Introduction: SEO vs. CSO
There are more than 124 million “job”-related searches every monthon Google.
Yet most employers’ jobs are completely hidden rom candidates online.
Smart employers will utilize search engine optimization (SEO) to drivethese job seekers directly to their own career site, which then plays a major role indecreasing their job board spend.
To help avoid conusion with the new world o Web 2.0 marketing, here are denitions o two conusingly similarterms to help you as you read this report. This white paper primarily ocuses on Search Engine Optimization (sometimes mistakenly reerred to as Career SiteOptimization), along with other ways to drive job-seeker trac to your online career site.Please also review our Glossary o Terms at the end o this paper to learn about other buzzwords that are oten usedin the “Web 2.0” recruiting world, so that you can keep yoursel on top o the rapidly changing world o interactiverecruiting.
Candidates areshiting wherethey search or jobs, and yourstrategy shouldollow them.
SEARCH ENGINE OPTIMIZATION (SEO):
The optimizing o job content or career sitecontent, and the creation and submission o site maps daily so that the major search engines(Google, Yahoo, MSN-Live) can correctly indexand rank your job and career site content highlywithin the “organic” search results. The desired end result is that when candidatesperorm logical keyword searches on the searchengines, your jobs and career site would behighly ranked within the search results (organic,NOT paid results), and job seekers would thenbe able to link directly to your career site to viewand apply or jobs -- at no cost to you or visitorsor clicks.
Primary Goal o SEO:
Drive increased trac to your career site andreduce your dependency on expensive paid jobboards.
CAREER SITE OPTIMIZATION (CSO):
The optimizing o your candidates experiencewhile on your career site. This could include theintegration o any o these technologies into yourcareer site:
• Live chat between candidates and recruiters• Simplied job search process• Creation of rich job proles or improving the
look, eel, and layout o job content
• Adding streaming video or other rich
• Providing RSS feeds or other content-sharing
• Allowing candidates to easily set up email
• Enhanced visitor tracking and reporting tools
Primary Goal o CSO:
Maximize your candidates’ experience andincrease the conversion or capture rate o candidates that visit your career site.
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Source: Google Adwords