Attrax insights

How can a careers site enhance your Employer Value Proposition?

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Blogs

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Blogs

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10/10/2017

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Your Employer Value Proposition is one of the most important things about your brand. If you’re looking for staff, there’s nothing more important than showing them why they should apply to work with you. With 75% of job seekers considering their prospective employer’s brand before applying for a job with them, it’s clear that to become a successful, sought-after employer you need to invest time and money into influencing how you are seen by others.One key way in which you can do this is through your careers site. Developing a new careers site offers a wealth of possibilities that you can make the most of: not only does it boost your SEO and make it easier for your jobs to rank higher on Google, but it can also go a long way towards boosting your Employer Value Proposition, or EVP.Here’s how: Content Marketing Content Marketing is the cure-all for most employer problems, and with 88% of companies using it this year, it’s a good idea to have a look at what it can bring to your business. Not only does Content Marketing boost a website’s SEO, but it also makes it easy for would-be employers to connect with prospective customers and candidates. By writing fresh, interesting content that is relevant to the sector you are working in, you will be able to develop your brand and become a trusted thought leader within your area of expertise. Candidates should go to your blog because you offer something new and interesting, rather than nothing but jobs. Through content marketing, you can develop your reputation as an engaged, fun and interesting business- and offer a people an insight into what a day in the life is like for your employees- that will likely attract more candidates.  The design Unlike the presentation of your jobs on job boards and aggregators, the design of your site is something that you have a considerable amount of control over. You can design your site, or change its design, to closely align to your brand and to pique your candidate’s interest. Indeed, your site design can influence how you want to be seen as: bright colours and funky lettering could show how much of an exciting, diverse company you are; alternatively, sombre colours, with your jobs prominently displayed, could promote your professionalism to your potential candidates. You should also include your mission, values and responsibility statement: there’s no better way for a candidate to analyse whether or not they want to work for you than showing them what you’re all about.  Make it personal Your careers site also gives you the ability to promote your Employer Value Proposition by promoting the value of your company culture. It’s your site: you should be able to sell yourself here, so take the opportunity to include pictures of your company’s days out, your office culture, charity events and more that show what it’s like to work with you; give candidates what they need to know to decide whether they’ll be a good match for your business. When it comes to the roles you have available, you can also get creative: you can employ a role manager to answer any prospective questions that the applicant might have about the job being advertised. You can also include videos by people who work in the same team or the same job as the one that you’re advertising for, to give applicants more information about what it’s like to work for you, and what the role might be like.  Talk to the experts At Attrax, we design award-winning careers sites that make it easy for employers to attract and engage the best candidates from around the industry. Find out more about how we can help you improve your EVP contact us here.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

