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Preparing for 2018 – 4 essential changes required in your digital attraction NOW!


2018 is going to be a game changer in how you are able to attract the staff you need. You can develop a great employer brand but you will be unable to present it to your target audience if you’re not aware of some of these critical changes.
 
Number 1. The introduction of Google’s mobile first index is the biggest change to search in years, is your website ready? As more and more searches are done from mobile, Google wants their index to reflect the majority of their user preferences.
 
Although Google has counted mobile friendliness as a ranking factor since 2015, this is a much bigger step change into the mobile world. Now, rather than the desktop version of your site being primary and mobile secondary, mobile will be primary, meaning the responsiveness of your website is key. Speed is an important factor when it comes to the mobile first index being implemented, on average mobile users will only wait 3 seconds for a page to load before moving on, so making sure your website can keep up is vital. Google will of course, still reward good SEO practice but considering the experience on mobile will be key.
 
Number 2. As well as the increasing number of mobile searches, there has been a significant rise in a percentage of those searches being through voice search. Both of these mean that your SEO needs to be considered and altered accordingly to cater for both changes.
 
Number 3. As of October 2017, Chrome may start to mark your site as non-secure if it doesn’t have an SSL certificate. In layman’s terms, if you have an SSL certificate, your website address in the browser will start with ‘HTTPS’ with a green padlock next to it to indicate it’s secure, and if it doesn’t it will just display ‘HTTP’. You really don’t want to be marked non-secure so need to act.
 
Number 4. Google for jobs is set to be the next big thing in recruitment, only out in the US currently, but sure to be released in the UK soon enough, it could and should be a game changer in what you do. There’s , but there’s a lot that could go pear shaped if you’re not on top of the situation.
 
In order for you to take full advantage of Google for jobs, firstly you will need to make sure all of the jobs you advertise are on your domain, not on your ATS domain. If necessary, you can use an API to bring job content to your careers site. Secondly, make sure you are using the correct HTML tags and schema for job posting content and include as much structured data as possible e.g. salary. Thirdly, make sure you include job title, location and brand in the URL, page title and throughout the page. With the increasing volume of searches being done through voice, and based on location, ‘jobs near me’ searches will be much more prevalent so ensure location is included.
 
It has been suggested that Google prefer job listings with videos, so making sure that these are included on your job ads are a sure fire way of getting yours noticed by Google. Making your site mobile friendly is a must as we said, and including jobs in your XML sitemap and ensuring frequency is set appropriately will also increase the chances of your job ad being included on Google jobs. So, all in all, the way in which your careers site interacts with your ATS probably needs to change, along with plenty of other things. There’s a lot to do.
 
The digital world never stands still, in fact the pace of change is increasing and you need to be sure you don’t get left behind. Contact us here at DNA today and we’ll make sure that doesn’t happen.
 

In categories: Business thoughts
Author: John Tarrant
Date published: 12.10.2017


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