Attrax insights

How can Google for Jobs create fresh revenue streams for recruitment agencies?
How can Google for Jobs create fresh revenue streams for recruitment agencies?

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Blogs

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Blogs

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1/25/2018

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One of the biggest buzzwords in 2017 was Google for Jobs- and that trend looks set to continue well into 2018, as recruiters wait with bated breath for its UK launch.As well they should. Google for Jobs offers unprecedented new opportunities for recruitment agencies: with more than 30%, or 30 million, of Google’s searches every month recruitment related, Google’s foray into the $200bn recruitment industry looks set to cause some huge ripples over the coming year. Promising to shake up the previous dominance of job aggregators and job boards like Indeed or Monster, Google for Job’s widget slots neatly into the space above Google’s Organic Search results, providing an easy, free alternative for job seekers to hunt through on their quest for the perfect vacancy.This change is something that may actually give recruiters the advantage when it comes to getting their voices heard in the often-loud and busy recruitment sector. Indeed, if done right, Google for Jobs may even provide fresh revenue streams for agencies. Rather than competing with recruitment agencies, Google for Jobs pulls in vacancies from around the web that are relevant to the term being searched for, rather in the manner of a job aggregator. This means that if your agency’s site has been correctly configured, its vacancies will show up on Google for Jobs alongside those of employers. How highly you rank, however, depends on whether your site has the correct schema that will allow Google to find, crawl and pull the relevant information from your site.This approach has the potential to open up a brand-new avenue of business for many agencies: by investing in a new, correctly configured recruitment site, recruiters can make the most of the staggering traffic rates that Google enjoys by getting their jobs to show on the Google for Jobs widget, thus negating the need for spending so much on job aggregators and job boards to increase their online profile. Instead, recruitment agencies will be able to promote their own brand- via their recruitment site- at a lower cost. As the new functionality expands the way both recruiters and candidates post and search for jobs, the traditional job boards may well decline in popularity over the coming years, as Google’s market dominance takes its toll on their usefulness. The result? It’s an excellent idea to get a head start and starting planning for it now.The new functionality will likely also decrease your need for spending on PPC and advertising campaigns: a new recruitment site that is configured for Google for Jobs will give you the chance to start building your brand and reputation online, by posting relevant news, content and vacancies. Not only will this raise your profile, but it will help you boost your SEO, which is ultimately better for your bottom line. An SEO-optimised site is cheaper to maintain than numerous PPC campaigns and, with a bit of work and investment, it will start ranking on Google by itself, without the cost of extra online visibility. By taking the time to develop a solid SEO strategy you’ll save more money in the long term. And with Google’s new location filters, you’ll be able to reach a much more targeted audience than ever before.Today, the onus on recruitment agencies is to start preparing for the challenges- and benefits- Google for Jobs can bring. For agencies wanting to get ahead of the competition, the key is to start shifting to a more SEO-focussed outlook, using curated, Google-friendly recruitment sites to increase their public profile, rather than relying on job boards and aggregators to do their advertising for them. Not only will this increase revenue streams thanks to Google’s immense pulling power, but it will save money and cut costs in an industry where the bottom line is becoming ever more important.The market is changing. The choice is yours.Interest piqued by Google for Jobs? Why not get in touch with our Sales Team?

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How to engage candidates on LinkedIn
How to engage candidates on LinkedIn

