly can help you implement these landing pages, visit our website or sign up for a free demo.