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From a marketer’s perspective, designing a recruitment website is a challenge. This is e-commerce at an unprecedented level and actually redefines the meaning of ‘lifeblood’ because let’s face it, how else would you describe candidates and how important they are to your business?
Ironically, in retail where basket abandonment is business critical, we don’t seem to place the same emphasis in recruitment. When it comes to losing talent during the recruitment process, the industry is less precise about the impact of candidate desertion.
It’s now time to recontextualise e-commerce best practice to provide an improved candidate experience on your website. And we were lucky enough to get Jarvis Cole, a US-based customer, to showcase how their website design drives candidate engagement.
The more transparent and intuitive your website is, the faster transactions will happen. Your candidates are looking for easy access to jobs and therefore the more blatant the design and content, the quicker the interaction. This speaks to minimalist site design, optimal text design and making the most important information the most visible. Get rid of what is superfluous to the process - it’s all about essential functionality.
All these points are apparent on the Jarvis Cole website. Immediately the user is made aware of the context and key messages that are vital to them. On arrival to its home page there is no mistaking what it is that Jarvis Cole does and for which market. There is no cognitive overload. Not just because of the clear, focused content but also because of the white space that allows this content to be consumed easily.
Personalisation is key to UX, and as much as this delivers content tailored to the user’s needs, it also makes it an easier experience; less intensive concentration, excessive scrolling or multiple clicks are needed - basically the user has less thinking to do. This is very relevant when it comes to search. Supporting the ability to provide multi-parameter filtering and sorting - and even going further to provide automatic selection of propositions that are displayed in the form of a drop-down menu in the process of typing not only helps to improve UX, but it also improves conversion rates, because fewer interactions are required.
Jarvis Cole has really embraced this concept in relation to search in an exemplary fashion. And the movement within movement in its key area of search really captures users’ attention and then micro-focuses it on what is important; job search.
Above the fold
We’ve all known for a long time that the most lucrative area of a website is above the fold. With foldable smartphones hitting the market this year, foldable design is likely to make an impact on UX in the not too distant future. And of course, mobile-first web design in general needs to remain a priority as most people now spend most of their time on small screen devices.
Content remains king
Great content will remain one of the core components of good UX design. Creating content that is engaging and readable on a textual and visual level and matches the expectations of the reader will make your website better.
We have spoken at length about Rankbrain, bucket brigades and benefit-driven sub-headings in our ebook, ‘Pragmatic SEO Hacks’ but a quick recap to make your text easier to read for both your user and Google include.
Headlines and subheadings to split up the text
Pull out text boxes
Consistent fonts - use one or two fonts only, this will also make your website faster
White space - as we’ve already said, allow breathing space for the brain
Provide support visuals for the text.
And don’t shy away from animation - especially if it is lending another dimension to key messages. Jarvis Cole use animation really well to visually demonstrate its culture and to paint a moving picture of how different and fun they are. They are organically grown, investing in their own talent and ensuring that their team has everything they need to have a great working environment, including their dogs coming to work with them.
As much as their ‘Work for us page’ has a more informal, fun element to it, Jarvis Cole never loses sight of key components that make this page easy to read, understand and respond to.
Jaris Cole is just one website that has understood the concept of situational recontextualising - or stealing with pride! As recruitment agencies, why wouldn’t you look to the websites that are transactioning billions of pounds worth of business and not borrow some of their UX best practices? And if you’re wanting some further inspiration on great website design that really does deliver results - have a read of our Data-driven Design ebook - as well as some other resources around better website design.