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Blogs

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Blogs

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1/17/2018

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Today, more of us than ever before are online, and on social media. Though Facebook and Twitter can be invaluable tools when it comes to promoting your business, building your reputation and establishing conversations with prospective candidates and customers, by far the best social media platform for recruiting and networking is LinkedIn. With more than 500 million users on the site- of whom around 75% are passive candidates waiting for you to reach out and get in touch- LinkedIn is the perfect place for the recruiter looking to find their next star hire. Whether you’re looking to hire active candidates, or refine your search by hunting out talented passive employees, here’s how to use your LinkedIn profile to advantage and get people talking. Don't cold call: networkReceiving a cold call, or email, from somebody you don’t know can be off-putting- especially when it comes to job hunting. Laying no groundwork before getting in touch with a prospective candidate could actually work against you, as they’re less likely to talk to you, which in turn results in wasted time and effort on your part. To ensure a higher response rate, don’t cold email your candidates: network instead. Take the time to establish relationships with potential candidates. Post articles and news on your own LinkedIn page; after all, people trust content shared by individuals more than content shared by a company. This way, you can build your profile online, and establish a network of like-minded people you can then ask to connect you with potential candidates. LinkedIn also has numerous groups, catering to professions all over the market: get involved with those related to the industry or positions you’re looking for. By staying informed and staying active online, you’ll be able to find more candidates. And when you do establish contact, they’ll likely be better suited to the role, and more likely to accept your offer. Stay up to dateIt goes without saying that if you’re getting in touch with candidates and offering them new job opportunities, then you need to be ready to answer any questions- or allay any misgivings- they might have. Your profile needs to be up to date, and more-or-less complete: chances are once you email somebody then they’re going read up on who you are to see whether what you’re offering is genuine. Given that two thirds of interested candidates will also then check out your agency website and LinkedIn page, it’s essential that you present a professional, polished profile for them to look at.  Talk opportunityThere are so many jobs in the market- and so much competition for candidates, especially passive ones- that you need to engage people, and get them invested in the idea of your vacancy, if you want to stand a chance at hiring them.To that end, instead of writing a straight job description, why not sell your candidate on the opportunities that come with the role? Whether it’s the chance to make an impact on the company, the ability to advance within the company, more responsibilities or even multiple employee benefits, especially flexible working, talking opportunity could be the catalyst that gets passive candidates thinking. Try the phoneIf you’re not having any luck with emails, why not pick up the phone? Emails are easy to ignore, or pass by: phone calls aren’t. Emails have the lowest average response rates from candidates, even compared with things like LinkedIn Connection Request or InMails, so if you want to speak directly with a prospective candidate the key to getting your voice heard might just be to give them a quick call. Personalise your offeringSending a generic email to candidates is one of the most off-putting things you can do. Everybody likes to be flattered, and people like to know what made them stand out to you in particular: tell them why you thought they’d be a good fit for the role, referencing perhaps a particular skill that they have, or an achievement, that made them stand out to you. Not only does it prove that you’ve done your research, but it will also engage people far more- and make them far more likely to accept- than a regular cold call.At Attrax, we go the extra mile to provide talent acquisition professionals with in-depth industry insights about the world of recruitment, so we can go on to build tailored, cutting-edge careers sites. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Our top recruitment trends for 2018
Our top recruitment trends for 2018

