Log-in: Pipeline (Member community)

Posts Tagged ‘SEO’

.JOBS Update: Buy Now, Pay Later

Tuesday, December 3rd, 2013

As 2013 draws to a close, you’re evaluating tools and resources to support your recruitment and OFCCP compliance initiatives in 2014. Now is the time to incorporate .JOBS Microsites into your strategy, as January has tremendous potential with all of the newly self-prescribed resolutions from job seekers. Whether you have budget dollars remaining or no additional funds for 2013, we have options to fit your needs through our “Buy Now, Pay Later” offer.

Watch this .JOBS Update to see how you can have search engine optimized .JOBS Microsites branded and launched just in time for the 2014 “resolution season.”

Recently-added capabilities including customizable homepages, flexible templates and interactive jobs maps, allow you to add even more branded and targeted content, while helping job seekers find your open positions with ease.

We have analytics to show what works for our current Members, but only you know your organization. Give us the opportunity to listen to your story and perhaps we can uncover ways for .JOBS to connect your organization to job seekers while meeting compliance requirements.

For more information on this limited time “Buy Now, Pay Later” offer, contact your Digital Strategist to find the right, customized package for you. Don’t have one yet? Call 1-866-268-6206.

Maybe it’s time to try something new. Let .JOBS be a part of your New Year’s resolution to hire more efficiently, meet and exceed requirements, and decrease spending.

.JOBS Update: Top 5 Tips for Optimizing Your .JOBS Microsite

Monday, September 23rd, 2013

What’s in a name? With 650+ Members, DirectEmployers’ Digital Strategy team has the opportunity to work with a variety of high profile brands such as Phillips 66, REI and IHG, and help enhance their online recruitment strategy. One of the most common questions they get from Members is, “How can we make our .JOBS Microsite more search engine optimized?” Check out this .JOBS Update to learn about the top 5 tips for optimizing your .JOBS Microsite for SEO growth:

    1. Make sure you have a link to your .JOBS Microsite from your corporate career site. This creates backlinks to your .JOBS sites and deems them more credible in the eyes of search engines, like Google.
    2. Make sure you are using copy with a variety of relevant keywords on your .JOBS Microsite. This will ensure that each page is unique and applicable to the search terms being used by job seekers.
    3. Add branding and content to your site that is unique to your company’s initiatives and culture. Not only will the site look more trustworthy, but it will also be more appealing to job seekers who are interested in working for your organization.
    4. Remember to include your .JOBS Microsite in your outbound communication and recruitment marketing materials, such as emails and career fair collateral. This can help build awareness of your .JOBS domain and help bring more traffic to your ever-growing site.
    5. Build out a multiple microsite strategy that aligns with your initiatives. Not only will these keyword-targeted domains assist with your recruiting needs, you will also have more search engine real estate covered, helping you to compete with job boards, aggregators and your direct competitors.

With over three years of data to back up our knowledge, our Digital Strategists are always on hand to help you with your online recruitment needs. Contact a Digital Strategist today at 866-268-6206 or visit universe.jobs to learn more.

Global Organizations Join Forces to Better Understand and Address Workforce and Unemployment Challenges

Thursday, March 7th, 2013

Different countries share same workforce challenges

The National Association of State Workforce Agencies (NASWA) hosted a joint event with the World Association of Public Employment Services (WAPES) and the Organisation for Economic Co-operation and Development (OECD).

The conference took place February 20-22, 2013, and combined NASWA’s Winter Policy Forum with the WAPES Conference on Long-term Unemployment. It had been 14 years since the last joint event and united workforce professionals from all over the world.

NASWA President Laurie Warner

NASWA President Laurie Warner welcoming attendees in plenary session.

DirectEmployers had the privilege of co-sponsoring and participating in two workshops. New Job Seeker Online Behavior and New Internet Tools: Transforming the Public Labor Exchange was moderated by past DirectEmployers president Ray Schreyer of IBM and included panelists Heather Hoffman, VP, Digital Strategy, DirectEmployers; Rhonda Stickley, System Director, Providence Health and Services; and Scott Eychner, Manager, Workforce and Unemployment Insurance Program Policy, Texas Workforce Commission.

The methods and modes of communication have changed explained Ray, and the future will integrate all pieces including Internet, mobile, data integration and the .JOBS top-level domain (TLD).

