SEO

Search engine optimisation for recruitment is on the rise. Are you ready?
Search engine optimisation for careers sites is on the rise. Are you ready?

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Blogs

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Blogs

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9/10/2020

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

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Why content marketing remains as powerful as ever

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Blogs

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Blogs

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4/9/2020

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Content was hailed king years ago, and yet it remains atop its throne. Why? Because while it has evolved over time, it continues to support SEO strategies in new and innovative ways.Companies in every industry - recruitment, manufacturing, hospitality and banking - use content to build their brand, generate leads and ultimately drive sales. Here’s the evidence - a recent study showed that the consumption of ‘educational content’ boosted a person’s likelihood of buying from a company by 131%.With this in mind, let’s take a look at the science of content marketing and how it is an effective way of attracting organic traffic to your careers site.Content marketing is one of your strategic pillarsContent marketing is one of the pillars that prop up your overall digital marketing strategy – getting more quality candidates to apply for your jobs. It should then come as no surprise that in 2018, 76% of marketing executives were focused on increasing their company spending on content marketing. Marketing is sometimes thought as an effort to interrupt a consumer and steal their attention, but content marketing is designed to make lasting impressions and lay the foundations for strong relationships with your customers - or candidates in a hiring manager’s case.When done right, it’s extremely effectiveThe reason that ‘educational content’ performs so well is because it provides value. It has become increasingly easy for anyone to purchase a website domain and start distributing content. This has seen the internet become saturated with content, but not all of it is considered useful to people. Additionally, a lot of this content isn’t deemed authoritative by Google and these web pages won’t be ranked highly by the search engine.For your content marketing strategy to be effective, it must contain evergreen content. This is sustainable information that remains relevant to readers because it stands the test of time. Coschedule – an online marketing tool - analysed evergreen content and found that it increased site traffic by 283%. Imagine what this hike in visitors to your careers site would do for your conversion rate.There is a harmonious marriage between content marketing and SEOThe links you use in your content - both internal and external - will increase your page authority and therefore improve your website’s ranking in Google. This illustrates how content can help your SEO strategies, but the relationship goes both ways. There are free SEO tools available that you use to ensure that your content matches what candidates are searching for.For example, if you type “engineering jobs” into Answer the Public the data you get back is presented in an easily-digestible spider diagram - check out the search insights here. It shows us that two common questions people are asking are “What are civil engineering jobs?” and “Will AI take over engineering jobs?”. Using this insight, you can create content that answers popular questions and therefore deliver useful and relevant information. Another free tool is Keywordtool.io. Once you’ve decided the topic of your content you can use this SEO tool to do your keyword research. Say you chose to write about civil engineering, all you have to do is input that word and you have a list of related terms. By including these keywords in your content, you know it specifically targets what candidates are searching for.You can use AI to step up your content marketing strategyIf a candidate was to view an IT Manager role on your careers site you could harness the power of machine learning and show them related content such as a blog on the “Top 5 tips for your IT Manager interview”. Showing your visitors content that is relevant to what they are searching for provides a superior candidate experience because it is personalised.And this isn’t the only way that AI is revolutionising content marketing. Using recruitment chatbots you can answer frequent candidate questions which can help cut through the noise. Say that you’re recruiting HGV drivers on your careers site, it’s common for people to ask if they need their HGV license or if they will receive the training on the job. Using a chatbot is a quick and cost-effective way of delivering information, in this case informing them about your training requirements, and ultimately help candidates self-select themselves out of the application process.It’s a way of getting your message out thereContent marketing is an extremely useful way of getting your message across to candidates. The content on your careers site can educate candidates on your stance on diversity in the workplace, your company values or what you’re doing to give back to your local communities.One reason why content remains a powerful way of delivering this message is because there is an ever-increasing list of content marketing channels. For example, Attrax thought about how we could deliver an important message with a unique spin and the result was our webinar on what makes a market-leading careers site. While webinars are relatively new marketing channels, as are podcasts, the more traditional forms – eBooks, videos and infographics - are still powerful sources to tap into. The ultimate content marketing strategy will use a combination of each and let the different forms complement each other.Let Attrax help you attract top talentCrafting a strong content marketing strategy is just one way of driving quality candidates to your careers site. If you’re interested in how else you can boost your website traffic and build your talent pipeline contact us.See the sites we’ve created for our clients with our award-winning careers site system. Powered by AI and leading the way in the HR tech market, our system delivers unparalleled features and functionality.

