5 SEO Tips for HR Professionals to Attract Qualified Candidates
by Rilind Elezaj
Search engine optimization is a staple of every winning digital marketing strategy, and it’s a foundational pillar of success in the competitive online market. Experienced marketers and business leaders use SEO to elevate the brand’s standing online, boost visibility and awareness, and generate qualified leads – these are just some of the compelling reasons why you should use SEO for long-term success. But did you know that SEO can help you take your recruiting strategy to the next level and attract the top talent to your company?
One of the top recruiting trends for 2021 and beyond is a focus on good SEO practices that will engage the best job-seekers and inspire them to get in touch. Much like you would use SEO to boost your visibility for the customers, you should use it to attract qualified candidates, so let’s take a look at the five tips that will help you achieve that, and much more. Here’s what you need to know.
Building dedicated landing pages
There are many reasons to promote new job openings at your company, and as an HR leader in your organization, you probably know that you should be using various online channels to find and attract talented workers. That said, there’s no denying that one of your most powerful recruitment tools is your website, which is why you need to focus on creating a stellar experience for potential candidates when they land on your site.
With that in mind, simply updating a page with some information about open positions will not cut it, nor will adding a tiny paragraph telling people to reach out for career opportunities. No, job-seekers (and Google) want more than that, and you need to start creating dedicated landing pages for your job openings to rank higher in the search results.
Adding these pages to your website will improve your SEO score and it will help Google rank this content higher in the SERPs, thus boosting visibility and awareness among the talented workers. After all, people are searching for amazing opportunities, you just need to provide the landing pages they can find with ease.
Providing as much information as possible
When you’re creating landing pages with your web development and marketing teams, you as the HR professional will play a key role in enriching these pages with valuable information. Google nowadays prioritizes websites, landing pages, and content that is factual and thoroughly researched, and goes in-depth on a certain topic.
This means that you should create long-form content that delves deep into the position and everything that it entails. The more information you can provide, the more SEO value you bring to the page and your employer brand as a whole. And keep in mind that you always have something to talk about on these pages, ranging from technical job information and the in-demand skills, all the way to your work environment and culture, the hiring and onboarding processes, and more.
This is something only you as the HR expert can turn into quality, informative content.
It’s important to focus on local SEO
The goal of your recruitment strategy is to bring qualified candidates to your doorstep, and now that companies are finally starting to hire in-house again (instead of remotely), you need to start optimizing your recruitment content for local search. This means making all online content rank higher in the local search results for your area where you have a brand presence, and it’s something that’s become a staple practice in competitive job markets like Australia.
The Australian market is a good example of how HR managers and marketers use localized SEO. It’s all about the granular approach, making sure to rank higher for a very specific region. If you’re outside of Sidney, for example, and want to localize your SEO for Central Coast and that small region to source local talent, you need to come up with market-specific content and use localized keywords.
This makes you rank higher in a particular region, which is a great practice you should use in your own recruitment strategy no matter the market you’re operating in around the world.
Focusing on user experience
To make your recruitment pages rank as high as possible, and to boost the online presence of your employer and the brand, you need to also focus on the user experience on your website. The recruitment pages you put together need to follow a certain format that eases navigation and elevates UX, with compelling visuals, bullet points and proper headings, and more.
Let’s not forget that, in order for these pages to rank higher and to improve UX, they also need to have the right meta descriptions, and you should also add the right alt-text to every image. As a great HR manager, you will provide the information that your SEO experts need to add these important SEO features to everything you publish.
Capitalizing on online reviews and relevant platforms
Last but not least, don’t forget that Google pays attention to online reviews and how they affect your online reputation. Google will feel apprehensive ranking your pages high in the relevant search results if you have negative reviews as an employer on your website or on any third-party platforms. That’s why it’s important to generate as many positive reviews as possible, and transform the negative ones into success stories if you can. This will boost your ranking and will encourage the top talent to reach out.
Over to you
HR experts play a crucial role in creating a winning recruitment and hiring strategy, and in many ways they can improve the performance of recruitment marketing campaigns. SEO is definitely something you should use to your advantage, so make sure to leverage these tips to create a winning recruitment SEO strategy that will bring the best of the best to your doorstep.