Attrax insights

The power of content marketing

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Blogs

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Blogs

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3/19/2019

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Digital marketing continues to rise in popularity in line with the rapid increase of internet users. The global digital population has now reached 4.4 billion users meaning the majority of humans on the planet spend some of their free time online — with 77% of Americans (the third highest country of internet users) doing so daily. This can be largely accredited to the increased accessibility of internet access, not only through computers but through on-the-go mobile devices which allow constant internet connectivity. Search engines have become the new encyclopaedias with Google, in particular, acting as the first port of call for all queries. Based on the 3.5 billion searches per day, there is a massive flow of organic traffic and conversions waiting to be driven to your website. One of the key ways you can do this is by developing your content marketing strategy — an underutilised tool to boost traffic, improve rankings and drive candidate engagement. Here’s how and why you should aim to maximise your content marketing plan. Increase your brand awareness & reputation for expertise One of the major benefits of content marketing is raising awareness of your brand. By publishing knowledgeable content on an area that your business is involved in, you are also increasing your reputation as an industry expert in that field. If your brand is synonymous with accessible, useful and expert knowledge then others are going to feel warmly about engaging with your brand in the future. To further support the benefits of brand awareness, the marketing rule of seven suggests that a prospect needs to see or hear the advertiser’s message at least seven times before they take action.  It’s been suggested that customers like to interact with a brand a few times before they actually make a purchase – and one of those ways can be through engaging with content.   Good ROI and quality of traffic Content marketing is one of the most cost-efficient ways of driving traffic to your website and produces three times as many leads as paid search per pound spent. It has lower up-front costs than paid search and provides consistent and deeper long-term benefits. Content marketing builds its own momentum and can be re-shared to keep driving traffic free of cost — a method which provides a great return on investment (ROI). Those businesses that have adopted content marketing into their strategy see a hefty payout of a conversion rate that is six times higher than those without content do. Why? One key reason is that content marketing attracts engaged visitors who are searching for content related to your market and therefore more likely to convert. Builds an audience of loyal consumers Good quality content can help to build a loyal consumer base. Those you engage with your content can be more loyal to your brand and revisit your site more frequently. Current and memorable content is also easily shareable and can benefit from ‘viral culture’ which has the potential to create a substantial boost in traffic to your website. Content doesn’t always have to take the form of a blog or article — videos are growing extremely quickly in popularity as over 500 million hours of YouTube videos are watched a day. In the same way, you can make informative and attention-grabbing infographics. Supports other forms of digital marketing Content marketing works happily in tandem with other forms of in and outbound digital marketing including social media campaigns and paid search. Content marketing supports your social media outreach by providing you with content to promote. You can also use pay-per-click (PPC) to direct more traffic to your content (which should be strategically embedded with compelling call to actions) for a less direct sales tactic. The number of advertisements a person sees has risen by 3,000 per day in 20 years. That’s why people are much more receptive to the clever and subtle use of advertising found in content marketing — one that is resistant to ad blockers. By offering free content without asking for anything in return, candidates are more likely to engage with your call-to-actions, especially if they find the information they received to be valuable. How Attrax can help build your brand Using our careers site system can help you build a site that translates your brand whilst delivering relevant content to your prospective candidates. The AI-powered system is endlessly customisable meaning it delivers personalised employer branding and helps to convert visitors into high-quality job applicants. Contact us to see how we can help you today.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

2019 ONREC Awards – another win for an Attrax client!
2019 ONREC Awards – another win for an Attrax client

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Blogs

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3/14/2019

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It was all hands to the pump on Thursday 7th March as the best of the recruitment sector took to the Grange Hotel for the 2019 ONREC Awards to celebrate the success, innovation and most promising campaigns within the industry over the past twelve months.At Attrax, we were particularly excited given that a huge number of our clients had been put forward for an award.Fircroft, TDM Recruitment, Service Care Solutions, IDEX Consulting, Harvey Nash, Barclay Simpson, Four Seasons Recruitment, Harnham and Travel Perkins Group were all nominated for the Creative Online Marketing 2019 Award.Stanton House and Redline Group were put forward for The Creative Offline Marketing Award, whilst the Technical Innovation Award category saw us nominated for our smart recruitment platform, Attrax.  AwardsWith such a promising start to the evening, we were delighted when our client, Travis Perkins took home an ONREC Award at the end of the night! The Attrax team stepped in to receive the award: Congratulations to all our finalists and to Travis Perkins for their amazing win last night! We’re already looking forward to seeing what next year will bring.