How to write the perfect blog post
How to write the perfect blog post

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Blogs

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Blogs

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10/5/2017

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Content marketing is an essential part of modern-day business. With 65% of businesses choosing blogging as their top method of reaching audiences, and 45% of marketers saying that blogging is the most important piece of their content strategy, it’s more important than ever to get ahead of the curve and learn how to write a truly barnstorming blog post if you want to attract and engage potential customers. So, how to get started? We’ve put together a comprehensive list with everything you need in order to write the perfect blog post with minimal fuss. Here’s how to plan and create the perfect blog post. Step 1- understand your audience   The aim of content marketing is to attract and engage readers, to set them off on the buyer journey with content that is interesting, fresh and relevant. To do that, you need to understand your audience, and your market. With content marketing driving conversion rates that are nearly six times higher than its inbound marketing counterparts, it’s well worth putting your time into this if you want to attract the right people. What hot topics are currently trending? Is there an opinion piece begging to be written, or a thorny issue that your audience would appreciate some advice on? Adjust your approach to deliver relevant information to your target audience: for instance, if you’re targeting recruiting professionals, you don’t need to write articles about the basics of recruitment; rather, tips that they can apply to their recruitment strategies to help improve them. One good way of doing this is by creating buyer, or marketing, personas: these are fictional representations of your customer base that give you an idea of their interests, and what style and content you should include in your article to engage them. For example:The aim of content marketing is to attract and engage readers, to set them off on the buyer journey with content that is interesting, fresh and relevant. To do that, you need to understand your audience, and your market. With content marketing driving conversion rates that are nearly six times higher than its inbound marketing counterparts, it’s well worth putting your time into this if you want to attract the right people. What hot topics are currently trending? Is there an opinion piece begging to be written, or a thorny issue that your audience would appreciate some advice on? Adjust your approach to deliver relevant information to your target audience: for instance, if you’re targeting recruiting professionals, you don’t need to write articles about the basics of recruitment; rather, tips that they can apply to their recruitment strategies to help improve them. One good way of doing this is by creating buyer, or marketing, personas: these are fictional representations of your customer base that give you an idea of their interests, and what style and content you should include in your article to engage them. For example: Step 2- choose a title One of the worst things that can happen is to get stuck into a blog post and realise halfway through that you’re writing about something completely different to what the title says- or to what you decided was relevant to your customer base. The best way to avoid this is to choose a theme, or topic, first. Which topics need addressing, and which themes haven’t you yet talked about in your blog?Once you’ve decided on that, it’s time to choose a title. It’s a good idea to brainstorm a little here: come up with a few different versions of each working title, so you can decide the best way in which to tackle it. For instance, ‘Writing a blog post’ could be written as ‘5 tips to write a great blog’; ‘Need inspiration? Here’s how to tackle writing a blog post’, or ‘How to create a professional blog post in an hour’. Once you’ve got that, the version you decide on will influence the tone and style of your article. Keep it short, too: headlines with around eight words had a 21% higher clickthrough rate than the average, longer, title.Another tip: choose something that interests you. Even if you’re confined to a particular sector, choose something that would catch your attention, or that you’d want to read were it you looking for an article. That way, your enthusiasm will come across to your audience.  Step 3- get planning Pare things back to the bare essentials. To avoid any unnecessary (and maybe off-topic) ramblings, you need to write a comprehensive plan for your blog post. It’s time to do your research: scour the web, collate your (attributed) data and then use what you’ve got to thrash out a basic plan for your article. If it helps, make a mind map with all the things you want to say before linking your main points together into a logical argument. If it’s a listicle, include as many points as you want. If it’s not, three to four main points should be more than enough.  Step four- get writing It’s time to get writing. Using your plan as a guide, fill in the blanks and flesh out your paragraphs, drawing on additional sources if necessary. When it comes to writing your introduction, it’s a good idea to have an attention-grabbing statistic or two to get your reader’s attention- for advice on finding those, have a look here. You can then develop upon your arguments in the main paragraph, before driving home your main point in the conclusion. Having trouble stringing together compelling sentences? There are some great online resources you can use, from PowerThesaurus for help with spicing up your writing to some help in writing exciting and interesting copy.Don’t make it too long, either: the average word count of top-ranking content in Google is between 1,140-1,285 words. It can always be shorter, but if you make it any longer people will start to lose interest whilst reading.Don’t forgot to include a good call to action (for advice on those, have a look here) at the end! Step five- edit, edit, edit You’ve finished. Well done! But that’s not the end of the story: chances are your (as-yet) unfinished article will contain numerous grammar and spelling mistakes, and will need some pruning to streamline your argument, and make it easier for people to follow.Ask a grammar-savvy colleague or two to help out here: even if you’re good at writing, it’s always better to have somebody cast a fresh pair of eyes over your work as they’ll be much better able to pick out mistakes that your eyes will have skimmed over. One or two rounds of edits will make the article a lot better, because these people haven’t seen your writing before. Once they’ve done so, have a look over it yourself. Consider adding an image: blog articles with images get 94% more views, after all.Then it’s time to publish! Content marketing is something we pride ourselves on at 4MAT, and we’re always interested in helping our clients produce, publish and promote brilliant pieces of content. For more on how we can help develop your content marketing strategy, contact us here.

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Is Google for Jobs here in the UK?
Is Google for Jobs here in the UK?

