How to get the best of google as a recruiter - a jobx presentationPresentation Transcript
How to use Google effectively in the new age of recruitment
OK we know the internet is stillgrowing in importance for recruiters and job hunters Obviously there are lies, damn lies and statistics so* 84% of job hunters use the internet to find jobs 70% of job hunters submitted an application online 61% researched companies 46% researched roles and industries So reading between the lines on these stats people are net savvy when it comes to finding a job – that means that employers and recruiters need to be net savvy rightback. * Source: 2008-09 Australia Employment Search Report – Nielsen Online
So if job seekers are so net savvy how are they finding the job of their dreams? 62% use recruitment agencies sites 87% use classified sites 71% use the hiring companies own site 25% use social networking sites * Source: 2008-09 Australia Employment Search Report – Nielsen Online
So how are job hunters getting to these sites in the first place – they Google and lots! Here is some interesting information on searching for jobs*
8 times more job searches on Google a month than unique browsers on Seek
The level of job search traffic is growing on Google
Peoples searches are getting more sophisticated (as people realisehow to use Google more effectively)
This is the growth curve in Google job related searches! *These stats come courtesy of Google
The first page on Google is where it is at – after that you’re an also ran The research shows:
40% of the clicks following a Google search go to the number 1 organically ranking result
About 12% go to the number 2 result
About 10% goes to all the paid advertising combined
Yet there is 10 times more money spent on paid search engine marketing than organic SEO optimisation! Why? probably because paid advertising is easy and understandable! Below is a heat map showing where people look on Google search results – red is hot, blue cool
Take faith – search strings are getting longer so your chances of page 1 results are higher Here is what people are searching on jobs in Google So if you’re advertising on these you’re covered Seek 50% search for classified brands But how are you tapping into all these searches Jobs in Wellington 34% search for locations Sales manager 31% search for job titles Shell jobs 30% search for employer brands Jobs in marketing 26% search for industries *These stats come courtesy of Google
So we have produced a practical guide for getting ahead on Google Here’s what to do, some basic, some a little more rocket sciency than others Tell Google and the search engines what is important about you Get your jobs on your site Populate the web with information about your company and information for people
1. Show Google what’s important with meta keywords, descriptions and more Google and other search engines like well organised and easy to understand content – wouldn’t you So you need to: Have title tags relevant to the content on your pages Have relevant meta keywords – theseare your classifications essentially Write good meta descriptions – sopeople understand why to click on your site (they are your precise) Show you are the author – not some random web guy Why not write a book and then not classify it or write a precise – how would someone find it and like it? PURE LUCK
1. Show Google what’s important with meta keywords, descriptions and more AUDIT YOUR SITE It is easy to see what your site is doing around tags. In Internet Explorer 8 just right click on your page and select ‘View Source’ And here is the SOURCE… Make sure the source for each page shows titles, descriptions, keywords and all are relevant
1. Show Google what’s important with meta keywords, descriptions and more TITLE TAGS TITLE TAGS display at the top of the page on web browsers and are also used to display what appears on Google – they are crucial Title tag Use words that describe what you do or need – like “IT jobs”
1. Show Google what’s important with meta keywords, descriptions and more META KEYWORDS META KEYWORDS are used to market and index your website to Google and other big search engines:
Have them on every page of your site
Use words that are relevant to your requirements
1. Show Google what’s important with meta keywords, descriptions and more META DESCRIPTIONS Meta Descriptions display relevant information in search results they are like your advert – what do yours say? Google yourself to find out Here are the results for a successful New Zealand recruitment company – not exactly great =
2. Get your jobs on your site – they are the freshest content So many recruiters and internal HR teams do not take the time to put their jobs on their own sites – madness we say!
Google search spiders love new content – jobs are new content – you write ads for Seek and Trademe – so put them on your site
Link hot jobs and news to your home page so it is constantly refreshing – its new content again
Write your job titles so that they would be foundby Google – too many people use the same adson Seek as on their own sites. On Seek you write to differentiate from the masses on your site you write to be found on the web
SO for “COMMERCIAL COST ACCOUNTANT” AND for “EXCITING BEANIE ROLE”
2. Get your jobs on your site – they are the freshest content TAGS ON YOUR JOBS Make sure that your jobs are showing up in the majority of search types title Profession/industry location type
2. Get your jobs on your site – they are the freshest content TAGS ON YOUR JOBS Generic title with no SEO applied THE INVISIBLE JOBS:Embedded i-frames like Taleo do not make good SEO content as they are invisible to search engines
3. Populate the web with information about your company SOCIAL MEDIA SITES Having active social media site profiles can vastly help your company as they:
Present a consistent image to the world
Help you connect with job seekers across a variety of platforms
Create good back links to your site (particularly where they are linking to your content)
CONSIDER USING A CONTENT MULTIPOSTING TOOL TO SEND STUFF TO YOUR SOCIAL MEDIA SITES
3. Populate the web with information about your company INFORMATION SITES Rip content out of your company and get it online
Don’t be scared to make internal documents external
Get content out into the world – you might be surprised what people like – it isn’t always what you think
3. Populate the web with information about your company BUILD LINKS Directory submission is important to generate traffic and links back to your website - the more high ranking websites that have you linked the better
At a minimum link to DMOZ.org, yellow pages, NZ search and finda
Start blogging and linking your entries back to your site
Good sites can have thousands of links
SOME MORE DO’S AND DON’TS FOR THE BABY THAT IS YOUR WEBSITE
DO: make sure that people visit your site regularly – better traffic better results Large margin for error on these methods Book mark methods Are people easily re-finding your website
DON’T: have a site where your URL is someone else’s The candidate might wonder who you are? What happens if they delete the end of the URL – where do they end up (not your site)
DO: get Google analytics installed on your site so that you can track traffic Google analytics tracks info on the people visiting your site showing:
Visits – Displays the amount of visits that have come through on your site
Bounce Rate (%) – Displays the amount of users who have left after seeing just 1 page. The lower the bounce rate, the more content that is being read.
Page Views – Displays the amount of page views, this is how many visitors have viewed each page. This isn’t the same as Visits.
Avg. Time on Site – Displays the average amount of time a user will spend browsing your website. The higher the better.
Pages/Visit – Displays the average amount of pages that users go to when they visit your site.
% New Visits – This displays the amount of new visitors to your site. The higher this is the better.
Visitors Overview – This displays a graph that shows how many visitors you get throughout the week on a day-to-day basis
Map Overlay – This shows where the traffic is coming from. You will mostly just see traffic coming from New Zealand and a little bit coming from overseas.
Traffic Sources Overview – You can monitor what medium you are getting traffic from. It displays: Direct traffic, Search Engines and Referring Sites.
Content Overview – This displays the amountof page views for each page that is monitored by analytics.
DO CONTACT US IF YOU NEED CLARIFICATION OR HELP WITH ANYTHING Julianne Hughey Cambel Ferguson firstname.lastname@example.org@jobx.co.nz 03 366 2397 03 366 2371