No longer dependent on online job boards by GoogleBack
In addition to LinkedIn and their own network, vacancy banks are often decisive in finding new personnel. And the joke is that those job boards that get >65% of their visitors from Google . And that's a huge opportunity for HR: make sure candidates find your website in Google, even before they find the job board. The significant advantage is that you are no longer among competing companies with similar functions. You will be taken into consideration by the candidate as a separate option.
Three types of candidates
We see at our customers that we can reach three types of candidates via Google.
- The first candidate on Google is, of course, the direct job seeker. Search terms around vacancies, work, jobs and the like are widely used on Google.
- Secondly, there is a less obvious candidate: the latent job seeker. They ask Google what the salaries are in the industry, which (substantive) activities are part of a position and the like.
- The third is mainly for companies where the labour market is really at a loss: job seekers who want to do a training course and, for example, want to follow a work-learning trajectory.
Score higher than the job boards.
While the job boards focus on all branches and vacancies, you, as an employer or recruitment agency, are much more specific. And so you can beat the big boys in some regions of Google without being just as significant. Google will soon realize that people will immediately find the correct information with you. And that is not crazy: you are just a very relevant result.
Six concrete ways
We know Google's secret, but - as you may have noticed - we don't keep it a secret. So we make it concrete for you:
1. At the top of the 'normal' results
First, ensure your candidates find you through the standard, non-sponsored Google results. This allows you to reach latent candidates and direct job seekers, but also people who want to get started through a training program.
2. Show (local) advertising intents
You can also show ads on Google. Be sure to include advertising on BING as well. With advertising, you can easily focus on the immediate area where you seek new people. This also allows you to reach all three target groups described above.
3. Update your Google Business Profile
Then we have visibility with your current relations. You arrange this via the Google Business Profile. This is where you post updates so that anyone who searches for your company name will see the vacancies and they may know someone interested. Or they are a match themselves. So this is a way to announce vacancies in your first-degree network.
4. Arrange the Google For Jobs indexation.
Google For Jobs is also an opportunity. This means that you score reasonably quickly, especially locally, as soon as someone searches for your vacancy in Google. To do this, you create the vacancies via the structured data for a JobPosting. Note: provide a salary indication because that is an essential factor.
5. Score in Google News
By using PR, you are visible on Google News with the open functions. This is an additional way to generate attention. These articles regularly score prominently above the normal results, and (online) trade media can also pick it up. You achieve attention by thinking creatively about the way of applying, terms of employment, et cetera.
And then a sixth bouncer
In case you also want to make the vacancy bank work more for you, another bouncer: we can optimize vacancies within the large vacancy banks in such a way that the page with the vacancy itself scores at the top of Google instead of the overview page where all your competitors can be found. This is with a combination of text optimisation and internal + external links to the vacancy.
It's your turn
For each case, there are many ways to ensure that your recruitment & selection is lifted to a higher level via Google. We know one thing for sure: your next candidate is searching Google. The only question is: in what way is Google being used? As an upMention team, we like to brainstorm with you!