Heather dove deeper into the TLD and explained .JOBS is:

  • A trusted domain
  • Sponsored by SHRM
  • A pure domain (true to it’s name)
  • Allows only vetted jobs from true employers
  • Free of duplicates & scams

In addition, she showed how companies could increase the visibility of their jobs through search engine optimization (SEO). When SEO is done correctly, a company’s website pages are more discoverable by online search engines such as Google. Using the .JOBS TLD has helped many company improve their search engine results page rankings.

Rhonda shared specific examples of how Providence Health and Services has used the .JOBS platform to rank high on search engine results pages for searches their prospective candidates conduct online. For example, when searching for Washington Nursing Jobs, Providence is listed within the top five results!

Rhonda of Providence Health and Services discusses owning branded searches.

Scott finished the workshop explaining how the .JOBS platform is a win for the workforce because of the minimal effort and cost, as well as leveling the playing field. The WorkinTexas.jobs site has experienced a significant increase in traffic since moving to .JOBS.

Some statistics of note from the workshop were as follows:

  • 94% of US jobs seekers look on the Internet
  • 86% of that 94% look on the company’s website, 71% use a search engine
  • Mobile Internet usage will overtake desktop Internet usage within two years
  • 75% of users never scroll past the first page of search results (on an online search engine)

The second workshop was titled Social Media Revolution: How Employers Use These Tools and Implications for Public Employment Services. Moderated by Richard D. Maher, Senior Consultant, NASWA, Information Technology Support Center (ITSC), and President, Maher & Maher, this panel included Katie Harbath, Manager for Policy, Facebook; Alex Brown, Social Media and Employment Branding Specialist, Waste Management, Inc.; and Sejal Patel, Social Media Strategist, Enterprise Talent Organization, Intel.

Panelist from Facebook, Intel and Waste Management discuss the social media revolution

Social Media Revolution workshop kicking-off.

Katie shared research from a survey facilitated by the National Association of Colleges and Employers (NACE) on behalf of the Social Jobs Partnership on how recruiters view using Facebook as a recruiting tool:

  • 50% of respondents are using Facebook in their hiring process
  • Nearly 90% of companies state Facebook has decreased the amount of print advertising needed with regard to recruiting efforts
  • 87% of recruiters suggest that candidates should “Like” a desired company’s page, followed by using Facebook as a networking tool

(To learn more about the Social Jobs Partnership, visit facebook.com/socialjobs.) She also suggested checking out facebook.com/business for information on how your organization can use Facebook.

Alex focused more on the strategy development and emphasized knowing your audience, tools, the big picture, process and goals. With your audience for example, identify who they are, how they communicate and where the conversation is happening. A couple of my favorite takeaways from his segment:

  • Nearly 20% of website traffic is from mobile devices: this cannot be ignored and mobile optimization should be considered at every step of your recruitment marketing journey
  • Social media is not a substitute – instead think of it as a supplement which enhances traditional recruitment processes

Sejal helped attendees better understand how Intel educates employees on using social media by providing several resources including a video, Social Media @ Intel: The Opportunity and Our Responsibility. She illustrated how the company connects the employer brand with the corporate brand from a national and global perspective. Her key takeaways:

  • Build into the roles and responsibilities
  • Tailor to your audience and network
  • Try, adjust and learn

An in-depth conversation followed, primarily centered around attendees trying to understand how to harness the platforms more effectively while working with limited resources.

One theme seemed clear throughout all of the presentations – we’re all learning and eager to improve and innovate solutions for serious challenges within the current and future workforce. With joint initiatives through organizations like NASWA and WAPES, we can continue to work together to share ideas, lessons learned and cultivate new approaches that will make a difference.

Sejal Patel of Intel and Alex Brown of Waste Management.

A huge thank-you to our Members Sejal, Alex, Katie, Rhonda and Ray for participating and representing DirectEmployers. These workshops would not have been possible without your support. Links to all presentations can be viewed from NASWA’s website.

If you found the topics covered in this post interesting, consider attending DirectEmployers 2013 Annual Meeting & Conference, October 21-24 in San Diego. Learn more.

.JOBS Update: Attracting Top Talent

Tuesday, February 26th, 2013

In this episode:

  • Key insight into the 24 Hour Fitness .JOBS Microsite strategy
  • How the .JOBS Network helped to improve their online presence
  • Statistics showing increased visitor traffic and visibility

Have a best practice that you want to share around .JOBS? Email us at info@directemployers.org.

