Although it was the most clicked on pain point on the homepage, the new Losing Talent to Competitors page ended up generating the least amount of leads. To figure out why this was happening, I compared the details of the Losing Talent to Competitors page to the page that was generating the most leads: “Hard-to-fill jobs”. I realized that the featured statistic on the “Hard-to-fill jobs” section was likely more impactful, and the Recruiting.com career site featured on the page was more colorful. Knowing this, I researched alternative statistics and career sites to feature and updated the page. Two months later, I discovered that leads per month increased by 15 percent.
[insert image of new page – use Wayback machine?]
The new section on the homepage provided insight that impacted some of my other content marketing responsibilities as well. More specifically, it helped me determine what article topics I should be focusing on most in the Recruiting.com blog.
By leveraging EIDs, I was able to determine that the “Losing talent to competitors” button got clicked on more than any other pain point. As a result, I started to wonder if I should write fewer articles about the other three pain points and more articles about this pain point. To confirm if this was the right move, I analyzed which articles were getting the most views and engagement and looked for key themes. Soon enough it was obvious that any topics that related to losing job seekers, competitors, and top talent were the most popular. As a result, I focused more of my efforts on creating content about these topics.
[insert examples of articles]Two months later, I drove the following results for the Recruiting.com blog:
- Increase the average number of pages per visit by 4
- Decreased the average bounce rate by 25%
- Increased the average time on site by 1 minute and 35 seconds