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

How the UK’s low unemployment rate will affect your recruitment business
How the UK's low unemployment rate will affect your business

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Blogs

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2/12/2019

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The UK has an unemployment rate of only 4% — the lowest since 1975. The Office for National Statistics have reported a record-high increase in employment of 141,000 to 32.54 million in the three months to November last year. This is good news for jobseekers as employers have been increasing pay as an incentive to recruit staff during this skills-shortage, but what does this mean for your recruitment business? Britain’s booming job market leaves recruitment agencies competing with businesses who hire directly, as well as creating challenges when recruiting for specialist roles. However, there is a silver lining. Those recruiters who see a low unemployment rate and buoyant market as an opportunity – rather than a challenge – can benefit by actively seeking out the market’s top talent and matching them up with niche, difficult-to-fill roles. It’s never been more important to effectively plan and execute your digital recruitment marketing. This can have a dramatic impact on how you attract talent in such a competitive marketplace. Digital Advertising There are two huge factors that will influence the digital recruitment advertising market this year. Firstly, Indeed will be turning off organic traffic for recruitment agencies in the UK very soon. This means less traffic for recruitment agencies and for those who decide to spend on Indeed PPC — a hugely competitive platform as many others do the same. Secondly, many job boards are using Google PPC and Google for Jobs as alternatives to Indeed and as a result, these two sources of candidates are also going to become 10 times more competitive than they were six months ago.  SEO Since 70% of job searches begin on Google, one, if not the most, important aspect of digital marketing includes search engine optimisation (SEO). In an increasingly digital world, it is essential that you innovate your approach to marketing in order to attract high levels of candidate traffic. 94% of all web traffic comes from organic searches, and the first position on Google search results has a 34% click-through rate. This means that despite the declining unemployment rate, there’s a plethora of potential recruits waiting to interact with your business given the opportunity to do so online. Build your brand To stand out from competitors, demonstrate your understanding of the candidate demographic and appeal to them, consider using the powerful tool of content marketing. This underrated service does wonders to drive traffic and showcase the unique perspectives of your brand.Content marketing has been proven to get three times the number of leads against PPC per pound spent. Not only this, but it has longer-lasting effects and lower up-front costs. Building your business brand through content marketing will cement your reputation as knowledgeable in the recruitment industry and increase your digital presence, as well as inciting engagement from active and passive jobseekers.Another way to create a high-ranking landing page is to promote link-building through targeted and polished content. Consider creating targeted organic and paid client campaigns on established networks to build an audience, drive traffic to the website and generate quality applications. Increase your conversions rate After increasing your visibility and traffic, it’s crucial to increase candidate interaction and turn traffic into new recruits. To increase your conversion rates, begin to assess what aspects of your marketing campaigns work the best and hone-in on areas for improvement. Great methods of increasing conversion rates include writing well-written copy, providing intriguing job opportunities, using good visuals, breaking up large chunks of text and using competing calls to actions (CTAs) that will increase interactivity.Bounce rates tend to increase when there is a slow-loading landing page or a convoluted application process. That’s why a main priority of yours should be considering candidate user-experience. There are vast benefits to upgrading to a website-platform that is user-friendly, functional and streamlines your application process for optimal results.  It all starts with Attrax With unemployment at an all-time low and an increasingly competitive job market, a strong brand is essential to set you apart from your competitors and attract top-level candidates. That’s why Attrax can provide every client with all the available digital marketing tools. Our unparalleled understanding of the global recruitment market will allow us to enhance your marketing and branding strategies, and our recruitment site system, Attrax is optimised to generate conversions. Contact us today to see how we can help you. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

