How To Build A Killer Landing Page For Your Career Site
The first thing that potential candidates see when they visit your career site is your landing page. Make sure you make a great impression by following these tips to create a killer landing page. By doing so, you'll increase the chances of attracting top talent to your open positions!
Here are four things to take care of:
Creating Candidate Personas
Keyword Research
Showcasing Company culture
Gamifying candidate user experience using Quizzes and Decision Trees
Identify your audience and what they are looking for
Identifying your candidate personas is an important part of any successful recruitment marketing strategy because it enables you to reach out to the right target demographic.
Taking the time to properly identify and understand your target audience can give you valuable information on how best to reach them. Utilizing Candidate Personas and assessing the wants and needs of potential job-seekers can set you up for success when it comes to connecting with individuals who are likely to fit into your organization's culture and mission.
Knowing your target audience can also save you time, resources, and energy by helping you focus on channels and activities that boost engagement with specific personas. All said understanding who is looking for a job at your organization is essential if you want them to join!
Next, consider what these potential candidates may be looking for when considering a job opportunity. Consider factors such as candidate interests, company culture, and career growth potential. This will help you create effective messages that appeal to the interests of your ideal candidates and make sure they are motivated to apply.
Furthermore, carefully evaluating your audience will give you insights into where and how to advertise or distribute content in order to bring in qualified applicants.
Do your research to find the right keywords for your career landing page
Creating a landing page without doing research on relevant keywords is like setting off on a journey without a destination in mind. On-page SEO is essential when it comes to attracting traffic to your website, and finding the right keywords is key to making it happen.
It all starts with researching keyword search volume, the competition level, and what kind of long tail keywords are used by your target audience. This may seem time-consuming at first but you will reap the rewards down the road when your job posting will start ranking organically for the right keywords.
For example, let’s say your company is looking for a Full Stack Engineer.
Building pillar content around this particular keyword could serve you well.
So how do you go about it? Glad you asked.
There are numerous Keyword research tools in the market today and if you are fortunate enough to have a marketing team in your company they will definitely have a few suggestions.
For this example, we are using a tool called Answer the Public (Acquired by Ubersuggest). What’s fascinating about this tool is that it will visually pull data related to your keyword and break it down into multiple tangents like:
Questions
Prepositions
Comparisons
Related
Suggestions
As you can see from the above image it has searched the web for the keyword Full Stack Engineer and has 39 questions that are related to the keyword.
Let's start with "questions" and find out the suggestions around all the questions related to the keyword "Full Stack Engineer". The tool gives you two snapshots of information in visual and data format.
Full Stack Engineer (VISUAL REPRESENTATION)
Full Stack Engineer (DATA REPRESENTATION)
We can now run the what/why/who/which/how/do... etc in the tool and identify the search volume as related to each of the questions. For the purpose of this post let's say we want to understand the keyword volume of the data sample "how to become a full stack engineer"?
The reason this exercise of content creation becomes meaningful is that the tool is able to showcase the audience's behavior around your keywords.
So now we are able to identify the search volume for "How to become a full stack engineer" and make a determination to make a go/no-go decision in investing time around this keyword/phrase. Bear in mind the tool has already identified 39 questions for our keyword and you can run a similar exercise to make data-driven decisions and build your content strategy.
Remember SEO is a marathon and please don't expect overnight results. Also, if you do have a dedicated team you can address the four other tangents as showcased at the beginning of the post and run similar experiments and arrive at a go/no-go decision to produce content.
Bear in mind long tail keywords are easier to rank organically although they drive lesser traffic. If you have a clear strategy to have a combination of keywords to target and build pillar pages around a particular keyword you are bound to start ranking over a period of time.
You may be thinking isn't this a waste of time and effort just to rank content for a particular keyword? I would say definitely not. Here's why.
Once you have identified the best keywords for your post, incorporate them into the title and meta tags of your content. Have your SMEs build content pieces around the keyword you want to rank for and spread them strategically throughout the body of text, as this will place a higher emphasis on those words and improve ranking on search engine results pages (SERP).
Graphic designers should also consider how these keywords show up in alt tags when creating visuals for posts. Doing even basic keyword research can help you score more clicks - so choose wisely!
Use those keywords throughout your landing page, including in the title, in the body, and in the tags. If you're looking to increase the visibility of your blog or website, position-specific keywords should be an integral part of your strategy.
When used strategically throughout a blog post, they can help search engines, like Google's crawler bots, identify what the content is about and position it better in searches relevant to that topic. Operating with this in mind means ensuring position-specific keywords are used throughout the post—from its metadata to its body copy—while avoiding over-stuffing words in the pursuit of higher rankings.
After crafting quality content built around position-specific keywords and SEO principles, attaching relevant tag words promotes discoverability by suggesting related content readers may be interested in.
