In yesterday’s Advisor, expert Chris Peterson offered tips on making your online presence for candidates more attractive. Today, more of his tips on posting, blogging, and recruiting metrics.
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Peterson’s tips came at SHRM’s Talent Management Conference and Exposition, held recently in San Diego.
Job Board Optimization
Here’s what Peterson, VP of Digital Marketing at Versique, an executive search firm, recommends for making best use of job boards:
- Keyword rich titles. For example, one Indeed report notes that it had found “human resources” 217,000 times and “HR” 106,000 times.
- Offer compelling job descriptions and include your core terms 3 times.
- Review your traffic and ranking.
- Use keyword information. Track your success and build from it.
Also, he says, take advantage of the various ways to get Google information. Google trends lets you compare keywords or find other terms. Google keyword planner helps you understand how users are searching.
Also, says Peterson, as you do your work, get with your marketing department. What are they doing that you can work together on? What do they have that you can repurpose?
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Additional Tactics
Peterson recommends additional tactics to improve your status:
- SEO (search engine optimization)
- Paid search (pay per click)
- Remarketing
- Advertising/Online ads
- Social media push
- Paid social media
- Email marketing
- Marketing automation
Thought Leadership Blogs
These blogs can be influential, Peterson says. They tend to:
- Improve company visibility
- Show the writer as a subject matter expert and also show the type of employee that is found at your company
- Build the company’s online reputation
- Increase brand visibility
Blogs + LinkedIn Content
Linking up with LinkedIn can bring extraordinary results. As an example, says Peterson, consider this person whose blog garnered 16,000 views, 196 thumbs up, 88 comments:
Real World Example
One client spent $600 or $700 for a month’s activity. Their goal was 500 people; they got 754. Now they have a pool of possible applicants, Peterson says.
Metrics for Evaluating Job Boards and ROI
Develop a KPI (Key Performance Indicator) dashboard, says Peterson. Some metrics you may want to include:
- CPA (Cost per acquisition)
- Cost/Click
- Percent of qualified resumes to nonqualified
- Traffic
- Impressions
- Résumé value
- Sendouts
- Placements filled
- ROI
And the list goes on, says Peterson. Furthermore, the same dashboard may not be appropriate for all members of your team, he cautions. Figure out who needs to review which metrics.
Final Tip
Drive everything to your website. There you have control of the data and you ensure exposure to good marketing.
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