While one might assume that the most enticing part of a business is the product or service, often, it can be the packaging — after all, no one will want to eat a delicious meal if it looks wildly unappetising. If you find the work of your recruitment consultants can’t be utilised due to a lack of applications or engagements from candidates or clients, then you might want to consider how effective website design can be in boosting your recruitment business.

Optimising web design is likely to see an increase in candidate applications. How? Through building candidate and client trust in your brand, increasing candidate engagement and marketing your business as accessibly and attractively as possible. Here’s how effective web-design can achieve this and enhance your recruitment business:

Brand reputation and building trust 

Although we say you can’t judge a book by its cover, it’s what most of us do — including potential candidates and clients who view your website as 48% of them claim web-design is the number one factor in determining the credibility of a business. Your website should be a carefully crafted piece of design which demonstrates your key strengths in an accessible and clever format. Having a seamless, professional and friendly website design can do wonders to boost trust – conversely, webpages with broken links, keyword stuffing and outdated graphics can damage your brand and how you are perceived in the industry.

Your recruitment website is the hallmark of your digital presence and online reputation. The key to building a reputable one begins with excellent branding based on expertise and knowledge of the recruitment industry. A strong digital reputation often leads to an increase in applications, which in turn, is profitable for your business. This is a long-term strategy that will reap significant rewards through increasing client interaction and building trust in these relationships.

Candidate experience and increased engagement

Brand awareness isn’t the only way good web design can boost your business. In fact, a great web design also improves candidate experience through a streamlined application process, as well as useful and optimised landing pages which provide the candidate with the right information and steps needed to take action.

Web design can feature advanced customer personalisation through machine-learning integration which displays a candidate’s previously searched jobs and sends abandoned application reminders.  Design updates such as clickable buttons instead of underlined links have been reported to increase engagement and the number of applications candidates submit. The website design should be created with the goal of candidate interaction to achieve an aesthetically pleasing design which delivers results.

Increase the friendly and personalised feel of your website by including a landing page dedicated to your recruitment consultants, their key focus and professional experience with integrated LinkedIn and Xing profiles. This allows candidates to get a sense of the consultants they may be working with, thus giving them another push to send in an application. In an increasingly digital world, it’s possible through effective web design, to reintroduce that element of humanism within the recruitment industry. Alternatively, this personalisation is possible through marketing automation and conversational AI which automates the lead contact process to increase candidate engagement and save time.

Increased search engine rankings

Web design should also be created with search engine optimisation (SEO) in mind as the quality of website design can affect your organic traffic.

There are two key areas where web design and SEO are interlinked. Creating a good user experience will improve the quality and ranking of a website. Secondly, to increase rankings, the web-design should allow for content to be easily discoverable by search engines.

A good user experience encompasses the amount of time spent on a page or the website, the number of inbound links (higher is more favourable) and the number of social shares received. Such qualities indicate a good-quality website that can be favoured by search engines. Web design is extremely important in user retention and can increase the page-view time; with 15 minutes to browse, 59% of people said they were more likely to consume content that was beautifully designed as opposed to simple and plain. In addition, 47% of people expect a webpage to load in less than 2 seconds.

Almost 60% of all internet is accessed through a phone, so having a web-design integrated for mobile devices is a necessity in order to raise visibility and rankings.

For landing pages, or jobs, to be displayed on search engines or job boards, the web design must allow for this happen. Search engines discover content through links, therefore ensuring that no links are broken or buried will improve rankings. Additionally, effective web design allows Google for Jobs, and other job boards, to automatically find and transfer the relevant job ad information. In a similar way, creating an effective site architecture is important to ensure users can access landing pages primarily through the homepage. This can be done through the use of job sector headers, subcategories and contact pages or quick send CV widgets.

Take your recruitment business to the next level with Attrax

Our recruitment system Attrax includes a multitude of functions which allow for a friendly and streamlined user experience. Attrax is optimised for both desktop and mobile to convert casual browsers into job applicants. Learn more about how Attrax can revolutionise your recruitment website today.