Why Aren’t We Getting Any Applications Even Though We Built a Recruitment Site? “Planning” and “Update Strategy” for Achieving Results

Hello. This isKototsuki Design.

When I’m working in Shiga, I sometimes hear comments like this:

“We spent a lot of money building a recruitment site, but we’re not getting any applications at all.”

“It’s just sitting there, and I still don’t know why it isn’t working…”

The site you worked so hard to create has ended up in a place where no one can find it. I think that’s such a waste. Perhaps what these situations have in common is that people feel a sense of relief just because they “built” the site.

For a recruitment site, the day it’s completed is just “the beginning.”

I’d like to share our thoughts on moving beyond a site that’s merely a repository of information—specifically, on the “strategy” needed to foster genuine, meaningful connections and the “update plan” required to maintain it sustainably.

Why Recruitment Websites Don’t Work

The reason you’re not getting applications is that it’s “unclear whether the site is active”

You went to the trouble of creating a recruitment site, yet you’re not getting any applications. The biggest reason for this is that, in the eyes of job seekers, your company appears to be stagnant—as if it’s not actively engaged.

In fact, many “failures” of recruitment sites stem from the fact that the clock stops ticking after they’re built. Let’s examine, from three specific perspectives, what kinds of situations actually deter job seekers from taking the next step.

The Freshness of Information Directly Impacts “Company Trust”

Job seekers want to know the “truth” about your company right now.

How do they feel when they see a site where an employee interview from several years ago is still listed as the latest post? They’re bound to feel a sudden sense of unease, wondering, “Is the person in this article still smiling today?” or “Could they have already left the company?”

The older the information gets, the less persuasive it becomes. Conversely, even a short post describing something that happened “last week” can instill a solid sense of reassurance—the feeling that “this company is still thriving today.”

“Planning” That Determines the Success of a Recruitment Site

Concrete Examples for Preventing Mismatches

Before you start worrying that “this isn’t working out,” you should pause and thoroughly define certain key points. If this foundation wavers, even the most beautifully designed site will end up feeling somewhat distant.

Narrow Your Target Down to Just One “Specific Person”

The desire to say, “We’ll accept applications from anyone,” ultimately leads to a situation where “no one is reached.”

For example, describe your ideal candidate in such detail that you can picture their face: “Someone living in Shiga, around 30 years old, on their second career change, who values ‘time with family’ over stability and wants to rethink their work-life balance.” Only by narrowing it down this much can you clearly determine which photos to feature and choose wording that truly resonates with that person.

Clearly define the “people you don’t want to attract” as well

This isn’t cold-hearted; it’s a sign of genuine integrity.

Don’t just say, “We have a free-spirited corporate culture”; clearly state, “Our environment may not be a good fit for those who simply want to mechanically follow instructions.” This prevents mismatches after hiring and, as a result, attracts people who feel, “I think I can be myself at this company.”

Be honest about both the positives and the challenges

A website that only highlights the “good things” can actually come across as unnatural to today’s job seekers.

Don’t just highlight the joys of the job; be honest about the gritty realities as well, such as “The first six months are tough because there’s so much to learn” or “Overtime is unavoidable during peak seasons.” By showing both the light and the shadow, you’ll attract determined applicants who are ready to embrace even the “shadow” and rise to the challenge.

The Psychological Hurdle of “Are You Really Hiring?”

Looking for a job takes a lot of courage. The “date” listed on a job posting can either give someone the push they need or make them hesitate.

When people see a site where the last update was a year ago, many unconsciously hesitate to apply, thinking, “Maybe the recruitment is already over” or “Even if I contact them, I might not get a reply.” No matter how appealing the job description is, if the date is outdated, it no longer feels like “words meant for today’s job seekers.”

Convey a “Live” Feel, Not a “Static Image”

Polished photos of models in ads or overly polished taglines—while certainly beautiful—what today’s job seekers are looking for is an “authentic everyday life,” not a staged ideal.

