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What does great candidate UX look like?

Written by Vicky Jessop on 31 May 18
What does great candidate UX look like?
When was the last time you considered the candidate user experience of your recruitment website? 

In an age where competition for candidates is rife- and the UK’s unemployment rate is at a forty-year low- recruitment agencies are finding it harder than ever to attract and place star talent. Today, more and more agencies are turning to their recruitment websites to stand out from the crowd. Unlike the anonymity of PPC campaigns on Indeed or other job boards, your recruitment website is yours to control: a space where you can hook candidates as much with content and the promise of a personal service from your recruiters as the jobs you offer. It’s also a place where you can take advantage of Google’s Organic Traffic to funnel potential placements straight to your jobs.

With that in mind, it’s time to turn our attention to the importance of candidate experience. If your website is a key element of your hiring strategy, it should be optimised to turn browsers into applicants. But is it?

Knowing what makes a good candidate experience can sometimes be all the difference between placing a candidate and having that same candidate move to a competitor’s website. A good website will excite, engage and move a browser onto the next stage of their candidate journey, backed up by a social media, content and excellent features and functionality. 

So what do you need to watch out for?

Features and functionality

Having the right features on your website is essential to ensuring that candidates don’t leave it. Your website should be equipped to make the job-hunting process as smooth and painless as possible. By using features like total search, which delivers jobs and content in real time, as the user types, and personalisation, which shows viewers things tailored to their browsing history on the site, you’ll be able to point potential applicants in the right direction- or hook their attention with related articles and jobs. You also need to make sure that your website is optimised for mobile traffic, especially given that 45% of job seekers search for new vacancies on their mobile phones. 

Once that’s all done, the site should be tested. Broken links look bad, and should be eliminated as fast as possible- or replaced by a 301 redirect or 404 error page as soon as possible. 

Content Marketing

One of the best ways you can communicate your UVP is through the content you put on the site. 41% of marketers are struggling to come up with conversion-worthy content, and knowing what engages your candidates goes a long way to catching their attention and establishing your brand- as well as employee loyalty. Do some research: find out what interests your sector, and what issues are relevant to them. What do they need advice or information about? Don’t go for a hard sell: instead aim to be a helpful source of information. Write unique content. Not only will it increase your traffic, but people will be able to browse your website- and will then be more likely to apply for a job at the end of it.

The human touch

How do you get people coming back to your website? By showing that you care about them, and making it easy to connect with your company brand. Though of course employing a chatty, friendly style of writing can do this, if you’re looking to showcase a more professional outlook then using staff profiles and chatbots is an excellent way to put across your company's human side. Put a face to your content and jobs by integrating it directly with the profiles of your team of recruiters, which in turn will encourage browsers to search their profiles, and maybe even get in touch with one of them, should they see a job they like.

It also helps to show personalised content to your online audience, by suggesting content and jobs for them to browse, based on their previous browsing habits.

Design

Make sure that your design is clean, simple and with a clearly defined set of brand guidelines that you stick to. This should be reflected in your website: a cluttered page will put off a candidate, whilst adding white space actually increases the viewer’s comprehension by 20%.  Similarly, adding images will break up the text, brighten up the page and hook a browser's attention.

The ways in which your Calls to Action are formatted is also important. They are the buttons that will hopefully incite your browser to apply for a job: make them clear, make them branded, so that they fit in with the rest of the site, and place them in the middle or bottom of the page for browsers to click on when they come to the end of a section of content (for more insights into how to write a great CTA, have a look at our blog). 

Plan smarter with 4MAT.

At 4MAT, we work with you to create recruitment websites that deliver a great candidate user experience and are optimised to convert the best candidates in the competitive market. 

Looking for some more inspiration? Check out our Recruitment Marketing Playbook for more insights on how to create the perfect website.  



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