Using Search Engine Optimization (SEO) as a business growth tool is a given for any industry — Human Resources is no exception. With more than 226 million job seekers taking to Google each month as a starting point in their job search, implementing an SEO recruiting strategy is a must.
With employers across the globe struggling to not only recruit top talent but also increase retention, a solid SEO strategy is an integral component for attracting qualified candidates, filling jobs fast and staying ahead of the talent competition. You don’t have to be an SEO pro to implement a winning SEO plan, use these tips to get started:
- Back-to-Basics: Quirky adjectives have a place in this world – but your job post isn’t one of them. To gain the most visibility from qualified applicants, steer clear of inventive job titles. Instead, use job titles candidates actually search for. A quick keyword search using Google’s Keyword Planner is all it takes to find out the monthly search volume of specific job titles. Take the highest ranking keywords for the position you’re hiring for and implement those keywords within your job listing and description.
- Quality Content Wins: Always. Google rewards sites that offer consistent relevant, trusted and high-quality content. Whether it’s content on your career site or the job description on your job post, treat any copy that’s part of your online presence, as an opportunity to engage with candidates. Focus on using keywords in a conversational manner, keeping in mind, the point is not to over-stuff job descriptions with keywords, just use them when relevant and as a baseline for copy creation. Most importantly, always make sure content is original and engaging.
- Mobile Friendly vs. Mobile Optimized: It’s not enough to make your site viewable on mobile devices and dub it “mobile-friendly.” Making your website “pleasant” to look at on smaller screens, doesn’t constitute a mobile optimized site. In terms of SEO, Google does consider a site’s “mobile-friendliness” as a ranking benchmark. If that’s not incentive enough to optimize your site, also note that 89 percent of job seekers report using a mobile device during their job search. For your mobile site to be as attractive as it is efficient, make sure your career site enables job seekers to apply for open positions via their devices. Also, your site’s copy must be easy to read and navigate, this means no pinching and zooming to explore your site.
4. Leverage Social: When it comes to SEO, social media platforms are an integral part of the strategy. Forbes reports that a proper social strategy encourages more external sites to link to your content, and the more diverse external links you have, the more authority you’ll gain in Google’s eyes. For recruiters, leveraging these platforms as an additional way to promote job vacancies helps increase visibility to your postings. To maximize social media recruiting efforts, employers must consistently support their employer brand on the platforms that target audiences are actively visiting. Also, make it easy for viewers to “like” and share your job posts and encourage social sharing for increased visibility.