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Blogs

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Blogs

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9/28/2017

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All the talk about GDPR may have taken centre stage over the past weeks, but under the cover of this Google seems to have been busy. Launched on Tuesday 20th June, Google for Jobs suddenly became the talk of the town. We’ve all known it was coming, but on this date the recruitment landscape changed.Last week it seemed that recruitment is about to change in the UK, too… for weeks, Google has refused to be drawn on when Google for Jobs will launch in the UK. In fact, they can get a bit tetchy when asked in interviews. At Attrax we’ve been experimenting with the US version of Google to see how Google for Jobs is working. The jobs listed have always been US based, but on Friday, whilst creating some slides on the subject for the Inhouse Recruitment Breakfast and our afternoon Webinar, I suddenly realised that Google had picked up my UK location and boom, UK jobs were appearing.In previous weeks searching for specific companies would return US jobs, but now when I searched Atkins Careers, there they were, UK jobs (notice that Jobs is still stating United States). Though you can't yet access this service on the UK version of Google, and have to go to google.com to find the app working, it was nevertheless pulling jobs from UK sources and sites. What does this mean? It could be nothing, but in reality it looks like Google is already scraping websites and job boards and building up its database and acting typically Google-y. In other words Google could quietly be about to launch and the first we'll know of this will be when the Google for Jobs panel appears above our organic search results.As an employer this is a massive opportunity, but also a massive threat. If your career site uses the ATS as the job board, your jobs could effectively been hidden from Google. Job aggregators such as Indeed are simply not in Google for Jobs, which means an employer career site reliant on the ATS for job search, could seriously lose its job seeking traffic. Attrax were commissioned by Travis Perkins Group Plc earlier this year for this very reason, as their jobs were hidden in the Avature ATS. As can be seen from the screen shot below the jobs displayed are on job boards and Glassdoor, even though this search is specifically for jobs at Travis Perkins. Fortunately like Atkins, their new career website is designed and optimised around both the visitors and Google, so like Atkins their vacancies will appear in Google for Jobs- especially as their ATS is now integrated with their careers website, letting Google effectively 'see' any vacancies posted on it. However, if you are in the same position as the majority of employers, using your ATS to advertise jobs, you need to start thinking seriously about how your career site needs to change. What's happening now? As of April 2018, Google for Jobs was launched both in Canada and India, sparking rumours that a UK launch couldn't be far behind. However, Google has been teasing this for months in the UK: a lot of testing has clearly been going on behind the scenes, whilst Google for Jobs intermittently popped up on screens in locations across the UK throughout March and April as routine checks were carried out. It seems that Google is waiting for the opportune moment to go live its latest project, however with strong competition in the form of Indeed and other job aggregators, it remains to be seen how this will affect its launch. However, judging by the results in America- where Google says it has seen 60% rise in the number of employers' jobs showing in Google's search results, helping them to connect tens of millions of people to new job opportunities across the States, it seems likely to do very well. Furthermore, the absence of Indeed and other aggregators shows that Google is taking a quality approach to job adverts. Google wants its users to find relevant, original, authentic content. Everything it does is about improving the quality of search and you as the employer are the original publisher, so it makes sense that your advertised jobs will be at the top of Google for Jobs, partnering with local and national job boards- such as Glassdoor, and the Canadian government-owned Job Bank/ Guichet Emplois- to show relevant vacancies to browsers.BUT only if Google can find them…A lot has been happening since September, and all indications point to a launch sometime in Spring.If you want to find out more about how Google for Jobs is going to shake up the market, check out our full-length video on how to optimise your careers site for Google for Jobs below, or our blog.

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Is Google for Jobs here in the UK?
Is Google for Jobs here in the UK?

