Drive free traffic to your job posts
Use SEO to boost your job post’s visibility
In just five simple steps, you can optimize your job descriptions to increase organic traffic to your job post. It’s an easy way to reach a larger, and perhaps better, talent pool so you can find your perfect hire sooner.
Search engines such as Google, Bing, and Yahoo, rank and show content based on an algorithm that calculates what’s most relevant to users. There are a number of ways to have your content ranked, and here are five simple tactics to improve your job post’s SEO. We’ll explain each step below:
Keep it under 150 words
In order to keep your job post under 150 words, use bullet points, and focus on just the key tasks and responsibilities. Remember that when it comes to SEO for job posts, being concise is just as important as being clear.
If you’re looking for a developer in Paris, for example, title your job post as “Software developer, Paris.” If you have your job title and location in your headline or early in your post, the higher it’s likely to rank when candidates are searching on both job boards and search engines.
Don’t use catchy job titles like “legal ninja” or “digital prophet” as they can negatively impact your SEO ranking
Share your job post widely with links
The more a job post is shared on social media like LinkedIn, the higher it will rank. One simple fix? Add a quick share function.
Job posts that contain links to reputable, external sites such as your company homepage or a LinkedIn blog are also ranked higher by search engines.
Encourage employees to share any open roles on LinkedIn; it has a high domain authority — the potential of a website to rank higher in search engines — which means that shares there are ranked higher by search engines.
To make it easy for employees to share your job post, inform them of open roles via a company newsletter and provide suggested hashtags.
Include meta description and title tags
Whenever you post a new job online, always include a title tag and meta description since it gives you the opportunity to increase the number of keywords associated with each job post. It can be included with the text of your job post.
The title tag — the HTML element that specifies the title of a web page — is displayed on all search engines as a clickable headline. It can help candidates understand what your role is before even clicking the link (but remember to be concise).
The meta description — the caption underneath the title — gives you space to summarise the job post. Meta descriptions can be up to 160 characters long, but aim for something between 50-150 characters, as some search engines shorten text after 155 characters.
Aim for originality: try to avoid writing identical copy for the meta description and title tags.
Brainstorm other terms that might be used
Improve the SEO of your job post by brainstorming, researching, and crowdsourcing keywords associated with your open role. Say your job title is "marketing associate." If the successful candidate is going to work with Instagram in the role, then call it out in your job post and description.
Keep in mind that search engines are smart and will punish job posts that overuse keywords. The key is to write with an approachable, and clear, tone.
Keywords should account for just 2-3% of all words in your job post.
Think mobile and video first
With mobile use on the rise, search engines now use location services to identify where candidates are located to serve them the most relevant results when searching for ‘jobs near me.’ This is why including the location of your role in the job post title can have a positive impact on SEO.
Video improves the mobile experience, as it saves the jobseeker from scrolling through lots of text, search engines reward mobile sites that use them. In addition to boosting a job post’s SEO ranking, video job description ads can increase engagement. Some job posts have seen a 500% increase in clicks and a 50% rise in applications.
Don’t forget to include subtitles for those who watch videos on mute.
In just five simple steps, you’ll have an optimized job description to increase organic traffic to your job post. It’s an easy way to reach a larger, and perhaps better, talent pool so you can find your perfect hire sooner.
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