Launching a Job Board – Getting Your Internet Marketing Strategy Right

In SEO, The Digital Marketing Blog, Working In Search by Kelvin5 Comments

It’s a dynamic market out there for [tag]job boards[/tag], the big generalists are among some of the largest spending advertisers in traditional media and even smaller niche players aren’t afraid to splash their cash in the pay per click arena.

First we topple monster then we take over the world – via flickr
If you are thinking about launching a [tag]job board[/tag], either as an offshoot of an existing site or from scratch, it’s vital you think about your marketing strategy long before the website goes live.

At Site Visibility, we’ve developed a bit of a specialism in the job board & [tag]e-recruitment[/tag] sector, so we thought we’d share some of our top tips marketing your job search site online.

Make Sure You Have a Niche – while companies like Monster and Fish4 might be household names in the UK some of the most profitable job boards have laser targeted niches. It’s not only because of competitive necessity but also to create a great unique selling point. Choose a specific job title, sub sector within an industry or location, the more exact your niche the better. But be careful not to go too small, it’s unlikely you’ll make much money out of www.personal-assistant-in-the-media-industry-in-swindon-jobs.com

Think About the Structure – you cannot underestimate the importance of your structure to the success of your website in the search engines. Bury an important job type ten clicks deep into the site and you’ll struggle to gain visibility. I’d also recommend doing some extensive keyword research prior to deciding your categories, there might be a type of job in your niche people are searching for in significant numbers to justify making it a category in it’s own right.

Site Maps Are Essential – a ‘browse by job sector’ or comprehensive site map are absolutely essential to ensure all your site is crawled by search engine spiders. Google is pretty sophisticated but it is not able to type in queries into a search box. If you can get to the page without typing what chance does a search engine have? It’s a helpful addition for human users as well, so there’s no excuse not too.

Add Valuable Content – there’s no reason to limit your content to merely listings of vacancies. You could very easily include content like a blog or articles about how to negotiate a pay rise or other job related topics. The benefits are threefold; firstly you’re providing a more valuable website to your visitors than your one dimensional competitors, secondly you’re adding keyword rich content to give the search engines a much clearer idea what your job board is about. The third benefit is the useful content on your site makes you much more link worthy.

Find Reputable Link Partners – it’s not easy but your website will need high quality one way links to rise up the rankings. Each website linking to you is seen as a vote of confidence in your company and the more reputable the source the greater the value in the eyes of the search engine. If there are trade bodies for your industry, sector publications or relevant university departments they should be top of your list.

It’s not easy to launch and promote a job board but with a clear marketing plan and well researched search marketing campaign you can quickly find your site beating more established competitors.

For any of you interested in learning more about marketing online job boards we have a white paper ‘Recruiter Search Marketing‘ which you might find interesting.

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Comments

  1. Great article and many thanks,

    I get asked a lot do we have any way of analysing our sucess stories, ie how many jobs advertised v’s hires from our clients and agencies??

    has anyone out there worked out how to track the success of niche job boards?

    niall kelly
    Dublin

  2. Great article and many thanks,

    I get asked a lot do we have any way of analysing our sucess stories, ie how many jobs advertised v’s hires from our clients and agencies??

    has anyone out there worked out how to track the success of niche job boards?

    niall kelly
    Dublin

  3. I especially agree with the note about “finding a niche.” This is, in my opinion at least, the new paradigm of the job board model. The big, all-encompassing boards are well known, of course, but the targeted aspect of job boards that are coming out now are what seem to be drawing employers to post jobs (and otherwise advertise).

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