A clear call to action drives candidates towards your ultimate goal – more conversions.
I am always amazed how many healthcare organizations spend countless hours and recruitment dollars looking to attract candidates to their website – only to fail to tell those candidates what to do when they get there.
A clear call-to-action or CTA, tells candidates very clearly and succinctly what the next steps are and what they can expect when they take them and utilizing CTA’s is essential to adding top healthcare talent to your recruitment pipeline.
According to Unbounce, a marketing company specializing in CTA’s and Landing Page performance, more than 90% of visitors who read your headline also read your CTA copy.
Yes, you can lead the horses to water, but you can also tell them how to drink by using clear calls to action. Use the following tips to maximize ROI and drive more candidates to apply to your healthcare careers website:
1). Place your CTA’s Front and Center on your Healthcare Careers Website
Common sense dictates that if your applicant can’t see your call-to-action, they’re less likely to take the next step. Keep you CTA above the fold, and don’t bury it within large blocks of text.
Also when it comes to CTA’s size matters – make your response button colorful and large and keep it prominently placed.
2). Use CTA’s on all of your Recruitment Channels
Whether it is your Facebook page, the landing page on your website or your email blasts, be consistent by placing prominent calls to action on all of your recruitment marketing channels. A recent study by Adroll, a retargeting and prospecting platform, indicated that by Adding CTA’s to your Facebook page can increase click-through rate by 285%.
3). Use Actionable Language
Use words and phrases in your calls-to-action that create a sense of urgency and explain the benefit of taking the action to the candidate. Using time-sensitive words generally lead to higher click-thru rates.
According to Entrepreneur Magazine, one experiment found changing the button copy from “Submit” to “Support Haiti” increased conversion rates by nearly 16 percent and another experiment found that the button text “Find Your Gym and Get Membership” received a 213 percent higher conversion rate than the text “Get Your Membership.”
4). Constantly test your Calls-to-Action
No matter what anybody tells you, there is no fool proof call-to-action that’s going to boost your candidate pool. Try two different approaches and assess the results with each campaign. This is known as A/B testing which compares the data from two versions of your webpage. You can also change your images and copy and even change up the benefit offered to the candidate.
Remember with all of your calls to action, keep it simple, make it personal and keep testing different approaches. In fact, the more you test, the more you’ll realize that you can almost never assume what will or will not work, no matter how well you think you know your candidates.