Open applications as a valuable tool for soft conversions
Why open applications matter
Open applications are a valuable asset for companies that aren’t just passively waiting for the perfect fit for a specific vacancy, but are also keen to hear from talented individuals who may not (yet) tick every box. You don’t have to rely solely on the right candidate stumbling across the right job at the right time. Even if you don’t currently have a vacancy that suits a visitor’s background or ambitions, offering the option to submit an open application allows you to connect with promising talent for the future.
The power of open applications
Visitors usually land on your website with a clear purpose – they’re looking to do something, learn something, or find something. If they view a vacancy and feel it doesn’t quite align with their skills or aspirations, there’s a good chance they’ll move on. But by offering the option to submit an open application, you keep the conversation going. It’s a smart way to maintain engagement and create another opportunity to bring those visitors on board as future candidates.
Why job postings don’t always hit the mark
Even the most carefully crafted job posting doesn’t always lead to a flood of applications. That can be frustrating – especially when you’ve invested time and effort into writing compelling copy and creating eye-catching visuals. Still, there are several reasons why a vacancy might not resonate with potential candidates. Here are some of the most common ones:
Uncertainty about the requirements
Job adverts often include a list of qualifications or criteria that some visitors don’t fully see in themselves. Even if they’d actually be a great fit, this self-doubt can stop them from applying.Visuals that miss the mark
Your design might be polished, but if it doesn’t speak to the people you’re trying to reach, it can fall flat. Visuals that don’t reflect the right tone, culture or energy can make the job feel out of sync with the candidate.Errors or unclear messaging
Spelling mistakes and vague language can damage your credibility. Visitors may question your professionalism – or simply lose confidence in what the role is really about.Lack of clear information
If the role itself isn’t well explained – what it involves day to day, how success is measured, who the person will be working with – candidates may be left guessing. And most won’t take the risk of applying for something that feels unclear.
How to make it easy for visitors to take action
The secret to keeping visitors engaged is to offer plenty of “soft conversion” options. A soft conversion encourages someone to interact with your site – without the pressure of applying straight away. It’s an ideal way to win over visitors who are still on the fence. By giving them different ways to get involved, you boost the chances they’ll take some kind of action, even if the vacancy itself isn’t quite right for them.
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Offer multiple ways to take action
At the end of your job posting, consider adding a footer with options like a job alert sign-up or an open application button. These simple additions give visitors a chance to stay connected or take action – even if there isn’t a vacancy that fits them perfectly right now.
- Job alert
Let visitors subscribe to updates about future vacancies. This keeps you in touch with people who are interested but haven’t yet found the right role. Over time, it helps you grow a talent pool that you can tap into when new opportunities arise. - Open application
Allow candidates to submit their CV and a short motivation – even if no relevant roles are currently available. This creates a pipeline of promising candidates, making it easier to find the right fit when a suitable position does come up.
Ensure your Call-to-Actions (CTAs) are clear and effective
Offering open applications is a great first step, but it’s just as important to guide your visitors towards taking action. That’s where strong, visible call-to-action (CTA) buttons come in. These should stand out on the page and use clear, straightforward text – for example, “Send an open application” or “Stay updated on new vacancies”. The aim is to make it as easy as possible for potential candidates to engage.
What does a good open application form look like?
An open application form doesn’t need to be complicated. In fact, simplicity is key. Keep it short, clean and user-friendly so it doesn’t put people off. Ask only for the essentials – name, email address, CV and a brief cover letter or message. The easier you make it, the more likely visitors are to complete it.
The role of visuals and content on your job page
Not every visitor will be persuaded by text alone. That’s why strong visuals are such a powerful addition to your job pages. A short video showcasing your company culture, or a photo of your team in action, can help bring your story to life. It makes the vacancy feel more personal and gives potential applicants a better sense of what it’s like to work with you.
In addition to text, you can use infographics or icons to visually communicate key details about the job or its requirements. This helps visitors quickly scan and grasp the essential information, making your job posting more engaging and easier to understand at a glance.
How open applications enhance the candidate experience
Open applications not only benefit you as an employer, but they also create a better experience for candidates. When applicants have the chance to express interest in your organisation, even when there isn’t a perfect role available, they feel valued. This opportunity to engage with your company can leave a positive impression – even if they aren’t hired immediately.
The importance of acting quickly
Open applications also help you build a talent pool that’s ready to tap into when a new position becomes available. This can save valuable time in the recruitment process. With a list of qualified candidates who’ve already shown interest, you can bypass the initial recruitment phase and move forward quickly when a role opens up.