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Search engine optimization of job advertisements

This is how your job advertisement will be found on the internet

Hardly anyone applies to your job advertisements in job portals? Maybe it’s because few job seekers get to see them. With these tips, the advertisement will be noticed.

“Project prince seeks project king” I read in a job advertisement a while ago. No joke. The advertiser was not the satire-loving Postillion, but a renowned technology company. And they were not looking for a member of the Royals, but a highly qualified project manager. Did that work? Questionable. Because: Such an ad may come across as charming. But hardly any applicant will ever see the ad in an online job exchange. After all, who is looking for a job as “Project King”?

“Let’s put a job advertisement on the Internet,” many companies say to themselves when they are looking for a new employee. It can’t be that hard. Weeks later: The ad only generated a few tired clicks. And qualified applications? Nothing. Because posting a job is one thing. In order to also attract the attention of the right target group, something completely different.

I work as a Content & Communication Manager at the Experteer career service, and I’ve seen a lot of job postings. Our team scans thousands of career pages and job portals every day and selects the best positions from them. For companies that want to advertise positions themselves, I have therefore put together a few tips on how to design a job advertisement so that it is also displayed in job boards – as high as possible, of course.

1. Use exact job titles

Let’s start at the top with the number one source of error: the title of the job posting. It is the first point of contact with a potential applicant and should arouse as much interest as possible. However, things are not like in advertising or in traditional marketing. As original as possible, as funny as possible, as different as possible – that quickly appears unprofessional. And even more important: Neither the applicant nor the algorithm of the job exchange can tell at first glance what kind of position is being advertised.

It is important to be specific with the title: Who exactly are we looking for? Answer: We are looking for a project manager who will lead a team of ten. No king, no queen (to come back to the example earlier). And this project manager is supposed to coordinate a project in the IT area. So the headline is: (Senior) Project Manager, IT. Or: project manager, IT. The following applies: the more specifically the headline is formulated, the better. For example, “development engineer” beats “engineer”.

2. Use the right keywords

Why is it so important to choose the right name? The job portal’s algorithm must understand as precisely as possible what kind of position you have advertised so that your ad is displayed exactly when a candidate is looking for a job that suits you.

So how do you tell the job portal what kind of candidate you are looking for? This happens through the use of the right keywords, i.e. the right key terms.

You should definitely heed the following keyword tips when posting your job advertisement:

Please investigate!
Most job search engines prefer to spit out exact “matches” first. If the user types in “SEO Marketing Manager”, the position with this keyword will be displayed first. And only then the “Marketing Manager (SEO / SEA)”. Assuming, of course, that the rest of the search engine optimization is equivalent in both places.

So invest some time in keyword research! Find out which keywords a candidate would use when looking for best seo company in delhi ncr. Tools like Google Trends or AdWords help you to identify the best keywords.

A little tip: every now and then read the job advertisements of the competition and pay attention: Which keywords are they using?

Place keywords correctly!
The correct placement of the keywords decides whether the position is prominently displayed to the searcher or whether it disappears into obscurity. The keyword therefore belongs in the title of the job advertisement. It must also be found several times in the text itself – aim for a keyword density of two to three percent.

Give hints about the hierarchy!
Also use keywords that indicate the hierarchical level of a job – “Head of department”, for example, or “Head of …”. They reflect disciplinary responsibility, whereas the (inflationary) term “manager” is not very meaningful. And the job portal knows: They are looking for someone with experience.

3. Remember all the important information

A good job advertisement must also be easy to understand – an error-free text is a basic requirement. In order for the advertisement to be displayed prominently, all relevant information must be available.

Has a well-structured job advertisement

  • a specific title relevant to the target group
  • a brief introduction to the job
  • a list of the areas of responsibility
  • a list of the requirements and desired qualifications
  • Information on how and where you can apply
  • a brief (!) description of the company or department
  • Information about important cornerstones, such as the place of work

4. Meet the technical requirements

If you also place the ad on your company website, it must also meet the technical requirements in order to be discovered by search engines.

Do it better:

  • Use formatting that makes it easier for search engines to find their way around, for example by marking the heading with the HTML code <h1>.
  • Use a separate URL for each ad that contains the job title and relevant keywords.
  • Include the date the ad was published.
  • Mention the company name and industry.
  • Create a job description that has not been used before.

By the way: If you also want to push your jobs via your social media channels (for example via Facebook or Google Plus), you shouldn’t just share the job advertisement on Facebook. Facebook already restricted the visibility of company pages in 2014: By no means all of your fans will see your postings. The job advertisements only achieve a good reach if you place advertisements.

Everyone who doesn’t want to push their jobs should go back to the good old word of mouth. Ask your employees to ask around and share the job posting online through their personal social and business networks. Incidentally, employee recommendations also increase the chance that the applicant’s “cultural fit” will fit.

And finally to come back to the subject of humor. A job advertisement does not have to be written rigidly – that’s not the point. A relaxed or humorous tone can certainly convey corporate values. However, one should not overdo it – constructed gags like the “Project Prince” suit very few companies. All others seem implausible with such terminology. The general rule of humor in the job advertisement is: stay authentic. And combine humor with the necessary professionalism.



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