In what continues to be a competitive labour market, recruitment professionals are under immense pressure to ensure that their jobs are visible and that they are attracting the right people to their vacancies. In recent years, a huge part of this has become about getting your Search Engine Optimisation (SEO) right, to ensure that your job listings have a better chance of being seen.
But, while it may seem like a complex term, in reality, there are some small steps which you can take to make a huge difference to your search engine visibility. Below, we’ll explain a bit more about what SEO is, why it matters to recruiters, and what you can do online to help boost your recruitment efforts.
What is SEO?
SEO, or Search Engine Optimisation, is the process of improving your webpages’ ranking on the search engines like Google, Yahoo and Bing. When you put in a search query into one of these platforms, they will send out “crawlers” which scour the internet and look for pages and content which best fit your search terms.
Once they’ve gathered all of this information, it is fed back into an algorithm which determines the hierarchy of the search results page. As you would expect, appearing higher up the rankings is very important to drive your organic traffic - that’s traffic which naturally comes from search engines without any paid promotion behind it.
Why does it matter to recruiters?
SEO is an essential aspect of your job postings. Without a proper SEO strategy in place your job postings will not rank highly on search engines, meaning you won’t get as many views as possible. Alongside the benefits of strong applicants seeing your post, you’ll also receive much more attention in a shorter space of time. This means you’ll be able to get those roles filled quicker than ever before.
Not only will you receive more views and applications to your current job posting, but you’ll also help to improve your brand awareness. This means that any future job postings are likely to garner more attention through association with the brand. Still unsure? With a few well-placed strategies, you’ll be able to attract optimum exposure for your vacancies, read on to find out how.
How to make it work for you
The first factor to consider is the job advert itself. Make it as SEO-friendly as possible by keeping the job title simple and using a commonly known term, rather than something unique to your company. Furthermore, if you can specify the industry you’re working in, you’ll be able to better target the talent that you’re looking for.
It may be tempting to utilise the same job description over different job boards or platforms, but this is a big turn-off for search engines. Duplicate content will negatively affect all the pages it appears on. Make sure you keep it fresh and unique every time you post the job somewhere new and don’t stuff the job posting with keywords just for the sake of it.
SEO is a very strong tool that you may or may not be using already. Getting your strategy right is by no means easy, and building up your SEO value takes time. However, as long as you continue to put out SEO-rich content and tailor your job postings to the desired applicants, you should begin to see the positive impact of additional page viewings, alongside attracting the top talent on offer for your job openings.
By Lee Biggins, founder and managing director of CV-Library