Solution: Recruitment Marketing

Transport for London: DE&I Recruiting to Represent Modern London

Posted on by akessler
Transport for London: Early Careers Recruiting to Represent Modern London

Early Careers | DE&I

Transport for London: Early Careers Recruiting to Represent Modern London

Transport for London (TfL) worked with PeopleScout to boost diversity in their early careers program through an employer branding and talent attraction campaign.

2 x Double the Percentage of Minority Ethnic Graduates Hired
16 % Increase in Female Apprentice Hires

London’s population is projected to reach 10.5 million by 2041. Plus, 16 to 18-year-olds are experiencing rising youth unemployment with some of the most deprived areas in the country set in London. 

As the government body responsible for the day-to-day operation of London’s public transport network, naturally Transport for London (TfL) plays a major role in contributing to the capital’s growth, and opening doors for people from disadvantaged areas was absolutely vital. Supporting this growth means recruiting, retaining, and developing a workforce of Londoners who will take part in the design of their city.

Transport for London (TfL) values the importance of diversity and inclusion and social mobility. Being representative of London is something their success is measured on, and the same standards apply to their apprenticeship and graduate schemes.

These early careers schemes had proven successful in the volume of applications received but weren’t reaching talent from all walks of life. TfL needed a diverse pipeline that truly represented modern London. It was time to rethink their entire student attraction activity. That’s where PeopleScout came in.

Situation

TfL needed to recruit 32 graduate roles and 109 apprenticeships. As their talent partners, our primary objective was to champion these fantastic opportunities to a broader apprentice and graduate talent pool in order to increase female applicants and those from minority ethnic backgrounds.

This meant removing barriers to recruitment, challenging stereotypes and overcoming negative perceptions. We needed to change TfL’s attraction process so that people from every pocket of society would be interested in the unique opportunities available. And we needed to re-position their early careers employer brand as a progressive organization in which everyone—regardless of background or financial situation—could excel.

Solution

A New Brand To Make Better Connections

Together, we transformed the way TfL recruit diverse talent. Ensuring skilled people from all walks of life have a chance to shine in the application and assessment process, our creative team used their audience knowledge to build a dynamic unexpected youth brand, “The Next Move”, which was designed to look different from other TfL

Boosting Success in Assessment Centers

communications, using vibrant, colourful graphics that would better connect with female and diverse applicants. We then shaped a comprehensive outreach program and a completely new assessment process with the aim of helping these candidates show TfL who they are and what they’re truly made of.

From experience, we know that young people often need to build their confidence by filling gaps in their knowledge. To address this, we created “Route-into-Work,” a pre-employment course for all candidates to fill gaps in their knowledge and provide them with the tools, insight and confidence to be successful at assessment centers.

A More Targeted Approach

For Tfl’s apprenticeships, we designed a new strategy for our school outreach program, “Moving Forward.” We identified 251 of the poorest secondary state schools and ran over 50 events, with additional events in three of the most deprived boroughs in London: Newham, Tower Hamlets and Haringey.

Results

We achieved amazing results with the graduate recruitment campaign, comfortably filling all of the roles and meeting the social mobility criteria.

Doubling the Percentage of Graduate Hires from Minority Backgrounds

Most importantly we doubled the percentage of minority ethnic graduates from 27% to 54%, and we substantially grew the proportion of female hires from 18% to 29%.

Growing Female Apprentice Hires by 16%

Similarly strong results were achieved in the apprentice pool, as we dramatically grew the proportion of female hires from 20% to 36%. The Route-into-Work program delivered apprenticeship hires, of which 33% were female and 67% were minority ethnic.

