You’ve written a great job description, double-checked the qualifications, and hit “publish.” Now what? If you hear crickets, it might not be the role, or even the candidates. It could be that no one is seeing the job post in the first place.
Welcome to the digital-first world of recruiting, where search engine optimization (SEO) isn’t just for your marketing department anymore. It’s a powerful tool for HR teams looking to boost visibility and attract top talent without blowing the budget.
Why SEO Matters in Recruiting
SEO is the practice of optimizing online content to rank higher in the search engine results page, and it applies just as much to job postings as it does to blogs or product pages.
Here’s what strategic SEO can do for your recruiting process:
- Reach the right candidates to find your posting through targeted keywords
- Reduce reliance on paid job ads by increasing organic traffic
- Increase the quality of applicants by making the job and benefits crystal clear
In simpler terms, if you want better applicants, you need to make it easier for them to find you.
How to Optimize a Job Posting for SEO
The good news? You don’t need to be a tech or marketing expert to improve your job post’s visibility. A few small tweaks can make a difference in being noticed.
- Use clear, searchable job titles
- Repeat the job title – Mention the title in the first paragraph and naturally throughout the post. This helps both SEO and readers understand the focus of the role
- Include high-value keywords – Think like a job seeker with terms like “remote,” “health benefits,” “401(k),” or “customer service”
- Format for mobile and skim-readers – Use bullet points, short paragraphs, and clear headings. Over 60% of job seekers apply via mobile, and if your post is hard to read, they’ll move on
- Mention location and flexibility – Even remote jobs benefit from some geographic context for search filters
- Highlight company culture – Terms like “inclusive workplace” or “professional development” not only add value, but they’re often searched by candidates
Writing job descriptions isn’t just an HR task anymore, it’s about content creation. In a competitive hiring market, visibility is everything.
The next time you post a role, think beyond the job description. Think SEO.
A job post that can’t be found won’t be filled.