How to Optimize Your Job Listings for SEO
Marketers are familiar with the term search engine optimization (SEO), which is a way of optimizing content and web pages for search engines like Google. When users type a certain keyword into the search bar, they will see relevant websites in the search results. Marketers need to optimize their content if they want to appear at the top of the results, otherwise their content will go unnoticed.
But the same methodology applies to recruiting. More job seekers are turning to career websites and social media when it comes to finding career opportunities. As a recruiter, learning about SEO will help you optimize your job listings so you can attract more and better candidates.
Read on to learn more about the connection between SEO and recruiting.
Using Career Websites to Post Your Listings
Just 19% of hires come from career websites like Indeed, Monster, Glassdoor and CareerBuilder.
In many ways, these websites work just like a search engine. They all have a search bar where users can type in certain keywords to find relevant job listings. You need to optimize your job listings on these websites if you want candidates to find and apply to open positions.
Luckily, the search algorithms behind these websites aren’t as sophisticated as Google’s. Google looks at hundreds of factors when ranking search results, while websites like Indeed and Monster rely on keywords when ranking individual job listings.
We’ll talk about optimizing your job listings with keywords in a second, but first you need to make sure your job listings are clear and to the point. Job seekers may look at hundreds of job listings as they search for open positions, so your listing needs to stand out if you’re going to attract the best candidates.
In addition to listing the basic aspects of the job, use inspiring language to encourage more people to apply. Talk about the mission of your company beyond simple dollars and cents, include an employee value proposition, and be specific with your descriptions so you don’t attract candidates who aren’t up to the task at hand.
When posting on career websites, stick to some of the highest-ranking websites like those mentioned above. Google indexes each job listing as its own webpage, so if you upload your listings to poorly optimized websites, your listings may not rank as high on Google as they would if you use a website like Monster or Indeed.
Using Relevant Keywords
As you go about creating your job posts, brainstorm what kinds of keywords job seekers would use to look for open positions like yours. If you’re not sure, you can start typing different search terms into the search bar and analyze the results. If the job listings are similar to yours, you’re on the right track. If they seem to deviate from your post, try different keywords until you find similar results.
It’s usually best to use highly specific keywords in your job posts, including the official job title, specific pieces of software, skill sets or action words that accurately describe the position in question.
For example, if you’re looking to hire a social media marketer, include the names of the social media channels this person will be managing, what kinds of software this person will use to manage these accounts, and what kinds of content this person will be sharing on these channels.
You might use keywords such as “Facebook video manager”, “Instagram caption writing”, or “YouTube analytics manager,” to attract qualified candidates.
Insert these terms throughout your job listing without overstuffing your content. Your job descriptions still need to be fluid and reader-friendly, so focus on giving applicants information about the position instead of killing them with keywords.
Integrating with Social Media
Social media can also be a valuable tool when it comes to optimizing job descriptions for SEO. Job seekers often use social media apps to search for new job opportunities.
When using social media to promote your job listings and open positions, make sure you include valuable keywords like “Now Hiring,” “Career Opportunity,” or “Work with Us,” in addition to the keywords you’ve already chosen.
This helps those searching for new career opportunities on social media find your posts so they can apply online. You need to designate your recruitment-related posts as job listings, otherwise your posts will get lost in a sea of social media content.
Start incorporating SEO best practices into your recruitment strategy to increase the number of applicants. If you’re looking for more recruitment tips, sign up for talent acquisition conferences to hear from leading recruiters.