Three standout metrics
52%
of passive candidates returned to complete an application—resulting in a 13% hire rate
41%
of incomplete applicants re-engaged through nurture flows—10% hire rate
Data-driven
Site data now enables data-driven decision-making on ad spend, content performance, and candidate behavior
The voice of the customer
“We love that it’s totally customisable and flexible. Implementation was seamless, and we felt supported every step of the way.”
– Shannon Leftwich, Talent Acquisition Manager, Kansas State University
What was going wrong
K-State is proud of its mission and legacy as the first operational land-grant university in the U.S. But their old careers site wasn’t keeping up.
There was one landing page, minimal branding, and no compelling narrative to help potential candidates see themselves thriving at K-State. Job listings lacked engaging titles, search filters were overwhelming, and applications took too long—losing great talent in the process.
To make things tougher, the Talent Acquisition team—operating as a team of two—only had visibility over two metrics: complete and incomplete applications. Without deeper data, it was near impossible to optimise strategies, test ideas, or demonstrate what was working.
The turning point
K-State had already been using PageUp‘s ATS and Onboarding solutions with success. When they discovered PageUp Recruitment Marketing, they knew they’d found the final piece of the puzzle to bring their candidate experience to life.
Together with their marketing team and supported by their PageUp Europe project manager, K-State launched a brand new, fully mobile-optimised careers site packed with engaging features—delivering a much stronger first impression.
They added content-rich landing pages for high-value information like their EVP, “Our Communities”, strategic vision, benefits, FAQs, and talent tips. For hard-to-fill and frequently-recruited roles, departments could now be featured with dedicated content, helping the right candidates find the right fit.
“We knew this additional content would be valuable for candidates, but we were blown away by how much traffic these pages receive—especially ‘Our Communities’. It reinforced just how much people need this info to make a decision.”
– Shannon Leftwich, Talent Acquisition Manager, Kansas State University
The solution in action
With the new PageUp Europe Recruitment Marketing platform, K-State’s candidate journey was transformed from beginning to end.
What changed:
- Mobile-first careers site with bold EVP messaging and real stories
- Simplified search filters and personalised job recommendations
- Dedicated landing pages for values, vision, benefits, and FAQs
- Multiple calls to action for passive and active candidates:
- Contact a recruiter
- Register interest
- Submit a resume
- Join the talent network
- Sign up for job alerts
Automated nurture campaigns now keep conversations going even after candidates drop off. For example, if someone starts but doesn’t complete an application, they’ll receive a tailored email encouraging them to finish—no manual intervention needed.
The impact
Hard ROI
- 52% of candidates who expressed interest (but hadn’t started applying) returned and applied—13% hire rate
- 41% of those with incomplete applications completed them—10% hire rate
- Candidates stay longer, return more often, and explore more pages
- Analytics reveal what content drives applications—and what doesn’t
- K-State now optimises spend based on sourcing channel performance
Soft ROI
- The site gives a true sense of what it’s like to work at K-State
- TA has full autonomy to update and evolve content
- Passive talent can now be nurtured effectively
- Consistent, branded communication from first touch through onboarding
“Like many TA teams, we have a limited budget. So it’s incredibly impactful to know where we’re getting the best return for our ad dollars.”
– Shannon Leftwich, Talent Acquisition Manager, Kansas State University
Soft ROI
What surprised us most
Even small changes had big impact—candidates weren’t just browsing; they were converting. Pages like “Our Communities” proved that people want more than job descriptions—they want a sense of place, purpose, and belonging.
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