SEO in job descriptions: how to optimize for Google for Jobs

SEO in job descriptions: how to optimize for Google for Jobs

Most people who are looking for a job start their search online. Are you looking for new employees? Then your job ads need to be easy to find online. It’s the only way to reach your whole target group. And actively work toward reaching your company’s diversity and inclusion goals. What you’ll need to achieve this is an effective SEO strategy. Or SEO in job descriptions. Because that will help you reach two important goals: 

  • More traffic to your job pages. 
  • Being ready for Google for Jobs. 

There is no point in writing great job ads if potential candidates can’t find them. But how do you make sure the SEO of your job descriptions is what it should be? And how do you optimize for Google for Jobs? We’ll give you three tips! 

#1. Use the right keywords

Think about the keywords potential candidates will search for when looking for a job like yours. Then use a keyword evaluation tool to see what the search volumes are. Choose a keyword combination that isn’t too complex and makes the most sense for the job. For SEO in job descriptions, it is also wise to add the location to the keyword. People often add a city or region when they search for a job. Also remember to mention your keyword in the page title, meta description and URL.

#2. Keep it simple

Always keep it simple in job ads—both for the readers and for Google for Jobs. Google likes job ads with a clear and simple title. And so do job readers! Your job descriptions should also be clear, descriptive and accurate. Keyword stuffing is not helpful, so that should be avoided. Two to three mentions per keyword, with some variation, is enough. 

#3. Offer valuable content 

SEO in job descriptions is about more than keywords. The content you write should be valuable to readers. Because the time candidates spend on your website’s job page influences your ranking on Google for Jobs. Valuable content is content that readers want to read. This is important because Google for Jobs only shows the first part of your job ads. Readers have to click on “Read more” to see it in full. The more readers who do so, the higher your ranking. 

Textmetrics and SEO in job descriptions

The Textmetrics platform has a special recruitment module for SEO in job descriptions. It helps you write job ads that:

  • Include the right job motivators. 
  • Don’t exclude groups or individuals.
  • Are perfect for Google for Jobs.
  • Are optimized for SEO. 

You’ll end up with job descriptions that are easy to find online. Just what you need to reach the right candidates.

Gender bias and the importance of gender equality in recruitment – Part 2

Gender bias and the importance of gender equality in recruitment – Part 2

5 reasons why gender equality is important for the recruitment process. 

Gender bias in recruitment is a big problem. Especially if your company has set itself ambitious diversity and inclusion goals. You’ll never reach these if you can’t manage to appeal to people of all genders. Although mostly unintentionally, job descriptions often have a more masculine tone of voice. And as a result, women don’t feel motivated to apply. You’ll need to change this. Because gender equality in the workforce brings with it a number of important benefits. It’s high time we remove that gender bias. 

This is the second of two articles in which we explain why gender equality in recruitment is so important. There are 10 most important reasons. In each article, we’ll give you five reasons. The following reasons will be explained in this article:

  • Better collaboration
  • A better reputation
  • More profit
  • Happier employees
  • Increased flexibility

Gender bias and gender equality in recruitment 

6. Better collaboration 

Gender equality has a huge effect on collaboration between employees. Women bring different skills to the table than men do. For example, women are better at reading non-verbal signs during a meeting. And they are also better at taking turns in a discussion. The more diverse the set of skills you bring to the table, the more fruitful collaboration can be. 

7. A better reputation 

As a recruiter, you want to reach as much talent as possible. Especially since talent is scarce. Being known as a diverse and inclusive company is a powerful recruitment tool. People looking for a new job often say that diversity and inclusion is important to them. So scoring high on those two aspects really boosts your reputation. 

8. More profit

More profit is every company’s dream. More gender equality is one way to achieve this. Research shows that the most gender-diverse companies are 21% more likely to have above-average profitability. 

9. Happier employees

Employees who enjoy their work are more productive. So, what if you know that gender bias stands in the way? Gender equality leads to happier employees. And that’s not because women are happier. So are men when they’re working in a more gender-diverse company.

10. Increased flexibility 

Gender equality is also necessary to increase flexibility. When women and men share responsibilities at work, they also tend to do so at home. In Scandinavian countries, men and women already share their parental leave. This flexibility has a positive impact on people’s happiness and well-being. And as we mentioned above, this increases productivity.  

Textmetrics can help remove gender bias 

The five reasons above show how important it is to remove gender bias in recruitment. And there are five more reasons to consider, which you can read all about here

Convinced that you need to remove gender bias? The Textmetrics platform can help you. The platform helps you with writing more inclusive content. This will also be bias-free and have a more gender-neutral tone of voice. 

Curious to know more? Then get in touch with us!

Gender bias and the importance of gender equality in recruitment – Part 1

Gender bias and the importance of gender equality in recruitment – Part 1

5 reasons why gender equality is important for the recruitment process. 

