Candidates Need to Find Your Job Posting Before They Can Apply
Are you marketing your online job postings the same way you would the rest of your business online? If not, you could be missing out on great candidates, simply because they’re not finding your opportunity.
Last month’s post, Want more useful candidates? Start with a more useful job description!, touched on using Search Engine Optimization (SEO) to make sure people would actually find your job posting. Whether it’s an active job seeker searching a specific opportunity or a passive candidate doing a search for some skills training, they will probably use a search tool (not just Google – job boards, social media, job aggregators, and possibly your website all have search functionalities). When you optimize your job posting using simple and free SEO techniques, the right applicants are more likely to come across it, even if it’s by accident. The only downside is you’ll end up with more resumes to screen (but if you’ve optimized well, they’ll be qualified resumes!)
Back up… what’s SEO?
SEO has been around since search engines have been around (before Google, when Yahoo! was cool and you could also choose between Ask Jeeves, Dog Pile, Lycos, and Altavista). Website developers were quick to recognize that if they could plant as many keywords as possible into their content, then they’d be more likely to end up at the top of a search. Search engines responded by making various algorithms that consider more than just keywords and judge a website’s authority on the internet. The more authority, the more likely you are to be at the top of a search.
So, how do you get authority? The easiest way – have a high quality, useful website. The table below has just a few tips and they can be applied to your job postings:
How can we apply this to job postings?
- Keep your postings relevant and avoid jargon. It’s great if you want to show your corporate culture in your posting, but job seekers don’t know your culture, they know generic terms and skills. Make sure that’s what’s more obvious throughout your job posting.
- Repeat. Now that you have relevant keywords, find excuses to put them in as many places as possible without making the content hard-to-read. Then think of synonyms for those keywords and put them into your job description too.
- Structure and Format. Avoid just copying and pasting a job description and clicking “Publish”. Take the time to format your posting. Are you using headings well? Does the job title quickly tell a reader what it is? Is the page title relevant (for example: the job title and your company name)
- Share. Share. Share. Once published, share it on LinkedIn, Facebook, Twitter, Google+, etc. Even if people don’t apply from there, you now have inbound links to your job posting.
Kevin Dee is CEO of Eagle (a Professional Staffing Company)
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