This podcast analyses key strategies for improving the visibility and effectiveness of job postings, drawing upon the provided source material by Jarrod Kanizay, CEO of AcademicJobs.com. The central idea is that a job posting should be treated as a marketing tool, designed to attract and engage top talent, rather than a simple, functional description. The document focuses on the importance of Search Engine Optimisation (SEO) and User Experience (UX) as critical elements for achieving this goal.
Key Themes:
Job Postings as Marketing Tools, Not Legal Documents:
The fundamental shift in perspective is that a job posting should be approached like a marketing brochure. As Kanizay states, "Make your Job Posting a Marketing Brochure, not a boring job description with a crap Title and job description that looks like a legal agreement. Attract Top Talent… don’t repel them!”
The emphasis is on creating an engaging and enticing experience for the potential candidate, moving away from dry and uninspired descriptions. This involves crafting compelling headlines and descriptive content designed to excite and attract, not bore.
The analogy used is that of "speed dating with highly qualified potential suitors," highlighting the need to "dress up, look good, and say the words that get them excited."
The Importance of Search Engine Optimisation (SEO):
Increased Visibility: SEO is essential for making job postings more discoverable to relevant job seekers.
Targeted Reach: Using relevant keywords (such as "job title, location, and type of employment") enables businesses to reach a more specific and suitable pool of candidates. This moves the searcher towards a higher chance of a successful application.
Key SEO elements:
Keywords: Strategically integrating relevant keywords within the title, description, and meta data. The focus here is on creating "engaging, user-friendly content" rather than simply stuffing keywords.
Optimised URLs: URLs should include relevant keywords.
Meta Titles: These should be "brief and descriptive," include "the target keyword or phrase," and be "front-loaded" with the most important information. Clickbait is to be avoided.
Meta Descriptions: Should be a "short summary" of the job (under 155 characters), use "active voice," include a "call to action," and incorporate relevant keywords. Crucially, while not directly a ranking factor, they are extremely effective at driving click-through rate (CTR).
Strategic Sharing:
Social Media: Sharing on social media "increases brand exposure and signals to search engines that the post is useful." This can be done using images, including relevant information and keywords, and engaging copy.
Community Groups: Share in relevant groups on platforms like "Slack and LinkedIn".
Website Links: Adding a link to the job posting from the company website "further enhance[s] SEO."
The Power of Meta Descriptions and Titles:
Concise Summary: Meta descriptions offer a quick overview of the job.
Keywords: Including keywords helps match search queries to job postings.
Key Quotes:
"Make your Job Posting a Marketing Brochure, not a boring job description with a crap Title and job description that looks like a legal agreement. : Attract Top Talent… don’t repel them!”
"SEO, or Search Engine Optimisation, can significantly boost job application numbers by making job postings more visible to potential candidates."
"A positive user experience is essential for good job post SEO."
“By crafting concise, engaging titles and descriptions that include relevant keywords, you can significantly improve both the SEO and click-through rate for your job postings.”
Academicjobs.com applies AI JOB MARKETING titles and descriptions to all jobs posted. This boosts your jobs visibility by an average of 300%. Now that’s Job Marketing
Go to AcademicJobs.com to learn more or to easily post your next job
