Your career site is your company’s most important recruitment channel and the top resource candidates use during their research process. It’s the heart of your employer brand, and even if you’re not hiring for highly technical roles, career site landing pages can help build a bench of candidates before you even publish a job listing.
Candidates are looking for company values, what current employees have to say about working for your company, transparency (especially in job descriptions), and what makes your company stand out in your industry. Your career site is the place where your brand and your employee value proposition (EVP) resides, but don’t overlook the value of landing pages within your career site for recruitment.
What is a Career Site Landing Page?
There is a difference between your career site and your recruitment landing pages. Landing pages are a tool for marketers, in this case, recruitment marketers. While the purpose of your career site is to appeal to job seekers by highlighting your employment brand and defining what makes your company stand out from your competitors, landing pages are intentional platforms used for building and nurturing talent funnels with a specific conversion goal (for example, applications from qualified candidates). A recruitment landing page is designed with one very intentional conversion goal: to find the right talent for your business and increase job applicants.
Landing pages are optimized, meaning that they follow good content and SEO practices for organic traffic, as well as targeted for paid campaign traffic. They can be extremely powerful for a one-off position, as well as for ongoing or evergreen positions and in your diversity recruiting and hiring efforts.
Landing pages should have a singular intent, include information targeted directly to the candidates you want to reach with that information, and are one of the single best ways to build robust talent pipelines for specific positions.
You can set up landing pages with a specific intent; for example, if you are recruiting for a specific position like front end developer or software engineer, your company’s presence on sites like Stack Overflow’s Company Pages can funnel traffic to a landing page that is optimized only for these highly technical positions. Right audience, right workflow, and a little attention to personalization add up to a solid nurture recruitment campaign.
Using http cookies, or pieces of data that store limited information from a web browser session on a given website (sometimes referred to as browser cookies, web cookies or internet cookies), allows you to follow visitors to your landing page to where they go when they leave your site. This tracking information can be used to better personalize user or candidate experience, such as delivering content or ads on other sites.
Because landing pages are built into your company’s careers website, you can track a wide array of visitor statistics including traffic volume, location, demographics, and engagement data. These metrics can help guide the targeting and messaging you use to address visitors and what sources you use to bring in traffic, from job postings to email to a company page on a tech candidate-driven platform like Stack Overflow.
Finally, your landing pages are crucial to engaging next-generation candidates, improving your candidate nurturing in a tight talent marketplace, and are no longer a “nice to have” part of your recruitment marketing strategy. If you want to be competitive in this marketplace, recruiting like a marketer is one of the most important things you can do to keep up with your competitors.
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