SAFEGUARD Recruiting recently audited over 100 recruiting websites focused on law enforcement and fire departments, and they found some significant areas for improvement. Your department’s website is the first handshake a potential candidate has with your department, and if it looks outdated or is hard to navigate, people click away. Here are some quick tips on how to improve your website, which is the first impression every potential applicant gets.
Test the process with people who are not inside your department
Have someone outside your agency try to find out how to apply and then actually apply. Give them simple tasks: find minimum qualifications, locate application steps, or submit an interest form. Recruiters are too close to the content. The links and pages may make sense to you, but may be confusing to applicants.
Simplify the application path
If a candidate has to fight through a municipal job portal or a pile of unrelated postings, you lose them. Keep the apply buttons visible, reduce unnecessary clicks, and make sure your process is straightforward on mobile and desktop. One clear and easy path to express interest or start an application dramatically increases conversion.
Focus on conversion, not just aesthetics
Fancy graphics and videos are nice, but they do not equal applicants. Every element on your careers page should serve a purpose: capture contact information, explain next steps, or drive visitors into your recruitment funnel. Small changes like moving a form, adding a clear call to action, or placing a “start here” button in the right spot can turn a great-looking site into a high-performing recruitment tool.
Capture leads with the right information
Make sure you collect the information you need without asking for everything up front. A quick interest form that feeds into your applicant tracking system lets you follow up and nurture candidates. Offer helpful resources like process timelines, required documents, and what to expect – to keep candidates engaged and reduce fear of the unknown.
Integrate an applicant tracking system
Connecting your website to an applicant tracking system like SAFEGUARD Connect. It saves time and improves follow-through. In fact, our data shows a 100% increase in retention once SAFEGUARD Connect is implemented. When a candidate expresses interest, the recruiter receives an instant alert, and the name is added directly to the tracking software. That eliminates manual copy-paste work and keeps your pipeline organized.
Use automated nurturing to keep candidates engaged
Automation handles the repetitive, time-consuming communications. Once a name enters the system, automated emails and texts deliver the right information at the right time, process milestones, upcoming dates, and prep tips. This approach prevents candidates from falling out of your hiring funnel, helps them feel supported without costing recruiters hours, and keeps your hiring funnel full.
Ask for a free website review
If you want a practical next step, invite a third party to review your site. We routinely audit department sites at no cost, point out quick wins, and recommend small adjustments that drive results. Often, a few strategic tweaks and the right tracking integration turn a dusty website into a steady source of applicants.
Contact SAFEGUARD Recruiting today and begin your journey to full staffing.