ONREC Awards 2019 Shortlist Announced
ONREC Awards 2019 shortlist announced

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Blogs

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Blogs

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1/11/2019

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The ONREC Awards is one of the most eagerly-awaited events in the recruitment year and yesterday they finally unveiled their shortlisted picks, ahead of a black-tie event on 7th March at The Grange St Pauls, London.At Attrax, we’ve been rubbing our hands over this for months, and now all that waiting is paying off: we’re delighted to announce that 10 of our clients have been nominated for several awards over multiple categories for this years’ event. The majority of our nominated clients are dominating the category ‘The Creative Online Marketing Award’: under Niche we have Fircroft, TDM Recruitment, IDEX Consulting, Harvey Nash, Barclay Simpson, Four Seasons Recruitment, Harnham and Travis Perkins Group is shortlisted for the Corporate section. Additionally, Stanton House and Redline Group have been shortlisted for ‘The Creative Offline Marketing Award’ for generalist and supplier respectively. Our client Vodafone has been nominated for ‘The Best Corporate Use of Online Recruitment Award 2019’. The turnout this year has been great, and at Attrax we’re all looking forward with crossed fingers to March, when they’ll announce the winners.Congratulations to everyone who has been shortlisted!Take a look at the official ONREC shortlist here. 

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Creating a new recruitment website?

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Blogs

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12/19/2018

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Creating a great recruitment website takes a lot of hard work. You need to decide upon a brief, agree on the budget, and identify a supplier. Once that’s been done, you have to decide how you want your website to look- and what features and functionality you want to include. Team profiles page Enter the team profiles page. If you want to keep engaging and converting potential applicants, it’s important that you get your recruitment website right if you want to avoid falling behind and losing your profits to a competitor. To get ahead, you need to leverage and foreground your most valuable resource: your recruiters. With years of experience working within the recruitment industry, these consultants have built up a reputation that you can harness as part of your business plan. By including a teams page, and making it a prominent part of your website, you’re more likely to attract curious browsers and potential job applicants. In fact, when used correctly, your recruiter's team profiles can help improve candidate engagement, your conversion rates, and even your company’s reputation.  By creating staff profiles that prominently feature your recruitment consultants, you can make sure that they play a more active role in engaging candidates: put them in charge of 'managing' roles, and include a section on their profile page where candidates can browse those vacancies, as well as articles that they’ve written. By interconnecting jobs, blogs and consultant profiles, you can extend the candidate journey, making it easier for them to keep browsing your site and- ultimately- find a job that suits them. Encourages interaction with recruitment consultants Including this type of staff profile also encourages applicants to interact with your recruitment consultants. By giving potential candidates a point of contact for any job they might be interested in, they’ll be more likely to get in touch regarding a question about the role, about the application process or more- and once they’ve done that, they’re much more likely to submit an application. Similarly, by showing your consultants as authors on the blogs that they’ve written, browsers who are intrigued about the subject matter can click through and find more content- and jobs- on that person’s profile.  Giving your recruitment agency a human face through their staff profiles could even help your company's reputation. Whether you want to demonstrate a more friendly, approachable side to your recruitment consultants, or emphasise their professional expertise, their profiles can be tweaked or designed to suit your company’s aesthetic and make them an integral part of your candidate- and client- attraction strategy. Why wait? Take control of your team profiles and get involved in the conversation. Design great recruitment websites with Attrax Looking to innovate your recruitment website? Usins our careers site system you can create a user experience that engages and attracts the top talent ahead of your competitors. To see the features and functionalities that you could have on your site take a look at our clients' sites. Or contact us to speak to a member of the Attrax team.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

