When recruiters are creating their digital content marketing strategy, it’s generally accepted they’ll write for different audiences
These include candidates, clients and the world at large, including their team, stakeholders and prospects. Arguably, however, the most important audience is also the most overlooked: Google.
The most likely source to read and promote your content are the Google bots - who will then rank and share that content on your behalf.
As a recruitment agency, your content writing job is twofold:
Write for a human audience so make your content original and engaging - and don’t shoehorn in every last keyword
And at the same time, write for the Google bots so use a selection of your keywords throughout your text.
So what are a recruitment agency’s top three objectives?
1. Get your jobs listed
Your overriding objective is to get your jobs listed. Do this not only by incorporating them into your site map, but also as part of Google structured data.
Structured data is a term you’ll hear a lot more of once Google Jobs launches in the UK. Added directly to a page’s html markup, structured data is used by search engines to generate rich snippets, ie the small pieces of information that appear in search results. It therefore enables search engines to better understand the information on a recruiter’s web page, and to better use this information to improve the recruitment agency’s search results listing.
2. Create an ever expanding site map
Google’s search engines will recognise that your site is growing - but you must make sure that you grow with relevant content. Adding irrelevant pages or, worse, duplicating pages for the sake of creating a larger, more content rich website for the sake of it, will only attract penalties from Google, especially as algorithms become more sophisticated.
What you can do, however is add new pages through creating new content about your business and the world you operate in. New job listings, blogs, whitepapers, landing pages and company news, for example, all create new pages and a bigger site that is frequently updated with relevant content. A site that is alive and growing will score more highly in search engine rankings than a static site.
3. Make sure your website is secure
Google ranks highly business websites that demonstrate strong security. Couple this with the fact that recruitment agencies are a prime target for cybercriminals because of the one thing they hold that hackers love - data - and it makes sound business sense to shore up your site security.
Suffering a data breach or a cyber-hack will not only make a serious dent in your business’ credibility but come May 2018, will open you up to potential GDPR-contravention - and its consequent fines.
Choose your website provider wisely and ask the right security questions, including:
- does your provider conduct - and publish - the results of its PEN testing regularly?
- do they offer cyber-insurance as standard?
- have they got a disaster recovery plan in place - and put it regularly to the test?
- are you confident that they are - or will be - GDPR-compliant well in advance of the May 2018 deadline? Can they provide clear evidence both of candidate data privacy and the means to audit and report on this?