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October 24, 2007 / Toby Dayton

SEO Tip #3 For Corporate Job Boards

From our recent white paper on helping companies leverage search engine optimization (SEO) for their corporate career section within their company web site:

Tip #3 – Each job opening should have its own page

A common but damaging mistake often made by corporate career sections is to publish all job listings on the exact same page. For many reasons, every single job listed on a company’s web site should have its own page and be able to be bookmarked. It may be slightly more expensive to develop a site this way if your developer charges on a per page basis, but it is well worth the  added expense.

From a simple perception standpoint, lumping all the jobs together on the same page gives the appearance that the listed positions are less important. Perhaps more importantly, using the entire page for each job allows more details to be included, resulting in a larger quantity of more qualified candidates. Use the page to more thoroughly describe the position, including a complete list of the attributes you are looking for in candidates, and all of the reasons why your company is an excellent place to work. One of the best features of using your own corporate job board to list jobs is that there are no constraints on how much space you have to sell your positions.

Placing each job on its own page also allows jobseekers to bookmark the page and return later or send the link to a friend, relative, or colleague.  Less than 1% of jobseekers actively looking at jobs online are considering just a single opening. As they are navigating around the web among potentially thousands of job boards, looking at listings, completing applications, researching companies, they will possibly visit dozens of sites in a short period of time. This means that you want the jobseeker to be able to quickly return to your listing(s) at their leisure. The more jobs they are considering and the more openings on your website, the less likely they are to be able to reproduce the steps they took to find your job in the first place. And with the increasingly popular tools like del.icio.us, savvy applicants are relying on bookmarks to remember your company and the specific openings they might be interested in. That is why it is absolutely essential that all your jobs have the ability to be bookmarked.  Here is a quick way for you to test this:

1.    Find a job on your website and bookmark it
2.    Close your browser
3.    Reopen your browser and open that job from your bookmarks
4.    If the job loaded, you’re all set – the job is bookmarkable.
5.    If it did not, then talk to your web designers. If you cannot bookmark your job, neither can visitors or search engines.

Approximately 20% of jobseekers have friends that are also actively or casually looking for their next job and they share relevant jobs with each other. Providing simple tools so your visitors can quickly tell friends and relatives about a career with your company gives you a free, viral marketing tool. So even when the person on your site is not a good fit for your company, including a ‘Send To A Friend’ feature helps increase your chances of finding someone who is.

Bonus Tip: To really be helpful to your applicants, every position should stay on your site (on its own page) at least until the position is filled, even if no additional applicants are being accepted. While you don’t have to show the link to these webpages in your listings, leaving the page up ensures that your applicants are able to review the details before an interview. Better informed applicants create more meaningful interviews.

[tags]SEO, Search Engine Optimization, Corporate Career Sections, Company Web Sites, How Top Find Quality Applicants, Helping Jobseekers Find Your Company’s Jobs, Bookmarking Web Pages, HR, Recruitment Advertising, Human Resources, Web Tips For HR[/tags]