Running a successful recruitment marketing strategy is about more than just publishing your job listings to a number of job boards, job aggregators and other employment websites.
It’s also about optimizing those job ads once they’ve been posted to these sites.
And, when it comes to advertising jobs, as in life, timing is everything. By this, we mean that, when trying to get the most out of your job ads it’s not just important to know when to post, but when to repost. Which brings us to the focus of this week’s blog.
Below, we’ll walk you through the basics of reposting, including why you would want to repost a job ad, when it is (and isn’t) appropriate to repost a job ad, and how to do so properly.
Job boards, job aggregators and other employment websites that host your job ads can all be boiled down to one common denominator: their search function.
In order for your job ads to be seen, and therefore be effective, they need to surface in the search results of the job seekers you’re looking for. There are a number of factors that affect where your job shows in search result rankings, including but not limited to:
But that last point is particularly important when it comes to recruitment marketing. In regular marketing, where SEO is of critical importance, timeliness isn’t something that is heavily weighed in ranking the most relevant search results. For instance, you might Google something and find the top result to be an article written three years prior. All this means is that the information in that article is still relevant and that searchers have continued to find it to be the most useful result--regardless of how “fresh” it is.
Conversely, in recruitment marketing, timeliness is more heavily weighed when ranking job results. First and foremost, this has to do with the fact that, the longer a position has been posted, the more likely it is that a company has filled that position. Because of this--coupled with the fact that many businesses often forget to take down old job ads--means older job ads are often ranked lower. Further, as a rule of thumb, job seekers are less likely to click on older jobs because of this common perception.
Therefore, when your jobs begin to age and you still haven’t reached your recruitment goals for those jobs, it’s time to consider reposting.
If you’ve been following along since the start of this post, you might be thinking, “Couldn’t I just repost the same job every day and rank higher in search results based on the fact that my job ad is only ‘one-day old?’”
The short answer here is, no, you can’t. Just as Google has safeguards in place to ensure no one games their system (even so, there are entire websites dedicated to this), so too do the sites you post your job ads to. Therefore, it’s important that you only repost jobs when appropriate, to avoid any negative consequences--such as getting banned from a job board or job aggregator!
That said, let’s take a look at the two most likely scenarios you’ll come across, where reposting a job is necessary and appropriate:
With this in mind, it’s equally important to understand when you shouldn’t be reposting jobs in order to avoid being penalized by the job boards, job aggregators and other employment websites where your job postings live.
The websites you advertise your job ads on aren’t just concerned with businesses leaving their job ads up for too long. They’re also worried about job ads that are constantly reposted or don’t live on their sites for long enough--as both are indications that the job ad might be fraudulent.
Let’s take a look at two scenarios where you’ll want to avoid reposting your job ads:
Editor’s Note: Here, it’s important to point out that not all sources will allow you to repost jobs. In fact, some sources actively monitor the jobs that are published to their websites to ensure each job ad is unique and not a repeat. Therefore, it’s important that you understand what your source’s policy is in this regard before you attempt to repost a job.
The goal of reposting a job is to show the job search engine that your job is still relevant. Therefore, when reposting a job, you’ll want to keep these tips in mind:
Aside from these tips, you’ll want to follow job title and job description best practices when reposting your job--just as you should when the original post goes live. We strongly suggest you re-read and bookmark the following resources:
At the end of the day, reposting job ads is about optimizing your job ads in order to improve performance, or to get higher quality applicants cost-effectively. But, to get the most ROI from your recruitment marketing strategy, you need to go beyond the reposting basics.
True optimization in recruitment marketing only comes from making data-driven decisions and through the automation of time-consuming and costly processes.
To learn about how Recruitics can help you accomplish both, reach out today!