Strengthening your company culture with your careers site

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Blogs

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Blogs

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12/12/2018

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Your company culture is one of your most important assets. After all, companies with strong employer brands can cut their cost per hire by up to half, whilst 74% of HR professionals say that a company’s reputation is critical to successful recruiting.  However, are you showing it correctly on your careers site? Though you might be displaying jobs correctly, you might not be giving potential applicants the reasons they need to apply for those jobs. A great careers site will show people just what they’re missing, and get them excited for a future with your company; are you doing the same? If not, it’s time to change things up. Here’s how: The design What you say with your site’s design is arguably as important as the content you put on it. Spotify’s careers site, for instance, immediately establishes them as a fun, young, involved company where people who love music can easily find their niche. Similarly, Harrods’ website - designed and created by Attrax - immediately shows the people hard at work behind the scenes at Harrods, whilst the more pared-back design is both stylish and professional. What do you want to say with your website’s design? If you want to establish your professional credentials and heritage, choose a brand and design that fits in with that aesthetic; if you’re a young start-up, choose a dynamic and flashy design. Either way, browsers will immediately know what kind of company you are- and whether they’ll be a good fit for it as a result.  Use your blog  If you don’t have a company blog- or don’t often use it- then it’s time to reconsider. Content marketing has a conversion rate that is six times higher than any other method of generating interest, and it’s good for your website’s SEO to boot. It’s an invaluable resource: you can use it to share news about your company and about the people working within it: for instance, anniversaries or promotions- and you can also use it to promote your knowledge of the sector within which you are operating. Many job applicants will come to your site because they want to know more about the industry they want to join: help them out by providing insights into the hiring process, success stories from other employees and information about the industry at large. People will come back to it, you’ll generate a good reputation as a thought leader and show potential applicants just what sort of company you are.  Team profiles  When you have a strong company culture, your staff rate your company on average 20% higher than they would your competitors. With that in mind, why not let your employees speak for you? Give them space to express themselves on their team profiles: include a brief bio covering their background and how they came to work for you. Include some likes and dislikes, and a picture or two (or three), and link the profile to the jobs that they manage. You’ll give your team a chance to express themselves- and by showing a friendly and approachable face to your potential job applicants, they’ll be much more likely to apply for a job with you. Life with… Give candidates an insight into what life is really like at your company by including a section in your site that’s dedicated to the team. This gives you the space to showcase life with your organisation: include pictures of social nights out, Christmas parties, awards ceremonies and more. They say one picture is worth a thousand words, and this is an excellent chance for you to show people what they’re missing out on.  Equip your careers site for success with Attrax Years of working with top corporate companies means that we're uniquely placed to help you thrive in the recruitment market. Why wait? Take a look at some of our clients' careers sites here, or check out our eBook on Planning and Implementing a New Careers Site.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

Attrax' latest website with Harvey Nash goes live
Attrax's latest website with Harvey Nash goes live

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Blogs

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12/4/2018

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Attrax is very excited to announce the recent go-live of the first in a suite of websites for global recruiter Harvey Nash.  Harvey Nash, a leader in professional recruitment, have offices all around the world and a pedigree that has made them one of the go-to recruiters for companies internationally. The fact that they have chosen to work with Attrax to improve their candidate offering and create a website that reflects this heritage is one that we’ve been really excited to work on over the past few month. The website is hosted on our award-winning Attrax system and is easily one of our most stunning designs yet: featuring a lightning-fast Total Search, immersive designs and personalisation, which tailors jobs and content according to the candidate’s browsing history. It’s tailor made to succeed in the modern recruitment market. Importantly, it’s Google-for-Jobs friendly, which will make all the difference in coming months as job seekers use these new search results more and more.  The first website, for Harvey Nash Switzerland, has already gone live, and we’re looking forward to rolling out several more over the coming months. Given that Attrax boasts an average conversion rate of 20%, we’re excited to see what the future holds for Harvey Nash.Curious? Find out more about the Attrax careers site sytem Harvey Nash is hosted on. Take a look at the new Harvey Nash recruitment website here.

