What To Include On A Recruitment Agency About Us Page

Your recruitment agency’s "About Us" page is your digital handshake, the place where potential candidates, clients, and future employees get to know the heart of your recruitment agency. It’s an excellent place to sell your agency and increase engagement and buy-in. It’s often overlooked but to put it into context, I have over 100 pages on my websites (including blogs) and the About Us page sits in 9th place for most visited pages! So let’s spend a little time getting it right so we can increase those conversion rates.  

Know Your Audience

First think about who will be visiting your “about us” page. Your website visitors are likely to be candidates, clients or potential talent looking to work for your agency. Candidates may be seeking new opportunities, clients may be looking for a reliable recruitment partner and  potential talent might be interested in joining your team. Now each of these groups will be looking for different pieces of information so you’ll need to include a diverse range of content within this page. Your “about us” can really be quite broad and you can include references to a lot of your site’s pages. Tailor your messaging to address the needs and interests of your target audience.

Avoid jargon and keep your messaging simple and easy to understand and remember to set a tone that’s appropriate to your brand but also to your niche. 

Showcase Your Specialisms

It doesn’t matter if they’re a candidate, client or potential employee they are going to want to see what your recruitment agency specialises in. What sectors do you recruit for, at what kind of level and in which geographic regions. There’s no point in an internal recruiter reaching out to you about a Financial Controller role in Berlin if you don’t recruit for the German markets. Clearly outline your areas of expertise. specify the sectors you recruit for, the levels of seniority you cater to, and the geographical regions you cover. This helps potential clients and candidates quickly determine if you're the right fit for their needs.

Tell Your Story

Share the origin story of your agency. When was it founded? What inspired its creation? Who are the founders, and what is their background? This humanises your brand and creates a connection with your audience. Let your brand's personality shine through and use engaging language and visuals to connect with your audience.

Showcase Leadership

Introduce your executive / senior leadership team to build trust and credibility. I would recommend having a separate team page where you can showcase the profiles of the rest of the company. 

Highlight Your Culture and Values

Culture is a powerful differentiator. Showcase your company's values, mission, and vision. If you have any Diversity, Equity, and Inclusion (DEI) initiatives, be sure to highlight those as well. This helps attract candidates and clients who align with your ethos. Client HR & talent teams want to partner with recruitment agencies that really value DEI and can prove they’ve taken action within their organisation and the industry as a whole to drive this conversation forward. 

Candidates are also more increasingly interested in more sustainable companies such as B-Corp firms, which are companies verified by B Lab to meet their high standards of social and environmental performance, transparency, and accountability.

Clearly articulate your agency's core values and what sets you apart from the other hundreds of agencies in your niche.

Bring Your Team to Life with Images & Video

Use visuals to showcase your team, office space, and company culture. Images of your team members, office environment, and social events add a personal touch and build trust. Have a mix of images, both professional (say for headshots and office photographs) and also photographs taken by the team of team nights out, client events, etc. This also helps to build trust and showcase the people behind your brand - people buy people, especially in the recruitment industry.

Showcase Your Office

I’d recommend including a photograph or video of your office space, along with a brief mention of the cities / countries you have offices located in. I’d save specific addresses for the contact us page. 

Mention Notable Clients (Subtly)

A brief nod to some of the major clients you work with could be appropriate here too, maybe in a logo carousel, although I’d typically save this for the candidates and clients pages. You don't want to overshadow your own brand but subtly mentioning some major clients can add credibility and increase buy-in from all interested parties.

Celebrate Your Achievements

A good page for any significant awards your agency has won for example any local business awards ceremonies, sector specific award shows or of course recruitment specific awards. It demonstrates your expertise and commitment to excellence.

Highlight Membership Bodies

I’d definitely add these to your clients page and also to your footer but I’d also include a mention and the logos of the bodies you’re actively part of. This reinforces your credibility and commitment to industry standards.

End with a Clear Call to Action

Throughout the page or ideally towards the bottom of the page I would recommend including  a call to action to both your “Work for Us” page and also your “Contact Us” page. 

And if you're looking for an About Us page that will really impress, engage and convert potential clients & candidates then get in touch with us.