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Blogs

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Blogs

** DEFAULT postresults.publishdate - en-GB **

9/28/2017

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All the talk about GDPR may have taken centre stage over the past weeks, but under the cover of this Google seems to have been busy. Launched on Tuesday 20th June, Google for Jobs suddenly became the talk of the town. We’ve all known it was coming, but on this date the recruitment landscape changed.Last week it seemed that recruitment is about to change in the UK, too… for weeks, Google has refused to be drawn on when Google for Jobs will launch in the UK. In fact, they can get a bit tetchy when asked in interviews. At Attrax we’ve been experimenting with the US version of Google to see how Google for Jobs is working. The jobs listed have always been US based, but on Friday, whilst creating some slides on the subject for the Inhouse Recruitment Breakfast and our afternoon Webinar, I suddenly realised that Google had picked up my UK location and boom, UK jobs were appearing.In previous weeks searching for specific companies would return US jobs, but now when I searched Atkins Careers, there they were, UK jobs (notice that Jobs is still stating United States). Though you can't yet access this service on the UK version of Google, and have to go to google.com to find the app working, it was nevertheless pulling jobs from UK sources and sites. What does this mean? It could be nothing, but in reality it looks like Google is already scraping websites and job boards and building up its database and acting typically Google-y. In other words Google could quietly be about to launch and the first we'll know of this will be when the Google for Jobs panel appears above our organic search results.As an employer this is a massive opportunity, but also a massive threat. If your career site uses the ATS as the job board, your jobs could effectively been hidden from Google. Job aggregators such as Indeed are simply not in Google for Jobs, which means an employer career site reliant on the ATS for job search, could seriously lose its job seeking traffic.Attrax were commissioned by Travis Perkins Group Plc earlier this year for this very reason, as their jobs were hidden in the Avature ATS. As can be seen from the screen shot below the jobs displayed are on job boards and Glassdoor, even though this search is specifically for jobs at Travis Perkins. Fortunately like Atkins, their new career website is designed and optimised around both the visitors and Google, so like Atkins their vacancies will appear in Google for Jobs- especially as their ATS is now integrated with their careers website, letting Google effectively 'see' any vacancies posted on it. However, if you are in the same position as the majority of employers, using your ATS to advertise jobs, you need to start thinking seriously about how your career site needs to change. What's happening now? As of April 2018, Google for Jobs was launched both in Canada and India, sparking rumours that a UK launch couldn't be far behind. However, Google has been teasing this for months in the UK: a lot of testing has clearly been going on behind the scenes, whilst Google for Jobs intermittently popped up on screens in locations across the UK throughout March and April as routine checks were carried out. It seems that Google is waiting for the opportune moment to go live its latest project, however with strong competition in the form of Indeed and other job aggregators, it remains to be seen how this will affect its launch. However, judging by the results in America- where Google says it has seen 60% rise in the number of employers' jobs showing in Google's search results, helping them to connect tens of millions of people to new job opportunities across the States, it seems likely to do very well. Furthermore, the absence of Indeed and other aggregators shows that Google is taking a quality approach to job adverts. Google wants its users to find relevant, original, authentic content. Everything it does is about improving the quality of search and you as the employer are the original publisher, so it makes sense that your advertised jobs will be at the top of Google for Jobs, partnering with local and national job boards- such as Glassdoor, and the Canadian government-owned Job Bank/ Guichet Emplois- to show relevant vacancies to browsers.BUT only if Google can find them…A lot has been happening since September, and all indications point to a launch sometime in Spring.If you want to find out more about how Google for Jobs is going to shake up the market contact us.

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How to write the brief for your new recruitment website
How to write the brief for your new recruitment website