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Beatrice Caldarella

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Beatrice Caldarella

Beatrice Caldarella

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Beatrice Caldarella

Indeed Organic Traffic Removed from January

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11/27/2018

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From January 7th 2019, Indeed will stop scraping your jobs. In technical terms this means they will be deactivating organic traffic across their platform in the USA. The UK won’t be far behind and for many job boards this is already the reality.  Assessing the risk Fixing this traffic and CV gap will be a challenge but first, you need to understand your level of exposure and traffic levels. Login to your Google Analytics click on source/medium and see how much traffic you are generating from Indeed and also how many CVs you are generating. If you can’t see this make sure you have the correct goals set up. Once you have completed this you really have three options. Replace the loss with other advertising mediums, invest in SEO or invest in your website to improve its efficiency at generating CVs. We explore these option below. Digital Advertising Whichever advertising option you choose, make sure that traffic goes directly to your website, and that CVs are submitted via your own website, rather than moving the money to another job board by letting candidates apply through them. After all, that will just serve to help their brand and not yours. This move effectively turns Indeed into a job board for many recruitment agencies and so it is worth considering other aggregators such as Zip Recruiter, Adzuna and Job Pilot. There are plenty of alternatives to choose from. Another option is Google Adwords or the Google display network. These are specialised platforms so unless you have an in-house expert you should engage an agency to help here.Other options include social media advertising or even programmatic display advertising, but these forms of advertising attract a more passive job seeker and while we believe you should be using them they are unlikely to fix your short-term gaps. Invest in SEO (and improve your Google for Jobs visibility) Google for Jobs went live in the UK in the 17th July, and investing in SEO will actually get you above Indeed in job searches. Outside of the standard onsite and offsite SEO factors, Google for Jobs now provides information such as impressions, clicks on your jobs, your position in Google for jobs plus traffic and CVs generated. Getting this right can really help to fill that gap.  Better candidate experience on your website If you want to invest in the future, it’s time to invest in better user experience on your website. Apply for a job, review features and functionality, and improve them to make it easier than ever to apply to a job or send in a CV. The objective is to generate the same number of CVs from less traffic. Invest in your own platform and get more out of what you have. As a result, you’ll get a better return on investment, and avoid relying on Indeed to supply your candidates - often at a premium.Not sure where to start? Talk to our Talent Attraction experts.

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From January 7th 2019, Indeed will stop scraping your jobs. In technical terms this means they will be deactivating organic traffic across their platform in the USA.

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How to optimise your Facebook campaign

