MARKETING MATTERS
Google may correlate your website
with your services, but odds are good it
doesn’t think you’re a website is dedicat-
ed to listing jobs. So when people search
for paving jobs, they won’t be directed
to your website. They’ll be directed to
one of the national players like: Glass-
door, SimplyHired, ZipRecruiter, and
Indeed. Plus, Google gives priority to
job boards, pulling listings from them
for display at the top of search results.
Do your homework to make each job
posting count. The algorithm for the
job boards works a lot like a search en-
gine. Make sure the name of your job
and the description are detailed, and list
required skills. This helps people find
your job when searching.
Share expected pay range.
Remember, HR, is a sales process re-
cruiting people to come and work for
your company. Give candidates what
they need to make a buying decision.
You wouldn’t buy a car without know-
ing how much it costs, and less people
will apply for a job without knowing
how much they’ll make.
7. Budget to place ads.
Job boards emulate search engines in
more ways than one. If you want lots
of exposure, you may need to pay for
it. Take advantage of job board search
algorithm capitalistic favoritism to pay-
ing advertisers, especially when trying
to fill a position quickly.
Approach online hiring like online dating.
The goal is to find the best way to con-
nect with the most qualified people, right?
Take another look at your message. Make
sure it resonates with candidates and tells
the story of your company. Post your
message not just on your website but also
on social media and job boards, consider
paying to promote your jobs and make it
easy to apply.
Monica Pitts is the founder and Chief Creative Officer
of MayeCreate Design. She spends her days constructing
a marriage of form and function; creating art with her
design team to grow businesses through websites and
online marketing. Monica considers herself an artist,
marketer and web dork with the ability to speak geek
and English.
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