Posted On Friday, July 19, 2024
Author: David Armitage (Technical Director)
In the fast-paced world of recruitment, your readers are often skimming rather than reading every word. Studies show that most people scan web pages in distinct patterns, making it essential to structure your content accordingly. Here are the key scanning patterns to keep in mind:
Now, let’s break down how to craft your content to match these scanning habits and keep those potential candidates hooked.
Short, snappy paragraphs help maintain attention and make your content easier to digest. Each paragraph should focus on one key idea, keeping the information clear and to the point. This way, readers can quickly absorb the essentials, like job requirements or benefits.
Mixing short and long sentences creates a rhythm that keeps your readers engaged. Short sentences can deliver impact, highlighting critical points like “Competitive salary!” Longer sentences allow for detailed explanations, such as describing the company's mission or growth opportunities.
Bullet points are your best friend in recruitment content. They break down complex information into bite-sized, easy-to-read chunks. Use them for listing job responsibilities, required skills, or perks. This makes it easier for candidates to quickly understand what’s on offer.
Descriptive headings act as signposts, helping readers navigate your content. Make sure your headings are specific and informative, such as “Job Requirements,” “Employee Benefits,” or “Application Process.” This way, candidates can find the information they need without hassle.
In the recruitment industry, writing effective web content means acknowledging that your audience will likely scan rather than read every word. By understanding and leveraging common scanning patterns—like the F-pattern, layer-cake, spotted, zigzag, and lawnmower patterns—you can tailor your content to meet the fast-paced needs of job seekers.
To create scannable text that resonates, keep paragraphs brief, vary sentence lengths, use bullet points, and craft clear headings. These strategies enhance readability and ensure that your key messages get through, even during a quick scan. Respect your readers’ time and attention, catering to their scanning habits while delivering content that is both accessible and engaging.
By adapting to the natural behaviors of web users, you can produce more effective and engaging recruitment content that stands out in a crowded digital landscape. So, get out there and make your web content a magnet for top talent! Happy recruiting!