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Blogs

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Blogs

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1/10/2018

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The recruitment market moves quickly. 2017 saw the release of Google for Jobs, Google Hire and the announcement of the Data Protection Bill, which is set to have an impact on the way UK companies handle and process customer data. At the same time, massive accelerations in technology are paving the way for a huge transformation in how we do business, scout potential new hires and engage candidates- especially given that new devices like mobile are fast becoming the new way people look for roles, with more than half using them as their preferred option to job hunt. Whether you’re a recruitment company or an employer who wants to keep on top of the latest developments, here’s a breakdown of the top recruitment trends due to affect business in 2018- and how to stay ahead of your competition.  Recruitment Predictions Google for Jobs  Developments that dominated 2017 are likely to carry on creating waves well into the New Year. Google for Jobs is one of these: released in America in June, it marks Google’s first foray into the world of recruitment, fitting a targeted widget above Google’s Organic Search results which is designed to pull jobs in from around the internet, rather in the manner of a job aggregator.With companies like Indeed currently dominating this space, Google for Jobs marks a sea change in recruitment- particularly as it favours job vacancies from employers and recruitment websites rather than job boards and aggregators. Consequently, savvy developers need to make sure that their website is configured to show on Google, and have a high-enough SEO ranking to show in a prominent place on the widget. Social recruiting Everybody’s online these days- approximately three billion of us, by the last estimates. Online job hunting has taken off massively, and recruiters are starting to see a shift towards a more interactive way of sourcing and hiring candidates. With new software enabling better social job distribution, and making it easier than ever to push jobs out to social media and networking platforms across the world, social media is likely to become the new battleground for recruitment. Helping you to build a reputation, get noticed and reach out to candidates, it has huge potential: expect this trend to take off over the coming months: especially as 70% of jobs found today are found through networking.  Mobile recruitment Similarly, recruiters have started to get savvy about the power of smartphones, especially when it comes to job hunting. With modern consumers accessing everything from emails and TV shows to grocery stores and bank accounts via their phones, it makes sense that we’re also looking for jobs this way with 94% of people who use smartphones having used them to search for a job at some point in their life. Despite this, a very small percentage of recruitment and employer websites are actually optimised for mobile, making for a clunky candidate user experience and potentially driving candidates off in search of greener pastures.It pays to stay ahead of the curve in this one if you want to take advantage of mobile recruitment- especially as this trend is only going to get bigger. The rise of AI  As well as improving methods for attracting candidates, technology is also making it easier than ever to process candidate applications and improve recruitment strategies. These days, many agencies are starting to use AI to sift through hundreds of CVs and ‘pull’ out promising ones based on the keywords they contain. Given that the average recruiter sources around 225 candidates for every single hire, this has the potential to speed up the hiring process massively: indeed, many companies are investing in new recruitment technology for just this purpose, using AI for everything from acting as a chatbot on recruitment websites to analysing data in order to streamline the candidate funnel and decrease drop off rates.  Marketing Predictions A shift towards candidate experience  The recruitment market is getting ever-more competitive. The unemployment rate is at a forty-year low in the UK, creating a stiff pool of competition for companies who want to hire the freshest, most talented candidates ahead of their competitors. When applying for roles, the level of candidate experience is crucial to help reach this top talent. The application process must be quick (with 28% of applicants saying a long process provides a negative overall experience) and your careers site must accurately portray what it’s like to work for your organisation.To stand out from the crowd, many companies and agencies are investing time and money into improving their candidate experience and developing their employer brand on their sites and on social media, to better attract recruits in the hyper-competitive online recruitment market. Programmatic recruitment advertising Today, there are a number of great ways to attract more candidates than ever via paid advertising. We have channels for active candidates such as Indeed and Google Adwords, but also great channels for passive job seekers such as display advertising, social advertising and native advertising. However, wouldn’t it be great if we knew how many CVs we needed to fill a particular role? Better still, once we have reached this number of applications wouldn’t it be even better if our advertising switched itself off? That’s where programmatic recruitment advertising can help. This type of service will combine your job board, aggregator and Google advertising spend and optimise it to generate the right number of applications therefore reducing advertising budget waste. Marketing Automation Another big thing for this year will be an ‘if that then this’ approach to recruitment marketing. For instance, if a candidate registers today, then the system will automatically send them a newsletter in a month. As marketing automation, this already exists, particularly in email marketing platforms, but this is something that we are constantly experimenting with at 4MAT and its use is only going to increase this year, particularly in the battle for high quality candidates.  Overall? Better candidate websites! What do all these changes mean? On the whole, more investment in careers and recruitment sites. The changing recruitment market, and Google for Jobs’ impact on job boards, means that a good site is essential if companies and agencies want to engage candidates and increase their visibility. After all, this is the year where being visible on Google, and having good SEO ratings, is going to matter vastly more than whether you’re visible on a job board. With a whole slew of new features to attract candidates, better SEO rankings, and the chance to build on your employer brand, having a good recruitment or careers website will set you up for success in the changing market.Interest piqued? At Attrax, we pride ourselves on keeping our finger on the pulse of the changing market so we can offer employers and recruiters alike a service that is designed to thrive in the competitive world of recruitment. Our smart careers site system is powered by the latest AI to deliver an outstanding talent experience and a strong conversion of candidates into the ATS. Attrax provides your future talent with personalised employer branding, relevant content and jobs based on their browsing history and recruitment needs.

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Getting your jobs optimised by Google
Getting your jobs optimised by Google

