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Maximizing Your Talent Brand SEO
to Attract Your Dream Candidates
Susanna Frazier
Head of Strategic Sourcing, Talent Acquisition Operations
Universal Music Group
@ohsusannamarie
Maximizing Your Talent Brand SEO to Attract Your Dream Candidates
The biggest change in talent acquisition today is top job seekers searching out
companies they want to join. The tables have turned. Recruiters need strategy to
‘pull’ vs ‘push’ and be top of the heap in search when candidates come looking.
Master the success factors to:
• Understand what SEO is and how to influence it
• Ensure your company comes up in Google searches by job seekers
• Work with your marketing team to attract the best candidates
Ensure your vacancies are easy for candidates to find online.
How do candidates approach their job search?
© Statista 2018
Additional Information: United States; Various sources (Inavero); February 3 to February 18, 2015; total survey n = 5,013 workers and over and 2,002 hiring decision makers; 18 years and older
Sources: CareerBuilder.com; Various sources (Inavero)
https://www.statista.com/statistics/484719/digital-job-search-application-usa/
Which resources do candidates use throughout their job search?
© Statista 2018
Additional Information: United States; Various sources (Inavero); February 3 to February 18, 2015; total survey n = 5,013 workers and over and 2,002 hiring decision makers; 18 years and older
Sources: CareerBuilder.com; Various sources (Inavero)
https://www.statista.com/statistics/484740/job-search-resource-utilization-usa/
What goals do candidates have throughout their job search?
1. Identify a company they’d like to work for.
2. Identify a job they’d like to apply for.
3. Identify a recruiter they’d like to work with.
Job search related searches account for more than 30% of all Google searches…
…91% of searchers don’t click past the first search engine results page.
© LinkedIn 2017
June 20, 2017 - Google For Jobs Day
Author: Tom Chevalier, VP of Product at Appcast
https://www.linkedin.com/pulse/june-20-2017-google-jobs-day-tom-chevalier/
How can we use our talent brand SEO to increase our candidate search
engine results page (SERP) visibility?
Leverage key SEO factors that influence the ranking of organic search results.
• On-page SEO factors: content, architecture, HTML − directly controlled by the publisher
• Off-page SEO factors: trust, links, personal, social − influenced by other publishers, readers, visitors
Target key search engines used by candidates throughout their job search.
• Business directories: Google My Business, Bing Places for Business, Yahoo! Local Listing,
Yelp, Yellow Pages, White Pages
• Job boards: Indeed, LinkedIn, CareerBuilder, Monster, Eluta
• Employee review sites: Glassdoor, Indeed, RateMyEmployer
• Social media: Facebook, Twitter, LinkedIn, Instagram
Candidate Goal #1. Identify a company they’d like to work for.
Our Goal #1. Ensure our company is ranked on the first SERP.
• Optimize our company website + embed our Google My Business Map.
• Complete company profiles + encourage positive review contributions.
• Provide shareworthy content.
Candidate Goal #2. Identify a job they’d like to apply for.
Our Goal #2. Ensure our jobs are ranked on the first SERP.
• Optimize our career site.
• Optimize our job descriptions.
• Optimize our job postings.
Candidate Goal #3. Identify a recruiter they’d like to work with.
Our Goal #1. Ensure our recruiters are ranked on the first SERP.
• Optimize our employee profiles.
• Share relevant content.
• LinkedIn profiles with photos get
21x more profile views.
• LinkedIn profiles with 5+ skills get
17x more profile views.
Takeaways
What goals do candidates have
throughout their job search?
1. Identify a company they’d like to
work for.
2. Identify a job they’d like to apply for.
3. Identify a recruiter they’d like to
work with.
How can we use our talent brand SEO to
increase our candidate SERP visibility?
1. Optimize our company website +
embed our Google My Business Map,
complete company profiles +
encourage positive review
contributions, and provide
shareworthy content.
2. Optimize our career site, job
descriptions, and job postings.
3. Optimize our employee profiles and
share relevant content.
Maximizing Your Talent Brand SEO to Attract Your Dream Candidates − Digital Talent Acquisition Summit #DigiTA18

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Maximizing Your Talent Brand SEO to Attract Your Dream Candidates − Digital Talent Acquisition Summit #DigiTA18