Although these keywords won’t necessarily improve how well a page does within Google search results overnight, with consistency, effort, and patience, keyword strategies can create a high-ranking position over time for websites wanting to establish themselves as authorities on a certain topic.
Furthermore, consistent use of keywords is beneficial for website visitors too; it creates clarity about what readers can expect from the page’s content at-a-glance. Utilizing specific key terms is an ideal way to keep viewers engaged while properly depicting what the webpage displays.
In short, keywords have never been more important than they are today when optimizing online content and blogs for increased visibility and engagement. Before submitting any post or webpage always ensure proper use of Keywords! By taking this essential step you reap all the potential benefits of optimized online learning experiences.
Monitor your traffic to see if using keywords has helped increase views or engagement on your blog post.
As a content creator, it's important to track traffic patterns and assess the performance of your blog post after it is published to gain insight into what does or does not work for your audience. Incorporating keywords and SEO best practices into your post can increase traffic but also be ineffective if it isn't done right.
That's why monitoring traffic carefully is an essential part of understanding how well different techniques are working. Checking traffic metrics like pageviews, bounce rate, click-through rate (CTR), organic traffic, and time on the page can tell you whether adding keywords was helpful in increasing views or engagement on the post.
Additionally, tracking the performance of your call-to-action (CTA) can provide further insight into whether viewers are taking the desired action. By doing all of this regularly, you'll be able to make informed decisions about keywords that will help maximize traffic and engagement on your blog post.
Showcase your Company Culture Across Your Career Landing Page
Company culture is one of the most important aspects of a company, yet it is often overlooked. A company's culture is the set of values, beliefs, and norms that guide behavior within the company. It includes the way employees dress, the way they interact with customers, and the way they treat each other. A strong company culture can attract top talent, improve customer satisfaction, and promote career growth.
Why it is important to showcase company culture on your landing page
A company's website is often the first interaction potential customers or employees have with the business. As such, it is crucial that the website accurately reflects the company's culture. If a company's landing page does not showcase its culture, it risks coming across as cold and impersonal. By contrast, a landing page that highlights the company's culture conveys that the company is warm and welcoming. This can help to attract potential customers and employees who are aligned with the company's values. In short, showcasing company culture on your landing page is an essential way to ensure that your website makes a good first impression.
Use Quizzes
Quizzes are gaining traction as an effective way of targeting the right candidates for open positions on your career site. By customizing quizzes to specific job roles, recruiters can identify and attract highly qualified prospects who possess the skills and experience needed for success in a particular role.
Quizzes allow employers to measure a candidate’s abilities and knowledge related to the job they’re applying for. They can test both technical skills as well as communication and problem-solving aptitude. This helps employers make sure that potential hires have the qualities necessary to excel in their position.
In addition, quizzes help employers narrow down their pool of applicants by isolating only those who meet the basic requirements for a job role. This saves time and money associated with screening through a large group of applicants, many of which may not even be qualified for the position in question.
Quizzes provide employers with actionable information about a candidate’s skill set that can help guide their hiring decisions. By leveraging quizzes in your recruitment strategy, companies can ensure they are attracting the perfect fit for their job roles.
In conclusion, quizzes are a great tool to help employers target the right candidates for open positions on their career sites. By customizing quizzes to a particular role and measuring a candidate’s abilities, employers can make sure they’re getting the best talent for their job roles. Quizzes also save time and money by helping companies narrow down their applicant pool quickly and efficiently. Employers can use quizzes as part of their recruiting strategy in order to attract highly qualified candidates who fit the criteria of the job role in question. With quizzes, you can be sure that you’re targeting the right people for your open positions every time.
Use Decision Trees
A decision tree is an efficient tool for helping to guide potential candidates through their decision-making process when deciding whether to apply for a certain job or not. Using decision trees on career sites, can allow recruiters and hiring managers to identify the best-suited applicants for each position quickly and accurately.
Decision trees can also be used to create personalized experiences for potential candidates by providing them with tailored content that takes into account their skillset, preferences, experience level, and more. This allows recruiters and employers to tailor their outreach strategy efficiently and effectively in order to attract the right kind of talent for the positions they are looking to fill.
Building decision trees on career sites are fairly straightforward but require careful planning and decision-making. It is important to identify the key decision points that will determine which kind of candidate should be targeted for each job so that potential applicants can be presented with relevant information right away.
By creating a decision tree on your career site, you can help make the recruitment process more efficient and effective by guiding potential candidates based on their individual needs. This will ensure that high-quality talent is attracted to your company and that they are provided with personalized content tailored to their specific interests.
Overall, decision trees on career sites can help ensure an efficient and effective recruitment process by providing potential candidates with tailored content that takes into account their skillset, preferences, experience level, and more. By taking this approach, recruiters and hiring managers can ensure that they are targeting the right kind of talent for each position, leading to a successful recruitment process.