In this current employment market, cream-of-the-crop recruits are in high demand. Now more than ever, organizations must be prepared to compete globally to hire the top talent.
The Internet is the most widely used tool for jobseekers in search of prospects. Those who know they have the goods to offer have so many choices when it comes to finding the right employer. How is your organization going to compete for the individuals who can give your business a cutting-edge advantage?
Search Engine Optimization and Inbound Marketing are the name of the game. Organic search drives 51% of all visitors to business-to-business and business-to-consumer Web sites, whereas paid-search drives 10% and social 5% . Companies must rank high on the most widely used search engines in order to be found quickly. Ranking high on these search engines does not happen by chance. There must be a strategic marketing plan in place to position your company for success.
A strategic Inbound Marketing approach is comprehensive, and the results are measurable. When your organization utilizes this critical business strategy, there will be impressive results. The best of the best will start knocking on your door.
A strategic marketing approach must be ongoing. It is not a one-time solution, so working with a reputable Inbound Marketing company is crucial. Search engine algorithms change frequently, so experienced Internet marketing specialists are equipped to adjust the strategy to meet any challenges. Staying on the cutting edge of recruiting top talent is essential to your company’s bottom line. Money spent on marketing is certain to yield a high ROI.
Your Internet Marketing specialist will design a comprehensive strategy. They will then optimize your website and all of your content distributed online. Any adjustments that need to be made will be discussed with you and your firm. The real key to a great Internet marketing strategy is consistency.
These specialists are able to analyze what works and tweak the strategy to best work for your recruiting needs. At any given time, your organization will be able to see how many visitors are landing on your site, what practices are working and what strategies need to be changed. As an organization, you don’t have to worry about these details. Let a skilled, reputable Internet Marketing firm bring in the goods.
An increasing number of job seekers are using mobile devices to conduct their employment searches. If your website isn’t mobile-friendly or fully functional on mobile devices, your company may be missing a large segment of the candidate population as 77 percent of job seekers read postings and 45 percent apply for jobs on their smartphones . Consider these tips when engineering your recruitment website.
Setting up a User-friendly Career Web Page
When creating a job recruitment page for your corporate website, take the time to work with the IT team to ensure the page is accessible on a wide variety of devices. What works on an iPhone does not necessarily show up correctly on a Blackberry or Android device. The page should also offer responsive design elements such as fluid images, flexible resolution and compatibility with different Web browsers.
Enhancing Website Accessibility
To make your career page accessible from anywhere on the corporate website, consider the page resolution. If you want to be mobile-friendly without having a separate mobile website, adjust the page format to portrait, rather than landscape. You’ll also need to adjust the text size and make images small, if you include them at all. Your IT department should test the accessibility using a variety of devices to ensure that the recruitment page works as expected from all the links on your website.
Making the Recruitment Page Easy for Job Seekers to Find
During the process of deploying your new recruitment page, ensure that the job listings page is easy to find from anywhere on your website. Simple buttons that direct candidates to the job search tool or application page make it easier for visitors to find what they are looking for. Each page should contain these buttons, including your home page. No animation or videos should be on the job seeking pages as these make the pages load too slowly for mobile device users. If you want to create a video to show users how to apply for a position with your company, embed a link to the video so they can view it from a separate page or window.
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.
With so many candidates applying for each job opening, it is important to take the time to optimize career websites and job postings in order to attract the best candidates. Instead of using general terms or generic attributes, search engine optimization can help big companies recruit top talent with specific skills and knowledge.
Determining a Strategy
Different recruiting websites, social networking forums and job posting pages attract different types of job seekers. Content should be optimized based on where it will be posted. Overall, every posting or recruitment blog should direct internet traffic to the company’s home page where candidates apply for the position.
Focusing on Keywords
The right keywords and combinations of keywords are essential in optimizing a job listing or career website. Firms looking for statistical analysis experts might use terms such as SPSS, SAS, logistic regression, business analysis, database analyst, data analyst and data analysis all within the same posting. Thus, instead of attracting candidates with only a rudimentary skill set in analyzing databases, people with these specific skills will be directed to the posting when searching for jobs. Optimizing the listing for the most common search engines such as Google and Bing also helps to ensure that the right candidates will take notice of the opening.
