Generating quality content to attract the attention of our potential candidates involves addressing and specifying a series of points, the purpose of which is to:
Provide relevant information
Anticipate and consider responses to certain concerns
Convey what the day-to-day will be like in this new role, ensuring that the person reading the offer can visualize themselves in the new position, be encouraged to learn a little more and may even be able to project themselves into it.
And how do we ensure that this content is quality, assertive and close?
Improve your SEO!
This is where SEO becomes our main ally, because through certain practices, fronk oil email database list it will allow us to create valuable, reliable content, improve visibility and attract traffic, in short, optimize our online presence to capture the attention of those potential candidates.
Proposed content
Before going into depth with SEO techniques and practices, it is very important to understand the context of our content , with good copy, ranking and popularity, but for that you must be very clear about what you want to communicate, with what emphasis and what you want to achieve, for which it is important to be very clear about the following points:
Context and origin of the vacancy: At what stage of the company and market we are, taking into account the desired profile and what makes it necessary to search for a new role.
Vacancy characteristics: with a clear and close focus, considering the basic concerns of any offer, such as objective, responsibilities, work environment, benefits and conditions. Clearly identifying what our value proposition will be.
Target audience : specify very clearly who we want to reach and where these types of profiles tend to be, key data for subsequently refining the SEO strategy.
Current status of the role: level of demand and supply, which gives us the information necessary to review and prioritize the content of the offer. For example: In the case of DEV profiles, the demand is quite high, there is little supply and with very precise working conditions, which does not alert us to certain considerations that we must weigh when publishing the offer.
SEO Strategy
Once the content strategy has been defined, we are ready to move on to the next stage, the SEO strategy , which includes the following main points:
Improve your SEO!
Identifying keywords: find those phrases or keywords that potential candidates usually use to search for jobs or compare offers, such as: “product manager job” “job offers in (Barcelona)”, but do not obsess over too many keywords , remember to always keep a common thread and use natural language.
On-page optimization: that is, optimizing the elements on the website, in our case the landing page that contains our offer, and these can even be elements that are not displayed to the website visitor, but that search engines use to learn about the content of a page and position it effectively in the search engine results pages.
Title Tags: The title of each page should be unique, relevant and contain keywords, considering the context of the vacancy
Meta Descriptions: Brief descriptions of the offer that contain keywords and are attractive to users.
Headings: Use H1, H2, H3, etc. tags to structure content and make it easier to read for both users and search engines.
Quality content: Create original, useful and relevant content that answers users' questions, considering the context, environment and target of the vacancy offered.
Friendly URLs: Make sure URLs are short, descriptive and contain keywords, for example on application forms or links to job portals.
Optimized images : Use high-quality images and alternative texts (alt text) for images that describe the image very well and contain relevant keywords.
Local SEO: This will allow you to optimize your online presence to increase local traffic, visibility and brand recognition, reaching different geographic areas and therefore more candidates, through local appointments and links and creating a Google My Business listing for your company, including precise information about the location, opening hours, photos of the workplace and links to employment pages.
Company life – Social media, videos and testimonials: As a way for potential candidates to “feel” or visualise a little of what their day-to-day life would be like in the company, it is recommended to publish and share photos and videos of the team on social media and the company website, which show some of the activities that are usually carried out within the company, such as: training, team building, thus reflecting the work environment and work atmosphere. Also complement this with testimonials from employees, former employees, collaborators and clients in which they talk about their experience with the company. Important! Optimise the titles of the videos, descriptions and tags, including relevant keywords.
Articles of interest on the company blog: maintain updated and relevant content on the sector, trends, advice and success stories that arouse interest and confidence in future candidates.
Technical SEO: This will help improve the structure and performance of the website, ensuring that search engines can crawl and index the content effectively, improve loading speed, optimize mobile version and intuitive navigation, making it easier for users to quickly find job offers and relevant information. A good navigation menu and clear internal links are essential.
SEO strategy monitoring and control
By identifying the context, target group and impact you want to achieve with your content, plus a good SEO strategy, you will be able to improve the visibility of your job opportunities, the perception of your employer brand as an excellent place to work and, with it, the attention of those talents who are waiting to find the opportunity to take their next big leap