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11/8/2018

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Facebook is undoubtedly one of the most important inventions of the past decade. From its humble beginnings in Harvard, it’s expanded to include more than two billion daily active users, and that’s without counting its growing platform on Instagram. That’s a massive captive audience waiting to receive your marketing message- as long as you have the right way to reach out to them. Enter the Facebook campaign. With all of Facebook’s database at your fingertips, you can reach out to new and existing audiences with targeted adverts designed to engage and interest them. It’s also surprisingly easy to set up- though, like any advertising campaign, success depends on your text, images and target audience. Here are our tips for getting it right. What’s your objective? What do you want your campaign to achieve? Do you want to increase awareness of your brand, increase traffic to your website- and ultimately convert more candidates- or do you want to increase the interest of people who are already aware of your brand?  Once you’ve decided whether you want to focus on Awareness, Consideration or Conversion, you can sit down and flesh out your campaign objectives in more detail. Decide what type of audiences you want to target, then set a clear goal that can be measured after the campaign finishes, and decide what preliminary results that you might expect to see from your campaign, to give you a good benchmark to measure those results by. Creating different campaigns Why not create a separate campaign to suit each of your objectives, using the adverts create tool? If you want a particular ad to focus on raising awareness, and another to drive traffic to your websites, create two that you can tailor to each audience, the better to increase your chances of success. With the adverts create tool, you can also measure the performance of each campaign, see which is performing better, and turn all of the advert sets that you create on and off, as the mood takes you. Indeed, by running two or three campaigns, each with their own copy and images, you’ll stand a better chance of converting them. You can also take a more in-depth look at what appeals to your audience by doing some A/B testing, which calculates the appeal of two different campaigns and helps you see which one has the best chance of appealing to a potential audience before you commit money to it.  Use the Pixel The Pixel is a really handy piece of software that will change the way that you see your audience. It works by placing cookies on users’ computers that will track their interactions with your campaign, and with your website, should they then click on any link you include. You’ll be able to track conversions, time on site, and even show related adverts to people that have been on your website.  You can get really in-depth here, showing your potential applicant an advert for a job they were browsing on your site before they abandoned the application. The possibilities are limitless, and it will let you create a tailored marketing campaign that gets results. Measuring value  Once you’ve run your campaign, it’s time to measure it. Using Facebook- or a third-party provider like Hootsuite- you should be able to analyse the results, such as likes, activity and engagement rate. Did it meet your goals? Are there any ways in which you can improve? Was the audience the right fit for the type of campaign that you were running? If not, then it’s time to reallocate your budget. See which adverts are performing more effectively, and next time put more money into that campaign, rather than focussing on the ones that aren’t drawing as much attention. You can even turn off advert sets that you aren’t using, if you think they’re good, but want to reactivate them later.  Innovate online with Attrax So now you know how to optimise your Facebook campaigns and attract candidates to your careers site, but what next? You need a site that can engage the candidates and provide a brilliant user experience, which is where Attrax can help you. Our award-winning careers site system is endlessly customisable, optimised to display and rank highly on Google and integrated with all the major ATSs, Attrax is fully SaaS and provides you with regular software updates, ensuring your site will stay ahead of the market for years to come.Or if you'd to speak to a member of the Attrax team contact us today.

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What does Indeed's policy change mean for you?
What does Indeed's policy change mean for you?

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Blogs

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Blogs

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11/1/2018

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Do you know how much free organic traffic you get from Indeed?That might be about to change.Last week, job aggregator Indeed made a shock announcement to recruitment agencies across America. As of January 7th 2019, Indeed would be deactivating Organic Traffic across their platform. Instead, all recruitment agencies in the US and Canada will be required to sponsor their job vacancies. No money? No visibility.As you might expect, this was a shock decision for the recruitment giant. This new policy, which affects ‘Recruiting Firms, Placement Firms or Headhunters’ as well as Staffing Agencies, will therefore have a huge effect on the jobs market. After all, recruitment agencies make up a significant part of Indeed’s client base, and a move to alienate them in this way could be seen as risky, especially given the fresh rollout of Google for Jobs across the US, Canada and the UK- which was seen by many to encroach on Indeed’s territory. Could a similar development be heading across the pond shortly?If you’re not preparing for something similar to happen in the UK, perhaps it’s time to start: and we’re expecting Indeed to make their announcement here fairly shortly. However, though this might sound worrying, it also creates opportunities for those who prepare in advance. It’s no longer good enough just to have Indeed: after all, any money you spend will simply drive traffic to your site. If you want to invest in the future, it’s time to invest in upgrading your website. Take stock of your candidate UX, features and functionality, and improve them to attract more organic visitors via Google- for free- and in converting the ones that do browse your jobs. Invest in your own platform, and get more out of what you have. As a result, you’ll get more return on investment, and avoid relying on Indeed to supply your candidates- often at a premium.For recruitment agencies, it’s time to look to the future. Are you prepared? Set the basis for success with Attrax With a platform that regularly converts at 20% or above, Attrax is perfectly placed to help you make the most of your traffic- and attract new visitors, thanks to our suite of Digital Marketing tools. It’s never been more important to gain an edge in the market, and a great content marketing and SEO service will help you increase the performance of your website. Interested? Start your journey with us today by checking out our Attrax landing page- or get ahead of the competition with our Digital Marketing Service that’s tailored to the needs of your recruitment agency.

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