At a Glance

  • COMPANY: Transport for London (TfL)
  • PEOPLESCOUT SOLUTIONS: Talent Advisory
  • ANNUAL HIRES: 32 graduate roles and 109 apprenticeships
  • ABOUT TfL: Transport for London (TfL) is the government body responsible for the day-to-day operation of London’s public transport network and management of the capital’s main roads.
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Kent County Council: A Social Media Campaign Promoting a Career in Care

Posted on by edyson
Kent County Council: A Social Media Campaign Promoting a Career in Care

Social Media Recruitment Campaign

Kent County Council: A Social Media Campaign Promoting a Career in Care

PeopleScout developed a social media campaign for Kent County Council (KCC) to attract more home social care and healthcare workers.

2 week campaign
51,000 impressions
1,000 click-throughs
75,000 views on YouTube

Support workers make a genuine difference to real lives and Kent County Council (KCC) was finding it hard to attract the right people to fill their vacancies. They approached PeopleScout to develop a campaign to reach an audience that may not realize they had the skills and attributes to become care workers and show them they could have a meaningful career, just by “being you.”

Scope & Scale

Kent County Council, along with over 1,400 partner organizations, are committed to providing essential care and support, working with some of the most vulnerable members of the community. Their need to recruit was based on the requirement to alleviate pressure on nursing homes and hospitals by providing care in the clients’ own homes, therefore freeing up valuable beds elsewhere.

It was also important to demonstrate to the wider Kent population that KCC was taking positive and supportive action in what was a high profile and often criticized area for all local authorities.

Situation

With job openings that aren’t clearly defined by specific skills or experience, it’s often challenging to convince potential recruits that a role is right for them. With “unskilled” (in terms of qualifications) positions such as these, the lure of other opportunities, including retail, is often more appealing and the lack of visibility or explanation of support roles, alongside a misunderstanding of what is entailed, compounds this issue. In addition to this, there was a lack of clarity about the genuine career potential that these jobs could offer potential candidates. KCC aimed to raise the profile of the work they do in an area that is both sensitive and one that touches most people at some stage in their lives.

Solution

To fully understand why existing support workers do what they do, we ran a focus group to investigate the motivators and to hear real-life stories. Our creative team then set to work to produce a personal and appropriate creative identity; one that would put empathy and natural caring skills needed for these roles at the very heart of the campaign. We concluded the best way to communicate this was through video, showing everyday situations where people made a difference, doing everyday things and how this translated into a care workers’ job.

This was driven by the central campaign message of “You’d be surprised how qualified you are to be a support worker – just by being you’.” With a small promotion budget and to ensure that the power of the video’s visuals were maximized, we used social media to push the video out to the target audience using geographic and behavioral targeting methods.

Results

The social media campaign ran for just over two weeks and in that time delivered over 51,000 impressions, converting to over 1,000 click-throughs – an impressive rate of 2.1%. Equally impressive, YouTube delivered almost 172,000 impressions and over 75,000 views.

At a Glance

  • COMPANY: Kent County Council
  • PEOPLESCOUT SOLUTIONS: Talent Advisory
  • ABOUT KCC: Kent County Council is a county council that governs the county of Kent in England including 1.6 million residents. Amongst its many services, the council provides health and social care for adults and children.
Let’s Connect

Sainsbury’s: Getting More Vans on the Road

Posted on by edyson
Sainsbury's: Getting More Vans on the Road

Recruitment Media Campaign

Sainsbury’s: Getting More Vans on the Road

Grocery retailer Sainsbury’s turned to PeopleScout to hire drivers to support their growing online business.

6,200 annual hires
5 weeks to fill most roles
analytics informed approach resulted in reduced marketing spend
analytics informed approach resulted in reduced marketing spend

With online grocery shopping becoming increasingly popular, Sainsbury’s looked to PeopleScout to maximize the number of delivery slots that they could offer to customers. In a saturated marketplace, it wasn’t enough just to target existing drivers, we also needed to find those with transferable skills and encourage them to apply. The resulting strategy enabled Sainsbury’s to go to market with a number of highly targeted and locations-specific attraction campaigns.

Situation

Before engaging with PeopleScout, the client struggled to meet its hiring goals. Approximately two-thirds of candidates dropped out of the hiring process between the first two steps of the screening process. Many candidates couldn’t complete screening during traditional recruiting hours.  