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9/26/2017

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In an industry as competitive as that of recruitment, it’s always a good idea to stay ahead of the curve, and one of the best ways of doing so is by investing in a new recruitment website. With the UK’s hiring volume due to jump by 58% this year alone, your new website needs to be designed with candidate UX, ease of use and excellent functionality in mind. The best way to accomplish this is to write an excellent website brief for your website providers. Acting as a guide for the people building your new recruitment site, the brief should include everything your providers need to know in order to build a brand-new, up-to-date website that is on brand, modern and will increase your website traffic and conversion rate.Taking the time to write a good brief means that both you and the digital agency responsible for building your site are clear about what you expect, what is required and what the final product will look like.Here’s a breakdown of everything you need to think about. Who are you?The first thing to establish is who you are as a company. In order to create a website that clearly communicates your brand, the design agency needs to know what services you provide, what about the company and the company’s brand you consider important, and what image you would like to present to your potential clients and candidates. A good way to do this is to describe the company in five to ten words- for instance, are you young, passionate, friendly, or technology-focussed?You should also include a breakdown of your client base, and details about your current website. Who built it? What traffic levels is it receiving? What needs to be improved, and what parts of the old website would you like to keep? Why are you changing websites- is it because the technology has dated, or your image has changed? What do you want from the new website?Now you’ve established who you are, it’s time to establish what you want your new site to do. First of all, outline your aims: whether you want to increase brand awareness, increase your conversion rate or promote the services you offer, it’s important you’re clear about what the site should be built for so the people creating your website can adjust the design and functionality accordingly.  Who are you targeting?Next, it’s time to think market niche: as a recruitment agency, you need to keep your audience in mind. Do your recruiters feel that your website is important, or do they value job boards and LinkedIn? If you’re a large company, then your website should have an easy-to-use search function and a site that attracts high volumes of visitors through Google. Conversely, if you’re in a niche sector, then you need to position yourselves as market leaders with strong branding, great content and testimonials. What's your budget?It’s worth thinking about the budget that you want to put aside for your recruitment website relatively early on in the planning process, because this will affect the design process. If you know what your budget and business requirements are, then you’ll be able to communicate clearly and frankly with the design team and save wasted effort from both of you. Be realistic about what you want to spend: a good recruitment website will cost you upwards of £30,000, so be prepared to compromise quality if you spend less. What functionality do you want? The most important thing you need to communicate is how you want the website to function; after all, you’ll be the one using it. You need to outline your expectations for what users should be able to achieve onsite, whether it’s apply for jobs or create a profile from which they can easily apply to jobs. Many recruitment companies also use ATS systems like Taleo to store and manage their job vacancies and candidate applicants; does the new website need to be integrated with it? What should site managers be able to do on the site, and what type of user interaction will there be for potential candidates- for instance, will they be able to leave comments, interact with members of your team via a chatbot, and should it be mobile-responsive? It’s also worth thinking about whether you require hosting. The aim is to make your site as easy to use, and maintain, as possible.If you’re especially focused on creating an excellent candidate user experience and staying a few steps ahead of the competition, then it’s also worth including the latest functionality in your site, such as Predictive Search, a social wall- which compiles relevant content, jobs and social media in one area on the website- or even personalisation.  Have you considered digital marketing? Though your website’s appearance and functionality may be perfect, how visible will it be online once it’s been put live? Given that 73% of candidates start their job searches on Google, it’s well worth thinking about.Many people forget about digital marketing, but it’s arguably one of the most important things to think about when designing your new recruitment website. The promotion of your website is vital in ensuring you receive a steady supply of traffic and maintain a healthy conversion rate. You could consider:Content marketing, which will build your brand and increase your SEOPPC advertising Social media advertising Email marketing Ensuring that your website has the functionality it needs- for instance, a sitemap- to be as SEO friendly as possible All of these need to be addressed early on in the designing process, and included in the brief, so your team can build the functionality and site pages necessary to include them in the main website.  Have you asked the experts?At Attrax we take our time during the designing process, so we can create a finished product that is cutting-edge, well-designed and tailored to our clients' every requirement. Check out our clients websites!

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Why should you upgrade your careers website?
Why should you upgrade your careers website?