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Blogs

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Blogs

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1/5/2018

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Staying relevant in an ever-changing market is all about getting your jobs optimised by Google.It's not just important in terms of visibility, but in appearing on the Google's largest venture into the recruitment sphere to date: Google for Jobs.As the widget that pops up above Google’s Organic Search results, which collates vacancies from around the internet, recruitment agencies and careers sites, into one place for candidates to browse at their leisure, it's certainly shaking up the recruitment industry.Google for Jobs represents an unprecedented opportunity for careers websites. Google is prioritising ranking these sites above job boards such as Indeed- who, indeed, has refused Google access to its vacancies- so a well-designed, well-constructed website is of more importance than ever. Given the overwhelming popularity of Google, employers and agencies alike need to optimise their websites for Google’s bots, and boost their SEO if they want to compete in the changing recruitment market.Here’s how to make sure you make the most of Google for Jobs. Integrate your ATS A careers website that's correctly integrated with your ATS has the potential to revolutionise your visibility online. If you use an ATS, your jobs will be hosted on a separate site to your careers website; effectively, this means that they're hidden from Google and won’t show up on any search engine results pages. A good careers website can integrate with your ATS and give Google access to your jobs, sending traffic straight to your website. If it’s configured correctly, some job aggregators- such as Google- will even pull the information from your site and show it on theirs- for free.Not only this, but a good ATS integration can actually speed up application times- and therefore conversion rates- by as much as 42%. Meta-Data When you’re designing a website, or publishing a piece of content, you can find the Metadata section of your page in the space between the tags. This piece of HTML code tells Google’s bots what’s on that page, and provides a reference for them to work with when it comes to categorising search data.Many people neglect to fill in the Metadata section when creating pages or publishing content, but it’s an invaluable way of boosting your visibility; by including keywords and a succinct description of the market you operate in along with the content of the page, Google will pick up information from your page more easily- and even boost your rankings for certain phrases, if they’re included in the Metadata section. That being said, it’s important to note that Google doesn’t explicitly rely on Meta-data to rank your website: if it matches with the content on the page, it will help boost your SEO rankings; if the two don’t tally, then it may negatively affect your SEO.Though it’s not the only way of boosting your SEO rankings, it’s certainly a useful tool in doing so- especially given that Google's Organic Results will be pushed further down the search results page, so even if you've worked hard at getting to position seven or eight, you'll be further down, and less likely to be clicked on, than you are currently.With this new format being implemented, it's highly likely that Organic Search traffic from aggregators like Indeed will drop; as a result, getting your Meta data correct will maximise your chances of showing up higher on Google's Organic Results, and more prominently on Google for Jobs; you'll therefore be able to maximise your conversions. A simplified website structure If you want to get noticed by Google, it’s of utmost importance that you index all of the pages on your website. You need search engines to keep re-indexing your site if you want to keep ranking for relevant search results, and if you want to make it easy for Google’s bots to crawl your page and pick out relevant information- or, indeed, the job vacancies that will eventually show up on Google for Jobs.For this, you need to make sure your website is easily crawlable. One way to do this is to create a sitemap on your website, which lists each page on your site and tells Google whenever a new one has been added. One other way of building visibility is by creating inbound and external links to and from your site, which helps place you in a wider network, and raises the possibility that Google will crawl your page. What else is Google doing? Find out in our collection of articles and videos. Interested? Our Smart Careers Website Guide, Attrax, will let you perform a seamless integration with your ATS, creating a stellar user experience and boosting your visibility on Google to boot.Find out more here. 

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Google's Long-Term Plan: What's it all about?
Google's Long-Term Plan: What's it all about?

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Blogs

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Blogs

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12/7/2017

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In an age of saturated search results and fierce competition for jobs, finding and advertising vacancies effectively is proving more difficult than ever. For potential applicants, every Google search brings up a myriad of sometimes-unrelated results that take hours to sift through, whilst the multitude of channels that employers and recruitment agencies post their vacancies on means that it's hard to find fresh job opportunities, as multiple versions of the same vacancy start circulating on social media and on job boards.This year, Google has made its first forays into this crowded market, with the aim of clearing up the confusion and making its own mark on the recruitment industry. In an industry where 73% candidates start their job search on Google anyway, this is an area ripe for innovation and expansion.  That’s just what they’ve been aiming to do. Google for Jobs hit the US industry this June, whilst Google Hire was also recently launched for medium-sized businesses. Their long-term plan? To, eventually, establish a strong presence in all aspects of the recruitment sector. Though Google for Jobs gives the advantage to employers, giving careers sites more visibility- and downgrading the importance of job boards and aggregators- the ease of use it offers is aimed at candidates, making the Google for Jobs widget the go-to place for anybody wanting to start their job search. Over the past months, Google has been working especially hard to improve their candidate offering to draw in audiences, introducing new features like a Salary Guide for job vacancies (which pulls estimated salary ranges for similar jobs from sites like Glassdoor, if one is not included), a more advanced Location Search, and even an add-on that lets you apply to jobs through your preferred website or job board. This is all aimed at making the most of their market share, and making Googling jobs as easy as online shopping. (Image taken from blog.google.)However, Google has also been working hard on branching out within the market with its second offering, Google Hire. Aimed at Hiring Managers who are currently using G-suite, and at companies employing fewer than 1,000 candidates, Google Hire makes the recruitment process easier than ever for the people making the decisions. It offers managers the ability to seamlessly communicate with candidates, schedule interviews, integrate with the G suite and track the candidate pipeline- before analysing the data in Sheets. The next big thing on the horizon is Google’s Cloud Job Discovery, formerly Cloud Jobs API. Currently in Beta mode, it powers the Google job search, and can be used in one hundred different languages. Since it was launched in November 2016, it’s been tested on thousands of careers sites and job boards, and it’s been adopted by everybody from careers sites to ATS's in order to improve their job searching capabilities on-site. Aimed at engaging careers sites and agencies, Cloud Job Discovery will use AI to get ‘smarter’ about connecting candidates with the right kind of jobs, thus improving the efficiency of the job hunting experience, and resulting in a better quality of hire.  What does this all lead to?  Google is inevitably planning on using the leverage that they gain through Google Hire, Google for Jobs and Cloud Job Discovery to establish a strong presence in the market. They want to be the ‘go to’ for job seekers and recruiters alike. Eventually, this system will almost certainly be monetised.They’re also not done innovating: Google for Jobs will likely introduce more filters in the future, and to make the process even more efficient candidates may even be able to upload their CV directly to Google Drive, streamlining the process even further. As for when Google for Jobs will finally launch in the UK? There have been signs that Google is gearing up for a launch sometime in the future, and given that January 2018 is the most popular month for job seekers, this seems an extremely likely option. At Attrax, we’ll be watching with interest to see how Google further develop Google for Jobs, and how they approach monetising their newest creation in a way that doesn’t fall foul of EU anti-trust laws. One thing’s for certain: Google’s not finished making changes yet!

