As a business, it’s obvious that when you post a job opening online, you want as many potential candidates as possible to read it and apply. What’s surprising then, is how many recruiters fall at this first (and seemingly low) hurdle, seeing very little uptake from their advert at all. Well, welcome to the world of online marketing and SEO – Search Engine Optimisation.
There’s more to reaching your audience than just simply slapping down your requirements for the position on any old job board. You need to make your vacancy known to see any kind of good return on it. Think of this way – if two people were on a high street selling products, the one with the loudest voice would probably get most attention. It’s exactly the same online; the job post optimised most effectively for the web will more than likely be the one to show up in all the search engines.
But it’s not only about making your advert puff out its chest and to demand some attention; you need to really think carefully about how your vacancy will be found, and to this you’ll have to put yourself in the shoes of your audience.
Let’s get this clear from the outset – the most important thing you should always do when optimising your advert, is to write with the job seeker in mind and not the search engines. That may sound a little hypocritical at first, but when you think about it, search engines want to show the results that are most relevant to the searcher. This means that if you’ve written a clear, descriptive and accurate advert for your vacancy, you’re already in Google’s good books.
It would be unwise to overload your job description with ‘search-engine-friendly’ keywords, which would probably read quite awkwardly if someone was to stumble across it anyway. Instead, concentrate on projecting a transparent, easily readable and descriptive job advert that best portrays the position you are trying to fill.
On countless occasions – while on one of my many job-search jaunts - I’ve scrolled past tens, and sometimes even hundreds, of job adverts without so much as a fleeting grain of interest. Why? Because the title of the job just didn’t have any meaning at all.
I’m sure you’ve seen them yourself – “NEW EXCITING OPPURTUNITY AT XYZ, APPLY TODAY!!” – a title that tells the job seeker nothing at all about the position and what’s involved, let alone making it clear to search engines. An accurate title will do you a world of good when it comes to optimising your job advert for the web, and will also have a lot less people skimming right past it too.
As a comparison, one of the better job titles I’ve seen is “Junior Marketing Executive wanted for Fun Online Company”, and I’m very sure it’s much more along the lines of how job seekers will be searching.
Need a developer who can code in PHP? Or are you looking for a salesperson with outstanding networking skills? Then make it known! There’s a high chance that people looking for a job will be typing these key words and phrases into Google (or any other search engine!) when they’re on the hunt. Making your job advert as clear as possible as to the skillset you’re on the prowl for could help potential candidates land right on your doorstep.
If you were setting up stall in a market, you’d want to have as many tables displaying your wares as possible to increase the amount of sales you’d get. Following this logic, it makes sense to post your job on as many online job boards as possible. Not only will this help search engines to locate your advertisement, but also increase the likelihood of possible candidates finding it on each individual website.
Of course, posting the same job across multiple job sites can be an arduous and costly venture, and HiringMadeSimple.co.uk can save you a headache (and a penny or two) by doing all the legwork for you.
Remember, it’s all about reaching out to your audience - search engines only provide the means to do it. Keep things concise, be clear about the position you’re advertising and, most importantly, write with the job seeker in mind.
Need more help writing your content? Check out how to write the perfect job advert for more tips and tricks!