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Compelling content and the perfect job description

Compelling Content And The Perfect Job Description
Paul Mason
Head of Careers Site Sales
Published on

Welcome to the next chapter in our blog series! In part one, we dissected the crucial elements of site structure and careers categories. Now, in part two, let's navigate the ever-evolving landscape of content creation, ensuring alignment with Google's E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines for an online presence that stands out in today's dynamic job market.

Authenticity Matters: A Deep Dive into Employment Realities

At HappyDance, we steadfastly believe in attracting the right candidates and repelling those who won't align with your business. Our commitment is rooted in shedding light on the realities of working in your industry. Being upfront ensures candidates join with eyes wide open, ready for the challenge, and perfectly suited to your culture. This aligns seamlessly with Google's E-A-T principles, emphasizing trustworthiness in content.

Crafting Content with Expertise and Authority

To kick things off, let's align our approach with Google's E-A-T guidelines:

  1. Expertise:

    • Reassess your knowledge of the target audience, incorporating the latest industry trends.
    • Evolve the purpose of your page to align with the changing needs and expectations of candidates.
    • Identify new keywords trending in online searches related to the subject matter of your page.
  2. Authoritativeness:

    • Incorporate updated "people also ask" searches in Google to infuse authority into your writing.
    • Establish your objectives for the webpage with a focus on becoming an authoritative source in your field.
  3. Trustworthiness:

    • Leverage insights from recent employee interactions to maintain trustworthiness in your personas.
    • Ensure that your employer brand reflects your organization's values authentically and aligns with SEO efforts.

Persona Mapping with Trust in Mind

Reassessing personas is essential for ensuring trust in content. Engage with employees across your business to understand the current traits, motivations, and online habits of your target talent groups. This aligns with Google's emphasis on expertise and trustworthiness.

Employer Brand: An Authentic Showcase

Incorporating your values into writing is more critical than ever for maintaining trustworthiness. Your website content is an opportunity to showcase the real you, providing an authentic impression to candidates about your business.

Quality Content and Google's Transparency

Adhering to Google's guidelines remains key. Focus on:

  • Prioritizing users over search engines.
  • Avoiding deception and tricks.
  • Ensuring your content genuinely helps candidates.

Maintain a unique, valuable, and engaging website that reflects authenticity, aligning with Google's E-A-T principles.

Keywords: A Pillar of SEO with Trust in Mind

Keywords remain fundamental. Tools like SEMRush and AhRefs are invaluable for staying ahead. Explore Google results, consider "people also ask" insights, and analyze competitors to maintain a trustworthy keyword strategy.

Crafting the Perfect Job Description: A Trustworthy Approach

Aligning with Google's E-A-T, ensure the job title reflects current search trends. Lead with empathy, address persona needs, create curiosity, and reveal insights into your organization's culture. Inspire action with a compelling final statement that encourages candidates to hit the apply button.

That's a wrap for part two! For deeper insights, download our updated Ultimate Guide to SEO for Careers Websites. Stay tuned for part three, where we'll explore effective housekeeping of expired vacancies and maximizing your presence on Google for jobs.

Ready for more? Book a Demo. Happy reading, and let's build a trustworthy online presence together!

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