Help wanted sign hung in reflective window

Feeling the pinch of the 2021 labor shortage? You’re not alone. Everywhere we look, there’s another story detailing the difficulties businesses are having in hiring and retaining employees. It’s a challenge that extends across all industries and geographies, from restaurants unable to staff busy shifts to American Airlines’ recent cancellation of 950 flights due to limited staffing.

Due to capacity issues, many companies may not be able to handle the additional business that their marketing efforts deliver. To complicate the situation further, recruiting has become highly competitive. In these unusual times, it often takes more than posting an open position on job sites to find the perfect candidate. And while employers may be willing to pay a premium to attract new hires, recruitment budgets are not unlimited.

With that in mind, we wanted to share some under-the-radar tactics that businesses can deploy to help recruit talent. You might not immediately think of online listing platforms such as Google My Business and YP.com (AKA the Yellow Pages’ website) as recruitment tools, but these platforms can act as your digital “help wanted” sign for little or no cost.

Google My Business posts

Claiming and optimizing your Google My Business (GMB) profile is the first step towards securing your business’s online hyperlocal presence. Make sure you understand the importance of GMB and start the process of claiming your listing if you haven’t already. One easy way to capture the attention of your GMB profile visitors is through GMB posts. Posts appear on your profile, just below your core business information. Keep in mind that GMB profiles often get more traffic than a business’s website itself, so your profile is a great place to display that “help wanted” sign!

Google My Business recruitment post example 

Text: Hales Sand & Gravel, A CRH Company
Nov 23, 2020
WE'RE HIRING!
Join Our Team!
Nov 23 - Nov 30
Hales Sand & Gravel is looking for a Ready Mix Driver to JOIN OUR TEAM! To do this job, you will need to have excellent customer service skills and a Class A or Class B

Your GMB recruitment post can link back to your company’s career page (or any page you’d like) for application fulfillment, and can stay posted to your profile until the position is filled.

Online listings

There are many online listing platforms where you can further your recruitment efforts. YP.com, Bing, and Yahoo are just a few of the hundreds of sites that host your business information and are frequented by internet users. Many of these sites have an area to display a short “featured message,” which can be the perfect area to let visitors know you’re hiring.

Check out this online listing of ours, for example:

Google My Business recruitment post example

Text:
DSG 
Advertising Agency, Internet Marketing 
Website
You're unique and so are we. We're a team of creative thinkers who aren't afraid to break tradition and explore outside the box. Unique challenges demand unique solutions - and ours are built to scale. Authenticity and transparency are our guiding principles, which means complete focus on helping you make the right choices for your business. Our network of trusted partners has been rigorously vetted and stress tested. We're about working smart. And we're about getting things done. less
Website: dsgssi.com
Address: 255 Great Valley Pkwy, Ste 120, Malvern, PA 19355
Phone: (610) 640-1454
Hours: Open Now
Hours may change under current circumstances
Merchant Verified
We're hiring! Click to learn more.

You can update your online listings manually, or save time by updating them automatically through tools such as Yext. Yext is an online listing management platform that distributes your business information to Bing, Yahoo, YP, and over 150 other global digital search, directory, navigation, and voice platforms. When you edit your business information through Yext, the change is reflected across all your online listings. That means you can essentially post that digital help wanted sign across dozens of sites with a single click. Yext is available through certified partners at a competitive price.

Traditional recruitment sites

To complement these tactics, we recommend advertising your open positions through traditional job posting boards such as LinkedIn, Indeed, and ZipRecruiter, as well as any smaller hiring sites specific to your industry. These sites offer various pricing plans ranging from free to premium sponsored job listings, and they’re proven channels for bringing in steady flows of applicants.

Leveraging your online presence platforms for recruitment purposes extends your reach beyond traditional job sites and hiring outreach methods. By extending your recruiting efforts to your online listings, you can ensure that you find the perfect person for the job, every time—in 2021 and beyond.

Learn more about the 2021 labor shortage in Ruby’s infographic.


DSG is a Marketing Agency in Malvern, PA.

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A close-up of peanut butter cups (candy), some stacked, some halved to show the peanut butter filling, on a dark gray background

It is amazing to think that Google was founded almost 22 years ago and went public in August 2004, over 16 years ago! During this time, rapid change has been the one constant in the world of search. Search continues to evolve as consumers shift the devices, platforms, and intent of their search behavior, and that evolution isn’t showing any signs of slowing down. If anything, the rate of change is only accelerating!

