Staffing agencies want the most effective digital marketing activity to increase traffic to their staffing website. It’s not just about volume though, it’s about quality too – attracting the right traffic to your website that will convert into an application, a mandate for your team to work and make placement revenue. It’s a simple idea and a straightforward process, and a constant battle that needs to be fought over a longer-term strategy. The real trick is how to do this at speed, at scale, and as efficiently and effectively as possible.
Simply put, staffing firms match a company with job seekers, with a lot of this work is done online, supported by and building their reputation in their sectors, location, and industries they operate in. Driving traffic to your website is mission-critical, so you have enough applications to match potential employees with your clients when you win that mandate. Some staffing firms we work with use the services of a specialist SEO agency to do content marketing for lead generation, engaging users with content such as webinars and whitepapers, benchmark reports, infographics, and industry insights or detailed data analysis of your sector – all driving traffic. This SEO activity dovetails well alongside Staffing Future proprietary technology such as Future Pages, driving qualified, relevant traffic to apply for your jobs, improving user engagement as well as conversions/applications.
If you’re someone who wants to know everything you can do to increase traffic before taking the plunge and hiring an SEO company that offers SEO services or a company to drive your demand generation such as Echo Gravity in the USA, Marmalade Marketing, Think in Circles, Hoxo Media or The Marketing Junction in the UK, here’s a little help and a few ways you can increase traffic to your staffing website.
Optimize Your Website for Search Engines
SEO optimization is a great way to drive organic traffic, so many staffing agencies are investing a lot into this as an effective sustainable channel to drive growth. Search engines such as Google get billions of searches every day, offering a lot of opportunities to attract the right visitors to your staffing website. Your prospective candidates look for jobs every day on search engines as well as job aggregators such as Talent.com, Adzuna, Indeed or Google for Jobs. Your goal is to present your vacancy to the right audience.
So how do you get Google (and other search engines) to display content on your staffing website, and rank your job pages higher than your competition? This is the basic premise of SEO, to make your website as search-engine-friendly as possible and attractive for the search engines to push your pages up for specific audiences. The higher ranking you can achieve on search engines means more people will see your pages and click through to your staffing website. There are many methods to make your website SEO-friendly which break down into 2 broad categories – On Site SEO and Off Site SEO. There are 2 types of On-site SEO, Technical SEO and On-page SEO.
On-page SEO is activity such as adding internal links to other pages on your site that are optimised for that search term – such as technology integration. improving your page load speed, having a site performing strongly in line with website core vitals affects your site performance and conversions. Using appropriate metadata and headings, titles and body copy along with the related call to actions, and named/tagged images are all on-page ranking factors that need attention.
Create Useful Content
When users click on your website through a search engine or word of mouth, they always have “intent” that needs to be fulfilled. This means they are usually looking for something in particular. As a staffing website, your job is to provide them with job opportunities and helpful insights that will help them. Focusing on creating really helpful content can go a long way in helping your website perform. Visitors from search engines spend a longer “dwell time” on your site if they find it useful, which means Google ranks your site higher to similar digital profiles, giving you & your team even more chances to increase traffic. Staffing Future recommends investing in content creation alongside your jobs with staff members who excel at creating compelling content or outsourcing that to content generation experts that you trust.
PPC Advertising / Paid Traffic
If you’re someone who wants more immediate results, then PPC advertising is the way to go. This is because SEO optimization can take some time to show results as it is more of a long-term strategy. (several months). PPC stands for pay-per-click and is an advertising model used by most prominent social media companies and search engines. You pay the publisher whenever someone clicks on your ad. In this way, you pay for whatever you get, which means your money is spent more efficiently. With well-designed PPC ads, you can get a tremendous amount of traffic as people use these platforms regularly. There are also job aggregators such as Talent.com, Adzuna, Indeed or Google for Jobs. These aggregators allow you to buy traffic to your vancies on their platform and can increase application flow against certain roles you’re hiring for where you are candidate short. With Staffing Future websites and our API maintenance of several technology integrations staffing agencies can drive application flow, launch desks, specialisms and sectors against specific briefs for roles in certain locations or job titles. It’s important your staffing website designer pushes your jobs cleanly into these aggregators using structured data and their schemas so your vacancies have maximum visibility on their platforms. Staffing Future can take data flags out of your ATS – such as Bullhorn, JobAdder, Bullhorn for Salesforce and help drive quality candidate flow in volume when you need it most.
As you may well know, the amount of people using social media continues to grows at an astonishing rate. There is a lot of potential platforms to drive significant traffic for your website by growing your social media accounts. Using a tool such as Paiger ensures you and your team post branded jobs, your engaging content and 3rd party articles to your companies’ LinkcdIn page as well as their own LinkedIn profiles out to their networks. Their Canva integration helps you post visually appealing updates with images and Call to Actions that convert your prospects into leads. Offer real value and considered advice so that people find your page and your profile useful and helpful to follow. This will help you grow your following as well as your brand and your consultant’s personal brands in your sectors. Paiger is often one of the best performing channels for traffic generation where we have it deployed and integrated into a client’s website with strong conversion rates too. During this pandemic, where finding the talent you need is challenging as well as developing new business in fresh or existing clients, you can take advantage of this and be resource people rely on to further their careers.
The bottom line
Increasing traffic to your website is a goal that many companies worldwide invest a lot of resources in. In House teams, your leadership team, specialist suppliers and a combination of different suppliers can offer their expertise to contribute to your traffic generation strategies, such as an SEO company or a content generation or content distribution company as part of your strategy to generate the right traffic that converts into revenue.
In this article, we’ve discussed various ways you can drive traffic to your highly functional, beautiful staffing website design and continue to grow ROI, accelerate your sales process and increase revenue. If you’d like to discuss any of these insights or need help identifying suppliers to help you increase your staffing website’s traffic alongside the technology and growth services Staffing Future offer, reach out to the team and we will try and help.