Thijs van den Berg: "A good recruitment website is about stories, not just vacancies"

Websites are much more than just a place to post job vacancies. They must not only attract visitors, but also convince them and convert them. According to Thijs van den Berg, co-founder of PADDAP, the success of a recruitment website depends on the right combination of content, user-friendly functionality and smart technology. In this article, Thijs shares his insights on how recruitment websites can contribute to higher conversion rates, more efficient processes for recruiters and a sustainable talent pool for the future.

A strong story increases your conversion rate

According to Thijs, creating a strong story is essential for the success of a recruitment website. "It's actually about the content. It is very much about creating a story with a certain feeling. A recruitment website has to be much more than a list of vacancies; it has to tell a story that appeals to potential applicants. Employee stories, brand videos and testimonials play an important role in this. With this content, you actually speak to someone and they then feel attracted to your organisation, or not."

This principle of storytelling is important because it not only informs visitors, but also connects them emotionally with the organisation. By sharing authentic stories, visitors get a glimpse of the company culture and can imagine what it would be like to work there. This increases the likelihood that they will actually take action and apply.

Less is more: fewer barriers, more conversions

Besides strong content, Thijs also stresses the importance of a user-friendly website. "Often we see application forms that are far too complex, with countless mandatory fields that deter. I advocate a simple, streamlined experience. Keep it sleek and clean and make sure it doesn't become an overkill of information." Thijs suggests asking for only the essential details, such as a name and e-mail address, so that applicants can submit their applications quickly and without frustration.

RMA and work-at-home websites go hand in hand

One of the ways PADDAP helps optimise recruitment websites is by integrating smart pop-ups and widgets that make interaction with visitors easier. Thijs says: "The most important thing is to target not only the primary applicants, but also the secondary ones. Many people are not ready to apply immediately, but they do have an information need." These secondary interactions (also known as soft conversions ), such as signing up for job alerts or asking questions via WhatsApp, ensure that companies stay in touch with interested visitors, even if they do not yet apply directly. And it is precisely these soft conversions that make the difference. They allow companies to keep increasing their talent pool and move on to action when the candidate is indeed ready to apply.

The integration of WhatsApp into recruitment websites is a gamechanger, according to Thijs. "WhatsApp is super low-threshold. Through a WhatsApp widget, a recruiter can automatically communicate with a candidate." These pop-ups and widgets can also be integrated with MrWork's Recruitment Marketing Automation (RMA) software, further increasing the effectiveness of the website. "The moment someone interacts with such a pop-up, they enter MrWork s system. This way, you can still fulfil information needs outside of applying."

How to build a sustainable talent pool

The combination of an optimised recruitment website and RMA not only helps companies attract current applicants, but also build a sustainable talent pool for the future. Thijs stresses the importance of a website that is continuously updated with new content, job postings and events. "You have to see your website as a living thing. It is not something you set up once and then leave. You have to keep optimising."

Offering events, is another way to keep the interest of potential candidates. Through events, you offer people a low-threshold way to get to know an organisation without having to commit to a job application right away. This creates a more natural, informal way to attract talent.

Top 3 best practices for recruitment websites

Thijs kicks off with his first piece of advice: "Make sure your website is mobile-friendly. More than half of your visitors come via their phones. This is hugely important, as many companies still forget to optimise their websites for mobile, which leads to visitor frustration. For example, job applicants often do not automatically have their CV on their phone and this is still too often requested by companies."

In addition, Thijs stresses the importance of a clear search functionality. "Make sure your website has a good search bar so that applicants can quickly find what they are looking for. This prevents applicants from leaving the website because they cannot find the right job."

Finally, Thijs recommends offering a simple application form with no more than four or five fields. "An applicant should be able to apply quickly, without being distracted by unnecessary fields," he says.