How SEO can boost your recruitment efforts
Lee Biggins, managing director of CV-Library
Search engine optimisation (SEO) is extremely important nowadays. If you have a website, blog or any sort of online business, it’s essential that you get it right if you want to stand out from your competition.
SEO is also a very useful tool for recruiters, particularly if you use online job boards and want to draw in a significant amount of relevant applications to your vacancies. Below, I will outline how SEO can boost your recruitment efforts, and why it’s so important to get it right.
Search engine optimisation
So, what is SEO? In short, it is a set of rules for advancing your online visibility and improving your rankings on search engines such as Google. With millions of people using search engines every day, it can be easy to get lost in the sea of websites and online searches. As a recruiter, you want to stand out from your competition and achieve visibility to your blog, careers page or job postings. But, with people seldom browsing further than the first results page, you need to make sure your content is appearing in the top suggestions.
This is where SEO comes in. By following the guidelines and optimising your webpages, your site, and your job postings, you are more likely to rank higher on the results pages of a search engine. This gives you an advantage over non-optimised sites.
How it can boost your recruitment efforts
SEO can feel very complicated, but getting it right can do wonders for your recruitment efforts. Driving more traffic to your website, careers page or job postings will likely see you getting better application rates to your vacancies. SEO is also a great way to help you measure the success of your website and its content.
In today’s culture we expect results almost, if not, instantly. Because of this, we are more likely to choose from the top five ranking results on a search engine. Therefore it’s important that your job postings are finding their way to the top. What’s more, if you are appearing as one of the top results on Google, Bing or any other search engine, it’s likely that you will be viewed as a more trustworthy source.
How you can start optimising your job postings
The best way to get your job adverts in front of more candidates is to ensure that they’re appearing as some of the top results on a search engine. There are several ways to achieve this.
Firstly, get the job title right! Make sure to include the key words and don’t try to stand out with a fancy or ‘unique’ job title. If you’re looking for a ‘marketing executive’, make sure that’s what you’re asking for. You can also include the industry in the title to boost your chances of being found by the right candidates.
Secondly, make sure you use key or industry specific words throughout your advert. By using relevant terms, candidates in your industry will be able to find your advert easier. This also applies to location. For candidates searching for jobs in a specific area, including the location will help them to narrow down their search, and increase the likelihood of your vacancy getting in front of the right people.
And finally, don’t recycle content. When you’re trying to fill multiple vacancies it can be tempting just to copy and paste the same description. Especially if you’re posting your vacancy across multiple job sites. But, the truth is, search engines will not look favourably on duplicate content. So be sure to shake things up and tailor each description.
Other ways to boost SEO
Other ways you can boost your SEO are through alternative forms of content, whether that be the careers page on your website, any other webpages you may have, or through a company blog. You should ensure that your site is full of original and engaging copy and includes links to your own, and to other people’s content. This will help you to strengthen your SEO.
If you have social media channels, it is also a good idea to share your content across these platforms. This will get your job vacancies out there in front of more people, especially amongst those who are already identifying with your content. All these forms of engagement, sharing and linking back, will help the algorithms of search engines to rank you as an important and reputable source.
Don’t forget about mobile
One final benefit of optimising your site is that this makes it more accessible via mobile and offers a better user experience, alongside ensuring you rank higher on searches. Mobile recruitment is becoming increasingly popular amongst candidates and recruiters. Apps and optimised sites now make it easier for candidates to apply on the go. If you have a site that is not optimised, or makes the application process difficult via mobile, you could end up losing applications as a result.
It’s clear that SEO is extremely important to today’s businesses. Getting it right means you will see increased traffic to your site or job postings. This in turn should lead to increased application rates and establishing yourself as an important player within your industry.
To find out more about optimising your job postings with SEO, check out our whitepaper here.
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