Congrats on your new site. It looks good!
In terms of getting more people to your jobs...and more importantly, more people applying, I'd suggest a variety of tactics:
1) Fix / improve "the last mile" - your apply process.
When I view the jobs on your site, and click the apply now button, my only option is to upload a resume. What if I don't have a resume available to upload from the device I am using to browse your website? I'd recommend:
- Adding one-click apply options, such as Apply with Indeed and (assuming you are using LinkedIn Recruiter), Apply with Linkedin.
- Allowing for a "Skip the Search" option for people who just want to send you a resume and let you recommend the right job.
2) Don't lose people who view your jobs.
Some people (a lot actually) will view your jobs, but not be ready to apply. To avoid losing them to the ether, there are a couple of things you can do:
- Exit intent pop-up. Create a pop-up that only appears when someone leaves a job without applying. The pop-up could invite the candidate to opt-in for job alerts or download some piece of useful content. The goal is to get the person's email address and/or cell phone number, so that you can continue to nurture relationships with that individual to get them to come back to your site to apply.
- Job alert sign-up. You currently don't offer candidates the ability to sign-up for job alerts. If your Career Portal software doesn't offer this feature, you may want to get one that does.
2) Drive more of your website visitors to your jobs.
Right now, you have "JOBS" in your main navigation, and that's good! However, you might want to do even more to drive job seekers to your career site, such as:
- Add a job search widget to the top of the home page and top of your Candidates page. Allow people to initiate a search right from this prime site real estate. If your Career Portal doesn't offer a job search widget, add a Search Jobs button that links to your jobs page.
- Add a fly-in or welcome mat pop-up. Yes, these are intrusive and obnoxious. But they work. Having something that visually appears to direct visitors to your jobs page or to immediately apply will increase response…in some cases, dramatically!
3) Do more to engage passive job seekers who visit your site.
You please executives, and a lot of people who may be open to a new job may also not be ready to apply. To capture more of the passive talent on your site, you could:
- Create offers for content that would appeal to your target candidate (e.g., salary survey, profiles of top employers in specific fields, job hunting advice for executives, etc.). The idea is to offer something that gets passive candidates to opt-in, so you get their contact information and can start to nurture relationships.
- Do more with Thank You pages. When someone fills out a form on your website, what do they see? (I didn't fill out your contact form to test this). The page that appears after a form entry is called a Thank You page, and this would be a great place to promote content to passive talent and drive active job seekers back to your Career Portal…before they leave your site.
4) Get people to come back.
Years ago, we did a study of how candidates use staffing websites, and we found that a returning job seeker was 2x more likely to apply to a job. So when you spend money to get candidates to come to your site (i.e., via job ads, SEO, paid ads social media, etc.), you want to have a plan to get these people to return. Here are a few things you could do:
- Job alerts via email or text.
- Retargeting PPC advertising. These are ads that would appear on Google's display network, Facebook, or LinkedIn after someone has visited the Career Portal section of your site. These ads effectively follow people after they have left your website to encourage them to come back.
- Marketing automation. If you are using a tool like HubSpot or ActiveCampaign, you can use automations to email and/or text visitors to your website (these would be triggered after someone completes a contact form, so you have information you can use to reach out).
5) Get more distribution for your jobs
Okay, I'm starting to get to the question you asked. There are lots of ways to get your jobs to more places. As I am sure you know, there are numerous paid and free job sites. And there are companies that provide software to automatically distribute your jobs to these sites. Our Career Portal software pushes to about a dozen free aggregators. Then there are multi-poster tools like Broadbean, Ibidu, and Logic Mellon (which appears to be more of an ATS now than when I last looked at it) that will automate posting your jobs to both paid and free sites.
Beyond job aggregators, there is Google for Jobs. I tested your job URL, and good news, you are already adding the schema mark-up that Google needs to know your jobs are job posts…that's great! Your Career Portal may also use the Google Cloud API to accelerate the time it takes to get Google to index your jobs. Please note that with Google for Jobs, relevancy matters (like all things with Google), so you want to ensure your job titles match the job titles your ideal candidates would be searching. And keep your job posts "fresh" - newer jobs tend to rank higher on Google for Jobs than older ones.
Another way to get distribution for your jobs is via organic sharing on social media. This can be done manually by your recruiters or you can automate it. We built a software product called NetSocial to make it easy to automate jobs, blogs, and other content for recruiters and staffing salespeople (our tool was specifically built for team-based sharing). You can also use tools like Buffer to automate sharing to your company social pages.
6) Get more traffic to your website
As you know, about 20% of job seekers are active and 80% are passive (maybe more so for higher-level positions). So in addition to increasing distribution for your jobs, you need to increase visibility for your company and your website. This is where digital marketing comes into play:
- PPC advertising on Google, Bing and social media.
- SEO. This needs to be an ongoing process that can include optimizing your current pages, adding specialty pages and location pages, creating pages to promote jobs for specific vertical markets, job disciplines, and each of your recruiters, writing blogs that address the most common questions your candidates ask (and pain points in their job search).
- Email marketing. From automated job alerts to monthly newsletters, email is a low-cost way to nurture relationships, re-engage talent, and bring people back to your website.
- SMS marketing. Text messaging can do everything email can do, and it gets higher response rates. The biggest challenge is giving someone a really good reason to give you're their mobile number and permission to send text messages!
- Social media. While we're seeing declining response to organic content on social media, the companies with the best social strategies are getting all of their team members to be active in sharing company content (including relevant jobs), and they are finding ways to make the content they share more engaging (think bold images and even better, video here!). They are also actively building their connections on social sites to maximize their reach and impact.
7) Get creative
How else can you get people to find your jobs? Can you provide referral incentives to your current candidates (and promote those incentives on your career site)? Are there other individuals or organizations that would be good referral sources where you can share your jobs? Can you do other marketing to build your brand as an ideal career partner to people in the skill disciplines you place, so more people are coming to you for advice and assistance?
Gary, I hope these ideas help!
And thanks Carl for recommending Haley Marketing!
Haley Marketing | 888.696.2900
Sent: 03-13-2023 12:59
From: Gary Matura
Subject: Website SEO - Job Postings
We recently launched our new website. As a staffing company, we understand the importance of reaching as many job seekers as possible, and we're looking to bolster our job page section with SEO to achieve this goal. Our aim is to reduce our costs on job boards by implementing tools that will allow us to push out job postings from our website. I'd appreciate advice and insights on how to achieve this. What have you done in the past to increase the visibility of your job postings? What products or services have you found helpful for pushing out your job postings from your website?
Gary Matura / email@example.com
Matura Farrington Staffing Services Inc.
Los Angeles CA