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Lucy Dawson

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Lucy Dawson

Lucy Dawson

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Lucy Dawson

Employee recruitment strategies that will attract the best candidates

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10/3/2019

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If you’re looking to employ the best candidates, there are a few things you need to consider. To create the best employee recruitment strategy that will firstly attract candidates and secondly, engage them and encourage them to apply, you must consider a candidate’s approach to job hunting. Did you know that 70% of job searches begin on Google? That’s why a digital marketing strategy is key to building up your employer brand and promoting your reputation for stellar candidate engagement and knowledgeable industry insights. Continue reading to find out what steps you can take to ensure you are attracting the best candidates for your roles:  Develop your brand identity Your reputation is essential to your success as a business — it’s been reported that 69% of candidates wouldn’t consider applying to a company with a bad reputation even if they were unemployed. Therefore, it’s important to consider the way your brand is constructed, advertised and received by jobseekers. Marketing your jobs on social media can lead to a high number of applications, so utilise your company’s social media channels to raise awareness of not only your vacancies, but also your brand’s positive and inclusive company culture. Social media can help build a network of candidates who are engaged with your company and the jobs you are offering. Through social media, you can shape and market a company culture that values and rewards loyalty to inspire candidates to want to join your community. To do this, you should have a compelling message that differentiates your company from your competitors and attracts jobseekers through the incentives you offer.  Other brand building examples include marketing campaigns and content marketing services which build your reputation for being knowledgeable in your field and gain trust from your audience. Creating content on topics in your field will also allow you to develop a distinct employer brand that reflects the essence of your company and the things you are aiming to achieve with your product or services. Provide a good user experience In a digital age where most job searches start online, your careers site is vital in attracting and engaging candidates and persuading them to apply. Although it can’t replace an effective careers site, an applicant tracking system (ATS) can be integrated into your careers site to monitor and analyse a candidate’s engagement. This data can then allow you to make innovations leading to higher applications.  The most common reasons for candidate disengagement or abandoned applications include slow loading pages, broken pages, a lengthy application process or outdated web design. Counteract these problems and offer a great candidate user experience by investing in great web design and an easy-to-use CMS that allows for easy customisation.  Updating your web design can not only improve your branding and gain trust from the user but can also improve landing page loading times and provide an easy-to-use streamlined website navigation system. This makes a significant difference in candidate experience and therefore number of completed applications. Make your jobs searchable For candidates to apply to your job vacancies, they must first be able to find them. Make your job listings as discoverable as possible by considering search engine optimisation (SEO) when writing job titles. To do this, include highly-searched keywords in the titles, descriptions and meta descriptions of your job listings. It’s also possible for great web design to increase your search engine rankings by easily transferring the essential information to Google for Jobs and other job boards.  Once suitable candidates have found your job listing, you want them to apply, therefore aim to include key information in the listing that will make it as attractive as possible while still being accurate. Research the market you are aiming to attract and be transparent in your presentation. Candidates mostly want to know about the salary, working hours and benefits your company provides. In addition to website rankings and job boards, it’s useful to market your jobs on social media as research firm Aberdeen Group reported that 73% of millennials found their last position through a social media website.  Let Attrax help Our careers site system is powered by the latest AI to deliver an outstanding talent experience and a strong conversion rate of candidates into the ATS. We can help you provide your future talent with personalised employer branding, relevant content and jobs based on their interaction with your careers site. Contact us for more information to see how we can help you today.

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Attracting organic traffic to your careers site

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Blogs

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Blogs

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9/24/2019

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Organic traffic references the number of visitors to your site derived from search engine results and is one of the most important sources of site traffic, alongside referral, social, direct, e-mail and the opposite — paid search. There are many benefits and drawbacks to each type of traffic due to the quality of candidates they attract, but each source of traffic is valuable and contributes to the success of your company. Organic traffic benefits from having a lasting source of traffic as opposed to the inevitable spike and descent of traffic that comes with paid search. It’s cost-effective and can provide a great ROI but can be labour-intensive and more of a long-term strategy than paid solutions are. The importance and magnitude of organic traffic, especially from Google, can be demonstrated through Google’s five-minute outage in 2013 which decreased web traffic by 40%. It’s clear that a large volume of traffic is sourced from search engines, unsurprising when you hear that there are over 3.5 billion searches made on Google per day. Many people try to push their search engine rankings higher through black hat SEO practises like keyword-stuffing, duplicating content and cloaking (when your content is completely irrelevant to the title and description). But all these methods have been penalised by Google and other search engines for their malpractice in recent years. So, how can you generate true organic traffic to your careers site and improve the quality of visitors you get? Create good-quality and consistent content Content marketing has many proven benefits — one of which is driving relevant traffic to your website. People who search for the topics your content entails (which should be closely related to your business area) are already interested in your sector and therefore more open to engagement. You can convert this engagement into job applications by embedding call to action links throughout your content. Bad, or unrelated leads through other forms of web traffic, can inevitably lead to a higher bounce rate. By producing professional and knowledgeable content, you can build your employer brand and reputation for being an expert in your field, as well as providing a good user experience through providing useful and free content. In addition, uploading new content regularly is a great way of ranking highly on Google which promotes websites that produce fresh content.   The benefits are nothing to scoff at as content marketing generates three times as many leads as paid search per pound spent.   Aim to rank for long-tail key phrases Instead of competing with giant corporations to rank for highly searched head term keywords, it’s a better strategy to focus on highly-focused search queries which usually convert very well. In fact, long-tail keywords of five words or more contribute to 70% of searches. You can aim to rank for these long-tail key phrases by tailoring the promotion of your jobs around a specific location — and adding them to your meta title and descriptions. In addition, to find out which keywords you should aim to rank for, using something as simple as Google’s autocomplete feature and “Searches Related To” tab can show you important key phrases for adoption. Optimise your landing pages to be SEO friendly The core purpose of using SEO for a careers site is to increase the number of people applying to jobs through your website, and this can be done in two ways. Firstly, you should aim to rank highly on search engines to raise awareness of your brand and the available job opportunities. Secondly, and even more importantly, you should aim to entice those people to click on the link and apply for a job. By creating landing pages for jobs based on similarities such as location or sector, you can also generate meta titles and meta descriptions that play on these highly-specific long-tail key phrases. Make sure your titles and descriptions contain only the most relevant and inviting information since they can be previewed on search engines and written correctly, can attract the right attention to your jobs. Organic traffic has been an important aspect of SEO ever since the invention of search engines which revolutionised marketing in a digital age. Its importance only continues to increase as accessibility to search engines are also on the rise. To keep on track with current trends and utilise the 3.5 billion daily searches that are made on Google, follow the tips mentioned and see a substantial increase in your organic traffic and job applications. Let Attrax help Our careers site system is powered by the latest AI to deliver an outstanding talent experience and a strong conversion rate of candidates into the ATS. Do you want to provide your future talent with personalised employer branding, relevant content and jobs based on their interaction with your careers site? Contact us for more information 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

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

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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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

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Beatrice Caldarella