This presents major opportunities for growing businesses. By staying current on emerging trends and adjusting your tactics wisely, you can gain an edge in your market.

At DSG, we help clients of all kinds do exactly that. Here are a few insights and tips you can use to improve your SEO performance.

PPC and SEO: unique marketing channels that yield complementary data

If your business is like many, you rely on both paid and organic marketing to expand your reach and generate revenue online. There is a delicate balance between paid and organic marketing.  Often, we encounter businesses who look at the data from their paid and organic search tactics as separate entities. However, when businesses strategize properly, they can use two powerful forms of paid and organic marketing—PPC and SEO—in harmony to maximize efficiency and spend smarter ad dollars.

First, let’s define our terms. PPC (Pay Per Click) is a method of driving clicks through paid search campaigns via keyword bidding. SEO (Search Engine Optimization) aims to increase your business’s organic search engine rank by improving the discoverability, relevance, and authority of your website.

PPC and SEO each have separate roles, but that doesn’t mean that they need to work independently. PPC and SEO share a common goal: attracting people to click to your website. In other words, it’s like chocolate and peanut butter–two great tastes that taste great together.

So, why not mash ‘em up? Let’s look at how SEO and PPC can support each other. A holistic approach to search will help you navigate an increasingly complex landscape.

Keyword trends can inform strategies.

Here are some strategies you can use to intertwine your SEO and PPC data to gain a holistic view of your campaigns:

  1. First, identify high ranking keywords from your organic search campaigns. Use this data to reduce or eliminate your bids on these same keywords in your PPC campaigns—especially if a campaign has a high cost per click. If you’re already ranking well for these keywords organically, it becomes less valuable to spend your PPC budget on them.

  2. Second, analyze data on your PPC click-through rates. Identify keywords with an above-average PPC click-through rate but a low organic click-through rate, and then incorporate those keywords into your SEO tactics. This data indicates that these keywords are highly relevant and valuable, and should be a high-priority target for your SEO strategy. This enables you to extend your digital reach without extending your marketing budget.

What’s your online listing strategy?

The way that we conduct searches is evolving. People no longer search using a singular keyword—they ask questions that reveal specific needs and high intent. If you want to get serious about your search engine optimization, you need to get serious about your online listings.

In fact, 70% of search queries contain three or more keywords. This means your customers are searching with the intent to answer specific questions about your business—they’re not just looking for you, but looking for information about why your business is the best fit for their needs.

Changes in search behavior also reflect the rise of omnichannel customer experiences. These days, a customer may start their search on Google, but experience a journey of many different platforms before arriving at their final purchasing destination.

We all do it without giving it a second thought. For instance, when you’re in search of tonight’s dinner, you may hypothetically start by Googling “pizza places near me.”  Once you’ve discovered a contending pizza shop, you might visit their Yelp page to check out reviews, then their Facebook and Instagram to see if they’re running any special deals. Finally, you plug their name into Waze and drive to your destination. All of these platforms—Google, Yelp, Facebook, Instagram, and Waze—played a role in your purchasing decision, and you may not have arrived at your destination if the pizza shop had missing information.

For this reason, it’s more important than ever to ensure that your hyperlocal presence is robust and your digital listings are complete with relevant information on your business.

Today, business listings require more than just a business’ name, address, phone number. Search, social, navigation, and voice platforms offer rich libraries of additional attributes that allow businesses to share the information that their customers are searching for. For example, businesses have the ability to specify holiday hours, pickup/drop-off/delivery capabilities, FAQs, products, menus, and much more.

When a business’ online presence is fully populated with hours, reviews, photos, and relevant information like menus or product lists, consumers are 197% more likely (PDF)  to view that business as a place they can depend on. Proactively offering solutions to these queries helps your customers to find you.

These are just a few considerations for harmonizing SEO and PPC, and boosting your business’ performance in search. For a deeper discussion about these concepts, check out our recent webinar—you can watch the full recording here.

For more information about optimizing your online presence, check out Ruby’s free guide.


DSG is a digital marketing agency in Malvern, PA.

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