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Blogs

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Blogs

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9/20/2017

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Careers websites. For all the noise we at Attrax make about them, there’s a solid reason for doing so. Many employers looking to hire fresh, new talent every year still rely on outdated methods to source and attract candidates, often utilising outdated ATS systems that hide jobs from Google and decrease their site’s SEO. More often than not, drop-off rates are high for these sites, and stops them from attracting perhaps as wide a range of talented applicants as they would wish.With the pace of change in the recruitment industry picking up, especially after the release of Google for Jobs and Google Hire, the struggle these sites face is only going to increase in the coming months. It’s time for a new careers site, and though they can be expensive, there are several reasons why it’s worth spending the money on doing so. Keep ahead of the curveTechnology is advancing at an ever-faster rate, creating huge changes in the way we shop, live and do business. The same is true for recruitment: most recruitment agencies have moved online, because that’s where the business is, and in such a competitive industry it’s vital to ensure that you have the edge over your competition; indeed, given that 65% of recruiters cite a lack of skilled candidates as the largest obstacle to hiring, competition for skilled ones is fierce. With a new careers website, you’ll be able to make the most of innovations like Predictive Search, a personalisation, which shows the candidate jobs and content tailored to them, based on their search history; we even personalize the content on your home page based on visitor interests and what jobs and content they view, creating an Amazon-like approach to job shopping. All this goes towards creating an excellent user experience and engaging your potential applicant, making it much more likely that they will eventually apply to a job. Save money on job boards and agenciesIndeed, innovation in recruitment goes beyond your careers website: the industry itself is changing, too. Traditionally, job agencies and job boards have been the haunt of job-seekers, where employers pay money to ‘boost’ their posts’ visibility on the site. However, the launch of Google for Jobs aims to change this. Google for Jobs is essentially a jobs widget that appears above organic search results, which recognises the words ‘recruitment’ and ‘jobs’ when they are searched for, and displays job openings related to the words the jobseeker has typed into the search box. Though Google for Jobs does show results on sites that it has partnered with, like Glassdoor, it doesn’t portray search results from Indeed, which has the potential to do it some damage, especially when it comes to visibility. Furthermore, our research shows that employers will benefit in Google for Jobs, as they are the ‘owner’ of the company.  Improve your SEOA Google-friendly career site means that jobs exist on the same platform as your careers content, not on your ATS. Jobs are pulled from your ATS and published on your career website with Google friendly URLs (web addresses), page titles, and descriptions. When coupled with well written adverts, these are the key pieces of information that means your jobs can appear at the top of Google search results.Add relevant similar jobs, related articles, blogs and profiles and your site becomes important in Google’s eyes, providing job seekers with more than just jobs. With around 70% of active job seekers starting their search in Google and at least half using a job title in their search, your jobs become some of the most valuable content on your career site. And with Google for Jobs in the US already benefiting employers, it won’t be long until it hits the UK and it becomes even more important to make sure your career site is Google friendly. Boost your brandIndeed, a careers site does offer the chance to boost a company’s employer brand. Similar to the work that Attrax did with npower recently (for more information on how to develop a company’s employer brand, have a look at our webinar here), a well-designed, branded careers site is infinitely more useful when it comes to engaging candidates. The key is to make the most of your employee stories: with npower, jobs are displayed on the site alongside videos of people working in that team, talking about their day-to-day life. When done correctly, this will boost conversions as well as bolster the company image. An improved careers site, boasting increased functionality, ease of use and a good design will undoubtedly increase the candidate user experience, and boost their brand, encouraging potential applicants to stay on the site for longer. The result?In today’s market, a careers site is well worth the investment when it comes to visibility, and gaining those all-important conversions. When configured correctly, the site will help to usher in high traffic levels, improved SEO and communicate a strong employer brand to candidates. To boot, it increases the amount of relevant visitors on your site which will convert into hires, saving time and ultimately money.  A new careers site lets you take control of your own traffic and image and use it to hire the best talent in the industry.When it comes to careers sites, it’s smart to put your money where your mouth is.Feeling inspired? If you want to know more about what a careers site can do for you, check out our blog on what must-have functionality you need on it. Otherwise, you can contact us here. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Recruitment marketing: the basics
Recruitment marketing: the basics

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Blogs

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Blogs

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9/12/2017

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Since the advent of the internet, the job market has transformed itself. Whether you’re a recruitment company or a candidate looking for your next big break, we’ve all had to change the way in which we search for jobs, and in which we’re seen. With over 89% of adults in the UK on the internet and 79% likely to use social media in their job searches, it’s clear that the key to being successful, to drawing in applications, and to having a strong presence in the recruitment market is recruitment marketing, and about how well you know the Internet. Recruitment marketing is the art of finding, attracting and engaging candidates in order to encourage them to apply for a job. If properly done, recruitment marketing should build and maintain the employer brand of the company with the aim of initiating and building a customer relationship that will eventually incite them to use the company to search and apply for jobs. The ultimate goal of a good marketing strategy is talent acquisition and increasing the number of talented candidates applying for vacancies through their website.A good recruitment marketing strategy will cover several areas that will increase your online reach and boost your recruitment website. These are: Inbound marketing Nothing will stand you in better stead when it comes to engaging candidates than inbound marketing. It’s important to establish yourself as a thought leader in your brand, and as somebody who can offer passive candidates and browsers fresh, relevant and interesting information on the recruitment sector; make the most of your blog and social media accounts to draw in potential candidates and engage them. Social media is especially useful when it comes to employee referrals, and establishing promising connections with mutual connections who have the potential to be talented hires.  Email Marketing When configured correctly, email marketing can be a huge source of conversions, attracting people to your website with fresh content and exciting jobs aimed towards passive and active candidates. More and more companies are making the switch to automated email campaigns offering everything from courses to the latest jobs; if you do, make sure you're offering something that adds value to the candidate- for instance, job tips or job vacancies. SEO and PPC SEO and PPC campaigns are vital when it comes to boosting your visibility online. Whilst organic SEO focusses on making your recruitment website as Google-friendly as possible in order to boost it up Google’s list of rankings- with a focus on using keywords in your content, building trustworthy links and a well-configured website- PPC campaigns will guarantee you quick results for more money. If you want to increase your traffic and conversion rate, this is the way to doing it. Analysing the results  The most important part of recruitment marketing is knowing where you’re falling short and where to improve. Set goals for yourself, track your traffic on Google Analytics and monitor your candidate funnel to see where along the candidate journey potential candidates are dropping off. Your conversion rate should be about 5%; is there anything you can do to increase it? It’s also worth monitoring your SEO and PPC campaigns to see how much traffic is coming from that, and where you should invest more money. What can Attrax do?  Attrax specialises in helping recruitment companies to maximise their potential online, building personalised recruitment sites that are optimised for SEO, for ease of use and for attracting and engaging candidates. Whatever a business needs, we can provide it: from a top-to-bottom branding exercise that can completely reinvent a company’s image, to advice and help in Digital Marketing, from SEO to display network advertising. For those businesses struggling to find the time to write compelling copy, fear not! Attrax also provides a full suite of digital recruitment marketing services, writing themed blogs on the recruitment industry and specific sectors, and providing SEO and PPC services that boost online visibility. We’re experts online- whether that’s in building or marketing recruitment sites- and we love what we do.

