Using SEO as part of your Interactive Recruiting Strategy 5 Comments

I’ve had the opportunity to explore and test a variety of SEO-based tools and theories in recruiting, and have published a series of posts on this topic with the business results after implementing. And over the past couple of years there has been a lot of buzz about SEO for jobs and recruiting, job seeker behaviors, and the future of job boards.

Doug Berg, Founder & Chief Innovation Officer at Jobs2Web recently published a whitepaper on SEO for Recruiting that is worth taking a look at.  Doug highlights several key factors to consider in an overall interactive recruitment marketing strategy.

SEO for Recruiting White Paper

The reality is candidate and job seeker behaviors continue to evolve, and the “you find us” recruiting strategy when deployed with tools and behaviors from over a decade ago are clearly a thing of the past.

About Jason Buss

Talent HQ’s creator and editor is Recruiting & Diversity Leader, Jason Buss. Talent HQ is a premier online news and information channel for the Recruiting and Human Resources community.

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  • Posted on: Monday, January 26th, 2009
  • This Post Has 5 Comments

    1. Nicole Bodem says:

      As a successful search marketer for the past 7 years, 2 of them being in the recruiting industry if there’s one complaint i’d have it’s that people are selling “ranking” as a success metric and not properly educating clients on the whole picture.

      Ranking is old school. An experienced SEO would never show you rankings to prove value.

      Here’s Why –

      While exciting to see yourself rank, focusing on rankings is not the best strategy when it comes to showing value – here’s why.

      Rankings Constantly Fluctuate – Google is constantly adding new websites to their database and making changes to their ranking algorithm, so it makes sense that these additions and changes will impact the ranking of sites already listed within their database.

      Rankings Can Be IP Based – Often results are delivered based on the visitor’s geographic location. Meaning, my Minnesota search will more then likely show different results then the same search done in Florida.

      Universal Search – The birth of Universal Search adds news, videos, blogs and pictures all into the competitive mix.

      Personalized Search – This is probably the most important. Once logged into a Google account, Google will modify your search engine results based on your past history of searching. It is their hope that they deliver the most relevant information to you. It’s all about user experience.

      1. How many applicants did I drive to the site via search marketing channels?
      2. How many applicants did I drive to a specific job posting?
      3. How many of those applicants applied?
      4. What percentage of the applicants that applied got hired?
      5. What is the CPA (cost per applicant?)

      If you are driving candidates to your career site organically via search engines you have been successful with SEO. If you check your “ranking” and don’t see youself at that particular time does not mean that you have not been successful. You are “ranking” somewhere for someone. Concentrate on the metrics that matter.

      My thought, rankings are easier to explain than everything else, so people are taking the easy way out..

    2. Clint Danks says:

      Well said Nicole. Identify the primary KPI’s and use those as the metric(s). I guess I am confused why this has to be explained…over and over and over.

    3. Nicole is right on with the numbers. But this is the same conversation that has been going around the job board industry for years. If there is no incentive for the clients to buy efficient recruitmenttforms advertising, they won’t.
      Additionally, if you are selling SEO, then you should be accountable for both rankings and hires. If you are selling SEO with no rankings, and your buying traffic through ppc, then your NOT delivering SEO, your delivery SEM, and it should be tracked seperately.

    4. Nicole Bodem says:

      I agree with your points Jonathan. Especially on the SEO vs. SEM – they are very different channels.

      Its a given that clients will check their rankings, what I am trying to help people understand is that if you check your rankings on a given day and don’t see yourself on the first few pages it does not necessarily mean that the SEO has failed.

      If you are successful organically with the key performance indicators mentioned above than you are obviously ranking somewhere for someone. I’m trying to steer people away from comments like “yesterday I was number 1 on Google and today I am not, what’s broken?” and moved towards “this week our SEO efforts brought us X amount of quality candidates via Google.

      Gone are days where you can simply hand a client a ranking report and deem yourself successful.

    5. This is the first time I commented here and I must say you provide us genuine, and quality information for other bloggers! Great job.
      p.s. You have a very good template for your blog. Where have you got it from?

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