Your recruiting web page is far too complex. I know that you want it to look good, with nice graphics, plenty of fields for data, and a complex search engine that will display every job to every candidate whenever they look.
But that’s not the way to get high quality applicants, nor is it an efficient method for attracting candidates. There’s a reason why 60% of job seekers quit in the middle of filling out an application.
By simplifying and improving your recruiting page, you’ll be able to more accurately target the specific people that you’re looking to hire as well as keep them engaged with your application through completion.
Longer page load times have a direct, negative effect on conversions. Depending on several factors including graphic load, scripts, design, server speed, and even the code for the page, you might see load times as high as 12 seconds or more. That doesn’t sound like a lot until you realize that the human attention span has so many competing information channels that those 12 seconds might as well be a lifetime. If your site is not mobile optimized, load speed can be even longer.
Fortunately, there are ways to speed up load times on your recruiting page.
Also, make sure there are as few scripts on your page as possible. Scripts have to load, which takes valuable time. Entirely get rid of “render-blocking” scripts, which are scripts that must be completely loaded before the web page rather than minimally loading and continuing in the background while the user starts interacting with your data.
Finally, use as few graphics as possible, and make sure that the ones you use as optimized for the web. While it’s nice to high super high quality images, can you get the same effect with fewer pixels? Odds are that your users won’t even notice.
Another thing they might not notice? Whether you don’t have many graphics at all. Ask yourself, when building your recruitment page, whether a particular image is going to help somebody get a better idea of what it’s like to work there. Maybe that picture of the customer service time standing together like a class photo, smiling, will make somebody want to work there, but the odds are better that a well-written job description will be more effective.
The ability to integrate web forms with your ATS has been incredibly helpful when it comes to tracking your applications because the candidate is doing the data entry for you. However, many companies have gotten lazy and ask dozens of questions so that they have lots of data to work with, but don’t have to spend time processing it.
Trying to get somebody to fill out 50 fields with their name, address, phone, work history, blood type, favorite film, and 7 words that describe them starting with the letter R might save you time transferring that data to your ATS, but it also will scare off potential applicants.
Instead, ask as few questions as you have to in order to get them into the system. If you want more information, collect it from promising candidates. This not only improves your recruiting page, it also will reduce the amount of computing storage that you’ll need and give you an opportunity to engage with the candidate directly, which will encourage them to stick with the process.
If you find that you need a lot of information, try splitting the form over two or three different pages with a progress bar at the top to let people know where they are in the application.
Front loading pre-screening questions also will help in several ways. For example, it will limit the number of unqualified candidates by determining if they are a good fit for the job before they spend time on the application. It gives you valuable data on which channels have valuable prospects. It also gets them interacting with your company on a series of pages that are frequently only one text question, which will load super fast (see what I did there?).
The best thing about pre-screening questions is that if you have a good system, should it determine that somebody isn’t a good fit for a particular job, it can direct them to an opportunity that is better suited to their skills. Why waste a good lead just because they aren’t right for that job?
Create Clear, Dedicated Landing Pages
Your recruiting pages should be dedicated landing pages for each job that you are advertising. When people are searching for things online, whether it be an answer or a job, they want the information they are looking for as quickly and easily as possible. Dedicated landing pages focus on one job, the job the applicant clicked on, and tell them what they need to know about that job.
A mistake that other companies have made is to confuse minimalism for clarity. Your job postings should tell a potential applicant exactly what they need to know and no more. You should have a link to your About page so that they can see what your company does, but that doesn’t need to be on your recruiting page. The page should tell them what the job is, what you’re looking for, what will be involved, and why they should apply for it. That’s it, no more, no less.
Please, in the name of all that is good, use plain language and standard titles. I know, I know, you’re hip and with it. Your developers are “Code Jedi” and your custodians are “Sanitation Engineers” (which is a real thing, jokes from The Honeymooners aside), which is fine internally, but it doesn’t help somebody applying know what type of job they are applying for.
Also, keep your buzzwords to a minimum. “Big Data” turns people off, as does “virtual team” and several others. The use of buzzwords makes people suspicious because it seems as if you’re trying to hide what the job really entails.
What This All Means
Remember, 60% of job seekers are skipping the application process because it takes too long and is too complicated. But it doesn’t have to be.
It takes very little effort to streamline load times, forms, and presentations to encourage higher conversion rates for qualified candidates. All you need to do it take the time to simplify your recruiting pages.