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Beatrice Caldarella

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How to improve your conversion rate
How to improve your conversion rate

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Blogs

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Blogs

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8/30/2017

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Technology has transformed the way in which we live and work. When it comes to the job market, the impact is no different: job boards and job aggregators make it easier than ever for people to find jobs at the touch of a button, and recruitment websites are a crucial part of the employment process, connecting the right talent to the right jobs at hand. In an industry that’s bursting at the seams with competition, it’s vital that you understand how well your website is performing so you know where to improve. The best way to measure the performance of any website is through monitoring traffic and keeping tabs on your data, so you know which areas of your site need improvement.  Measure your trafficData is the most valuable asset you have when it comes to measuring the performance of your website, but many people don’t know how to optimise it. It’s easy to start by setting up your analytics online through Google Analytics; this makes it easy to see what your top sources of traffic are and see your top performing sources by the numbers. Measure your traffic and compare it year on year to find out where you need to improve and where you don’t: digital recruitment marketing is all about being visible, so invest in and monitor your own digital channels. To find out how you’re performing on sites like Google, you should also keep an eye on your Google Rankings, measuring which phrases you want to rank against and monitoring their performance.Monitoring your data online also lets you track successful conversions, and find out their source; did they come from Google, job aggregators, content marketing, social media or paid advertising? Once you know that a particular area- for instance, Google- is producing a high number of candidates that are making it further down the recruitment funnel, then you have a reason to invest more money in SEO and paid advertising that will make you more visible on Google.  Set goals and objectivesThere’s no point in measuring your data if you don’t improve on it, and to that end you need to have a set number of goals to work towards, especially that of your conversion rate. Your conversion rate should be the sum of your conversions divided by your traffic, and you should be aiming for a rate of 5% or higher; if it’s lower then it’s time to look at the quality of your job advertisements and your candidate engagement.Improving your website should be a continuous process; once you’ve hit one goal you should set another or focus on another area.  Use a conversion funnel A good way to increase your conversion rate is through a conversion funnel. Using a funnel is an excellent way to measure the number of people who move through a series of steps in the job process before a hire is made, and it is invaluable in helping you to identify areas for improvement. At each step of the funnel, you can identify the number of people who reached a certain step- for instance, uploading their CV- and which percentage of people reached the step after that: applying for a job. Using conversion funnels in this way help you to find the bottlenecks in your job application process and your customer acquisition. Once you know where a large percentage of people fall away and don’t reach the next step it’s easy to know which area to target in order to get a higher number of conversions with the same website traffic. With that in mind, it’s also a good idea to monitor your funnel to find out which areas source the most high-quality candidates, who go furthest through the job application process. Track people through the funnel: using web analytics will only let you see how many people go through the process; using customer analytics will give you a much more detailed portrayal of what people are doing within the funnel and how long it takes them to go from step to step. Talk to the expertsAt Attrax, we pride ourselves on knowing recruitment marketing inside out, whether it’s designing a new recruitment website or helping to measure the impact of a current one. Check out our recruitment website system. 

