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This document 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 traveled down the listing quite a long way by the time
Monday 10am arrives.
Indeed advise that we should probably
time our advert to go live on our own website from late Sunday evening, early
Monday morning, for example 2am on a Monday morning which you link HR Team can
organise in the New HR System. Indeed
explain that their system indexes (scrapes) websites every six hours. There is
no set time that this will happen to each website, so they can't guarantee that
our website will be scanned at 8am every Monday morning for example, but advise
that if we place the job on our website on a Monday morning then it will
definitely be picked up by Indeed on Monday afternoon/evening. So as we are wanting the advert to be close
to the top of the listings at around 10am on a Monday they advise that we
should post our advert to our own site on a Sunday evening/early Monday
you should use
Aim for adverts to go live from 2am on a
Monday morning and hopefully the adverts will be fairly near the top of the
listings. We can only guarantee a
specific time by paying for the advert though.
In the Additional Information section on the Staff request put something
to the effect "Please arrange for the advert to go live on the OBU website
from Monday (date) at 2am so that we can benefit from being at the top of the
lists by Monday morning when Indeed will have captured our advert from the OBU
page as this is when there is a surge in job searches happening."
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
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
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
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.