In response to these challenges, PeopleScout provides a highly scalable delivery team to meet the client’s fluctuating hiring needs and address regional and cultural preferences during the screening process. PeopleScout’s centralized recruitment support ensures compliance and streamlines the process through innovative technology solutions. Positions in scope include 6,200 annual hires for warehouse and truck driver positions.

Sainsbury’s business strategy is to respond to the changing needs of their customers, enabling them to shop whenever and wherever they want. Seven days a week, Sainsbury’s delivers fresh food, groceries, general merchandise and clothing from suppliers around the world, via 33 distribution centers, to their store and online customers, meeting their requirements for flexible, convenient shopping.

Drivers are a vital part of this strategy, ensuring that Sainsbury’s can make deliveries to millions of customers at a time that suits them.

The online grocery department is a fast-growing business for Sainsbury’s. When we started this project, one in five employees worked in the department, but with changing consumer habits, this was soon to become one in three.

Despite being one of the company’s largest employee populations, it experienced high turnover in line with the challenging driver recruitment market. Some locations, for example, inner-city areas and affluent suburban locations, found it particularly hard to recruit.

The level of attrition made it hard for the department to grow, and driver availability became the limiting factor when it came to processing orders. It was vital for the business to hire more drivers immediately, but also have a robust strategy for the future too.

Solution

SOLUTION HIGHLIGHTS

  • Marketing Intelligence & Market Analysis
  • Persona Development
  • Process Design
  • Creative Development
  • Integrated Media Campaign

AT A GLANCE

  • COMPANY: Sainsbury’s
  • PEOPLESCOUT SOLUTIONS: Recruitment Process Outsourcing, Talent Advisory
  • ANNUAL HIRES: 6,200 annual hires for warehouse and truck driver positions
  • LOCATIONS: 33 distribution centers
  • ABOUT SAINSBURY’S: Sainsbury’s is a British supermarket and the second largest grocery chain in the United Kingdom. Since opening their first store in 1869, Sainsbury’s in focused on providing great value food and convenient shopping, whether in-store or online—as well as through their other brands Argos, Habitat, Tu, Nectar and Sainsbury’s Bank.
Contact Sales

Our first step was to leverage interviews and focus groups to understand the recruitment proposition for drivers at Sainsbury’s.

In addition to interviews, we utilized market mapping techniques to understand the labor force, reporting on salary benchmarks, competitor activity, and the socio-demographics of hard-to-fill locations.

Using the data collected from interviews and focus groups, we developed distinct driver personas, each with its own messaging framework and channel strategy. We used these to develop highly targeted comms for each group, responding to their motivations and behaviors.

Secondary messaging included: flexible shifts where we knew there was a high student population and non-monetary benefits such as child-care vouchers in areas that had a high density of families.

Results

The campaign was so successful that the majority of roles were filled within the first five weeks of the 12-week campaign, meaning that Sainsbury’s could cut back on their marketing spend. More impressively, seven locations needed to pause their recruitment due to high application numbers including two of the locations that were identified as hard-to-fill areas.

After speaking to hiring managers, existing employees, and those working for competitor organizations, we found that the majority of people eligible to be a Sainsbury’s delivery driver didn’t realize that they already had the skills to do the job. In fact, the role required skills like good customer service, time management, and self-motivation which we found to crossover with a number of different sectors.

This led us to design a creative route that focused on the core messaging of “All you need is a license” and “Where will your license take you?” educating the audience around the training and development new joiners received. This sat in contrast to another creative route which we used in locations that had high competitor activity. There we led with the messaging around the fact that Sainsbury’s offered guaranteed hours where other organizations did not.

Before the campaign, Sainsbury’s was engaging with candidates across multiple channels with different communications, which meant they ended up talking to the same audience in different ways, about different things. By taking this insight-driven segmented approach, Sainsbury’s could instead talk confidently about the things that mattered to candidates, using the channels that they were most likely to respond to.

