Blog

The ideas shared below come from a live presentation by Will Astbury, Global Head of Marketing at SourceFlow. He delivered these insights at a March 2025 event hosted by recruitment marketing agency RecBound, helping recruitment leaders understand how to turn their websites into lead-generating assets.   Recruitment agencies across the US are investing thousands into their websites—but many still hear the same feedback: "We spent $20K last year and get nothing from it." That’s not just anecdotal. 70% of recruitment websites fail basic SEO benchmarks and the average B2B conversion rate is just 2.35%. Meanwhile, top-performing sites exceed 10%. At SourceFlow, we’ve built over 150 recruitment websites and helped agencies like Maxwell Bond boost engagement by 683%. Here are three core actions that will help your website generate more leads and better results. 1. Improve Website Performance and Accessibility Google’s March 2025 update emphasized performance, mobile usability, and accessibility more than ever: Page speed is critical. Sites must load in under 2.5 seconds. 53% of mobile users abandon pages that take more than 3 seconds to load. Simple improvements include: Resizing images Switching to modern formats (WebP, AVIF) Reducing on-page clutter Use structured data in job posts to boost visibility on Google for Jobs. This can lead to a 30% increase in organic traffic. Accessibility is a must. Over 69% of disabled users leave inaccessible websites. Companies with accessible sites see, on average, a 30% revenue uplift. 👉 Download our Accessibility Checklist to improve your website’s compliance. 2. Focus on Content That Aligns with Google’s Priorities The March 2025 update changed the rules: Lower emphasis on backlinks Reduced visibility for low-quality AI content Preference for authentic, useful, expert-driven content Follow the E-A-T principle (Expertise, Authority, Trustworthiness) and regularly publish SEO-optimized content. That includes: Salary guides Market insights Interview tips or hiring trends Google rewards consistency and authority. Use AI to assist, but always review, personalize, and optimize your content for your audience. 3. Use Campaigns—Not Just Pages Your website shouldn’t be static. Run campaigns through it. A proven example? Salary reports. Drive downloads via email and social Collect new contacts via gated landing pages Reuse the content at events, in pitches, and in sales follow-up Promote over 3–6 months: Start with 4–8 weeks of data collection Involve influencers or partners to add reach Use automation to follow up with leads quickly and consistently Integrate your forms with your CRM or ATS. Track all leads, assign them to consultants, and use automated workflows to nurture them. Final Tip: 3 Actions You Can Take Today Run a Google PageSpeed test and implement at least one fix Test your site for accessibility using ReciteMe Add alt text to all images using your SEO keywords 👉 Need help building or optimizing your site? Contact SourceFlow or download our free Recruitment Website Playbook.SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.

