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  • Writer's pictureEva Baluchova

How To Create Captivating Call To Action That Convert Candidates Into applicants?

Discover the secrets of creating a captivating call to action that convince you!

Suppose you're a recruiter or hiring manager. In that case, you know how important it is to get your job seekers to apply for the position you've advertised. The problem is that most recruiters aren't sure how to write a compelling call to action (CTA) that will get them to apply for the job.

First, determine the aim you want to achieve before you create your Call to action:

  1. Do you wish to increase the number of subscribers?

  2. Increase application?

  3. Move readers to a different piece of content?

After you've decided what you want to do, consider the best way to do it.

There are many reasons why a person would want to apply for a job. Some people are looking for a change, some are simply looking for more money, and others are looking for a promotion.

Whatever their motivation is, it's important to understand what motivates your target audience to click the "Apply Now" button. The good news is that you don't have to be a psychologist to know the answer. All you have to do is learn how to use the right words.

What's the Call to Action?

Calls to action, or CTAs, are among the most fundamental elements of marketing materials.

What is the 'Call to action' definition? It is a statement that tells users the next logical step in a sales/marketing/recruitment funnel or sequence.

It may be difficult for candidates to know what to do next if there is no clear call to action. As a result, it increases the likelihood of them leaving without applying for a job, contacting you, or taking the next step.

In terms of user experience, we highly recommend the book Don't Make Me Think. The author of this book shows readers how to make web pages as easy to navigate as possible. "A CTA helps achieve that goal. You laid all of it out before the user so they don't have to think, "I wonder what I need to do next.".

How to write CTA?

A general rule of persuasive writing is to let your readers know what you want them to do.

TIP: do not order your reader to do something, such as: "I will call you either Monday or Tuesday"… it should be their decision. In fact, it decreases the response rate by 25%.

Based on Frederik, a call to action is made up of two parts:

  1. Here's what you can do.

  2. Here's how you can do it.

A response based on intent is the first. It is likely that the reader will want to do something about the situation but may not know what to do (or what you want them to do), so make it clear what they need to do.

Ideally, you will start with action verbs: Apply, Join, Try, Get Started, Subscribe, Sign Up, Donate, Commit, Volunteer, Adopt, Give, Support, Refer, Download, Get, Grab, Claim, Take advantage of, Learn More, See More, See How, Start, Find Out, Check it Out, Click here, Continue, Swipe Up, Pick, View...

In the second element, the tools are provided. This is where, when, and how the solution is provided.

You can use the example as "Please call me on XXX before YYY to let me know your decision." "To take advantage of our referral program, email with a CV of a person you referred to."

Another great CTA advancement is to use strong words that trigger urgency: Now, Hurry, One time only, Last chance, Before it's gone, Clearance, Today only, Limited time, Instant, Don't miss out. This is probably easier for regular sales than in recruitment. Still, there are moments when adding an urgency trigger might not be that odd.

According to web usability experts, never use "Click here" as a hyperlink. "Click here" can lead to spam filters. It's much better to provide informative anchor text that lets the reader anticipate what's on the other side of the click in your daily content - instead of "click here," use "Find out why by reading this article"

The most effective call-to-action phrases are short, contain strong verbs, and trigger emotions.
  • Discover the best career for you

  • Join our talent community

  • Book your next career adventure.

  • So if you have been waiting for the perfect time to seize this job opportunity, the time is now. Ask all your questions today and decide later.

  • Get a taste of SUCCESS!

  • "Join us; you'll like us."

Here are some examples of CTA triggering emotions:

  • Add numbers: "Get hires within 2 weeks from now!"

  • Add adjectives: "Find your dream job with us!"

  • Make a promise: "Apply now, and you will not regret it from the start."

  • Influence their FOMO: "You must respond promptly."

  • Play up your USP: "Join the work-life balance culture now!"

Have you noticed that these are a touch "salesy"? However, a clear call to action is one of the most critical components of an effective sales-recruitment pitch.

Some people are terrified of a clear call to action because it is "salesy." If you're uncomfortable with a clear CTA, take some time to remind yourself why you're in recruitment.

Final Thoughts

In copywriting, it's not easy to write a call to action that people will want to do. But, it's important, and it can be done. To do that, though? First, you need to learn some skills. It's easier to make content that makes people want to click if you know what gets them excited, what they find valuable, and what inspires them.

As a copywriter, the call to action is one of the most important tools. Knowing how and when to use it in your online material is a great way to improve your work and strengthen your brand message. What's not to love about a good CTA? It can help you make more sales and make more money.

Want to learn more? Get our copywriting in recruitment e-book.


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