A recruitment landing page is often where job applicants meet the employing company for the first time. Even if they came here from external recruitment sites or job postings available online, this page is exactly where they learn about the company and hiring process. Candidate experience on the recruitment landing page or company’s career site may be a trigger for sending their applications and hopping on the recruitment carousel. Or conversely, it may cause crossing out the brand from the potential employers…
Thus, nailing recruitment landing pages is of great importance. It may be a key factor in determining the number and quality of applications you’ll receive.
In this post, we will talk seriously about employer branding and how to deal with it through dedicated recruitment pages. We will cover thoroughly the best practices for landing pages in the recruitment sector you should follow to increase job applicants providing you with their CVs. Here is the full list of what we will cover step by step:
- Crafting a clear and compelling headline.
- Highlighting key benefits and perks.
- Incorporating social proof and testimonials.
- Using clear and compelling call-to-action (CTA).
- Simplifying the application process.
- Showcasing your company’s mission and values.
- Optimizing for mobile users.
- Providing clear job descriptions.
- Utilizing engaging visuals.
- Including a strong value proposition.
Key Takeaways:
- Whether you are hiring for ongoing or evergreen positions or looking for candidates for very specific roles, landing pages are an important recruitment channel for acquiring more applications.
- An effective landing page for recruitment marketing should include a compelling headline, properly exposed benefits, a clear CTA, a value proposition, a bunch of valuable insights on the employing company, and other key elements.
- Recruitment marketers can benefit from using Landingi due to its broad range of templates for recruitment landing pages, a set of images and icons available for free in the integrated gallery, and plenty of optimization tools for constant enhancements.
With no further ado, let’s begin!
What are the Best Practices for Structuring Recruitment Landing Pages?
The best practices in structuring recruitment landing pages concern perfecting headlines and copy, highlighting CTA, listing job benefits, using social proof, emphasizing product value, and constant optimization. By implementing best practices tailored to the preferences and needs of job seekers, you can create a landing page that stands out and drives applications. Below, we take into consideration these essential practices to guide you through the process seamlessly.
1. Craft a Clear and Compelling Headline like Canva and Subway
Your headline is the first thing candidates will see, so it needs to grab attention and convey the essence of your recruitment message instantly. A well-crafted headline should be specific, relevant, and aligned with the job roles you are hiring for. Just like in Canva’s case, where it’s in line with the employer brand identity, as well as with creative competences, which are of great value in a design company.
Sometimes creative position name may serve as a headline like it is in Subway’s job offer for one of their restaurant’s crew:
Pro-Tip: Incorporate keywords that resonate with your target audience, such as “Join Our Innovative Engineering Team” or “Shape the Future with Us – Apply Today.”
Mistake to Avoid: Avoid using vague or overly broad headlines like “Career Opportunities” that fail to communicate the unique aspects of your company or the specific roles you’re looking to fill.
2. Highlight Key Benefits and Perks like Senuto and Yoast
Highlighting the benefits and perks of working with you is essential, as candidates are interested in what sets your company apart. These could include things like flexible working hours, health benefits, career development opportunities, and company culture.
The best technique for highlighting benefits is to use visuals, which can warm up the message and set the right emotional tone. In addition, by using listings and icons, you can show in a flash how extensive benefits await potential candidates. You can place it on the career site like Senuto does:
Or you can also make them a part of specific recruitment landing pages. See the example by Yoast hiring for the SEO content manager position:
Pro-Tip: Organize benefits into categories (e.g., Health & Wellness, Professional Development) and use icons or visuals to make them easily scannable and more engaging.
Mistake to Avoid: Don’t just list generic benefits; be specific about what makes your company unique. For example, instead of just saying “Health Benefits,” you could specify “Comprehensive health, dental, and vision insurance with mental health support”.
Create a recruitment landing page like the one below based on Landingi’s “Startup is Hiring” template.
3. Incorporate Social Proof and Testimonials like Instapage and Pfizer
Testimonials from current employees provide powerful social proof that can influence potential candidates. Real stories about positive experiences within your company can build trust and give a more authentic picture of your workplace culture. Here is how Instapage implements it on their career page:
Also, using trust badges or listing employer’s awards received from renowned committees or organizations may streamline your hiring efforts. Pfizer dedicated to this the whole section:
Pro-Tip: Feature testimonials from employees in various roles and departments to show diversity and breadth in your workplace experiences. Video testimonials are especially effective in conveying emotion and authenticity.
Mistake to Avoid: Avoid using generic or overly polished testimonials that feel insincere. Instead, aim for authenticity, even if the testimonials are a bit more casual in tone.
4. Use Clear and Compelling Call-to-Action (CTA) like Ukrainian Army
A clear call-to-action is a must on the recruitment landing page to effectively guide candidates to the next step, whether it’s applying for a job, signing up for job alerts, or reaching out to your HR team. CTAs should be prominent, actionable, and directly related to the candidate’s journey. Find below the perfect application on the Ukrainian Army’s landing page:
Note that instead of a simple “Apply”, they specified in the CTA copy where the candidate applies (“Apply the legion”). No room for confusion. Furthermore, a subheadline fosters emotional connection and delivers value to boost candidate engagement.
Pro-Tip: Test different CTA phrases to see which ones drive the most engagement. For example, “Apply Now” might work better than “Submit Application” depending on your audience.
Mistake to Avoid: Don’t overload the page with too many CTAs, which can confuse the user. Stick to one or two primary actions you want candidates to take and make them clear and direct.
5. Simplify the Application Process like Wizz Air
The application process should be as straightforward and user-friendly as possible. Long, complicated forms can deter candidates from completing their application. Focus on collecting only the essential information needed for the initial application process.