SourceFlow

Web design, Events, Expert Insights

We hosted an inspiring Brunch & Learn event in Manchester, bringing together recruitment leaders and marketers for a morning of actionable insights, exciting discussions, and valuable networking opportunities. With four impactful sessions, our speakers shared forward-thinking strategies to help recruitment businesses elevate their recruitment marketing efforts in 2025. Here are the highlights:     1. 25 Recruitment Marketing AI Megatrends for 2025 Speaker: Jo Perrotta, Managing Director at Marmalade Marketing Jo kicked off the event with an engaging overview of AI-driven trends transforming recruitment marketing. Key Takeaways: AI as a Strategic Partner: AI can enhance efficiency, predict market shifts, and personalise candidate experiences. However, businesses must avoid "AI joyriding" by setting clear objectives and governance policies. Personalisation at Scale: AI-powered tools are enabling more personalised outreach, improving candidate engagement and client satisfaction. The AI Hype Cycle: Jo introduced a 7-step AI maturity model to help businesses integrate AI responsibly, focusing on areas like predictive analytics, content creation, and employer branding. Jo’s Practical Tips: Leverage tools like LinkedIn Recruiter and TalentNeuron for AI-driven insights to optimise talent sourcing and recruitment marketing campaigns. Explore personalised email marketing campaigns with AI tools like HubSpot and Force24 to improve engagement rates. Continuously upskill teams with AI-focused training programmes to stay competitive.     2. Automations That Every Recruiter Needs to Win More Business Speaker: Rich Gibbard, Director at Recbound Rich focused on how automations can optimise recruitment marketing processes, save time, and increase business growth. Key Takeaways: Time-Saving Automations: Automate repetitive tasks like candidate follow-ups, lead scoring, and client engagement to free up time for high-value activities. CRM Integration: Ensure your CRM is the central hub for marketing and recruitment, enabling better segmentation and tracking. Balanced Automation: While automating processes improves efficiency, personalisation remains critical to building strong client and candidate relationships. Rich’s Practical Tips: Implement automations for re-engaging lapsed clients and creating targeted prospecting campaigns. Leverage CRM tools like HubSpot to manage data and segment audiences effectively. Monitor automation KPIs to ensure measurable success in your recruitment marketing efforts.     3. Are Your Recruitment Websites Ready for the European Accessibility Act 2025? Speaker: Sami Hobson, Partnerships Manager at Recite Me Sami’s presentation explored the European Accessibility Act (EAA) and its implications for recruitment businesses. Key Takeaways: Accessibility and Recruitment Marketing: Ensuring your website complies with accessibility standards improves the candidate experience, boosts SEO, and expands market reach. The EAA Deadline: Businesses targeting the EU must comply with WCAG 2.2 AA standards by June 2025 to avoid legal penalties. Accessibility Benefits: Accessible websites help recruitment businesses attract diverse talent and build trust with candidates and clients. Sami’s Practical Tips for Accessible Recruitment Websites: Audit your website for accessibility issues, focusing on alt text, colour contrast, and page structure. Use tools like Recite Me to ensure compliance and provide an inclusive digital experience. Include an accessibility statement on your website to align with the values of modern recruitment marketing.     4. The Future of Recruitment Marketing & SourceFlow’s Vision 2025 Speaker: Matt Comber, CEO at SourceFlow Matt concluded the event with a forward-looking session on recruitment marketing and SourceFlow’s product roadmap. Key Takeaways: Owned Media Revolution: Recruitment businesses should invest in owned media platforms to reduce reliance on job boards and external platforms. AI-Driven Recruitment: Matt’s share an overview of SourceFlow’s new features and products that will be released in 2025. Personalisation and Predictive Analytics: Dynamic, AI-driven strategies will shape the future of recruitment marketing, delivering personalised experiences across the candidate journey. Practical Tips for the Future of Recruitment Marketing: Transition your marketing efforts to owned media platforms for better control over content and ROI. Use AI-driven tools to create predictive analytics and personalisation that enhance the candidate experience. Stay informed about industry trends and technologies to remain competitive in recruitment marketing.     SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.

SourceFlow

Events, Marketing, RecTech

On our recent From the Source: Expert Insight webinar, SourceFlow joined forces with Recite Me to shed light on the European Accessibility Act (EAA) and its implications for recruitment businesses. As leaders in recruitment website design, we understand the importance of creating inclusive and accessible digital platforms. This legislation, coming into effect in June 2025, sets out mandatory accessibility standards for digital platforms, aiming to create more inclusive online experiences. Why the EAA Matters for Recruitment Firms The EAA is a vital step toward breaking down digital barriers for over 135 million people in Europe living with disabilities. With disabled job seekers applying for 60% more jobs than non-disabled candidates, it’s clear that accessibility can no longer be an afterthought.  Avneet Jagpal, an Accessibility Specialist from Recite Me, explained: "Accessibility basically means, in a nutshell, you need to make sure any service or any digital app that you're delivering is accessible for all." The act mandates compliance with the WCAG 2.1 AA standard and requires businesses to publish an accessibility statement, ensuring websites are perceivable, understandable, navigable, and interactive for all users. The Business Case for Accessible Recruitment Website Design For recruitment firms, the EAA offers not just legal obligations but clear business benefits. Non-compliance carries legal penalties and the risk of damaging brand reputation. More importantly, accessible websites widen the talent pool by making job opportunities available to a broader audience. Studies show that 69% of disabled users leave a website immediately if they encounter accessibility barriers—meaning inaccessible sites could be costing firms valuable candidates and clients. As Will Astbury, Global Head of Marketing at SourceFlow, noted: "If your site's not accessible, you're shutting off a huge tranche of candidates and a huge tranche of clients that can't access your materials, convert on your forms, speak to your recruiters. It’s absolutely huge." Key Compliance Steps for Recruitment Website Design To meet the EAA requirements, recruitment businesses should focus on two primary areas: Achieving WCAG 2.1 AA compliance: This involves addressing common web accessibility issues like: Ensuring sufficient color contrast for text and icons. Adding descriptive alt text for images. Providing clear and accurate form labels. Structuring pages with correct heading tags (H1 to H6) for easy navigation. Publishing an accessibility statement: This document outlines your site’s accessibility standards and ongoing efforts to maintain compliance. Practical Fixes and Tools for Recruitment Websites Recite Me shared some immediate fixes businesses can implement: Check and improve alt text on images. Use automated color contrast checkers to adjust visual elements. Ensure consistent and clear heading structures across pages. Timeline and Next Steps  New services launched after June 28, 2025, must be fully compliant from day one. Existing websites have a grace period until 2030, but recruitment firms are encouraged to start the compliance process early to avoid falling behind.  Helen Taylor, SourceFlow’s Head of Customer Experience, emphasized the importance of early preparation: "You might be sat here on this webinar thinking that doesn’t apply to you right now, but as we know with recruitment companies, you can grow exponentially overnight. So I’d really recommend getting ahead of the curve as soon as possible." SourceFlow is committed to supporting recruitment businesses on their journey to accessibility. We’re already working with clients to ensure their recruitment website design meets EAA standards, offering resources like our accessibility checklist developed with Recite Me. For those looking to get ahead of the curve, now is the time to act. Improving website accessibility not only ensures compliance but also enhances user experience, boosts brand reputation, and opens the door to a more diverse talent pool. Download our Recruitment Website Accessibility Checklist. It will help you audit your site’s accessibility.   You can also watch the full webinar on YouTube. SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.

