So you’ve got a shiny new website, you love the fresh new design and you’re hearing good things from candidates and clients alike. All good. So now you can get on with making introductions, placing candidates, talking to clients and generally running the business right?
Well, almost. The best of our client websites are constantly being nurtured and made to earn their keep. Rather than being left to simply tick over, they are fed and watered, digitally health checked and kept on a program of continuous improvement.
So what makes a website thrive? Our mantra for success: attract, engage, convert, retain.
Let’s break it down.
For this you need to be found. You need good SEO – something that’s built into our FXRecruiter product. You need to farm out your jobs on the job boards and share them on social media. But you also need to keep the search engines interested long term. And funnily enough the way to do this isn’t about gaming the system with technical fudges, it’s about being interesting to your audience. Google respects that, it’s actually pretty good at recognising what makes a site interesting and therefore worthy of a place on the first few pages of results.
Keep a steady stream of keyword-rich new jobs trickling through to the site, have opinions, be human, keep your blog updated (yes I know, guilty as charged on our own blog!). Put yourself out there.
Make it easy for candidates to register. Get them signed up to email alerts, deliver regular opinion pieces on things that matter to them. Build landing pages for your key sectors and offer some insights.
Keep the jobs coming! This is key to your business of course but you have to make them easy to find. Make sure you write great job descriptions that are good search engine fodder, but really sell the job to job seekers. The temptation is a quick cut and paste of the brief, a quick once over and then get the job on the website as quickly as you can. But don’t sacrifice quality for speed. These might help:
Keep people coming back. Looking for a job is a tiring business.
Candidates spray bullets and cast their search far and wide. How can you make an impression and keep them coming back? How do you stand stand out from the crowd? Be different. Whether that’s occupying a particular niche, a specific geography or by simply being the very best you can at what you do.
Make it easy for candidates to manage their own email alert dashboards. Use social media to share jobs and insights. If you can position yourself as an expert in your sector with astute comment on current issues and interesting blog posts, they’re more likely to stay in touch after they’ve got the job.
If we had a pound for every time a client said: “We’re not like other recruitment agencies”, we wouldn’t be millionaires but we could treat ourselves to some good lunches. But how can you mean it? Does your site truly reflect your brand on the web, or is it just a convenient place that lists jobs?
This is about brand, energy and commitment. Easy to say, but a lively site is hard to do and takes time. Put an entry in your calendar at least monthly — “What have I done with the website? What can I do better?”
Good luck! And if there’s anything we can help with let us know.