  • 1. Maximizing Your Talent Brand SEO to Attract Your Dream Candidates Susanna Frazier Head of Strategic Sourcing, Talent Acquisition Operations Universal Music Group @ohsusannamarie
  • 2. Maximizing Your Talent Brand SEO to Attract Your Dream Candidates The biggest change in talent acquisition today is top job seekers searching out companies they want to join. The tables have turned. Recruiters need strategy to ‘pull’ vs ‘push’ and be top of the heap in search when candidates come looking. Master the success factors to: • Understand what SEO is and how to influence it • Ensure your company comes up in Google searches by job seekers • Work with your marketing team to attract the best candidates Ensure your vacancies are easy for candidates to find online.
  • 3. How do candidates approach their job search? © Statista 2018 Additional Information: United States; Various sources (Inavero); February 3 to February 18, 2015; total survey n = 5,013 workers and over and 2,002 hiring decision makers; 18 years and older Sources: CareerBuilder.com; Various sources (Inavero) https://www.statista.com/statistics/484719/digital-job-search-application-usa/
  • 4. Which resources do candidates use throughout their job search? © Statista 2018 Additional Information: United States; Various sources (Inavero); February 3 to February 18, 2015; total survey n = 5,013 workers and over and 2,002 hiring decision makers; 18 years and older Sources: CareerBuilder.com; Various sources (Inavero) https://www.statista.com/statistics/484740/job-search-resource-utilization-usa/
  • 5. What goals do candidates have throughout their job search? 1. Identify a company they’d like to work for. 2. Identify a job they’d like to apply for. 3. Identify a recruiter they’d like to work with. Job search related searches account for more than 30% of all Google searches… …91% of searchers don’t click past the first search engine results page. © LinkedIn 2017 June 20, 2017 - Google For Jobs Day Author: Tom Chevalier, VP of Product at Appcast https://www.linkedin.com/pulse/june-20-2017-google-jobs-day-tom-chevalier/
  • 6. How can we use our talent brand SEO to increase our candidate search engine results page (SERP) visibility? Leverage key SEO factors that influence the ranking of organic search results. • On-page SEO factors: content, architecture, HTML − directly controlled by the publisher • Off-page SEO factors: trust, links, personal, social − influenced by other publishers, readers, visitors Target key search engines used by candidates throughout their job search. • Business directories: Google My Business, Bing Places for Business, Yahoo! Local Listing, Yelp, Yellow Pages, White Pages • Job boards: Indeed, LinkedIn, CareerBuilder, Monster, Eluta • Employee review sites: Glassdoor, Indeed, RateMyEmployer • Social media: Facebook, Twitter, LinkedIn, Instagram
  • 7. Candidate Goal #1. Identify a company they’d like to work for.
  • 8. Our Goal #1. Ensure our company is ranked on the first SERP. • Optimize our company website + embed our Google My Business Map. • Complete company profiles + encourage positive review contributions. • Provide shareworthy content.
  • 9. Candidate Goal #2. Identify a job they’d like to apply for.
  • 10. Our Goal #2. Ensure our jobs are ranked on the first SERP. • Optimize our career site. • Optimize our job descriptions. • Optimize our job postings.
  • 11. Candidate Goal #3. Identify a recruiter they’d like to work with.
  • 12. Our Goal #1. Ensure our recruiters are ranked on the first SERP. • Optimize our employee profiles. • Share relevant content. • LinkedIn profiles with photos get 21x more profile views. • LinkedIn profiles with 5+ skills get 17x more profile views.
  • 13. Takeaways What goals do candidates have throughout their job search? 1. Identify a company they’d like to work for. 2. Identify a job they’d like to apply for. 3. Identify a recruiter they’d like to work with. How can we use our talent brand SEO to increase our candidate SERP visibility? 1. Optimize our company website + embed our Google My Business Map, complete company profiles + encourage positive review contributions, and provide shareworthy content. 2. Optimize our career site, job descriptions, and job postings. 3. Optimize our employee profiles and share relevant content.

Notas del editor

  1. 3 Goals - Identify a company you’d like to work for Identify a job you’d like to apply to Identify a recruiter you’d like to help with your job search
  2. 42% Look at companies’ websites for careers page, find a job and apply …So how are they finding that company website?
  3. 42% Look at companies’ websites for careers page, find a job and apply …So how are they finding that company website?
  4. Over 30 percent of Google searches are related to job hunting. If you look at the data collected by the Talent Board on the candidate experience, you find that more than 1/3 of all job seekers spend 2 or more hours researching a single job, it often then takes them an hour to complete the job application, and more than half rate the search process poor or mediocre.
  5. 42% Look at companies’ websites for careers page, find a job and apply …So how are they finding that company website? Over 30% of Google searches are related to job hunting.
  6. Over 30% of Google searches are related to job hunting. 91% of its users don’t click past the first page. Optimize our company website, complete company profiles + encourage positive review contributions, and provide shareworthy content. Optimize our career site, job descriptions, and job postings. Optimize our employee profiles and share relevant content.
  7. Canada’s Top 10 Best Job Search Websites: Robert Half CareerBuilder Eluta Indeed Jobboom LinkedIn Glassdoor Monster Simply Hired Workopolis
  8. Over 30% of Google searches are related to job hunting. 91% of its users don’t click past the first page. Optimize our career site, job descriptions, and job postings.
  9. Optimize our employee profiles and share relevant content.
  10. Over 30 percent of Google searches are related to job hunting. If you look at the data collected by the Talent Board on the candidate experience, you find that more than 1/3 of all job seekers spend 2 or more hours researching a single job, it often then takes them an hour to complete the job application, and more than half rate the search process poor or mediocre.