.JOBS Update: Understanding Job Seeker Behavior & How To Improve Your Ranking on Search Engines

Tuesday, November 27th, 2012

In this episode:

  • Important stats about online job seeker behavior
  • Using the .JOBS TLD to boost SEO
  • Case studies with success metrics from using .JOBS

Have a best practice that you want to share around .JOBS? Email us at info@directemployers.org.

SEO Focused Sessions Help Attendees Get on the Right Track

Thursday, November 8th, 2012

A vital component of DirectEmployers Association is sharing knowledge, resources and best practices. It makes us all better practitioners and helps drive innovation in our industry. One of the key ways we execute this part of our mission is through the DirectEmployers Annual Meeting & Conference (DEAM).

This year’s event featured general and concurrent sessions that covered various aspects of recruiting, especially search engine optimization (SEO). From a recruiting perspective, companies who ignore SEO for their brand and jobs are at risk of losing the war on talent. There are 338 million searches for the word “jobs” globally each month. Where are your jobs coming up in search rankings? What other content about you as an employer is showing on the results page, or not showing for that matter?

Many DEAM12 sessions addressed these issues with first-hand experiences, case studies, research and results. The SEO conversation started on day one as Heather Hoffman, VP of Digital Strategy at DirectEmployers, and I took attendees through Recruiting with the New Internet. Our presentation addressed the following questions:

  1. What is the new internet and why must we recruit differently?
  2. Is there a war for talent?
  3. Recruiters or marketers?
  4. Why will 2013 be the year of SEO?


We also educated attendees about Top-level domains (TLD), the value of the .JOBS TLD and explained the elements of an SEO Footprint. A few areas we emphasized to companies is to take back your brand, own your domain, keep job seekers in your space and control the job seeker’s experience.

We broke into concurrent sessions after lunch and Lance Sapera of 24 Hour Fitness kicked off the recruiting track with a session entitled Building a Powerful Online Recruitment Brand. He demonstrated how his company built their presence on a limited budget and dramatically increased the number pages indexed by using .JOBS Microsites (examples include: http://24hourfitness-california.jobs/ & http://24hourfitness-veterans.jobs/). One of the success metrics was a 28% increase in applications from 2010 to 2011, credited to the improved ranking on search engine results pages.

Lance also made an important point around a Member benefit that is often under utilized – our analytics tools. His explained that “pre-DE” his team made decisions from hunches and anecdotes, but now, they make fact-based decisions because of Direct Traffic and Google Analytics data.

Jonathan Liepe of Colorado Springs Utilities elaborated on SEO best practices to attract your target audience. He showed examples of source information from pages (think titles and meta tags) and URLs before and after SEO, helping attendees understand why neither should be overlooked.

While there are many advantages to a solid SEO strategy, Jonathan also cautioned attendees to avoid questionable SEO schemes such as paying for links, link pyramids and placing links to your career site on irrelevant sites. He buttoned up his presentation by sharing successful results from the .JOBS Universe and roll out of ColoradoSpringsUtilities.jobs, from which they’ve made 17 hires over the past year.

Rhonda Stickley of Providence Health & Service took the stage for the final SEO focused presentation. She went into great detail about Providence’s journey into SEO, and took time to explain the company, goals and steady progress of their strategy. As a result of launching 128 .JOBS Microsites coupled with an aggressive approach in winning location and occupation/term searches, Providence saw 57,044 visits and 10,284 conversions. (examples include: http://providenceiscalling.jobs/ & http://providence-informationtechnology.jobs/)

Thank you to the presenters for sharing such valuable insight. To learn more about how our Members are harnessing SEO with the help of the .JOBS TLD, visit casestudy.jobs and universe.jobs.

Members can download any of the DEAM12 presentations, including the ones referenced above, by visiting http://voice.directemployers.org/page/2012-annual-meeting-archive.

What efforts is your company doing around SEO for recruiting?

.JOBS Update: Interlinking for SEO

Tuesday, September 25th, 2012

In this episode:

  • Why SEO matters to employers
  • Definition of interlinking and why it is valuable
  • Benefit of interlinking .JOBS Microsites and corporate career sites

Have a best practice that you want to share around .JOBS? Email us at info@directemployers.org.

Understanding SEO for Job Postings

Monday, July 30th, 2012

SEO or search engine optimization is not just a buzzword or fad that’s changing at any point in time. The facts are that almost every computer user frequents either Google or Bing each day, and if your websites are not being properly optimized and indexed you could be missing out on valuable traffic. Think of search engines this way: there are two stores in each city that almost everyone goes to, Wal-Mart and Target. Consider Google and Bing those two stores or online destinations. Therefore if you have a product that you want to make easily accessible to consumers you would pursue the channels that allow you to display your product in the Wal-Mart and Target inventory.

