That’s a shiny article from onrec: How Google can help secure your Employer Brand by Roisin Venter from HR-SEO UK. I admit I felt a bit amused when I read it because I think the example was not well chosen:
Let’s go through an example: Apple Mac. Probably one of the biggest brands in the world and right up there alongside Microsoft and Pepsi. They have a fantastic job portal which makes it very easy to navigate and apply but once an actual job term is searched for there is no presence in the search engines. [...] As Apple is one of the biggest brands in the world I would expect they would have optimised their job board adequately to outperform the job portals. Not a very robust employer brand securing strategy.
So what? I don’t think that Apple has to bother about a good position in search engines like Google & Co. They will have so much traffic on their site already that candidates will apply directly from there. I’m sure Apple can choose from a good, active candidate pool.
Anyway, if I was interested to know whether a particular company was hiring, I would go straight to their homepage or google the website and click my way through to their HR site (and if that path was too messy and complicated, then I would start thinking that the company is obviously not interested in attracting any applicants at all…).
Here’s another thought: if Apple did improve their online search marketing strategy, they would probably be bombarded with CVs. Maybe their lacking strategy, in the end, turns out to be one after all.
But, yes, of course, most of the other firms, in particular smaller and not very well known ones, should optimise their online search marketing. Unfortunately, most of them do not calculate any budget for this. What a pity for them in the long run…