“The success of the campaign so far has been unprecedented and as such after five weeks we are already in a place where most of our stores in the trial have filled all driver hours required. In total, we have received over 2,000 applications. We’ve extended 131 offers, and 106 have been accepted so far.”

Client Testimonial

Openreach: Recruiting for Hard-to-Fill Engineer Roles at Scale

Posted on by skatz
Openreach: Recruiting for Hard-to-Fill Engineer Roles at Scale

Microtitle

Openreach: Recruiting for Hard-to-Fill Engineer Roles at Scale

Openreach approached PeopleScout to help recruit for hard-to-fill trainee engineer positions. Our postal code-by-postal code attraction and simplified recruitment process enabled Openreach to fill all roles and to increase applications from diverse candidates.

413 trainee engineer hires
70 percent of applications were from diverse candidates
3 months to fill all vacancies

Situation

Openreach recruits 3,500 trainee engineers on an annual basis, with a large proportion of hires made in areas with strong candidate pipelines. However, hiring in Southern England and London proved challenging. So, they approached PeopleScout to support the delivery of 413 trainee engineer hires in these hard-to-fill locations in just three months.

Solution

SOLUTION HIGHLIGHTS

  • Microsite hub
  • Bespoke, postal code-tailored attraction program
  • Simplified application process
  • All roles filled with increased diversity interest

At a Glance

  • COMPANY: Openreach
  • PEOPLESCOUT SOLUTIONS: Recruitment Process Outsourcing
  • ANNUAL HIRES: 413 trainee engineers
  • LOCATIONS: Multiple areas across Southern England and London
  • ABOUT OPENREACH: Openreach is a subsidiary of BT Group providing phone, broadband and Ethernet services to homes and businesses across the UK.
Let’s Connect

MICROSITE HUB

We worked with Openreach to scope and build a microsite to act as the hub for trainee engineer hiring. 

TAILORING BY POSTAL CODE

Deploying a bespoke attraction program by specific postal codes allowed us to be highly targeted in driving candidate pipelines. All attraction materials drove candidates to the microsite. 

LIGHT-TOUCH PROCESS

In addition, we developed a light-touch simplified recruitment process, which included video interviews and a one-page online application. 

Results

FILLED IN THREE MONTHS

From sign-off to implementation, the service was set up, configured and ready to go live in six weeks—and all 413 roles were filled within three months. 

DIVERSITY BOOST 

Nearly 70% of applications in London postal codes were from diverse candidates, translating into a 53% offer rate. 

TRANSFORMATIONAL

Openreach has said that collaborating with us has been “transformational,” and we’re now working with them on 150 additional hires.

The AA: Ready for ANYTHING? An Experiential Event Drives More Applications

Posted on by skatz
The AA: Ready for ANYTHING? An Experiential Event Drives More Applications

Recruitment Events

The AA: Ready for ANYTHING? An Experiential Event Drives More Applications

The AA engaged PeopleScout to design and host big, bold recruiting events for their call center roles. Through a series of silly, messy tasks, we increased awareness of the AA’s roles and drove more applications.

2 recruitment events
60,000 career site visits
78 percent increase in applications

Thousands more careers site visitors. Hundreds more applications. And how did we do it? With 64 fake spiders, 15 liters of custard and one tube of wasabi paste—among other things. This is the story of how we created a fun, conversation-sparking event that captured the essence of the AA employer brand, raised awareness of their call center roles and helped them make the successful hires they needed.

Situation

The AA has two large call centers in Oldbury (near Birmingham) and Newcastle, England. With ambitious hiring targets to meet, they’d used a range of attraction methods, from job boards and paid social media, to taxi wraps and ads at cinemas. They weren’t getting the results they needed, so it was time for something bigger and bolder.