Gender bias is one of the most common biases in recruitment. Women often feel unmotivated to apply for a role after reading the job description. Recruiters usually don’t intend for this to happen. But unintentionally or not, gender bias is a real problem. Especially if you know what the benefits of gender equality are. And are striving to reach your company’s diversity and inclusion goals. 

This is the first of two articles. We explain why gender equality in the recruitment process is so important. There are 10 most important reasons. In each article, we’ll give you five reasons. In this first article we talk about the following reasons:

  • Bigger talent pool
  • Improved staff retention
  • Improved productivity
  • More innovation and growth
  • Recognizable for customers

Gender bias and gender equality in recruitment – the 5 reasons

1. A bigger talent pool

To find the best candidate, you’ll need a big pool of talent to recruit from. A talent pool full of qualified men and women. Gender bias in job descriptions often leaves women feeling unmotivated to apply for a role. That’s because the language used usually has a more masculine tone of voice. Do you manage to write more gender-neutral job descriptions? Then both men and women will apply. 

2. Improved staff retention 

People leaving your company within a few years is a problem many employers have to deal with. A more diverse and inclusive workforce has been proven to have a positive effect on staff retention. People simply stay on longer. This is a very positive development. Because you’ll have a happier workforce. And need to spend less time and money on recruitment in the long run. 

3. Improved productivity

Gender equality also leads to improved productivity. This is due to the different perspectives and approaches taken by men and women. One of the things this results in is better discussions. Men and women also bring different skills to the workplace. Together, these factors all lead to a more productive workforce. 

4. More innovation and growth

If you want to grow as a company, you’ll need to innovate. A diverse and inclusive workforce is more innovative. That’s because different points of view drive creativity and innovation. And people working in a gender-equal workforce are also more likely to spot and seize new opportunities. Which is another important driver of innovation and growth. 

5. Recognizable for customers 

Chances are, you have customers from all ages and genders. So, if you have a gender-diverse and inclusive workforce, customers can easily recognize themselves in your company. Also, it’s women who make the most purchasing decisions. So, it’s especially important for them to recognize themselves in the women working for your company. 

Eliminating gender bias: how Textmetrics can help

The five reasons we’ve listed above shows how important it is to remove gender bias in recruitment. And there are five more reasons to consider, which you can read all about here

In the meantime, you can take a giant step toward eliminating gender bias from your recruitment process. Then you’re in need of the Textmetrics platform is. It helps you write inclusive job descriptions. These will appeal to both men and women. Your job descriptions will have a more gender-neutral tone of voice and will be free of any bias. 

Curious to know more? Then get in touch. We’re here to help. 


Die Vorteile von data-driven recruitment

Die Vorteile von data-driven recruitment

Möchten Sie, dass die Belegschaft Ihres Unternehmens integrativer und vielfältiger wird? Haben Sie sich ehrgeizige Ziele gesetzt, um dies zu erreichen? Dann sollten Sie Ihre Recruitment-Strategy genauer unter die Lupe nehmen. Dies ist der Ausgangspunkt für eine vielfältige Belegschaft. Eine Innovation wie das Data-Driven Recruitment, also ein datengestützter Einstellungsprozess, kann hier eine große Hilfe sein. Sie nutzt Technologien, Techniken und Daten, um eine große Gruppe von Bewerbern zu analysieren. Dies kann für Recruiter, oder auch Personalvermittler, sehr nützlich sein weil so einfacher ist Bewerber mit den richtigen Fähigkeiten, Erfahrungen und Einstellung zu finden.  Und, was für Ihre D&I-Ziele am wichtigsten ist, es beseitigt Vorurteile im Einstellungsprozess.

Die Vorteile von data-driven recruitment

Data-Driven Recruitment bedeutet eine große Umstellung Ihres Einstellungsverfahrens. Früher wählten die Recruiter die Bewerber auf der Grundlage ihrer Bewerbungsschreiben aus. Data-Driven Recruitment bedeutet, dass Daten aus verschiedenen Quellen gesammelt und analysiert werden. Daten wie z.b. aus Sozialen-Netzwerken, frühere Jobs und Online-Veröffentlichungen. Diese wertvollen Informationen werden dann bei der Auswahl der Bewerber genutzt. Diese Art von Herangehensweise bringt eine Reihe von Vorteilen mit sich:

  • Beseitigung von Vorurteilen im Einstellungsprozess

Für Recruiter ist es oft sehr schwierig, sich zwischen Kandidaten zu entscheiden, die gleichermaßen geeignet erscheinen. Es ist nicht ungewöhnlich, dass sich Emotionen und Vorurteile einschleichen. Sie entscheiden sich vielleicht für den jüngeren Kandidaten (Altersvoreingenommenheit) oder den männlichen Kandidaten (Geschlechtsvoreingenommenheit). Bei Data-Driven Recruitment gibt es keine Emotionen und Voreingenommenheit. Ein Kandidat wird auf der Grundlage von Daten und nichts anderem ausgewählt.