Also, a short visual scheme of the recruitment process with enumerating all stages would be valuable information for job seekers. Below is one used by Wizz Air recruiting pilots:
Pro-Tip: Offer a one-click apply option using LinkedIn or other social profiles to streamline the process for candidates.
Mistake to Avoid: Don’t ask for too much information upfront. Save detailed questionnaires or additional documents for later stages of the hiring process.
Build a hiring landing page like the following one based on Landingi’s “Looking for an Employee” template.
6. Showcase Your Company’s Mission and Values like Tesla and Ahrefs
A company’s mission and values are crucial in attracting candidates who align with its culture. Clearly communicating these elements on your landing page can help create an emotional connection and attract the right type of applicants.
Tesla puts this into action with a headline on their career site that says: “Accelerate the Transition to Sustainable Energy”. This is the clear promise that their offer is about more than a sole job position – is a kind of mission that serves mankind to make the world better. This way they try to acquire candidates with a passion, who frequently have not only skills but also are highly engaged in their work.
Pay also attention to the background video enticing page visitors with a vision of emerging technology symbolized by the production of integrated circuits.
Another good technique for communicating the company’s unique personality is a mission statement or motto. They can be woven into headlines and subheadlines or even placed below job descriptions like in the following career web page by Ahrefs:
Pro-Tip: Use a combination of text, images, and video to tell your company’s story. Highlight real-life examples of how your mission and values are put into practice.
Mistake to Avoid: Avoid using too general mission statements that don’t reflect your company’s unique culture. Be specific and authentic in your messaging.
7. Optimize for Mobile Users like Cisco
Optimizing your recruitment landing page for mobile devices to make it fully responsive and mobile-friendly is of great importance, as the number of candidates browsing job opportunities on smartphones, tablets, etc., is still on the rise. This means your pages should load quickly, be easy to navigate, and have forms that are simple to complete on a smaller screen. Check out Cisco’s example below.
The company’s career site displays on mobile devices the same way it does on laptops and computers, and the individual on-page elements are perfectly aligned. Elements are, however, reordered to ensure exceptional user experience on smaller screens.
Pro-Tip: Use mobile-specific features like click-to-call buttons for easy contact or geolocation features to show nearby office locations.
Mistake to Avoid: Don’t just assume your desktop design will work on mobile. Always test your landing page on various devices and screen sizes to ensure a seamless experience.
8. Provide Clear Job Descriptions like Landingi
A clear and concise description of the offer is a necessary part of each job listing. This includes the role’s responsibilities, required qualifications, and any specific skills needed. The description should give candidates a realistic view of what the job entails.
A great way to do it is by using tiles and icons representing particular items. This way, you can instantly communicate the skills and responsibilities you expect from potential employees. For visitors, it’s much easier to look through a set of visually attractive icons than to read the wall of text. It’s exactly how Landingi does it on their dedicated recruitment landing pages. Just see below.
By the way, have you heard that Landings’s editor has one of the broadest icon galleries in the business?
Pro-Tip: Use bullet points to break down key responsibilities and qualifications. This makes the information easier to digest and helps candidates quickly determine if they are a good fit.
Mistake to Avoid: Don’t use overly technical jargon or vague descriptions that can confuse candidates. Keep the language simple and direct, focusing on what the candidate needs to know.
9. Utilize Engaging Visuals like Mixpanel
Visual elements like photos, videos, and infographics can make your recruitment landing page more appealing and engaging. These visuals should reflect your company culture and the day-to-day work environment. One example to follow is an informational video by Mixpanel:
It includes plenty of information about the company as a workplace. All are presented with numbers, which is always more effective than bare statements.
Pro-Tip: Incorporate behind-the-scenes videos or virtual tours of your office to give candidates a glimpse into your workplace culture.
Mistake to Avoid: Avoid using stock images that don’t represent your actual team or office environment. Authentic visuals resonate better with candidates and help build trust.
10. Include a Strong Value Proposition like Disney
Your value proposition should clearly communicate why a candidate should choose your company over others. This includes not only the benefits and perks but also the career growth opportunities, company culture, and the impact they can have by joining your team.
Disney nurtures jobseekers with a catchy headline (“Be you. Be here. Be part of the story”) communicating that work in the company does not compromise their identity, allows them to maintain a work-life balance, and at the same time become… a part of Disney. Yeah… part of Disney – read: a part of pop culture or, if so, maybe even…. history!
Pro-Tip: Position your value proposition prominently on the landing page, near the headline or as a bold statement within the first section of the page.
Mistake to Avoid: Don’t be vague or overly broad in your value proposition. Be specific about what makes your company unique and why it’s an excellent place to work.
By following these best practices, your recruitment landing page can become a powerful tool in attracting top talent and communicating the unique advantages of working with your company.
Explore Recruitment Landing Page Tips and Boost Your Business with Landingi
Now, once you are familiar with the theory, it’s time to dive into practice. Choose your landing page builder and try to build high-converting recruitment landing pages. Make sure your builder is equipped with the following features:
- a lot of customizable templates for recruitment landing pages,
- integrated image gallery to enrich your pages with engaging visuals,
- AI tools for accelerating and improving content creation,
- a vast integration portfolio to connect calendars, maps, analytics, CRMs and other apps,
- an extensive icon gallery for composing a list of benefits or requirements,
- A/B testing and user behavior tracking tools to collect data-driven insights and optimize your pages accordingly.
Fortunately, all of these are available in Landingi. Currently, the platform offers a free trial for each plan, so nothing easier than testing it yourself at no risk. Good luck!
