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This webpage is designed to help you find the best location to place an advertisement and to write the advert in a way that it will perform well with search engines. The information in this document results from the Search Engine Optimisation training delivered by Richard Bunkham. HR are planning to further develop this to also include more information about different places where we could advertise.
A good place to advertise a particular job is to advertise in the same place as other jobs of the same type. You can find this out by simply typing the job title into a Google Search.
At the top of the Google search it will show you locations where companies have paid Google to advertise. This doesn't mean they are the best places to advertise because they may only have one job but because they paid Google to advertise they are automatically at the top, so look just below the paid adverts and you will see the locations where adverts for the job title are commonly found. Google has algorithms that enable it to put the places, where the most adverts for the job title you search for, are placed at the top
You may notice that Indeed ranks highly for many jobs when you conduct a Google Search. At the time this document is being written, Indeed is the world's leading job site. Oxford Brookes already advertise on Indeed for free. This is because Indeed automatically takes Oxford Brookes’ jobs and advertises them for free, we don’t have to ask, they just do this so that they can ensure they have the biggest selection of jobs available for people to look at.
You will see on the Indeed page that the top adverts that show are sponsored adverts, that means they have been paid for, the adverts that are not sponsored such as the Oxford Brookes adverts are below the sponsored adverts, so we need to get our adverts at the top of the free adverts.
Most job searching is done on a Monday between 10am and 1pm and a Tuesday between 10am and 1pm. This means ideally we need to be placing adverts that appear on job boards on Monday at 10am so that we are right at the top without having to pay. This is easily organised when we are paying for an advert, but for Indeed where we don't pay, we need to think about the date and time it goes live on our own website because Indeed will be sweeping our website for that advert and if we mistime when it displays on our website then it won't appear at the top of Indeed's listings at the ideal time, and instead if it appears earlier it could have travelled down the listing quite a long way by the time Monday 10am arrives.
You can help your advert to appear higher up the list, at no extra cost, by mentioning the job title 4 times in the advert itself, even if it feels clunky, this is what Google and Indeed and other search engines use to rank posts, they are looking for commonly used words so the more often you use the words the higher up the list your advert will appear, also if there is another commonly used job title for the same role you should mention that title in the advert text as well so that when people search for it the advert will also be drawn into the search.
Below is a snap shot of an advert showing how to incorporate the job title 4 times in the advert:
More details about job titles can be found in the section headed, Job Titles and Alternative Job Titles.
The way people search for jobs has changed and most people scan the advert for key pieces of information so it is important to structure the advert so that key information is seen. Here is a list of the key items that an advert should have:
Below is an example of a fictitious post which incorporates:
A cost effective way of advertising is to do Pay Per Click. This means you advertise for free but when someone clicks on your advert you will be charged a small fee such as 80 pence. Most job boards offer this facility and as you are paying it means you will be higher up the search lists. Many advertisers and job boards offer pay per click including Google and Indeed, but Indeed is considerably cheaper than Google and as Indeed often appears at the top of Google searches you may consider this the best and most cost effective option.
You are also able to set a spend budget so that once that budget has been used up on Pay Per Clicks your advert will continue to be advertised but it will start to slip down the list rather than appear near the top. A suggested budget is £50. You can always increase this if you wish at a later stage.
Before using Pay Per Click advertising please read the section headed Low Response Rates With a Week Left of Advertising as this may help you decide when the best time to use Pay per Click Advertising is.
Research has shown that Oxford Brookes’ largest conversion rate of applicants to employees comes from people who found out about a vacancy from a “friend” or employment contact. This means if staff are able to recommend a vacancy to a friend or business contact, who would be interested, they are the people who are most likely to become an employee at Oxford Brookes. This is because when people recommend a job to a friend or business contact it is because they think that person would be interested and potentially has the skills the University is looking for.
Some staff may have large professional followings on LinkedIn, Facebook, G+ Share or Twitter, for example, and wish to share appropriate job adverts to their network as a way of letting people know about a vacancy that could be of interest. Staff who wish to do this are able to go to the relevant Oxford Brookes job advert on Jobs.ac.uk and click on the share buttons as shown in the screenshot below and share the advert instantly, easily and very quickly.
Avoid advertising posts in August and December as these are well known times of year when applicant rates fall as people are just not looking for jobs.
The most common time of day and day of week for people to be searching for a new post is Monday between 10am and 1pm and Tuesday between 10am and 1pm. This means that ideally you should be arranging with your Link HR Team for your jobs to be posted ready for these times so that your job appears at the top of the list. If you advertise your job on a Friday then by the time Monday 10am comes around your job will have been pushed down the search lists by jobs that have been more recently posted.
The most common time to be completing an application form and submitting it is on a Sunday evening, this means if you close your advert in the middle of the week you are unlikely to have received many extra applications as most people will have submitted them on the Sunday evening so arrange for your posts to close on a Monday.