Archive for November, 2008

Recession-Proof Your Job with Distance Education

In tough economic times, people’s worries naturally turn to keeping their jobs.  No one relishes the prospect of opening their paycheck and finding a pink slip inside, ruining what you thought was a secure job.  It’s gotten bad enough that even employers formerly thought of as bulletproof (Google, for example) are laying off large numbers of employees.  Some retail outlets like Circuit City are closing their doors outright, and others such as Kay Bee Toys and Wilson’s Leather are closing huge portions of their retail operations.  Even government employees, formerly thought of as having recession-proof jobs, are worried about the stability of their positions.  In times of such economic uncertainty, is there any way you can make your employer see you as a “recession-proof” invaluable asset?  You will, of course, want to stay active in your personal job search and check  local job listings, in addition, there’s one other huge step you can take, too.

One really good way to let your employer know how much you value your job is to educate yourself.  If two similarly benefited and salaried employees are both up for layoff consideration ,an employer is usually going to retain the employee that’s achieved the highest level of education.  An employer wants a worker that is always going to strive to better themselves by upgrading their knowledge, to the extent that some of them even provide 100% reimbursement to employees for the cost of education!  Most employers see helping their employees attain an education as a win-win situation, as they want their workers to be as educated as is possible.

It may seem nearly impossible to keep up with the demands of a full time job, your house and family and friends, while attending college at the same time.  While it’s difficult, it’s not impossible- many people make this arrangement work.  Technology has presented us with another alternative- distance education, or home schooling, for higher education.  You can earn a degree in much less time than you thought possible, and from the comfort of wherever you keep your computer!  You’ll be receiving a quality education without the hassles of buying textbooks, finding parking, making yourself presentable and adhering to a predetermined schedule, and at a comparable cost to classes in a traditional educational setting, as well.

Most online classes consist of reading electronic course packs or text books, and then participating in discussions via email or message board, while competing both individual and group writing assignments.  You’ll want to get familiar with the tools that allow groups in disparate time zones and geographic locations to stay in contact, such as Internet Relay Chat and instant messenger- this is because there is group work involved in many of these types of classes.  The biggest attraction of distance learning is that you can largely set your own schedule- if the urge to write a paper strikes you at 4 AM, you can write it then, and if you wake up thinking about a great point to raise in discussion, you don’t have to wait for class to start to do it.  Costs for online education are comparable to costs of attending classes in a physical location, as well, so it isn’t as if it’s prohibitively expensive, either.

You will need a healthy dose of self discipline to succeed at distance learning, and you’ll need to be personally responsible and provide your own motivation, as well.  You’re going to have to be tough on yourself- no classes to attend means no instructors to harangue you or remind you about assignments, so you’re going to have to keep abreast of things all on your own.  If this sounds like something you can handle, you should ask your employer about reimbursement for online education- everyone wins!

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Are You Setting the Right HR SEO Goals?

The campaign for meeting HR SEO goals must include the following:.

1. Drive highly targeted job seeker traffic to the corporate website.

2. Add to the employer’s brand by obtaining high positions on search engine ranking pages for pages that contain highly relatable content related to common keyword strings used by the target job seeker.

As you have seen, more companies every day are jumping into the HR SEO field.  All of these vendors are selling pretty much the same thing, usually manifested something like “we will get your jobs out of your ATS, build a micro-site to host them, and then optimize it for the search engines, sending those applicants back into your ATS”.

While this approach will likely lead to pages that are optimized for the search engines to find, it’s still got the problem that it’s not meeting the two stated goals of any SEO campaign.  Just being indexed in Google doesn’t mean that more job seekers will apply for your jobs.  Optimizing a page for the search engines does not mean that job seekers are going to find your pages- structure is not enough, in order to build brand authority you need to get other highly-ranked sites to link to your pages or no one will see your jobs!

Let’s look at why.

You need to have optimized pages for keyword phrases that job seekers are actually searching for. If no one is typing in “pediatric nurse jobs in Chicago, Illinois” into the Google, Yahoo, or MSN search box (they aren’t), then it doesn’t matter if you spent $10,000 or just $1 on optimizing that page. If no one is searching for that keyword phrase, there will be no job seekers applying for the jobs.  Can you remember the last time you used Google and went deeper than the first or maybe the second page of results? Chances are you don’t do that very often.  In fact, research shows that more than 85% of all traffic is driven by the results on the first page- so top 10 or top 20 rankings are all that really matter.  If you’re optimizing for a search string that has 4 or more words in it, being on page two means being irrelevant, because there are so few people using that search string that even if you get all the traffic in a month, you’re only getting maybe 100 extra views on your pages.  That’s not going to drive traffic!

So is there anything out there that does work?

The first step you have to take is to do research on keywords- in other words, researching a list of potential keyword search strings and using your research to develop a litany of “keyword phrases” your target audience is likely to use to search for jobs.  You can only then begin to build a “landing page” for your jobs, specifically designed and coded to rank in the top 10 results for the particular phrase you chose to use to attract jobseekers to your jobs.  Again, the key to SEO is knowing what your job seekers are typing into Google.  Then, and only then, do you know what phrases you need to optimize pages for.  Once you have a page that is optimized, most vendors will help to “submit” or promote this page to Google, Yahoo, MSN, etc.

This is not difficult to do.

THAT’S NOT ENOUGH THOUGH! Taking the above steps will probably get you into Google’s index- but not on page 1 of the search engine results.  If it’s a competitive phrase, you probably won’t be on page 2, 3 or 4, either.  The final step of the SEO process is also the most time consuming, difficult and expensive process.  However, without the proper marketing, your landing pages and career site are identical to everyone else’s.  You must obtain back links from other high-quality and well-thought-of websites to be seen as the authority.

In closing, there are 3 important parts of any SEO strategy.

1. Doing the proper keyword research to figure out how to drive jobseekers to your career site while building your brand.

2. Implementing web pages that are optimized for those keywords.

3. Marketing the landing page that builds authority and credibility for these new pages.

Any HR SEO strategy that doesn’t consider all 3 of these aspects is bound to fail, and that failure is measurable- if you’re not driving additional traffic to your career site, then the campaign isn’t working.

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