Solution

We discussed and planned the objectives carefully with the talent attraction team and local stakeholders. We wanted to raise general awareness of the organization in local audiences and encourage them to spread the word, so we needed a way of reaching a large number of individuals easily, effectively and creatively. The AA also wanted us to showcase their fun and friendly culture.

Highlights

  • Raising awareness of roles
  • Reflecting a fun and friendly culture
  • Boosting social media activity
  • Increasing careers site visitors
  • Record-breaking application figures

At a Glance

  • COMPANY: The AA
  • PEOPLESCOUT SOLUTIONS: Talent Advisory
  • LOCATIONS: 2 call centers in England
  • ABOUT THE AA: The Automobile Association (The AA) has been supporting motorists in the United Kingdom since 1905. With over 14 million members, breakdown cover is always their number one priority, but the AA has branched out into finance, insurance, leisure and lifestyle services.
Let’s Connect

A BRAND MESSAGING-ALIGNED EVENT

The “Ready for ANYTHING?” strapline is the central message in all of the AA’s recruitment communications activity, so it made sense to take this message and see just who was Ready for ANYTHING? among local audiences.

FUN TO TAKE PART IN. FUN TO WATCH.

With a big prize to incentivize contestants, the event was built around getting volunteers on stage to take part in a mystery challenge. We built The Random Challenge Generator—a big screen flashing through a series of silly, messy tasks. The contestant pushed a big yellow button to stop the screen, which brought up their challenge. We also engaged a celebrity host to help draw the crowds, engage with the audience and keep the fun moving. We ran two of these shopping center-based outdoor events—one in Newcastle, the other in Birmingham.

PROMOTING THE OPPORTUNITIES

Maximizing social media activity before, during and after the event, we also live-streamed the challenges. Filming on the day enabled us to create short videos for follow-up content to promote the AA’s call center roles. On the event days, we gave out flyers encouraging people to get involved and driving to the AA careers site, while digital screen and on-stage announcements also highlighted the AA’s local career opportunities.

Results

UNPRECEDENTED CAREERS SITE VISIT FIGURES

Social media and event build-up activity drove 60,000 career site visits across the weeks events were held. Before, 1,500 to 2,000 people visited the AA careers site each day. For the Newcastle event, this increased to 5,000 in just one day, with a record high of 7,100 in one day for Birmingham.

RECORD NUMBERS OF APPLICATIONS

While the AA saw a huge increase in applications for their call center in Oldbury, they had record breaking figures for Newcastle. With a month-over-month increase from 576 to 1,026—a 78% increase!

Surrey Police: A Video Call to Action for Detective Constables

Posted on by akessler
Surrey Police: A Video Call to Action for Detective Constables

Recruitment Video

Surrey Police: A Video Call to Action for Detective Constables

PeopleScout created a compelling call to action to attract Detective Constables for Surrey Police with documentary-style video.

Situation

With Surrey bordering the Greater London area, Surrey Police are often in the shadow of The Metropolitan Police in the capital. There’s a perception that only detectives serving in the big city get the chance to work on big cases and solve serious crimes, and that Surrey is quiet and boring. The truth is that Surrey offers that opportunity, plus the training, career progression and work-life balance detectives looking for.

It’s complex. It’s challenging. And it’s rewarding.

Surrey Police needed to recruit experienced Detective Constables from other forces. They engaged PeopleScout and our industry-leading in-house creative team to challenge perceptions about crime fighting in Surrey.

Solution

Surrey Police asked us to create a video that would show experienced Detective Constables from other forces that they could have the career and development they wanted while reassuring the public that Surrey is a safe place to live.

A Research-Based Proposition

Conducting research to understand why detectives worked for Surrey Police, we developed the underlying proposition, “Be the detective you have always wanted to be.”

Compelling Visual Approach

We wanted something that would stand out and resonate with our target audience, inspiring them to uncover the truth in Surrey. So, adopting a compelling TV documentary trailer style, we worked with the filmmaker behind the groundbreaking BBC2 series The Detectives to shoot it—making the result truly cinematic.

