We Google our candidates and prospects on a regular basis, however have you ever thought sufficient about what they discover after they Google your recruitment company?
Research have proven that prospects will carry out a median of 12 searches in your model earlier than they’ll even take into account working with you. And likewise, 75% of candidates will analysis an organization’s fame earlier than they apply to a job.
If it’s your company’s emblem on the job advert relatively than your shoppers’, it’s your model title they’ll hearth into Google. And make no mistake – they will do their analysis.
Why it is best to Google your company
Put your self in your prospects’ and candidates’ sneakers for a minute: Should you can’t discover something substantial a few model on-line otherwise you don’t like what you see in search outcomes, would you belief them to work with? In a aggressive trade like recruitment, you don’t must look far to discover a extra seen or credible recruitment model to work with as an alternative.
Subsequently, you must do every thing you may to make sure that anybody looking for your model on-line will discover sufficient info to know they’ll belief you and achieve an excellent first impression. It’s a course of that PR firms name ‘fame administration’ and it’s so vital to working a enterprise these days that you simply even have automation instruments designed particularly to observe your model on-line.
One fast technical phrase of warning: Solely Google your company as soon as a month and while you do, undergo the search outcomes and open every related pages in new tabs (proper click on and choose ‘open hyperlink in new tab’) relatively than repeatedly going backwards and forwards between pages and your search outcomes web page. In any other case, you’re telling Google that the search isn’t providing you with the information you’re searching for, which might damage your web optimization.
What to look out for when Googling your model
So what must you be looking for while you carry out a Google search in your company’s model? In a nutshell, you’re searching for 2 issues: Negatives to handle and positives to take advantage of!
1. Hyperlink alternatives
Should you discover any articles have been printed that point out your recruitment model however don’t hyperlink again to your web site, this can be a nice alternative for what we name ‘hyperlink constructing’ within the advertising and marketing world.
For instance, has somebody from the enterprise been quoted in an article? Has a weblog your organization has written been referenced? One thing you’ve executed as a enterprise been used for example? If that’s the case, it’s all the time value contacting the journalist or firm and asking for a hyperlink again to your company web site. Not solely does this drive any site visitors to your web site, nevertheless it’s additionally nice for web optimization so will assist bump your web site up in search outcomes.
There are additionally fame administration instruments like Meltwater and Point out that continually scour the net searching for mentions of your model and flagging them to you so that you don’t must preserve trying. The earlier you may leap on these alternatives whereas they’re nonetheless contemporary, the higher.
2. Something you don’t need folks to see
You is perhaps tempted to stay your head within the sand and simply hope that nobody comes throughout any unhealthy press or detrimental feedback about your model in search outcomes. However that’s by no means a good suggestion, and sadly, folks will discover them.
To maintain tabs of any press protection you get, it’s a good suggestion to arrange a Google Alert to your model title so that you get prompt notifications when one thing is printed on-line that mentions your model. To see historic protection, pop your model title into Google and click on the ‘information’ tab to see what comes up.
You is perhaps stunned by a few of the outcomes that find yourself in there (and inevitably, some good, some unhealthy). If something detrimental pops up, it’s value fascinated by working a PR marketing campaign that can aid you rebuild your model in a optimistic mild and bump any negativity additional down the outcomes web page.
3. One other model utilizing the identical title
There’s nothing extra annoying than a very irrelevant model messing up your Google search outcomes (I occur to share a reputation with a well-known artist from the identical metropolis, which makes it actually complicated for prospects and employers in the event that they seek for my articles on-line!).
What’s even worse is a related model utilizing the identical title – for this reason we all the time suggest businesses keep away from selecting related model names to different recruitment businesses it makes it so unnecessarily troublesome for candidates and prospects to tell apart you from different companies.
In fact, an entire rebrand is a large enterprise so it’s not one thing we propose you do. However if you’re battling it out with a model title copycat, is there a possibility so as to add one thing to your current model title that can assist folks distinguish you from them?
That is one thing that may take a bit extra time however sometimes, I’ll run the intro paragraph of articles I write by way of Google to see if something comes up.
And the rationale I do that is, sadly, I’ve had my work plagarised on-line greater than a few instances. Not solely is that shady apply, nevertheless it’s additionally horrible for web optimization. Google can’t all the time inform who’s the unique poster, and it’ll bump considered one of you down search outcomes for publishing duplicate content material.
The identical goes for photos too should you take or create plenty of your personal. Click on the digicam button within the Google search bar and it will mean you can add your picture and Google will scour the net for photos that match. If somebody has used your picture, you may contact them and ask for a credit score and hyperlink again to your recruitment web site.
5. Opinions (the great, the unhealthy and the ugly)
How a lot do you retain tabs of your throughout web sites like Glassdoor, Google My Enterprise, and many others.?
And do you reply to all of the evaluations you obtain? Analysis has proven 62% of Glassdoor customers say their notion of an organization improves in the event that they see an employer reply to a Glassdoor assessment.
It’s vital to construct common assessment web site check-ins into your employer branding technique so you may preserve tabs on this. There’s nothing that appears worse than an company that has unhealthy evaluations and there’s been no try to resolve them. Would you wish to work with a enterprise that doesn’t care if their clients are sad?