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How should you be measuring the success of your new careers site?
How should you be measuring the success of your new careers site?

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Blogs

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Blogs

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11/27/2017

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Your new careers site has finally gone live. The brief has been written, the functionality decided upon and the designs thrashed out. It’s ready to start pulling in CVs and matching candidates to jobs, but now the biggest issue is data. What are the most important metrics that determine how well your website and supporting marketing are doing, and how should you be measuring them?I’ve often heard people say: “Our website traffic is high. We rank well. We’re happy with our performance.”However, despite these promising results, the more savvy will know that good traffic does not necessarily mean success. Let’s have a look at a few of the real measures of success from your website and online spend: ROIThis is undoubtedly the most important thing to measure, as it equates to how much return on investment you’re getting. For a new careers site, this is even more important. If you spend £5,000 on a website and make three placements in the year, directly through the website, at £3,000 each then your ROI is (£9,000 - £5,000) / £5,000 = 80%.As good as that statistic looks, though, there is a way you can increase that. By investing time into your site and developing a careers site that maximizes the user journey and candidate experience, your conversion rate could double. Your site needs to have good candidate functionality, be easy to use, and ideally have a blog section where you can boost your SEO and establish yourself as a thought leader within your market sector. If you really want to maximise your online visibility, you can boost your SEO by using PPC campaigns which will give you more impressive results, albeit with a bigger investment itself.You could spend £20,000 on a website and a further £18,000 on an SEO strategy. It’s a pretty big increase on the previous investment. However this website brings in 35 placements at £3,000.The ROI is now (£105,000 - £38,000) / £38,000 = 176%.In terms of conversions, that’s a much better deal, and well worth the extra money. ApplicationsA placement isn’t something that happens automatically through your website. The skill of the consultant and many other factors will have an impact on number of placements made. One year you may have top performing consultants coupled with a buoyant economy, so it’s important to look at volume of applications to your site as a determinant of success. It’s also a benchmark for improving performance over time.A recuitment SEO campaign that brings in 100 applications is better than one which brought a million page views but no potential new placements. Bounce rateThis is one of the most important metrics to determine how effective your careers site is. A high bounce rate speaks volumes about how well your website is regarded by candidates and potential new clients. If your site isn't engaging or you are attracting the wrong type of audience then your bounce rate is likely to be high.A website with 100,000 visitors and a 95% bounce rate means that only 5,000 actually visited your website properly.A website with 20,000 visitors and a 30% bounce rate means that 14,000 visited the website properly. At Attrax, we pride ourselves on staying ahead of the market, so we can design careers sites that are successful from the start. Curious to know more? Why not have a look at our eBooks on planning and implementing a new careers site?

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Google for Jobs has had an upgrade- are you ready?
Google for Jobs has had an upgrade- are you ready?