  • Verkürzen Sie die Dauer des Einstellungsprozesses

Bei der Data-Driven Recruitment wählen Sie die Bewerber auf der Grundlage von Daten aus. Die Bewerber die Sie zu einem Vorstellungsgespräch einladen sind so qualifiziert wie Sie sie brauchen. Dies ist nicht immer der Fall, wenn ein Recruiter einen Kandidaten nach seinem Bauchgefühl auswählt. Die Wahrscheinlichkeit, dass die auf diese Weise ausgewählten Bewerber während des Vorstellungsgesprächs enttäuschen, ist größer. Das hat zur Folge, dass der Recruiter eine andere Person in den Einstellungsprozess einbeziehen muss.

  • Stellen Sie bessere Kandidaten ein

Mit Data-Driven Recruitment stellen Sie bessere Kandidaten ein. Ein gutes Vorstellungsgespräch bedeutet nicht automatisch eine gute Leistung am Arbeitsplatz. Aber Daten können Ihnen Aufschluss über die zu erwartende Leistung der Bewerber geben.

  • Bessere Stellenbeschreibungen verfassen

Eine Data-Driven Recruitment kann Ihnen helfen bessere Stellenbeschreibungen zu verfassen. Mit “besser” meinen wir Stellenbeschreibungen, die leicht zu verstehen und frei von Vorurteilen sind, die eine integrative Sprache verwenden und Ihre gesamte Zielgruppe ansprechen. Letzteres ist äußerst wichtig, wenn Sie eine vielfältige Gruppe von Bewerbern erreichen wollen.

Textmetrics und Data-Driven Recruitment

Sind Sie bereit Data-Driven Recruitment zu nutzen? Dann ist die Textmetrics-Plattform ein hervorragender Startpunkt. Sie nutzt Algorithmen, die auf künstlicher Intelligenz basieren, um Ihnen zu helfen bessere Stellenbeschreibungen zu verfassen. Die Plattform liest und analysiert Ihren Text und gibt Ihnen dann in Echtzeit Vorschläge für Verbesserungen. Das Ergebnis: bessere Stellenbeschreibungen, die frei von Vorurteilen sind und einen geschlechtsneutralen Tonfall haben.

Sind Sie neugierig mehr zu erfahren? Wir erzählen Ihnen gerne alles über Data-Driven Recruitment und die Textmetrics-Plattform, und wie wir Ihnen helfen können, Ihre D&I-Ziele zu erreichen.

Prevent age bias to reach your D&I goals

Prevent age bias to reach your D&I goals

We know that an increasing number of companies set themselves ambitious diversity and inclusion goals. There is one thing in this context that makes little sense, though. We’re talking about age bias. Age discrimination is by far the most common form of discrimination in recruitment. 

When people of a higher age lose their jobs, it’s often extremely difficult for them to find a new one. Many companies are hesitant when it comes to hiring older people. They’re afraid that older employees are less flexible or more expensive than their younger colleagues. That’s a shame because older people actually have a lot to offer. Just think of the experience and skills they’ve gathered throughout the years. 

So, why do companies say that they want a more diverse workforce but fail to hire older people? 

Age bias in recruitment 

In companies that are reluctant to hire older employees for the reasons we mentioned above, there is an age bias during the recruitment process. This age bias can be reflected in a number of ways:

  • Companies ask for people of a certain age in their job descriptions. It’s not allowed by law, but it does happen. 
  • Companies specifically ask for students. This is a little more subtle than asking for candidates of a certain age, but it’s still obvious that companies are looking for younger employees.
  • The job description contains certain words or requirements. This is a more indirect form of age bias, and it’s not always done on purpose. Words such as young, energetic, party atmosphere or flexible will appeal less to older candidates, and chances are it will discourage them from applying. 
  • Companies ask for a number of years of experience. This is a much less obvious form of age bias. But there is no way to deny that when companies ask for candidates with 3 to 8 years of experience, for example, they are excluding older employees with a lot more experience (and younger ones with less experience). 

The problem of age bias (and the solution)

Age bias and ambitious diversity and inclusion goals just don’t go well together. For a company to reach its D&I goals, the recruitment process needs to be free of biases. Age bias is one of them, and it’s time for companies to see age discrimination as a problem. 

The solution to age bias in the recruitment process begins with writing job descriptions that are free of age discrimination. That means you shouldn’t mention that you’re looking for people of a certain age, and you should refrain from using words that discourage older candidates from applying. Also, don’t mention a specific minimum or maximum number of years of experience. 

The Textmetrics platform helps you do all that. When there is age bias in your job description, our platform will offer suggestions to make sure that any form of discrimination is prevented. Your job descriptions will be free of age bias and can help you reach your D&I goals.