According to Google Trends, in the last year searches for the term SEO – search engine optimisation – in the UK have shot up by 106%. Coronavirus has propelled this upward trend further as talent attraction teams look for more cost effective ways to get results and job board spend continues to decline. But what does this mean for your talent attraction strategy?
The hub of your talent attraction strategy
Before the pandemic, the job market was predominantly candidate-driven which meant one of the biggest challenges for employers was attracting the best talent and converting them into applicants. To reach these prospective employees a critical part of the answer was to host your vacancies on a careers site – the hub of your talent attraction strategy. Now in a candidate rich market, the role of your careers site has become more important than ever because it enables companies to target the most valuable candidates. But to be effective it must be easy for the candidate to find your jobs and SEO is an essential part of achieving this.
What do we mean by SEO?
With search engine optimisation for recruitment on the rise, it’s essential that your careers site is Google friendly. This means creating a clickable job title, writing great jobs adverts, making sure your site is integrated with your ATS and ensuring that your jobs are visible to Google. The best careers websites also have great blog content and of course optimising your metadata (page titles and descriptions) and creating a simplified site structure will boost your careers site’s visibility in Google. This all helps to generate better quality candidates.
And don’t forget that SEO and content marketing work hand in hand. For your SEO strategy to have the maximum impact, you need a content plan that supports your goals and drives job application conversions. This means when writing blogs, you need a strong mixture of internal and external links to boost the ranking power of your careers site. And, since link building isn’t going anywhere – 92% of marketers agree it will still be a critical component in Google’s algorithm in five years – it needs to be constantly monitored.
The candidate experience
A candidate’s interaction with your brand - right from the point they land on your careers site up until their first day of work - defines their candidate experience. Meaning that if they arrive at a site that is outdated, with poor job descriptions and are required to fill in several pages of information to apply for a job, this creates a poor and lasting memory. Not to mention the fact that a lengthy application process will deter applicants from submitting and drive up your abandoned application rate.
Now consider a superior candidate experience, where the applicant lands on a job on the careers site and from that very first stage the process is personalised. Your AI-powered site displays related jobs in the sidebar and suggests relevant content they might be interested in. This experience draws the candidate in and engages them with your brand, encouraging them to seamlessly navigate through your blogs and company value pages until they decide you’re the right company for them. When it’s time for them to hit apply all it takes is a slick apply process, removing the time-consuming task of creating an account.
Next to consider are those passive candidates who have engaged with your brand but haven’t applied for a role. Surely, they click off your site and you’ve no way of reaching out to them with future job roles? Thankfully, that doesn’t have to be the case. Read part two of our eBook to find more about the “Features and functionality of a career site system” and how they can be utilised to encourage a passive candidate to engage and convert into an applicant.
Post Covid-19 passive candidates
The ‘new normal’ requires a third classification of candidates in the job market - Post Covid-19 passive. What distinguishes these from the former pool is their reluctance to leave their job and put their job security on the line to find a new role. These candidates will still be scanning job advertisements in Google but attracting them to your careers site and engaging will be trickier. Therefore, having a solid SEO strategy is more important than ever since it will ensure your jobs are visible in Google and once candidates land on your careers site they’ll be met with a positive candidate experience.
Having said that, in the post Covid-19 the majority of candidates will be active, so you need to create an SEO plan which enables you to identify and target high-quality candidates. Integrating a recruitment chatbot and developing your brand identity are both great places to start.
Attrax are here to help
Over the past two decades, we have delivered some very exciting careers sites, working closely with our clients to design sites that reflect their brand and increase their application conversion rate. Take a look at how we used our award-winning careers site system to drive down Vodafone’s time to apply and enhanced Harrods' digital employer brand.
Want to see how a careers site system supports your talent acquisition objectives? Request a demo.