Photos taken with a smartphone by people actually working on the job, or a “quote of the day” captured in a candid moment, can resonate much more deeply than a perfect group photo taken by a professional. Move beyond a website that looks like a polished “still image” and deliver a “sense of liveliness” that conveys your current energy as it is. That is the first step toward getting candidates to choose your company.

What Is a “Sustainable Update Strategy”?

Even if you understand that “updates are important,” you may find yourself putting them off because you lack a “plan.” To keep your website “alive,” establish the following four rules in advance.

Four Elements to Ensure Operations Don’t Grind to a Halt

1. Who will handle updates? (Clarify the person in charge) It’s crucial to entrust this role to a
   specific “one person.” Creating an environment where that person can stay attuned to what’s happening in their daily life is the first step toward consistency.
2. What to Update (Standardizing Content)
   : The time spent wondering, “What should I write today?” is the biggest reason updates stop. Decide on a “framework” for your content in advance and create a system where you simply fill in the “current facts.”
3. How often to update (a sustainable rhythm)
   : Continuing at your own pace—without trying to overreach—is the best way to build “trust.”
4. Is the Structure Easy to Update? (Choosing a System)
   No matter how enthusiastic the person in charge is, if the system is difficult to use, updates will eventually stop. Choosing a stress-free admin interface or operational method is an extremely important factor.

Choosing Tools Based on Your Operational Philosophy

The system you should choose depends on your vision for “how you want to develop” your recruitment site.

WordPress, microCMS, or Static Sites

To be honest, any tool will do.

For example, a “static site” is a choice that prioritizes overwhelming speed and security by deliberately omitting the ability to update the site yourselves. While updating the information requires specialized work, it’s an incredibly reliable option for companies that say, “We don’t update frequently, but we want to create a rock-solid platform that we won’t be embarrassed to have others see at any time.”

What matters most is whether “the design allows you to use that tool to effectively communicate your daily activities.” Only with that foundation in place will the options for quickly conveying your company’s message to potential employees truly come to life.

Regarding Costs

Finally, let’s touch briefly on the practical side of things.

Kototsuki DesignFor a simple recruitment site consisting only of a homepage and job listings, the “Mini Site Plan” starts at 440,000 yen. For a more robust recruitment site featuring employee interviews and pages for each job opening, the “Standard Plan” starts at 880,000 yen.

Properly establishing a “system for updates” from the ground up directly impacts how easy the site is to manage after launch. We encourage you to evaluate the cost-effectiveness not just based on the initial costs, but also by considering the “ease of updates” down the line.

How do you determine if a site is “active”?

We’ve discussed the importance of updates, but finally, let’s address the question: “So, what should you look at to make improvements?”

Rather than relying solely on intuition to decide that “it seems good,” I recommend regularly monitoring the following metrics:

• Page views and time spent on the careers page: Are job seekers reading the content thoroughly?
• Conversion rate to the application form: Are interested candidates actually reaching the “Apply” button?
• Traffic sources: Are visitors coming from Google searches, or via links from social media or job boards?

You can check these metrics using the free Google Analytics (GA4). Even without specialized technical knowledge, simply tracking whether “more people viewed the page compared to last month” or “too many people are dropping off at the application form” will help you identify what to fix next.

Summary: Keep improving—but stay true to your core.

A career site really comes into its own after it’s launched.

While monitoring analytics, make repeated fine-tuning adjustments—asking yourself, “Is this part hard to understand?”—but never change the site’s “atmosphere” or the “core values” that underpin it.

We’ll make improvements, but we’ll steadfastly preserve the colors and atmosphere. Over time, these consistent efforts will build “trust” with job seekers.

A recruitment site is like a “sincere invitation” to future colleagues, honestly conveying where we stand today. It’s not a one-time effort; we’ll continue to carefully craft our words and share who we are today until they reach someone we haven’t met yet. We believe that this “consistent, sincere effort” is the best recruitment strategy.