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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
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.

Published in: Recruiting & HR
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Maximizing Your Talent Brand SEO to Attract Your Dream Candidates − Digital Talent Acquisition Summit #DigiTA18

  1. 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. 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. 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. 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. 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. 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. 7. Candidate Goal #1. Identify a company they’d like to work for.
  8. 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. 9. Candidate Goal #2. Identify a job they’d like to apply for.
  10. 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. 11. Candidate Goal #3. Identify a recruiter they’d like to work with.
  12. 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. 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.

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