Employers in nearly every industry face the same challenge—how to find qualified candidates. Or perhaps more specifically, how to find qualified candidates who fit into my company culture.
Before you divert your recruitment funds to outsourced solutions, make sure your company website has the potential to get your business found by job seekers with the right qualifications.
Job Hunters Need to See You
New college grads and experienced professionals alike often turn to online recruitment services like ZipRecruiter and Indeed, but they don’t stop there. In fact, they may not even start there. They may start at the Google search bar just as they would for any other search.
So, if you want to be seen by candidates, your job postings need to get you to the top of relevant search engine results pages (SERPs)…particularly because Google has restructured job-related SERPs so that job hunters can refine their searches by location, department, posting date and employer all without ever leaving Google’s property.
Plus, job hunters serious about building their careers and/or savvy enough to know that work environment and culture can greatly add to or detract from job satisfaction will do more research into the companies they are interested in. Your “Careers” section and job postings need to highlight your company’s leadership style, expectations and culture so that candidates can start to self-select whether or not they’re a good fit.
How to Help Job Hunters Find You
Optimizing your company website to attract talented candidates requires the same work as attracting prospective customers and clients. You need to:
- Determine who your target audience is
- Identify search terms they may be using to find jobs and companies that fit their skill set, experience and values
- Create content that provides the information job hunters are looking for
- Optimize on-page and back-end elements of job-related pages and posts for best search engine performance
Let’s break that down…
Determine who your target audience is
Maybe you absolutely must have an experienced professional who can hit the ground running. Maybe you have the experienced team who can nurture an industry newcomer. Create an avatar of sorts, a representative of the prospective employees you want to reach. Keep them in mind as you craft the “Careers” sections and job descriptions so that you appeal to your ideal candidates.
Identify search terms they may be using to find jobs and companies
Job hunters use common criteria to find suitable positions and employers, including:
- Title/experience level
Take some time to think about what job hunters may be typing into their search bars or speaking to their digital assistants when conducting online job searches. Make sure to incorporate key data in prime SEO real estate, like title tags, subheadings, etc.
Create content that provides the information job hunters are looking for
Companies looking to recruit top talent need to create content at two levels—
- Careers section—a navigational section of your website all its own that houses category-level and individual job postings. This is the section that gives you the most opportunity to share your company’s core values and describe—nay, sell!—your company culture.
- Job postings—individual pages explaining the day-to-day responsibilities, specific requirements, etc. of each position currently available in your organization.
When developing content for job seekers, you must think of them as potential clients. Appeal to their needs and interests the same way you do your consumers on other parts of your website.
On a very practical level, this means organizing your careers-related content so that users can intuitively navigate the section. For multi-site organizations, organize job postings by location first. For local companies, make it easy for job hunters to view postings that best meet their education/experience level and skill set. Make content easy to scan, incorporate images and videos so that they get a multisensory experience of your company.
Optimize on-page and back-end elements of job-related pages and posts
Creating content that meets job hunters’ intent will go a long way toward boosting your company and job listings in relevant SERPs. However, once you’ve edited your “Careers” and job posting content to incorporate keywords, there’s more you can do, such as:
- Add job post structured data to facilitate search engine indexing and enhance your SERP presentation
- Remove job postings that have been filled or are no longer available
- Submit new sitemaps when your job postings change so that SERPs reflect the latest information on your site
Optimizing your website for recruitment may sound like a lot of work. But in reality, it’s not. Much of the content you need is the same content you have to develop for online recruitment sites anyway. And if you want those channels to deliver qualified candidates, the same consideration you need to devote to identifying your target audience and their intent should go into the online job postings for ZipRecruiter, Indeed, etc., too.
But, no matter how much work it takes to recruit quality talent, it’s is minimal compared to the hours you could spend pouring over resumes and conducting interviews of less-than-satisfactory candidates…not to mention the expense that comes with trying to train the wrong person for the job.
We Can Help You Optimize for Recruitment
Still, if you do not have the time or resources to optimize your careers section for recruitment, SonicSEO.com can help. Contact us to schedule a consultation so that we can better understand your needs and enhance your “Careers” section to attract the talent your company needs to thrive.