Google is everyone’s starting point when searching for a new TV, holiday, restaurant or even when looking for a specific website. The same can be said for candidates looking for job vacancies – over 70% of job searches start on Google. This means that your jobs are some of the most valuable content on your website, but how do you get them to appear in a Google search when most applicant tracking systems (ATS) block Google? Simple: plug your ATS into your careers site. Not only will this ensure that more candidates land on your jobs, but it also creates a more seamless user experience. This is crucial as reseach tells us that 50-80% of all job applications are abandoned due to length and complexity of the application process.
Here’s a guide to making your jobs visible in Google and boosting the number of quality job applications you receive:
Plug your ATS into your careers site
When working with an ATS, it is important that your vacancies are imported or posted onto your careers site so they can be found by Google; search engines cannot see your vacancies if they are sitting on your ATS domain. Let’s compare this to e-commerce – if Amazon had its products hidden in their stock management system, customers browsing on their main e-retail website would not see the products.
To reiterate, jobs sitting on your ATS domain are not visible to candidates searching in Google, and since such a large proportion of job searches start here this will reduce the number of job application that you receive. But you can solve this by plugging your ATS into your careers site.
How does this make them more visible?
Below we have an example of a job sitting on the ATS, Taleo. This URL gives nothing away, other than the fact that it is a job search page. Underneath is an example of SNC-Lavalin - an Attrax client - hosting their job on their careers site, where the URL shows exactly what the job is.
So, if a candidate were to type into Google “Transport consultant jobs in London” which page do you think would rank higher? Since SNC-Lavalin’s URL contains keyword matches for that search, Google will rank it highly, while the job sitting on Taleo won’t appear anywhere in Google.
But you don’t need to change your ATS, continue to use it for its original purpose of tracking applications. Plugging your ATS into your careers site provides a best of breed tech stack and ensures that your careers site is Google for Jobs optimised.
A seamless plugin means a better UX
Before Attrax built Vodafone their careers site they were experiencing a 75% drop-off in their applications. The new ATS plugin now delivers 75% completed applications on their careers site. One reason for this was the ‘Quick Apply’ feature which you can see below. This eliminated the need for candidates to create an account, as some job applications would have them doing. A speedier process will reduce the number of candidates abandoning the application and subsequently boost your conversion rate.
Also, by having your jobs on your careers site allows you to leverage AI to show candidates other content they might be interested in. For example, a prospect may click on a blog titled “A day in the life of a marketing manager” and then alongside be shown a marketing manager job-page. Not only will this improve the visibility of your jobs and direct more traffic to the job pages, but it creates a personalised UX.
From here you should look into making your careers site more mobile-friendly. Here’s a quote from Walmart CEO, Joel Anderson, “I can’t overstate how mobile is changing how we interact with our consumers. We have to embrace these changes.” There’s no denying that mobile web browsing is the future, so if your jobs aren’t posted on a mobile-friendly page you’re giving candidates another reason to abandon their application. No matter if you display your jobs on your careers site or a subdomain, the goal should be to make life easy for the candidate.
Attrax are here to help
Our multiple award-winning careers site system, seamlessly integrates with market-leading ATS like Taleo, Lumesse, Successfactors, Smartrecruiters, Harri, Avature and Workday. Want to hear how you can provide your future talent with personalised employer branding, relevant content, and jobs based on their interaction with your careers site? Get in touch.