What’s the universal resource to find employment opportunities? The internet, but more specifically job aggregation sites. Job aggregators are the most convenient place for both seekers and recruiters.
Unlike job boards that have a very limited scope, aggregators fetch postings from multiple sites and gather them in one place. So, candidates use them as a Google search to look for the right job.
However, for recruiters, aggregators can be a bane and a boon. They add depth to the applicant pool, but they also require optimising of the job ads. The only way to ensure that your posting is pulled in and is reaching the top is when the aggregator crawls the internet after a search.
5 Essential Pointers for Optimising Job Ads for Aggregators
A company is only as good as the people that work for it. Talent acquisition is only as good as the candidate pool that applies for it. When the applicant pool is shallow, hiring the perfect person becomes a challenge.
That means it is essential to reach as many appropriate candidates as possible. For that to happen, job ads need to be optimised. Here’s how recruiters can make their ads more discoverable on job aggregators.
Find keywords relevant to the industry and include them.
The linchpin to a perfect job ad is including keywords since it expands the borders of visibility. The best practice is to find three primary keywords that are relevant to your industry because these are the words and phrases applicants type on job aggregators.
Google Keyword Planner makes an excellent starting point to ensure you’re incorporating the most apropos words. Another tool you can leverage to pin down the proper keywords is Google Trends. After filtering the appropriate phrases that your potential candidates are likely to utilise, integrate them across the job ad, including the title and description.
Focus on securing the right keyword density in the job ad.
Keyword density is the percentage of times a keyword appears on the job description compared to the total number of words in the description. For a job posting to be optimised, incorporating keywords is not enough. They need to be spread throughout the ad, not clustered into one section like the first two sentences or at the end.
It’s equally important to not stuff the ad with keywords. It’s not effective because it frequently makes the posting appear fake or, at the very least, unintelligible.
Strike the balance with keyword density and the probability of reaching the top of the search result on a job aggregator increase. The rule of thumb is that at least two per cent of the words should be keywords.
To determine if the job ad meets the density required, divide the number of times you’ve used the keywords (for instance 10) by the total number of words in the ad (say 350) and then multiply by 100 (2.8%).
Include the location of the nearest metropolitan area.
Location is an adage repeated in real estate, but it hits the nail on the head when optimising postings for job aggregators. For the simple reason that applicants almost always include the location along with the keyword.
Another reason to add the location is the search parameters aggregators offer. Besides positions and roles, aggregators allow job seekers to hunt for openings based on location. This brings us to the point of why the location must be the nearest metropolitan area.
The number of candidates searching for jobs in a specific city, for example, Faridabad, are very finite. So, when you include the name, it narrows your recruitment range.
On the other hand, candidates searching for positions in NCR would be much more sizable, guaranteeing your position is not excluded from a single relevant search.
Link all job listings to the aggregator through an XML feed.
A common approach recruiters use to list openings on aggregators is to give them permission to fetch jobs from their career webpage. However, this method has a major drawback because the power is not in the recruiter’s hands.
The aggregator decides how and what part of the posting appears on their interface. Consequently, the job ad may not include the relevant keyword or location, limiting how many candidates land and apply for the vacancy.
A smarter approach is to rely on an XML feed that automatically pushes all current openings to the job aggregator of your choice. The advantage is twofold.
One, it’s fast and automated. The effort on your part is to click a button. Two, the XML feed collates all the information you consider important. So, the ad on the aggregator is optimised for description, location and primary keywords.
Create profiles on the top job aggregators.
Allowing job aggregators to fetch and show your job ads is half the story. Today’s candidates demand more than a simple job description before they apply.
So, find the top job aggregators such as Naukri.com and build a profile on them to offer more comprehensive information about your organisation. It will not only give more impetus for job seekers to apply but also push traffic to your organisation’s website.
Why do recruiters need to concentrate on top job aggregators?
There are plenty of job aggregations sites available. But not all are made equal. Many aggregators don’t have the tech to recognise postings that are repeated across different job boards. As a result, they fetch and show all of them when a candidate searches with the relevant keyword.
For organisations, it’s damaging to their reputation because it shows the same job again and again to an applicant. For this reason, as a recruiter, you should focus on aggregators that rely on AI.
Advanced technology like machine learning and artificial intelligence ensures that the job posting appears only once. Furthermore, it guarantees that the ad is highlighted to the right job seekers, be they active or passive, making recruitment easier.
Another reason why recruiters need to concentrate on AI-powered job aggregators is recommendations. With machine learning recommending candidates, you find the best talent that fits your requirements to the T and you do it in the least possible time. The aggregator automatically applies insights to continuously optimise each job and reduce the time to hire.
By focusing on a top aggregator like Naukri.com, recruiters also get the benefit of an RMS. The software automates the entire recruitment process from posting job ads to offer.
Additionally, it becomes the one-stop sourcing ground. For example, Naukri Hiring Suite RMS creates a private, secure and centralised database that you can search for candidates from private vendors, databases or Resdex. Besides, an RMS empowers you to post job ads across multiple sites and social media in one-go.
Is optimising job ads for aggregators the silver bullet?
When people want to look for employment opportunities, they go to the internet. This is where it might differ, but most commonly it’s a job aggregator because a single search results in a Himalayan volume of postings.
From a recruiter’s perspective, aggregators are like a double-edged sword. On one side, they put a job posting in front of as many applicants as possible. On the other side, there is a possibility of your job ad drowning in a sea of similar openings, which makes optimisation all but essential. Used right, it can become the silver bullet that lands your ad on the top results of the search page!