More attention and traffic right now
by Maury Hanigan
It’s pretty clear (we hope) from our last piece (Overview post) that having a plan to advance candidates through the recruiting journey is critical and video may be the best tool in the toolbox to get this done. In reviewing the different stages of the journey, while acknowledging that they are not linear, we are going to start at the mythical beginning: awareness.
According to iCIMS, a full 69% of all job searches start at Google, which of course they do. However, just try to search for your job title and see how many times Indeed, Glassdoor, and ZipRecruiter show up in the first three slots. About 0% of those searches include your company name unless you are Walmart, Amazon, or Google. So, while the bulk of job searches start on Google, they end up on a job board. Why? Well, it’s because job boards have millions of matching keywords for the job title that the seeker is seeking. They have low bounce rates because people will go to the job board to shop. Job boards hit all of the things that search engine algorithms are built to find.
So, how do we get search engines to work for us? Believe it or not, video. Also, a great brand name helps. Turns out, the top brands with strong video content on their website will beat out Indeed, Glassdoor, etc in a Google search. The reality is, search is powerful and directly impacts the actions of our talent at this stage of the job search and video is key to increase your ranking.
Candidates in the awareness stage are having a bad day because they have been laid off or furloughed, are disengaged at their current job, or need a better job to take care of themselves and their families. It’s that simple. My informational needs, as a candidate in this stage are exposure to opportunities that would help me feed my family, or my passions. Candidates are searching for anything, anything that is better than their current situation and the possibilities can be fairly wide, typically a title or job family, near them or the location they want to (or need to) be.