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Blogs

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Blogs

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11/16/2017

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Though it’s only been active in America for a few months- and hasn’t yet been launched in the UK- Google for Jobs is already working on improving its user experience.In June, the launch of Google for Jobs in the USA made waves in the recruitment industry that are still reverberating today. Aimed at making the job hunting experience easier than ever, the Google for Jobs widget slots in above Google’s Organic Results and collates related vacancies into one easy-to-search area of the search results page. Recently, Google also unveiled some new changes to the Google for Jobs widget that will make it easier than ever for job hunters to find vacancies that suit their location, budget and even present careers websites and recruitment agencies with the chance to become even more visible via the widget then they currently are.Here’s why people are getting excited. The Salary Filter One of these new changes is a vastly improved Salary Filter. Everybody likes to know what they’ll be earning in their new job, and the filter makes it easy to do just that: though many jobs don’t display the exact salary, Google is dealing with this- and saving you time- by pulling in information on ‘typical salary ranges’ from sites like Glassdoor.Google will have likely debated a long while over how to introduce salary-related information onto their search platform. It should also be noted that Google themselves don’t show peoples’ salaries on their own job adverts, so it was never too likely, or realistic, that they were going to try and force other employers, recruiters and job boards to include detailed salary information on theirs. Therefore, this solution seems a smart alternative, though time will tell on how accurate the figures that they pull in actually are.However, this also has the potential to cause problems: whilst salary is extremely important to a job seeker, publishing a salary can cause problems for employers, as Hiring Managers, HR and Recruiters know all too well. Issues may also arise later, as many employers will not publish salary details so they can avoid potential disputes: after all, many employees aren’t paid the same as each other, whether due to experience, length of service or performance. Though Google haven’t said anything, it remains to be seen if this will become a problem for employers if Google get it wrong.  The Location Filter Job seekers will be able to choose just how far away their jobs are, and search for vacancies depending on how far away they are from the job seeker in question. Now, you can choose jobs that are between 2 and 200 miles away, which gives you a lot more control over where you want to apply- and how long you want your commute to be. Judging by Google’s penchant for increasing the visibility of jobs with more data, careers websites should consider uploading their jobs with a specific address or location to improve their chances of being seen online. Google Job searches that don’t specify a location, such as when a person searches for ‘project manager jobs’, default to showing jobs near to a user, so location information and features will always be an important part of Google’s job search experience.  This update improves that aspect yet further. The Choice of Application One of Google for Jobs’ smartest features, however- and the one which potentially has the biggest ramifications for careers websites- is their use of ‘Choice of Application’. This is the list of websites that the vacancy is on, and can be applied to via. Though Google for Jobs aggregates jobs from multiple sites, and has found a way to tackle deduping, it also knows how many websites that job vacancy has been posted on, giving applicants the freedom to choose which site they apply through. Though it’s as-yet unclear about how Google ranks or orders this list of websites, it’s important for any website to work on boosting their SEO, through posting reliable internal and external links, writing good copy and making sure that their website is configured for Google’s algorithms. In the competitive job market, it doesn’t pay to miss a trick. What’s coming up? Google hasn’t finished yet, though: within the next few weeks, it also aims to debut it’s new ‘Save’ feature, letting users save jobs in Google Search, effectively ‘bookmarking’ their job for later. It’s a useful feature, and one that will help make hunting for jobs quicker and easier than ever.Over the coming months, there’s a lot to look forward to: Google’s much-rumoured launch in the UK; a slew of new features, and more innovations that will transform the job hunting experience. One thing’s for sure: whether you’re an employer or recruiter, it’s time to start optimising your site, so you’ll be able to reap the rewards of Google for Jobs and use their new features to maximum advantage. Watch this space.At Attrax, we pride ourselves on staying ahead of the curve so we can offer a cutting-edge service to both employers and recruitment agencies. If you want to know more about how you can optimise your website for Google for Jobs, then why not get in touch with our Sales Team. 

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5 things you should be measuring to improve your ROI
5 things you should be measuring to improve your ROI

