Call To Action
By Paul Freed/Managing Partner – Herd Freed Hartz Executive Search
THE BIG IDEA
You worked hard to inspire someone — now make the next step obvious and low-friction. Favor “Learn more” over “Apply” to reach people who aren’t actively looking, and never let a candidate feel they’ve vanished into the “HR black hole.”
By the numbers: 92% of people who start an online job application never finish it. Every extra field and click is a leak in your funnel — and a lost candidate you already paid to attract. (SHRM)
WHY IT MATTERS
- Action is the only measurable outcome. Clicking a link, sending an email, or filling out a short form is how you know the description actually worked.
- Simple wins. If someone’s intrigued, ask for the least possible — name and email. You can follow up with more; don’t demand 24 questions and a resume upload up front.
- “Learn more” attracts the passive. In executive search we never ask someone to quit and switch on the first contact — we offer a low-commitment next step. It’s the same proven two-step opt-in your marketing team already uses because it works.
HOW TO LEVEL IT UP
- A clear next step. One obvious link or email once you’ve earned their interest.
- A real person. For small and mid-size companies, list an actual name, title, and email — it signals relationship over bureaucracy.
- “Learn more” vs. “Apply.” A two-step opt-in separates curiosity from commitment. It runs against HR norms — but two decades of recruiting says it works.
- Tell them what happens next. Set expectations for follow-up and process. Most candidates who apply never hear anything back at all — being the company that does creates enormous goodwill.
Good job – You completed the last component: #8: CALL TO ACTION
PRIOR STEP: #7 QUALIFICATIONS