Authentic Content

It was crucial to involve real detectives in the video, and at every stage, we worked with the detective team to ensure our film was as close to reality as possible. By conducting audio interviews with the detectives, we were able to match powerful, authentic, statements with the visuals.

Results

The video and accompanying campaign were highly successful in attracting Detective Constables to the Surrey Police.

Significant Increase in Hires

Surrey Police hadn’t expected the campaign to be so successful—they thought a handful of people might apply. But, with 24 hires in 9 months (up from 5 hires in 13 months), the results have really impressed them.

Cost Effective Campaign

With the typical cost to train a new starter as much as £100,000, this campaign built around attracting experienced detectives proved dramatically cost effective at £1,250 per hire.

At a Glance

  • COMPANY: Surrey Police
  • PEOPLESCOUT SOLUTIONS: Talent Advisory
  • ABOUT SURREY POLICE: Surrey Police fights crime and protects communities in the country of Surrey, the third most densely populated county in SE England.
Let’s Connect

Leveraging Recruitment Marketing to Attract Healthcare Talent

Posted on by epadmin

Recruitment marketing has evolved from being an emerging trend in talent acquisition to a necessary strategy to attract top candidates, especially in competitive talent markets. Given the shortage of healthcare talent in both clinical and non-clinical roles, organizations looking to attract and hire the best candidates need to leverage recruitment marketing strategies to stay competitive. In this post, we outline key strategies to help healthcare organizations build a robust healthcare recruitment marketing program.

Clearly Communicate the Employer Brand and Value to Healthcare Talent

Healthcare hiring managers spend a lot of time crafting the persona of their ideal candidate. However, some hiring managers neglect to address the value their healthcare organization presents to potential candidates. Building a strong employer brand can have a positive impact on recruiting. In fact, according to a LinkedIn survey, 75 percent of job seekers consider an employer’s brand before applying for a position. This means candidates are as concerned with the reputation of a potential employer as the employer is concerned with a candidate’s experience and work history.

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How RPO Can Solve The Top Challenges In Healthcare Talent Acquisition

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To present value to candidates, healthcare hiring managers and recruiters need to look through a marketing lens and carefully reflect upon how their employer brand will be interpreted by healthcare talent. Good employer branding not only communicates an organization’s mission and values, but also the experiences and triumphs of an organization’s current workforce. Effective employer branding highlights employee engagement within an organization and the community it serves and will attract like-minded candidates eager to help an organization achieve its goals and objectives. Below we outline a few ways healthcare organizations can better communicate their employer brand to candidates:

  • Hire a film crew or photographer to take candid shots of the facility and employees. Candidates are savvy enough to tell the difference between stock photography and real employee photos and will appreciate a real look inside of an organization.
  • Tell the stories of real employees progressing and excelling within the organization. These stories serve as an inspiration and show candidates that there is a clear path to advancement and success if they join the team.
  • Review the organization’s social media accounts to see if it reflects the culture of the organization and whether it is used to full effect to highlight employee success stories, internal commitments to staff and fun work-related activities.

Update the Career Page

Providing an excellent candidate experience is a vital component of an effective recruitment marketing strategy and building a well-designed and easy to navigate career site can help positively impact candidate experience. What’s more, Talent Board found that 64 percent of candidates listed career sites as a top resource for researching new opportunities. When candidates visit a career page, it is often the first experience they have with an organization. From the moment a candidate lands on a career page, he or she begins to sketch out a mental image about an organization, its facilities and employees, so it is vital to provide applicants with the information they want most. According to a Glassdoor survey, the top five pieces of information job seekers want employers to provide on a career site are:

  • Salary and compensation information
  • Employee benefits and perks
  • Basic company information
  • What makes an organization an attractive place to work
  • The organization’s mission, vision, values and culture

Beyond providing applicants with the information they want, healthcare organizations also need to make applying for open positions simple. Sometimes replying to a job posting can be a frustrating experience. Many career sites have a burdensome online application process that bogs down applicants with long forms and multiple hoops to jump through before they can submit their resume. This leads to lots of qualified healthcare talent leaving applications half-complete or worse, applying with a competitor.

