Before spending more money getting people to a job advert, I would check what happens when somebody actually tries to apply.
We can make applying feel like an endurance event, then wonder why the inbox is quiet. Finding candidates is part of recruitment. Giving them a sensible route into the conversation is part of it too.
That does not mean every application should be one click. It means every step should earn its place.
Make the job understandable first
A candidate needs enough information to decide whether the role makes sense. What is the work? Where is it? What does it pay? Which experience matters, and what could they learn?
An engineering advert still needs useful technical detail. The problem is burying the important information in an internal job specification and expecting the reader to excavate it.
If you are unclear about the vacancy, a shorter form will not solve that. Start with the brief, then use the job specification and advert guide to explain it properly.
Ask for what you need at this stage
If somebody uploads a CV, ask why they also have to type their entire employment history into separate boxes. If a question helps establish a genuine requirement, keep it. If nobody uses the answer, question why you are asking.
You may need a particular qualification, document or screening question. Explain what is needed and when. There is a difference between checking something important and collecting information because the old form always did.
I would not tell every employer to throw away its application system and put an email address on the page. A system can help you organise applications and keep the process consistent. The useful question is whether your particular setup helps the applicant and the people reviewing the application.
Try the route yourself
Open the advert on a phone and follow it through as a new applicant. Does the button work? Are the instructions clear? Can you upload the requested file? If something goes wrong, can you tell what needs fixing?
Do this without the shortcuts and knowledge you have as somebody who works there. A colleague who has never used the process can be useful here.
Tell people how to ask for an adjustment or another format if they need one. An application route is only useful if suitable people can use it.
Tell people what happens next
Acknowledge the application and give a realistic idea of when it will be reviewed. An automatic reply can confirm receipt; it is not the same as assessing the person or explaining the outcome.
Agree who reviews applications and who sends updates. If the timetable slips, say so. A universal promise of feedback within twenty-four hours is not much use if nobody is responsible for delivering it.
Part 4 of the recruitment process series covers reviewing applications and keeping the conversation moving.
Fix the obstacle, not just the wording
A quiet inbox does not tell you whether people disliked the job, could not understand it or gave up on the application. Test the process and ask useful questions before deciding that another advert is the answer.
The aim is a straightforward route for relevant people, with enough information for both sides to make a sensible next decision.
Use the Employer Recruitment Pack to organise the brief and the stages around it. If an engineering or manufacturing vacancy or a technical sales vacancy is still proving difficult, talk to me about where the process is getting stuck.