With 71% of UK jobseekers using Google to search for a job it is critical for any employer to enhance their position in search engine results pages (SERPs). The future of successful online recruitment is undoubtedly the creation of compelling corporate careers content. It is imperative that a company has a talent attraction website that is at the core of their talent attraction strategy.

Whether you’re sick of hearing about it or not, content matters. Recruiting content can take many forms. Targeted landing pages, videos, photos on Instagram, Google AdWords and posts on Facebook should all be forms of your recruiting content, alongside the tried and tested job boards. Target the appropriate messages to the relevant audiences. Segment your social media so that the content posted on each channel is valuable and interesting to that particular audience.

When it comes to showcasing your opportunities, there are a lot of options. Whatever medium you decide works best, though, make sure your recruiting content is up-to-date and highly targeted. Some methods will be more effective than others and often it will depend on how hard to fill the position is. But ensuring the quality and timeliness of the candidate-centric content that’s on your website should be a top priority.

Take the time to audit your careers site and landing pages and aim to always deliver a good candidate experience and a strong employment brand. In order for your careers site to have the maximum impact (in attracting, engaging, and converting the best candidates) it will need to be informative, relevant and up-to-date.

A good landing page provides SEO for your hiring efforts that remains in place, versus job posting pages that are always, necessarily, in flux. Build a gateway to your job posting pages that can include tools for uploading CVs, completing applications and finding out about jobs other than the one that led the candidate to your website.

To optimise your brand identity online and drive the best candidates to your careers website you need to embrace SEO, Social Media and PPC. Don’t get left behind.