SEO Basics - How to optimise your job ads to get the most out of free advertising channels
How does it work?
Scraping sites like Indeed, Jora and even LinkedIn scan the internet, in order to find job ads, then aggregate them on their site. Job Seekers then search these sites using keywords, and are returned the listings which are the closest match to their search. Google works in much the same way.
In order to increase the likelihood that your job ad is shown to a job seeker, you need to utilise SEO. Just what is SEO? It stands for Search Engine Optimization, which is the process of optimising your listing or website to get organic, or un-paid, traffic from the search engine results page. SEO is a complicated and in-depth topic, which is why there is a whole industry of professionals and agencies dedicated to it, but don’t be intimidated!
There are a few simple things you can do now to optimise your job ads:
1. List your opportunities online (not just on job boards)
If your ad is only listed on a paid job board like Seek, with candidates being directed to apply via email, then chances are it’s not going to be picked up by any other channels. Given that less than 50% of candidate traffic now comes from paid job boards, you are potentially missing a huge opportunity. Having your ads listed on your company website, or even better, a dedicated careers website ensures that you benefit from the free advertising channels. Not to mention there are a host of other benefits to having a dedicated careers website.
2. Use meaningful, relevant job titles
Put yourself in the candidate’s shoes and think about what they will be searching. Are they more likely to search for a “Director of First Impressions” or for a “Receptionist”? Be specific – “Project Manager” is a job title used across a whole range of industries, by people which very different experience and qualifications. Calling your role “Project Manager – Healthcare” will ensure you ad gets in front of candidates with relevant experience rather than say, Construction. Even if you call the role something different internally, on your external job advert use a meaningful title.
3. Be specific about the location
One of the first questions anyone will ask themselves before applying for a job is about location. How far is it to travel? Is it close to home? How will I get there? Savvy job seekers are not content anymore with the generic 'South Eastern Suburbs' descriptor offering by big job boards. They will use key word search to specify suburbs of interest, so include this in your copy to help local candidates find you.
4. Be detailed about the work type
Whether your job is part-time, full-time, contract or casual, include that information in both the job title and the job ad. Candidates, in particular those interested in part-time work will include their preferred work type in their keyword search. In fact, part-time is one of the most commonly searched keywords on Indeed.
5. Don’t compromise readability
It can be tempting to include as many keywords as possible in your ads to maximise exposure, but that’s going to be irrelevant if a job seeker can’t actually make heads or tails of the opportunity! At the end of the day, a job ad is exactly that – an advertisement for an opportunity. It’s still important to sell the benefits of the role, your company and to communicate in an engaging and inspiring way
Still feeling overwhelmed? Call in the experts!
For more free recruitment advertising advice, check out our other blog topics at:
New Zealand: bigsplash.co.nz