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Blogs

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Blogs

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11/13/2017

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Buying a new careers site is a big investment- but it’s one that’s worth it. In an industry where the UK unemployment rate is at a forty-year low, your careers site is your biggest- and best- recruitment tool, and one that should be constantly maintained if you want to keep the edge over your competitors and secure the best talent in the market, especially as 56% of recruiters are claiming that a talent shortage is their biggest obstacle to hiring. But how do you know whether your careers site is functioning properly? You need to keep on top of your ROI- both to justify the expense of your new website to your stakeholders, and to gain a better understanding of how your website fits into the increasingly-crowded market. In turn, this will teach you how better to improve on it.One way to do this is through measuring your analytics. Not only is this an essential marketing tool for getting to grips with how engaged your candidates are and how many applications you’re receiving, your analytics also give you a good idea of how well your website is performing and what your ROI is.Here is what you should be measuring: Bounce rateA bounce is a single-page session on your site. In analytics terms, that means it’s the percentage of new visitors who leave your site having only clicked on, or spent time on, one page. The higher the bounce rate, the worse it is: you want your site visitors to spend as much time as possible on your site, by visiting lots of different pages and hopefully progressing to the next stage of their candidate journey. Combat this by investing time into your content marketing strategy: try to write content that is fresh, engaging and addresses problems that the people you’re targeting might face- for instance, how to ace a job interview. You should also work on your website navigation and loading time; given that 47% of consumers expect a web page to load in two seconds or less, make it sure it’s fast, and that the navigation is intuitive and easy to use.  Unique visitorsUnique visitors are classed as ‘users’ in Google Analytics, but it means the same thing: it refers to the number of people who have visited your site in a given time, or your site traffic. Each user has an individual number that lets you identify them, but what you should really be measuring is the overall user numbers: the higher, the better. You should also keep an eye out for the number of ‘new’ users vs. the number of ‘returning’ ones: though a high number of returns is good news, as it indicates that consumers enjoy what you’re offering on your website, be it jobs or content, you should also try to attract new users through using content marketing, SEO and a good social media strategy to boost your company’s visibility. Indexed pagesWith the rise in awareness of ATS systems, and the damage that they can cause to an employer’s Google rankings, it’s never been more important to keep track of the pages on your site that have been indexed by Google. Having your pages indexed means that Google can pull information from your careers site, which it can then display when a specific keyword is searched for online. More indexed pages mean more views, which can be hampered by using an ATS system like Taleo to display your jobs. This is because those jobs are hosted on a separate site and will therefore not be indexed, found or shown on Google.  Landing page conversion rateThe most important thing to be measuring when you have a careers site is, of course, the number of conversions that you get on-site. Though you have to set up your analytics in advance to track this, it’s vital to know how many click-throughs to job vacancies or job applications that you’re getting. Clearly, the higher your conversion rate is, the better: if it’s high, you know that your content and your jobs are attracting the right people, and engaging them long enough for them to apply to your vacancies. To boost your conversion rate, try using a call to action within, or at the foot of, your text: after all, anchor text CTAs increase conversion rates by 121%, whilst personalised CTAs convert 42% more visitors into leads than untargeted ones. Pages visitedThere’s no point investing time into creating excellent content if you don’t know whether your content marketing strategy is working! Measuring pages visited will let you see what content and which jobs are doing well on your site, as well as letting you see the average time spent on each page. To increase your pages visited, have a look at which ones are performing well to analyse what content, and which jobs, are going down well with your audience before formulating a marketing strategy based around that. Back up your jobs with related content, and share pages you want to boost on social media.At Attrax, we create world-class careers sites that make it easy to measure your analytics, raise your visibility online and increase your application rate. ROI is one of the many things we take into consideration when building our websites: to learn more, why not talk to our Commercial Team?If you’re feeling curious about our careers sites, find out more in our eBook on Planning and Implementing a New Careers Website. 

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Beatrice Caldarella

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Beatrice Caldarella

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Beatrice Caldarella

How to optimise your digital marketing strategy through social media
How to optimise your digital marketing strategy through social media

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Blogs

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Blogs

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11/6/2017

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A digital marketing strategy is nothing without social media. Though paid advertising and SEO strategies will boost your online profile, it’s through social media that you build a network of loyal clients and fellow professionals. It’s also online that you create the brand you want to be associated with, and with 38 million active users in the UK spending around one and a half hours online a day, it’s well worth investing your time and money into creating a comprehensive plan that will complement your digital marketing strategy. Why use social media? There are several advantages to using social media to drive business. In order to engage a large number of followers in today’s very noisy online world, you need to post regularly, and you need to create a brand with a strong-enough identity to stand out from the crowd. As 77% of Twitter users feel more positive about a brand when their Tweet has been replied to, it’s a good idea to think about how you want to be seen by your customers. What values do you want to be associated with? A brand is made up of how people perceive your company, so by posting the right material about the right things and responding to messages- or Tweets- you can build up your reputation as a thought leader in your sector, and as somebody who people want to follow. Result: you increase your online reach and build your network. Networking online Indeed, social media is the perfect place to network. Whether it’s on LinkedIn or Twitter, the perfect place to make contact with people in your industry is by following them, and keeping tabs on what they’re saying on the web. A staggering 50 million businesses use Facebook pages, and so for finding out about industry events, or initiating conversations on LinkedIn, the web is an excellent place to build up a list of contacts and, as a result, increase your online reach. Through using social media to follow competitors, customers and clients, you can keep tabs on what they’re saying,  discover how they engage followers and even learn about the state of, and latest developments in, the market.  Money matters Sometimes, however, patiently waiting to build your network is not an option and you want immediate results. Perhaps it’s for a job vacancy that you want to advertise, or an event that you want to raise awareness about. Either way, don’t worry: Facebook, Twitter and LinkedIn all run paid advertising campaigns, which allow you to boost posts and gain visibility online in much the same way as a search-engine-led paid advertising campaign.  Check the analytics The most valuable thing these social media networks offer, however, is the chance to analyse the statistics behind the posts: how many people viewed your post? How many engaged, and how many followed through and clicked the link to your site? Social media is a goldmine of statistical information, which can be used to better understand your audience and hone your marketing campaign- off Facebook as well as on it. The bottom line Whether it’s through building your network or gathering useful data, social media is a vital part of today’s marketing strategies. The main aim of digital marketing is to drive traffic to your site, and using social media not only gives you a way to increase your online reach but ensure that you reach as wide a range of people as possible. With internet presence a vital way of targeting customers, knowing how to optimise social media could make the difference between a successful brand and a household name.To find out how you can use social media to revolutionise your digital marketing strategy get in touch with us here to find out how we can work together. 

