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Today, the labor market in Russia is going through difficult times. Economic and social challenges, such as the effects of the pandemic, changes on the external front and other factors, have significantly complicated the process of recruiting employees. It is especially difficult to attract workers for seasonal projects and rotation workers. Traditional methods of recruiting through platforms such as hh.ru, Avito and specialized agencies no longer give the same results as before. As a result, businesses need new, effective ways to recruit staff.
One of these tools is SEO promotion. Creating specialized websites for HR tasks or transforming an existing corporate resource with a focus on vacancies and the benefits of working in a company can yield excellent results. When combined with other marketing tools, such as targeted advertising on social networks or contextual advertising, SEO can help not only effectively fill urgent vacancies, but also ensure a steady flow of talent for seasonal projects.
In this article we will share our experience of working with one large construction company that carries out projects in the north of the country. The company regularly faces the difficulty of hiring rotational workers for work related to the oil and gas industry. Each season, it recruits a large number of employees to perform a variety of tasks, from dump truck drivers to excavator operators. But finding such specialists has become much more difficult, especially when working in remote northern regions.
Our relationship with the company began several years ago, and at that time they had a need to update the website, as well as solve personnel problems. We proposed to develop a new website focused on HR tasks, which could solve several problems at the same time: present the company and its projects, as well as attract applicants for vacancies. We developed a promotion strategy that included creating landing pages for different vacancies that could be promoted for key queries related to working in the north, such as “vacancies in the north,” “shift work,” and others.
After developing and approving the website design, we began creating HR pages. The main task was to create pages that not only contain vacancies, but also tell in detail about the advantages of working in the company, living conditions on shift, social guarantees and other aspects. We've also included pages for each vacancy in the different cities where people often travel from.
We created detailed job descriptions, added motivational blocks, contact forms for responses, as well as useful information that might be of interest to applicants. This ensured high-quality landing pages that could be optimized for specific key phrases, such as “shift worker Kirov” or “shift worker excavator operator.”
After all the pages were prepared and indexed by search engines, we began to actively work on promotion. The focus was on job-related keywords. Thanks to competent optimization and link building strategy, traffic to the site began to grow quickly, and by a certain time we had already achieved stable traffic indicators.
The most important page for us was the page with vacancies, which took high positions for key queries related to searching for work on a rotational basis.
To further improve results, we continued to develop the site, improve behavioral factors, increase content and conduct crowd marketing. This allowed us to increase user engagement and improve the site’s position in search engines.
Over the course of several months, we achieved stable positions on highly competitive queries and significantly improved the site's visibility in search results.
By implementing an SEO strategy, the process of hiring shift workers has become much easier. If necessary, we also launched targeted advertising, which helped to quickly receive responses to urgent vacancies. This made it possible to effectively cover both long-term staffing needs through SEO promotion, and urgent ones through targeted advertising on social networks.
Thus, the combination of SEO promotion and targeted advertising gives excellent results and significant cost savings compared to traditional methods of recruiting through online platforms. In addition, this allows you to reveal the employer’s advantages in more detail, which increases the company’s attractiveness to job seekers.
If you have questions about SEO promotion or want to discuss opportunities for your business, you can write to the SEO studio "SEO COMPUTER" by email info@seo.computer.
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