To prevent applicant frustration and abandonment, healthcare organizations should build career pages that have an easy interface with no separate URLs or pop-up screens. According to a study from Appcast, recruiters can boost application conversion rates up to 365 percent by reducing the length of the application process to five minutes or less.

A well-designed career site can also help filter out unqualified candidates. Healthcare staffing teams should structure applications to include screener questions to filter out unqualified job candidates so talent acquisition resources can be dedicated to engaging the most qualified applicants.

Invest in Content Marketing to Recruit Healthcare Talent

The objective of content marketing is simple: create relevant and engaging content aimed at current and potential customers in an attempt to educate them on products, services or topics of interest. While the majority of content marketing efforts are targeted at obtaining clients, content marketing can also be leveraged as a recruiting tactic to attract and engage healthcare talent.

Healthcare recruiters looking to deploy content as another tool in their talent acquisition arsenal should work with their organization’s marketing team to create compelling content. Compelling content can come in many forms such as blogs, ebooks, podcasts and videos. The only prerequisite to great content is that it should tell a story can add value for readers and in turn, improve the candidate experience.

Beyond the above-mentioned content vehicles, interactive content can also make a significant impact on job seekers. According to a report by the Content Marketing Institute, 81 percent of content marketers agree that interactive content grabs attention more effectively than static content, and 79 percent agree that interactive content enhances retention of brand messaging. Interactive content provides candidates with a two-way conversation and is more personal than other pieces of content. A simple yet fun quiz that tests how well a candidate aligns with an organization’s brand values or video tours of the facility allow candidates to research a potential employer and helps them feel more in control of the recruiting process.

SEO and Healthcare Talent Acquisition Strategy

The best recruitment marketing strategy is only as effective as an organization’s presence on search engines. What’s more, 30 percent of Google searches—around 300 million a month—are employment related. In the highly competitive healthcare talent market, ranking well on search engines and job boards can mean the difference between attracting a steady stream of healthcare talent and losing talent opportunities to competitors. Below we list recruitment marketing SEO basics:

  • Create a distinct, index-able job page for each open position and at each location if applicable
  • Ensure jobs pages are marked up with the proper schema and metadata structured data
  • Send regular XML sitemap updates to Google

In addition to SEO basics, properly optimized job postings provide additional job data Google finds valuable. This data can be added to a job post to help Google index and rank the page better. Remember, Google values “completeness of data” so the more information placed in a job posting, the more likely it is to turn up in the top results of a job candidates search. For better optimization, job postings should include:

  • Employment type (full-time, part-time, temp-to-hire)
  • Salary or hourly pay rate
  • Minimum education requirements
  • Minimum experience requirements
  • “Valid through” date
  • Work hours and schedule type
  • Industry sector: i.e., biomedical, hospital food service, laboratory work, etc.
  • Required skills such as “ability to lift more than 20 pounds” and “MS office proficiency”
  • Qualifications, certifications and experience
  • Responsibilities and job duties that are clearly defined

Job titles are also an extremely important SEO factor for ranking in search engines and on job boards. When drafting job postings, make sure common titles are used for open positions. For example, a healthcare provider looking to boost nursing recruiting might refer to nurses as “medical ninjas” instead of their traditional title. While quirky and unique, job seekers will never search for “medical ninja” openings when looking for a job. It is best practice to use common titles and standard terminology as keywords that job candidates are likely to use in their search.

Conclusion

As the skills shortage in healthcare remains a factor in recruiting healthcare talent, organizations need to continue to find ways to attract candidates. By implementing a strong recruitment marketing program, healthcare organizations will ensure they stay ahead of the talent curve. A healthcare RPO partner can guide you through creating effective campaigns that will make an impact.