As a recruiter, your website should be central to your marketing strategy to find those valuable clients and candidates. Having a well-designed website that is functional and engaging is great. Not only can it be a great resource for your potential clients and candidates, it can also help to show them not just why you are better than your competitors, but why you are different too. With your website being of such importance therefore, the more traffic that you can send to it the better. We take a look at five of the best ways to do this.
Organic Search (Google)
If you’re looking to increase the amount of highly targeted traffic to your website, then undertaking SEO (search engine optimization) and ranking for the keywords that your target clients are searching for is a great idea. Google is the first place that many people will start whether they are a potential client looking for a recruitment agency to work with or a candidate looking for their next role. Ensuring that you are on page one for the terms that your potential clients and candidates are searching for can drive a significant amount of long-term, valuable and highly-targeted traffic to your website.
Organic Social Media (Facebook, Linkedin etc)
Building social audiences on your social media channels is a great way of driving highly targeted traffic to your website. Which channels you use exactly will depend upon the sector that you recruit in, but popular ones include Facebook, Linkedin and Twitter. Growing your audience is done in a number of ways, including following relevant people, posting high quality and interesting content and engaging regularly with other users. Like organic SEO, this is more of a long-term strategy but done consistently it really pays off and will provide a rich stream of clients and candidates over time.
Email marketing is one of the most powerful ways of referring traffic to your website. All recruitment companies should be building an email list from day one. This can be from enquiries to your website from potential clients and candidates or people who have subscribed to job alerts or to receive a specific giveaway such as a white paper or report. Having a regular email marketing campaign for both your candidate and client audiences can drive valuable traffic to your website. It is particularly good at engaging passive candidates (those who may be suitable for a job but are not actively looking for a new role). Remember that your email lists should all be specifically opted-in to comply with the new European Union General Data Protection Regulations that will come into force in 2018.
Paid Search (Adwords + Facebook and Linkedin ads)
Getting organic page one listings and developing a large and targeted audience on social media can take some time. Are there any other ways to utilise Google and various social media channels such as Facebook and Linkedin to drive website traffic in the meantime? Yes, paid advertising. Google Adwords, Facebook ads and Linkedin ads can all be highly targeted to ensure your recruitment company is placed right in front of your potential clients and candidates. You are charged ‘per click’, which means the more highly targeted your ads are, the better. When done well, paid ads (also known as pay-per-click or PPC) can drive a great deal of highly targeted traffic to your site, whether used in conjunction with organic SEO or on their own.
Referral from Guest Blogs/Articles on Relevant Industry Websites
One of the most underutilized methods of driving more traffic to a recruiter’s website is to get referral traffic from relevant industry blogs and websites. Reaching out to blogs and websites that your target clients and candidates read and asking if you can write an informative and engaging article can be seen as a win-win situation for both you and the blog/website in question. For them, they get free, well-written content on a subject that their audience will enjoy and engage with. For you, as well as increasing your visibility in front of your target audience, there will almost always be a link back to your website that will not only drive highly targeted traffic, it will also help boost your organic SEO too.
Here’s some other traffic sources for you to consider.
How do you drive more traffic to your website? Do you utilise these or any other ways? I’d love to hear your comments on this.