The document discusses optimizing career pages for search engines. It recommends using keywords in page titles, headings, and content. Pages should have unique, descriptive content for each job listing rather than duplicating content. Other factors that matter include specificity with separate pages for each listing. The document also discusses using outside platforms like Facebook, YouTube, LinkedIn, and Craigslist to recruit candidates and promote job listings in addition to optimizing web pages.

1. Search Engine Optimization
for Careers
Presented By: DuPage Credit Union

2. Welcome
 How Search Engines Work
 Keywords and Why They Matter
 Common Mistakes
 Optimizing Career Pages
 Factors That Matter Most
 Outside the Box Handbook Page: 1

3. How Search Engines Work

4. How Search Engines Work
How Search Engines Work (General)
 Think about an “index”
in a book like an
encyclopedia
Handbook Page: 2
1

5. How Search Engines Work
Example
 Car encyclopedia
(internet)
 Index (search engine)
 How is the index laid out
within the book?
 Specificity (great car vs.
Ford Mustang) Handbook Page: 2
1

6. How Search Engines Work
“great car” vs. “Ford Mustang”

7. How Search Engines Work
Takeaways
 Search engines find relevant “text” within web
pages based on the searcher’s “keywords(s)”
 Search engines are competitive – ranking the best
results highly
 People click on the most relevant results to what
they search for
Handbook Page: 3
1

8. Keywords and Why They Matter

9. Keywords and Why They Matter
Understanding Keywords
 The basis for any search optimization initiative or
strategy
 What people type in to find what they are looking for
 What search engines use to rank relevant search
results
Handbook Page: 4
1

10. Keywords and Why They Matter
Example:

11. Common Mistakes

12. Common Mistakes
Common Mistakes
 Not having a “Careers” section on company website
 Lumping all positions on one page
Handbook Page: 6
1

13. Common Mistakes
Common Mistakes
 Using generic words to title position pages
 “Careers” or “Sr. Technical Supervisory Asst.”
 Copy and Paste
Handbook Page: 7
1

14. Optimizing Career Pages

15. Optimizing Career Pages
Page/Position Titles
 Keywords first
 Relevant keywords for position titles
 Ex. Search for “widget specialist”
 Title: “Widget Specialist – Excellent Career Opportunity”
vs. “Excellent Career Opportunity – Widget Specialist”
Handbook Page: 8
1

16. Optimizing Career Pages
Content
 Keyword/Position title throughout
 Search engines read left to right, top to bottom
 Typically, priority is placed on content near the top
Handbook Page: 8
1

17. Optimizing Career Pages
Duplicate Content
 Duplicating content for each page is NOT good for
search engines
 Mix it up, don’t copy and paste
Handbook Page: 8
1

18. Optimizing Career Pages
Thin Content
 Maximize unique content relevant to the position
 Search engines like “unique”
 Be sure to make note of relevant skill sets/searches
 Ex. “outside/inside sales experience, public
speaking, personal sales, etc.”
Handbook Page: 8
1

19. Optimizing Career Pages
Why does it matter?
 Job listing will rank well
 Poor candidates will filter themselves out and quality
candidates will move forward
Handbook Page: 9
1

20. Factors That Matter Most

21. Factors That Matter Most
SEO Factors the Matter Most
 Page Titles
 Heading Titles
 Descriptive Keywords
 Unique Content
 Specificity (separate pages for each listing)
Handbook Page: 10
1

23. Outside the Box

24. Outside the Box
“Outside the Box” Recruitment
 Facebook
 YouTube
 LinkedIn
 Craigslist
 PPC Advertising
Handbook Page: 11
1

25. Outside the Box
Facebook
 Careers “Tab”
 Created w/free
Facebook app
 Targeting
 People passionate
about your business
Handbook Page: 11
1

26. Outside the Box
YouTube
 Create short videos
 Job Tasks
 Testimonials
 Use descriptive
video titles
 “Widget Careers
in Naperville”
Handbook Page: 11
1

27. Outside the Box
LinkedIn
 Search user’s profiles for your pertinent keywords and
filter by location
 Ask for recommendations from your contacts
 Join LinkedIn groups relevant to your industry
Handbook Page: 12
1

28. Outside the Box
LinkedIn (cont’d)
 Ask group members for recommendations
 Contact users via InMail aka LinkedIn’s personal message
system
 For a fee, post jobs and contact candidates directly on
LinkedIn
Handbook Page: 12
1

29. Outside the Box
Craigslist
 Large community of users
 Craigslist site search
 Based on keywords
 Optimize listing
 Link out to your relevant career
pages on other sites, including
your company website Handbook Page: 12
1

30. Outside the Box
PPC (Pay-Per-Click) Advertising
 Keyword-targeted
 Geographically-
targeted
 Measurable
 Cost-effective
Handbook Page: 13
1

31. Search Engine Optimization for Careers
Summary
 Use Keywords
 Create Unique Postings
 Leverage Other Online Properties
 Target
 Measure
Handbook Page: 14
1

32. Questions?