There is really no better way to say it: “content is king” in the online world. Not only do candidates learn about your company through the content on your site, but QUALITY content is also a major factor in getting higher rankings from search engines. The rationale behind this is broken down below.
First, candidates may not know about your organization and will make a decision about whether to trust your company based on your site content. In fact, 78% of Internet users conduct research online before interacting in other ways. Conveying information about your company, process, benefits, training, and culture is extremely important, especially for first time visitors.
Second, content is the best way to maximize search engine optimization (SEO), because sites like Google and Yahoo! use search crawler algorithms to reward good content. Today, quality content translates into higher rankings – it’s that simple. Content on microsites and blogs also have a strong track record for SEO – the content is targeted, fresh and relevant to specific topics. Finally, there is an adage “length is strength” that suggests content should be in-depth and long. Many experts say articles should be at least 500 words long – many more say 2,000 words long.
The connection between the two is that quality content leads jobseekers to find your site, which is the best way to convert candidates to applicants. To be sure your content is up to par, take the time to plan out the message you want to convey to your candidates. Some examples of quality content are:
- Advice (ex. how to get the job)
- Blogs (ex. from Recruiters)
- Community outreach
- Company news
- Employee stories (ex. a day in the life of an employee)
- Event promotion
- Industry news
- Just for fun
- Recruiter spotlight
- Talent brand
- Thought leadership
When reassessing your site, assume that candidates are visiting for the first time. Will they learn what they need to and be persuaded to apply? Is the content targeted to them? These are good questions to ask and will help your team develop appropriate and effective messaging. Because content is king, you definitely want to rule.