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Beatrice Caldarella

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Beatrice Caldarella

Why your candidate user experience is the most important thing about your careers website
Why your candidate user experience is the most important thing about your careers site

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Blogs

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Blogs

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8/23/2017

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It doesn’t take a UX expert to know that the user experience on your careers site is crucially important. We’ve said before that job hunting is akin to shopping, and if clients and candidates can’t find what they want quickly and easily on your site, they’ll move on to someone else – just like in the competitive world of retail.  Which factors improve candidate UX? When it comes to the UX of your careers site, there are multiple factors to consider. One of the first things you should look at is your site’s loading time. We all know that a slow site can be frustrating at best and a complete red flag at worst, and when you’re trying to entice people to view and apply for your jobs the last thing you want to be doing is turning them away because your site isn’t up to speed. More than half of mobile site users will abandon a webpage if it doesn’t load within three seconds, according to Google research, which represents an increasingly large proportion of your users in today’s mobile-heavy world of job searching.  Optimise your website for mobile Speaking of mobile users, did you know that those using mobile devices are five times more likely to abandon the task at hand if the site isn’t optimised for mobile? With 43% of job seekers using their mobile devices when looking for new roles, it’s essential that your careers site is optimised to best capture these eager candidates. We know that only 20% of careers sites on the market are properly mobile optimised, which presents a major opportunity for employers.If you think of the customer as a consumer and plan out their experience on your site accordingly, you’re much more likely to capture their attention and hopefully convert them to an applicant. After all, 95% of web users agree that ‘good user experience just makes sense’, so it’s time to put it at the forefront of your careers website strategy.

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Beatrice Caldarella

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Beatrice Caldarella

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The must-have functionality for any careers website
The must-have functionality for any careers website

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Blogs

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Blogs

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8/11/2017

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LIn order for a careers website to attract and retain candidates, it needs to function well. An excellent candidate experience relies on having the functionality which makes for an easy and quick application process, a convenient way to find jobs, and website that, if necessary, uses customer profiling to anticipate which areas the candidate wants to search in, and which jobs they want to apply for, and adjusts the jobs on site accordingly. Be visibleThe most important thing that your careers site needs to do is be visible online, and searchable on Google; it needs to be configured correctly in order for search engines and job aggregators like Indeed to pull relevant job data off the site. For websites using an ATS like Taleo to process their job data, the ATS itself needs to be integrated with the site before it appears online. Keep them interestedOnce the candidate has found your website, provide them with a good candidate UX, and that means you need to make it easy for them to find what they need on your site. Your website needs to be configured to do this: one-click application buttons, pop-ups that encourage candidates to upload their CV, and job alerts that keep them on the site are all ways to keep them engaged, as is a job search bar that allows you to search for jobs quickly and easily: for instance, by adding multiple filters, or even predictive search which supplies them with relevant jobs and content, Google-style. Some websites even use candidate profiling, which builds a profile of your candidate depending on their browsing history, and then adapts the content on the website accordingly. Make it easy to useWhen it comes to being the administrator, it’s equally important for your website to be easy to use and navigate. Not only should you have a key performance dashboard, that provides statistics about your website for you to use and improve on, but you should also have a site that makes it easy to upload and manage jobs: for instance, vacancy administration, a searchable CV database and candidate administration that allows you to review applicants registering to the site and to jobs, and easily keep track of the candidate pipeline. Your site should also look great, and for that you need a banner manager, which lets you display jobs and content in a flexible way. To conclude Careers sites need to be constantly updated in order to continue attracting quality candidates. Combining basic functionality such as banner managers and ATS integration with more sophisticated technology like personalisation ensures a good UX for your applicant; that, in turn will pay dividends when it comes to conversion rates. Interested in what we do? Find out more about what makes a great careers website in our exclusive eBook part two. If you want to chat functionality pick up the phone and speak to one of our experts here.

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Beatrice Caldarella

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Beatrice Caldarella

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Beatrice Caldarella