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.
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.
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
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.
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.
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
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
42% Look at companies’ websites for careers page, find a job and apply
…So how are they finding that company website?
42% Look at companies’ websites for careers page, find a job and apply
…So how are they finding that company website?
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.
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.
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.
Canada’s Top 10 Best Job Search Websites:
Robert Half
CareerBuilder
Eluta
Indeed
Jobboom
LinkedIn
Glassdoor
Monster
Simply Hired
Workopolis
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.
Optimize our employee profiles and share relevant content.
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.