We all know how the usual recruitment situation goes: the management team has decided that you need someone to take on particular duties within your company. Someone whips up a job ad, formats it, posts it to a job board, and, voila, applications start flooding in. Right?
Well, not so fast.
To make your ad effective, you have to consider where it will live: on the internet. In order to find something on the internet, most people use search engines. And if your ad isn’t attractive to search engines like Google or Bing, you need to start incorporating the appropriate keywords. Search engines crawl all over the internet for content every second of the day, and then provide a list of results for each keyword. If you want your job ad to appear, you’ll want to use the right keywords.
Research your keywords
Let’s say you’re hiring for an operations manager position. First and foremost, you want to include keywords and phrases in the job description that relate to the role’s duties. Include as many as you can, such as ‘staff management’, ‘operations supervision’, ‘logistics knowledge’, etc. Including such keywords will expose your ad to a wider audience.
A broad search for ‘operations manager’ in a tool like Google Keyword Planner will show related keywords like ‘operations manager salary’ or ‘operations manager job description’. Be sure to include these keywords in your job ad, and stick them into your heading to show the search engine that these keywords are very important to this piece of content.
Use related keyphrases
Once you have a base of keywords you can use, it’s time to incorporate some related keywords. Pop some keywords in there that indicate the level you’re hiring at, such as ‘senior’, ‘junior’, or ‘associate’.
You’ll also want to include keywords in your particular industry. Many people will search for jobs based on the sector they’re in, such as ‘retail’ or ‘finance’.
You will also want to list as many aspects of the job as possible, such as the types of software being used, any workflow frameworks your company employs, or any areas of knowledge they may need. A lot of job seekers search for jobs that include or exclude certain keywords. For instance, a job seeker may search for ‘customer service jobs no experience’ in order to bring up ads that do not require experience.
You’ll also want to include lots of information on benefits and perks. Job seekers will often search for jobs with modifiers like ‘benefits’ or ‘pension’. After all, most employees care more about learning and training than money.
Jobs searches can be done through lots of angles: by industry, experience, or education. But by far, the most common way to search for a job based on geography. Most people want to get jobs close to where they live. That’s why the most common search terms for jobs have location based modifiers in them, like ‘marketing jobs chicago’ or ‘manufacturing jobs florida’. Incorporate some relevant geographic keywords into your ad to make it appeal to the right people.
It’s a common mistake to overstuff your ad with keywords. A lot of people think that the more keywords they put in their ad, the higher they will rank in search engine results. However, search engines are wise to this practice and will penalise your content if it’s overstuffed with certain keywords. In a document of around 300-400 words, you should use a particular keyword more than 5 times. Try to make the incorporation of your keywords seem as