In the marketing world, landing pages play a critical role in crafting user journeys that increase conversion rates. They offer the flexibility to create tailored content without altering the main website. For instance, in e-commerce, you might land on a page built around a promotion, or in the tech industry, a page dedicated to a new product launch.
Let’s step into the world of talent acquisition. How often are landing pages used when advertising jobs or employer branding content? Not that often. In most cases, only the career website is used for candidate journeys.
Reasons for the Lack of Landing Page Adoption and Solutions
1. Poor CMS Capabilities
If your career website is managed on an ATS, you likely lack the option to create landing pages, or the capabilities are limited. Agencies managing career websites might charge extra for new pages, discouraging their creation.
Select a CMS that is highly scalable and incurs no extra costs for deploying new landing pages, with no-code options for easy creation.
2. Lack of Internal Know-How
In marketing, dedicated teams manage websites and landing pages. In talent acquisition, this is rare. A CMS allowing no-code landing page creation can enable team members to deploy pages independently.
3. Perceived Complexity and Time Constraints
Creating landing pages can be seen as complex and time-consuming, deterring teams from utilizing them.
As a solution, implement intuitive CMS tools with drag-and-drop features to simplify and expedite the landing page creation process.
When and How to Deploy Landing Pages
Once you have a capable CMS in place, how should you approach landing page creation? When should you deploy landing pages and how?
The creation of a landing page starts with the candidate persona. The expected behavior of the candidates will dictate the structure of the landing page. Here are some examples:
Hiring Campaigns
When the goal is to fill positions quickly, you target mainly job seekers. In this case, candidates want to apply as fast as possible, knowing they will apply to other companies as well. The landing page should have a straightforward structure, leading the candidate to the application form in just a few steps.
Example: A hiring landing page from Johnson Controls (built on the SmartDreamers CMS) has a simple structure, with the application form readily available and requiring fewer than ten fields to complete.
However, for hiring campaigns in new markets with low brand awareness, a balance between storytelling (answering “Who are we?” and “Why should you join?”) and straightforward application processes is necessary.
Example: Infosys BPM’s page for Germany (built on the SmartDreamers CMS) combines richer content with an easy application process.
Employer Branding Campaigns
For employer branding campaigns, you can add more content to take the user through a storyline. Similar to Apple’s product launch pages, which require a lot of scrolling to see all the content, employer branding pages should guide the user through a convincing narrative.
Strategy: These campaigns target non-job seekers curious about your company. Therefore, don’t be shy with the content, but ensure there is a clear storyline to engage and inform potential candidates.
Niche Skill Campaigns
When targeting candidates with specialized skills, a landing page can provide detailed information about the role, the impact of the work, and growth opportunities. This approach can help attract candidates who are more discerning and need more information before applying.
Example: A campaign for a data science role might include case studies, team member testimonials, and detailed project descriptions to engage potential candidates deeply.
Campus Recruitment Campaigns
When engaging with university students and recent graduates, a landing page can showcase the company’s culture, entry-level opportunities, and career development programs. Highlighting internships, training programs, and success stories from alumni can increase engagement.
Example: A campus recruitment page might feature video testimonials from recent hires, information about mentorship programs, and details on upcoming campus events. Below is an example from Johnson Controls for early careers, which combines engaging content with easy application processes to attract fresh talent.
By addressing the challenges of poor CMS capabilities, lack of internal know-how, and perceived complexity with the right CMS and tools, landing pages can become a valuable asset in talent acquisition strategies. Selecting the right CMS is crucial as it ensures scalability and cost-efficiency. Additionally, understanding the candidate persona is essential for creating targeted and effective landing pages.
To learn more about how SmartDreamers CMS can help you build landing pages on the fly, visit our website and discover the benefits of an intuitive, scalable CMS designed for talent acquisition professionals.
