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I just finished a Sales Page for a client’s website…and it’s the Careers Page. That’s right, I wrote the “Careers” or “Jobs” page as a Sales Page.
Usually, you think of the Sales Page as the one that does the actual selling of your product. People also call it the Product Page, Service Page, or Landing Page. Follow the breadcrumbs on your website and they'll usually lead you from the Homepage to the Category Page to the Sales Page. Or, if you’ve SEOed your page well, you’ll link on page #1 of the SERP for your product description.
But do you think of your Jobs Page the same as selling your product or service? I became obsessed with hiring great employees a long time ago when I co-owned an insurance agency in Clinton, NY with my brother, Dave. I came to find that remarkable employees made a huge difference in our firm’s bottom line.
Smart people made fewer mistakes. Savvy, personable customer service and sales reps cross sold insurance policies, made customers happy, and added every day to our bottom line.
It did cost more to attract people of a higher caliber. And we paid them for every extra hour they may have put in (unlike a lot businesses I hear about these days!). But in the end the competitive salaries, commissions, and profit bonuses added up to an insurance agency that ran like a well-oiled machine. And, by the way, Dave still runs it that way!
So if you value people who bring intelligence, energy, and loyalty to work every day, think of your business as an attractive product. Let prospective employees know on your Career Page that they’ll get competitive salaries, bonuses, commissions, whatever extra pay you provide.
If you reward your high performing employees with prizes or all-expense paid vacations, get that into your Jobs Page. Let prospects know they have a career path with your company. That you’ll help them learn what it takes to advance to more senior positions in your firm.
You’re not selling them a job, you’re offering them a career. Even more, you’ll change their lives if they choose your firm.
The upshot is, think of all the features and benefits of working at your company. Consider “Your Company, Inc.” a product that you’re selling to your best customers. Then write the content on your Career Page as if it’s a Sales Page and you’ll be amazed at how great your company looks to your very best prospective employees.
Until next time,
Nick
Nick Burns is an SEO web writer specializing in persuasive copywriting and content marketing. He provides clients a winning content strategy plus the special web writing to make it work. You can contact Nick here.
