By Alex Faiers
11 reasons why your recruitment website isn’t working
If you are disappointed with the stats you are seeing, here are 11 reasons why your recruitment website might be under-performing…
#1 Not monitoring traffic correctly
You might have analytics setup, but do you have goals set up correctly and are you measuring those goals and working it through to get a return on your investment. If you do nothing else, check your conversion rates on your goals and that will give you the basic metrics.
#2 Not monitoring using advanced metrics
You might be using Google Analytics, but there are other tools you can use to track and map user journies. This can give you invaluable insight and help you improve your site for better conversions.
#3 Not doing any conversion rate optimisation
A lot of people think they can launch a site, set it and forget it. But actually, it should be much like a paid traffic campaign, where you test, analyse and measure, and then tweak to get the best results, on an on-going basis.
You may be surprised to know that over 50% or more of your web traffic is on a mobile device Click To Tweet
#4 Your application process is too difficult
Speed up that whole process, remove any obstacles, make it an easy thing for the user to find the job, and apply for the job. Speed up the process, integrate with social media such as FB or LinkedIn.
#5 You are not focusing on mobile
You may be surprised to know that over 50% or more of your web traffic is on a mobile device. Make sure you are optimising that experience so they can search for, find and apply for jobs, easily.
#6 Your SEO basics are not in place
You may well have optimised your site, and then sat back and relaxed. However, it is something that needs to be checked continually. Unknown issues could be holding the site back in the rankings. Are you continually checking the basics? Typically blog posts get posted without the correct metadata for example, or images miss alt tags.
#7 You are not implementing schema markup
Schema markup tells Google about your structured data, such as marking up your job listings to indicate they are jobs. It’s still fairly new, but Google loves structured data and will reward you for it.
#8 You haven’t added amp pages
Another Google initiative to speed up the mobile web. If you can serve your content as amp versions, the mobile user experience will benefit from faster loading content.
#9 Your job alerts system is getting low engagement
Make it super-specific, and targeted. Once a day at most. Make it relevant and useful, not an annoyance.
#10 You are not monitoring your link profile
Another potential hidden killer, a toxic link profile. Monitor and manage every month to stay on top of any potential issues – get them removed or disavow them.
#11 You have no marketing automation in place
If you are investing in any kind of traffic, be it organic through SEO or of course paid, you want a system in place to make the most of the traffic you are getting. With marketing automation systems you can improve engagement and brand loyalty over time.
Get on top of these issues are your recruitment site will be set up to succeed.