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Beautiful website design is expected as standard from your candidates; a mobile-friendly, socially integrated, feature-rich user experience.
In part I of our 'build a recruitment website' which you can read here, we explored the basic features of the home page. In this edition, the focus will shift on to the next stage of the process - Where do you guide a candidate once they have landed on your page, and how?
The Entrepreneurs’ Maggie Patterson covers 3 major selling points on Improving Conversions here, and I would like to start by elaborating on her second point: Calls to Action.
Calls TO Action
A Call to Action (CTA) is, for the most part, a big friendly button. Social networks have been using the CTA via Notifications for years now, and the effect never seems to wear down. A potent CTA is particularly important for mobile browsing - you can see some examples of Volcanic websites on mobile here (made using mobilephoneemulator). The button itself should almost always be colour co-ordinated to your company colours.
For some fantastic examples of Call to Action buttons, see this piece on Wordstream.
LinkedIn Company Page Advice states that your employers are your biggest advocates. By adding a ‘Share This Job’ function, you turn your candidates into advocates - bringing us on to the function of the Social Buttons.
Social Buttons should be ever-present on your website. As mentioned in the first edition, a lot of our clients choose Parallax Scrolling, so the buttons will always follow your browser. With Social Buttons comes Social Integration, which is another way of collecting data from various channels - plus, giving your candidates the quick one-button sign in option improves user experience.
It is important to note that when using social icons (like any icons) that they should be clearly signposted to let the user know exaclty what the button does. For example, having a twitter icon on its own could mean 'follow us on twitter', 'share this article on twitter' or simply visit the Twitter homepage. This can lead to your website user not clicking on the icon due to uncertainty.
‘Companies have also been empowered by technology, in particular responsive and adaptive design. This has enabled them to think beyond replicating traditional desktop experiences, to creating mobile environments that can leverage specific handset functionality, not to mention contextual information such as location.’
The above quote from this Adobe whitepaper summarises many of the reasons for the mass transition from desktop to mobile. If you take one thing away from this blog, it should be the critical nature of having a mobile-friendly website. As stated in the above quote, the mobile interface can actually be more efficient than desktop, as demonstrated in Figure 5. of the Volcanic mobile examples here.
One of the key reasons for this shift in Responsive Technology is the growing pool of younger talent, as noted in this article on APSco. Millenials/Generation Y - they are already tech-savy and acclimatised to intuitive design. Social Integration and Calls to Action help make the process easier for the candidate, so lastly, it's advised to include a personalised 'Meet the Team' page.
Company Culture has been a hot topic recently. Your candidates are more likely to use you as a regular resource if they have a picture of the team they are submitting their details to. Venquis, one of our clients, opted for a windowed display of the team - each member window includes; a short Bio, Contact Details, and even Fun Facts. There is an argument that Social Recruiting is a two-way street, so be sure to give info about yourselves if you're going to ask for it.
In light of the recent talent shortage, great recruitment website design must be the top priority if this industry is to continue to grow.