As a recruiter, your jobs are your products and Google and Bing are your Wal-Mart and Target stores. Getting your products onto the shelves of these big retailers is a very time consuming and arduous task, often times requiring a lot of investment in resources, time and money. The same can be said for ensuring your jobs are seen on Google and Bing. However, there are some free “tricks” you have at your disposal and those include SEO.

What is SEO and Why is it Important for Job Postings?

If SEO is a relatively new term to you, it’s a fairly simple concept to understand. SEO directly correlates with how your site ranks on search engines. Several different techniques can be used to make your web pages more relevant and easily read by search engine bots. Some of the most popularly used techniques include:

  • Keyword Analysis: by using Google’s keyword tool[1]* you can decipher which keywords are most relevant to what job seekers are searching for, helping you eliminate company jargon that may be only understandable internally. This tool can be especially helpful when your recruiting efforts are focusing in on location or specific job offering. For example, if your company is recruiting salespeople for open positions in Indianapolis, you would turn to Google’s keyword tool and type in the variation you were going to include in your description, ‘Indianapolis sales jobs’ perhaps, to see what the total search volume and related terms were so you could optimize your text to include the keywords that have a higher search volume.
  • SEO Content Generation: quality content engages your job seeker and helps increase the relevance of your site when it comes to search engine rankings. Therefore, when trying to generate content for your website, keep the previously searched keywords in mind to help you further advance your website. For example, Member company Sodexo, Inc. generates fresh content in their company blog through a variety of different blogging topics pertinent to the outreach goals of company. This constant dedication to updating blogs and content within the site helps keep search engines coming back to their pages for reindexing.
  • Interlinking or “Link Juice”: by interlinking pages within your site, or your .JOBS microsite with your corporate career site, you can help build relevance for your microsite and help search engines easily navigate or “crawl” your site. Interlinking, in a nutshell builds PageRank and helps your pages rise in the rankings. Member company Ryder practices this SEO technique by interlinking their military career page with their .JOBS veterans microsite, http://ryder-veterans.jobs and vice versa. This interlinking helps give their .JOBS microsite a higher PageRank and also allows search engines to see a direct connection between the two.
  • User Experience: Some things just go hand-in-hand and SEO and user experience are two of those things. Often times on the web, job seekers are bombarded with many different on-page options for navigating around their sites. However, SEO can help user experience by cutting down on the on-page links, which help to create a better usability and improved search results. The overall goal would be to place navigation buttons or links in areas that are where job seekers easily can find them which facilitates faster navigation and fewer clicks.

As an Association, DirectEmployers has made a conscious effort to include these SEO techniques into each of our websites, from .JOBS to the National Labor Exchange site US.jobs. Understanding how search engine’s view pages can help you maximize your online efforts. With little tweaks here and there, your jobs can potentially become more indexable by search engines and optimized for the results you are looking for. Take Member company IHG for example, who has seen an increase of 96% in visits and 108% increase in apply conversions. To see more examples of how companies have benefited from having a search engine optimized platform visit http://casestudy.jobs.

To learn more about setting up a microsite, contact Chris Johnson at cjohnson@directemployers.org.

[1] Update: Since the post was originally published, the Google Keyword Tool has been replaced by the Google Keyword Planner. To access this tool, you will need to create a Google AdWords account. To learn more, check out this excellent Google Keyword Planner Guide from Razor Social.

The Employment Line, Episode 11: Key Tips for Talent SEO & How You Can Help Redefine Online Recruitment

Tuesday, July 10th, 2012

In this episode:

  • Tips on SEO for recruiting
  • Taking advantage of your ATS and source code tracking
  • Join the .JOBS Advisory Committee

Keeping you connected, with no waiting—The Employment Line. Thank you for watching.

The Employment Line is brought to you by DirectEmployers, a non-profit association of global employers, which provides simple, sophisticated solutions for Human Resources and Recruitment.

.JOBS Update: Optimized Job Listings and Career Microsites

Wednesday, June 27th, 2012

In this episode:

  • How to gain a significant advantage in organic search rankings
  • DTE’s win with system operator targeting
  • Employer testimonials

Have a best practice that you want to share around .JOBS? Email us at info@directemployers.org.