SourceFlow

Webinars, Accessibility, Web design

In 2025, your recruitment website design is far more than just an online brochure – it’s a critical business development tool that drives growth. Whether you’re focused on attracting top talent or expanding your client base, your recruitment website must be optimised for both performance and conversions. Insights from Darren Curtis, CRO at SourceFlow, and James Osborne, Founder of The Recruitment Network (TRN), provide a roadmap to transform your website into a powerful growth engine for your recruitment business. 1. Make Your Recruitment Website Design a Growth Engine Your recruitment website design needs to function as a dynamic business development platform. In today’s competitive landscape, websites serve as the core of your recruitment marketing strategy. As James highlights, a recruitment website should never exist in isolation. It should be integrated with a comprehensive recruitment marketing strategy to drive traffic, enhance brand awareness, and generate conversions. When designed strategically, your website can be a key asset for growing your recruitment business. 2. Drive Conversions with High-Quality Content Content is one of the most effective tools for driving conversions on recruitment websites. Darren stresses the importance of offering high-quality content that resonates with both candidates and clients. To stand out, create valuable assets like white papers, trend reports, and salary surveys – content that addresses the pain points of your audience. This content should not only provide insights but also encourage visitors to engage by providing their contact details, thereby building your leads. Effective recruitment marketing hinges on offering content that is valuable enough to warrant a visitor’s commitment. When done correctly, your content will turn passive visitors into active candidates and clients. 3. Integrate Recruitment Marketing with Your Website To truly maximise the potential of your recruitment website, it needs to be part of an integrated recruitment marketing strategy. According to Darren, a recruitment website alone won’t drive results if it isn’t actively marketed. From social media campaigns to targeted email marketing, every marketing effort should be focused on driving traffic to your site. By creating a robust marketing ecosystem that connects back to your website, you can turn it into the central hub of your business development activities. 4. Optimising for Mobile and User Experience (UX) A recruitment website must provide an exceptional user experience (UX), especially on mobile devices. As mobile usage continues to increase, ensuring that your website is mobile-responsive is non-negotiable. James emphasises that websites should load quickly and be optimised for mobile, allowing candidates and clients to interact with your site on the go. In terms of UX, the conversion process should be smooth and seamless. Visitors should be able to find information easily and submit applications or queries with minimal friction. When the recruitment website design focuses on simplicity and usability, engagement and conversions improve significantly. 5. Boost Visibility with Effective SEO and Longtail Strategies SEO is essential for driving organic traffic to your recruitment website. Darren highlights that focusing on longtail SEO – using niche and question-based keywords – can significantly improve search visibility. Instead of just targeting broad terms like “recruitment agency”, focus on more specific queries like “best recruitment agency for tech startups in London” to attract highly qualified leads. Optimising your recruitment website for search engines ensures you appear when potential clients or candidates are actively searching for your services, providing a steady stream of targeted traffic. 6. Leverage AI for Smarter Recruitment Integrating AI into your recruitment website can improve the recruitment process and enhance the user experience. AI-powered tools can match candidates with relevant job opportunities based on their skills and preferences. By leveraging AI, your recruitment website can deliver personalised job recommendations, ensuring that candidates only see roles they are qualified for, reducing bounce rates and increasing engagement. In addition, AI can be used to optimise the content on your website, ensuring it answers the most common questions and queries from potential candidates and clients – improving both SEO and user satisfaction. 7. Track Performance with Analytics Data analytics are crucial to improving your recruitment website’s effectiveness. As Darren notes, you need to implement robust tracking to measure the effectiveness of your recruitment marketing campaigns. This includes tracking which channels (e.g., social media, email, organic search) are driving the most traffic and conversions. With the right data, you can refine your strategy to focus on the most effective tactics and improve ROI. Regularly reviewing your website’s analytics will help you understand what’s working and where improvements are needed. This ongoing optimisation ensures that your website continues to meet the needs of your candidates and clients. 8. Ensure Security and Scalability Website security is a top priority, especially when handling sensitive data like CVs and personal details. Darren highlights the importance of keeping your recruitment website secure, particularly when using platforms like WordPress. Regular security updates, SSL certificates, and secure data storage are necessary to protect your users' information and build trust. Additionally, your website must be scalable. As your recruitment business grows, your website should be able to handle increasing traffic and new features, ensuring that it remains a powerful tool for business development. Conclusion Your recruitment website design should be a core component of your business development strategy in 2025. By integrating high-quality content, optimising for mobile and UX, leveraging AI, and focusing on effective SEO, you can transform your recruitment website into a conversion powerhouse. Regular tracking, continuous improvements, and integration with your recruitment marketing efforts will help ensure that your website drives the growth and success of your recruitment business. Invest in making your website not just a destination, but an essential part of your recruitment marketing ecosystem, and watch it drive results in the years to come. Want to learn more? Watch the full conversation between Darren Curtis and James Osborne for deeper insights into building a recruitment website that delivers results in 2025. SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.

