Recruitment websites should be designed to support the recruitment process by attracting more talent and bringing more applications from candidates who are searching for new opportunities. However, having just a nicely designed recruitment website is not enough. To make it work, you need to make sure your site is SEO friendly and can be found by Google and other major search engines. It will help online users to find your site through browser searches and ultimately, improve your conversions. Below you will find 6 useful tips that you should apply to your career site in order to boost your online presence.
1. Do keyword research and optimise your website
You should begin your SEO strategy with researching keywords related to your services and jobs you offer; find out whether people are searching for them and how competitive those keywords are. There is no point in targeting a keyword that you think is relevant for your business if nobody is searching for these terms. When you have a list of your main key phrases make sure you apply them on your website. Make sure you’re being smart with your keyword usage, however; do not overpower your website with too many keywords in every piece of content because it will have the opposite effect and your site may receive a spam penalty from Google.
2. Update your recruitment website with new content
Google likes websites that are frequently updated with new, good quality content. Posting your current job offers is a quick and easy way to add more relevant pages to your site. It might also help you rank better for industries and job titles you have available.
Additionally, writing articles with targeted keywords is another way to keep your site fresh. It will also attract more users and keep them active on the site for a longer period of time.
3. Define your user journey
This is an important aspect that many web owners forget or even aren’t aware of. Each website should have a clearly defined user journey, which will help visitors navigate on the site. You could ask yourself the following: what do you expect a web user to do? What pages should they visit before they convert? How are those pages going to lead to conversions and affect the final conversion rate? Are there clear Call-To-Actions such as buttons in the right places?
4. Make sure your site is mobile friendly
It’s not just for users’ convenience that they are able to access your site from smartphones, currently Google also checks whether your website is mobile friendly. If your career site is not responsive to devices of a smaller screen size, for example, if images are not optimised, the font is too small or the buttons are not finger tap friendly, your site might be punished by Google with a lower overall ranking and by not indexing your pages for mobile search.
5. Be active on social media
Although social media does not have a direct impact on your career website ranking, this is a good channel for Search Engine Marketing (SEM) strategy to attract new candidates to your job site and boost brand awareness. Make sure you do some analysis and decide which social platform works best for you and for the type of messages you are sending. There is no need to post all your jobs on every social network but find the one that brings you visitors who are more likely to apply for a job and then post them on this platform. Including hashtags, locations and job titles usually works better. You might also consider investing on PPC campaigns in order to get more followers and fans.
6. Measure your career site performance
If you want to measure the success of your site, make sure your recruitment website has Google Analytics set up. This tool provides an overview of your site performance. You can see when and where visitors access your website and how they behave on your site. Google Analytics also shows you what pages they visit before they apply for jobs, if they are using mobile devices and whether they are new or returning visitors. This information might be useful for your marketing strategy and for further website improvements.
If you don’t have time for any of the above, or some of it is a little too technical, don’t panic. There are plenty of SEO agencies that are well equipped to do this for you. SEO consultants will help you improve your career website online presence, so make sure you find the one that is best for your recruitment business.