Winning the “war for talents” with SEO
A pragmatical approach towards discovering better candidates!
SEO is well-known and often used in social marketing. Nearly all product-selling companies are using SEO in order to get a better Google ranking and increase their sales. Companies can take advantage of this and apply SEO strategies to their recruitment process. HR executives should therefore leverage existing social media knowledge or solicit support and apply SEO strategies to their recruitment process. Companies that start today with SEO friendly recruitment strategies will be one step ahead of companies without it.
You have probably heard several times about the buzzword SEO (Search Engine Optimisation) as it is often used in online marketing.
Have you also heard about it in relation to recruitment?
In this white paper we are going to give you an overview of what SEO is and which SEO strategy is needed for a successful recruiting process.
SEO & Google
First, let’s consider the following facts:
According to some recent surveys, around 75% of job searches starts with Google.
Approximately 30% of all global Google searches are job-related.
The total of average CTR (Click-Trough-Rate) for the top 10 results is around 200%, which means users click more than twice on the results of the first page.
SEO can deliver free, targeted career site traffic and as such optimise the recruitment process.
What exactly is SEO?
SEO means Search Engine Optimisation. The aim is to put in place measures that increase the visibility of websites in search engines (Google, Yahoo, Bing). The overall aim is to get the highest possible ranking in the (organic) search results.
SEO is a long-term strategy that will only show results after a couple of weeks, or months and only if used constantly. As such, SEO will help generate more, relevant traffic and attract better matching candidates on career website.
How SEO improves the recruitment process
For every search query, Google will display 10 results per page. These results are the so-called organic results. The upper links with the prefix “ad” are the paid results (SEA: Search Engine Advertisement).
As you might have experienced yourself, the second page of Google results is rarely visited. In fact only a handful of visitors click on page 2 or 3 of Google results.
This means it is really important to be on page one of Google search results. The higher the ranking, the higher the click rate. By the way: The same rule is applicable to Google for jobs.
What is technically necessary for your SEO
- Install “search-engine-friendly” and readable URL structures
- Build unique content on every page that sells your company and it’s values
- Have an organized page structure and landing page
- Create a site map which can easily be crawled by search engines
- Use SEO-friendly meta titles and descriptions
- Provide a mobile, tablet friendly, and optimized website (and career page)
- Always cross-link landing pages to enable easy navigation
This article continues with the next posting. I will explain what’s important when using ATS and the role of keywords. Continue reading the article here.
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