Honing the List of Candidate Requirements
It is best to avoid listing soft skill attributes in online job postings and career websites. Instead of including words such as teamwork or productivity, pin down exactly what is required of the candidate. Be sure to include common abbreviations of keywords as well. A company looking for candidates holding a Masters in Health Administration might also include “MHA” and terms like health administration, health administrator and human services administrator. To optimize for the most important skills and attributes in a candidate, include the keyword multiple times and in multiple formats. Use the keyword in the title of the posting as well.
Your career site’s ranking on search engines such as Google, Bing, and Yahoo is based on what the search engine considers most relevant to user. Our Talent2You Job Optimization SEO solution from Buyer Advertising delivers an automated way for recruiters to attract talent directly to your career site!
View our YouTube video which goes into detail about SEO and how our Talent2You Job Optimization platform can help you:
Learn more by clicking here, and contact us today to discover how our Talent2You Job Optimization SEO solution can help you!
Promoting jobs online is a great strategy. Not only is it a cost-effective way to advertise specific opportunities, online venues have the potential to reach a younger demographic—often an attractive hiring range for companies looking to fill positions. But even by accessing a variety of online job posting opportunities, if nobody’s reading your postings, there isn’t anybody who’s going to apply through this medium.
One important topic to address is optimizing your jobs for search engines. The more index-able your postings, the more potential employees will connect with your opportunities. Here are a few tips.
Cross post: Promote opportunities on your site, as well as through Facebook, Twitter, and your blog.
Optimize: Use searchable phrases common to the industry. Shoot to hit these job phrases that are based on what people would actually type into their search engine.
Integrate real media: Use print and brochures to send potential hires to your job listings.
Stay current: Post often. If you don’t have any new openings, stay fresh by posting topical news and other career-related interest bits.
Signing off for now,
It may have custom apps, updates from your best friends, and pictures of birthday parties across the globe, but at the end of the day, a Facebook webpage is still a webpage. Businesses maintain a Facebook page for the same reason they keep up a traditional website: to attract customers or potential hires. Therefore, it stands to reason they need keep an eye on SEO, too. If a company is invested in their Facebook strategy, they should keep a close watch on its visibility. Paying attention to a few attributes will help boost your Facebook site’s ranking in search engines, and make your new media plan that much more effective.
1. Keep current on your content; post at least once a week—more often will get you ranked higher.
2. Stay consistent in your naming—your Twitter and LinkedIn account should all sport the same brand name as your Facebook.
3. Upload media to Facebook including images and video.
4. Get your industry keywords up in the “info” and “about” sections of your page.
5. Investigate events—by hosting an event and promoting it through Facebook, you’re adding another indexable element to your page.
Until next time,
You’d love to get in on this social media thing, but you just don’t have the time. With the amount of material to read and digest, and a laundry list of “to-do’s”, it’s easy to keep putting off the bits and parts that make a successful online strategy. Here’s an approach to get you started.
Companies need to take a different route than individuals when establishing themselves on Twitter and Facebook. Not only do you have different setup routes (such as Facebook, where you need to list your company as a business instead of as a person), but you’ll need to include more information. One tip is to collect this data ahead of time. Choose an associate to manage the account. List their email address as the primary holder. Collect the following snippets: your organization’s contact information, your physical address, your telephone number, your blog address (if you have one), hours of business, and a brand image to display. You’ll need this when setting up a Facebook account, and you can even elect to use some of this in your Twitter account, too. Launching a complete social media profile helps to avoid being mis-categorized for a few days by popular search engines, and allows you to begin producing meaningful content immediately.
Once you’re set up, decide on an updating strategy. And you do want to update. Not only is social media a great way to maintain SEO and draw in customers, it’s an opportunity to promote content and change your voice, even stepping away from the traditional brand of your own product. Social media provides a chance to re-invent yourself with a fresh voice, and that’s a project few organizations can afford to pass up.
Signing off for now,