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Beatrice Caldarella

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Beatrice Caldarella

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Beatrice Caldarella

How to use your careers site to increase your Quality of Hire
How to use your careers site to increase your Quality of Hire

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Blogs

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Blogs

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10/17/2017

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The hiring market is becoming ever-more competitive. With the UK unemployment rate at an all-time low, competition for quality candidates is increasing: indeed, 65% of recruiters cite a lack of skilled candidates in the market as one of the biggest obstacles they experience to hiring people and making placements.  With ever-more companies competing for a shrinking pool of quality candidates, one of the best ways you can be sure of attracting quality candidates is by modifying and optimising your careers site. Your careers site can be one of the most valuable marketing tools you possess, with the power to shape your brand, your visibility online and even the amount of applications you receive; with the correct approach, it can also be used to attract high-quality hires. Invest in your employer branding One of the places that your careers site will make you stand out, especially as opposed to advertising jobs on job boards and aggregators, is in your employer branding. Organisations that invest in employer branding are three times more likely to make a quality hire, and it’s easy to see why: candidates want to see what kind of company they’ll be joining, and they want to see what life is like inside that company. Your careers site provides the perfect platform from which to display this: you can post ‘day in the life’ articles on your blog, advertise company events on social media and even include an ‘About Us’ page where you can show prospective applicants just what your company values are, and what you get up to within the office. Take the time to conduct video interviews with members of your team and ask them what they like about working in the company; their replies will likely carry more weight than any job description will! Target the best people for the job Your blog can also be a vital tool when it comes to targeting the right people in the right sector. Content marketing is fantastic, because it’s not about marketing your product: it’s about providing helpful, relevant information to your readers about the sector that you work within. People who are looking for jobs, or interested in a career, in that sector will therefore be more likely to visit your blog, and from there you can engage them with potential job openings, more blog posts or just make them aware of your company and its brand. With the right content, you can also build up a reputation as a thought leader within your sector, therefore making yourself more visible online. Work on your candidate user experience In an industry where 60% of job seekers quit in the middle of a job application due to its length or complexity, employers should favour simplicity and speed over everything else. With a careers site, you have control over this, and over how your job is perceived by potential applicants: make their user journey as simple as possible. Have a ‘Quick Apply’ option where they can send in their CV for a certain job, and make it easy to search for jobs; advanced functionality such as Predictive Search makes you appear professional, and makes the user journey quicker. Overall, the hiring process should be as quick and fluid as possible, with factors like the time to hire, the source of hire, candidate acceptance ratio and candidate drop-out rate all being monitored, so you know where to improve.  Take control of your job descriptions Nothing has a larger say in attracting potential quality hires than how well your job descriptions are written and presented. Make sure that your title is Google-search friendly and simple: nobody wants to apply for a complicated-sounding job! You should include a list of the role’s responsibilities and a description of what the candidate will be doing, and make it very clear which skills are essential to have, and which are only ‘optional’. Include the job location: rather than recruitment agencies, which sometimes don’t reveal who the hiring company is, or where the job is based, careers sites have the advantage; you can tell your readers exactly where they’ll be working, which will narrow down your candidates considerably. It’s also a good idea to talk directly to the candidate, rather than using phrases like ‘the successful candidate will’: this will only alienate the reader and dissuade them from applying.Our smart careers site system is powered by the latest AI to deliver an outstanding talent experience and a strong conversion of candidates into the ATS. Attrax provides your future talent with personalised employer branding, relevant content and jobs based on their browsing history and recruitment needs.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson