Job seekers have a multitude of online tools for sniffing out new opportunities such as SimplyHired, Monster and HotJobs. Their preferred job search tool, however, is often Google. With Google, job seekers can find specific positions not listed on common job boards and perform their own research on the companies as well.
It is vital for your recruiting efforts that your job openings rank high on Google search results. If your openings are not on the first two or three pages of results, candidates are probably not seeing them.
Optimizing Job Advertisements
Search Engine Optimization is essential for top search rankings. Many books have been written about SEO, but a few basic techniques can push your job adverts toward qualified candidates.
Keywords That Perform
Settle on two or three descriptive keywords for a particular opening. Use these keywords in the job title. Keep it short, neutral and general. For instance, instead of “Level 3 Product Design Technology Marketing Specialist,” “Senior Design Consultant” will do.
Use Google Adwords to test your keywords. The results reveal how many people use your keywords. Alternatives are provided that may perform better. Use the main keywords once or twice in the job description. Add in a couple of the viable keyword alternatives. Apply the same rules above for one or two key job skills required for the opening.
Pertinent content value is measured by Google in various ways:
- Relevant headings and layout in the description
- Natural use of keywords or keyword phrases in text
- Linked anchor text that is descriptive
- Relevant but sparing use of outgoing links
- Quality inbound links
- Images with brief, descriptive alt tags
Outgoing links to relevant company content should also be SEO friendly. Links from an active company blog are examples of strong inbound links.
Leverage the Employer Brand
Job seekers are particularly discerning consumers. They not only search for the right position but for the right company culture as well. Leverage your company’s employer brand within your job postings to increase their SEO weight and improve rankings.