SourceFlow

RecTech, Webinars, Expert Insights

In the latest Expert Insight edition, SourceFlow CEO Matt Comber and Lisa Jones, Founder of Barclay Jones, delve into how data can revolutionise recruitment processes. Here are the key takeaways from their conversation. Why Data Matters For Recruitment And Staffing Firms Data is the cornerstone of modern recruitment, enabling: Improved efficiency. Stronger candidate and client relationships. Informed decision-making. Lisa introduced the concept of Return on Effort (ROE) as a better metric than ROI, emphasising the value of intentional data management. She said: "We are both data addicts... because we know the power it has to change recruitment outcomes." Getting Started With Data Understand Your Market: Analyse your niche and leverage industry data to identify opportunities. Use What You Have: Tap into existing systems like Bullhorn before seeking external data sources. Lisa explained: "Start with Bullhorn, but ultimately really ask yourself, how much data do you really need?" She shared an example of a client with nine recruiters managing fifty thousand candidates, pointing out: "That’s too many to nurture effectively. Focus on what you can work with, then let automation handle the rest." Managing Data Effectively Declutter Your Database: Avoid hoarding unorganised data. Focus on quality over quantity. Prioritise Data Health: Regularly clean and update your records for accurate insights. Nurture Relationships: Use meaningful data points, like interests or milestones, to personalise interactions. Matt shared an example of how data could be used by AI to improve recruitment marketing: "The amount of data people put on CVs is insane. Someone might say they're a front-end developer, but their CV mentions React and Next.js. We should be pulling those skills out automatically and using that data for marketing. Why aren’t we emailing updates about React to those candidates or creating LinkedIn collateral to attract new talent?" Building Engagement With Data Automate Smartly: Streamline repetitive tasks, freeing time for relationship-building. Lisa explained: "Automation wakes up the data you need, when you need it, and lets you focus on what matters." Stay Connected: Regular check-ins with candidates and clients build trust and loyalty. Personalise Outreach: Small gestures, like birthday greetings, make a big impact. Recruitment Websites: A Data Goldmine Your recruitment website is a powerful tool for engaging candidates and clients alike. Optimise your website to: Showcase relevant job opportunities. Provide valuable content tailored to candidates’ needs. Capture useful data through application forms and content downloads. By integrating tools that track user behaviour, you can gather insights into what your audience values most. Use this data to refine your recruitment marketing strategy and attract top talent. Recruitment websites designed with user experience in mind drive engagement and help you stay ahead in a competitive market. Key Takeaways Clean, organised data is more valuable than quantity. Build relationships through personalised engagement. Use technology to enhance—not replace—human interactions. Develop scalable, long-term data strategies. Leverage recruitment websites to gather actionable insights and drive engagement. By adopting these strategies, recruitment professionals can unlock new levels of efficiency and engagement. Ready to learn more? Watch the full episode of Lisa and Matt's conversation for actionable insights on leveraging data for recruitment success.   SourceFlow do WAY more than industry-leading recruitment website design. We build recruitment websites and marketing tools that amplify ROI and provide transparency with state-of-the-art data insights.

SourceFlow

Webinars, Data