Copywriting for recruiters

MiddletonMurray recruitment agency asked me to review the design and write the copy for their new website. Their web designer had crafted five lovely icons for the home page, one for each service they provide – recruitment, headhunting, training and so on.

That may seem a natural way of doing things. But I told them: “You don’t want to do it like that!”, and rewrote the copy so it was bottom-up (from the reader’s point of view) not top down (from the agency’s point of view).

We redesigned the icons to suit their five different audiences – 16-18s, job-hunters, employers and so on. That way, each site visitor knows exactly which icon to click, and it takes them directly to the information they need.

Recruiters have at least two audiences: candidates and clients. It’s important to remember this when writing websites for recruiters.

It’s usually pretty easy for a recruitment agency website to attract candidates – after all, they are the ones looking for a new job. It can be harder for your website to attract clients – and they’re the ones who pay you.

The number one objective of your web copy is to convince prospective clients you are the only recruitment agency for them. Meanwhile, the site needs to appeal to the right candidates too, otherwise there won’t be enough reason for clients to choose you. It’s a fine balance for your copy to achieve.

What’s more, every recruitment agency is different; they all have their own unique way of doing things. That’s why every recruitment website I write has its own tone of voice, to suit the personality of the agency, help them to stand out from the rest, and to attract the clients (and candidates) they need.

By the way, I don’t just write websites for recruitment agencies, I also write other marketing material for them. For example, I’ve written a regular recruitment newsletter as well as recruitment blog posts, brochures, letters and postcards. If you’d like to see samples, please ask.

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