The Art of Employer SEO: A Guide to Mastering Job Listing Optimization

In an enlightening discussion on the HR Drs Webcast, Craig Fisher shared valuable insights into a concept every HR professional should be familiar with: Employer SEO. This concept revolves around optimizing your job listings, career sites, and company profiles to rank higher in search results, thereby attracting the right talent more effectively. Here’s a deeper dive into the strategies that can transform how you attract talent online.

Understanding Employer SEO

Employer SEO, or Search Engine Optimization for employers, is the practice of making your job listings and career sites more visible and attractive to potential candidates via search engines. Unlike traditional SEO, which focuses broadly on driving traffic to websites, Employer SEO hones in on attracting qualified job candidates. Craig Fisher emphasizes the importance of thinking like a job seeker, not just an employer, when crafting job listings.

Key Strategies for Employer SEO

Employer SEO requires a strategic approach to how job listings are crafted and presented online. Here are some of the core strategies highlighted by Craig Fisher:

Go Beyond Job Titles

Job seekers often search for roles based on skills and job requirements, not just titles. Titles can vary widely across companies, so focus on the skills and experiences that define the role.

Optimize for Locality

Search engines—and by extension, job candidates—give priority to local results. Despite the rise of remote work, locality remains a significant factor in job searches. Incorporating the job’s location prominently in your listings can significantly boost your visibility in search results.

Use Strategic Keywords

Include a mix of your company’s name, the word “jobs”, the essential skills required for the role, and the location in your job listings. These keywords should appear in job titles, descriptions, and even image titles on your career site to maximize search engine visibility.

Leverage LinkedIn

A simple yet effective tactic is for recruiters to update their LinkedIn titles to reflect the roles they are hiring for, coupled with the job location. This not only increases visibility on LinkedIn but also supports overall search engine rankings.

Continuous Optimization and Review

Employer SEO is not a “set it and forget it” strategy. Regularly review how your job listings perform in search results compared to competitors. This ongoing optimization ensures that your listings remain competitive and visible to the right candidates.

The Impact of Employer SEO

Implementing Employer SEO strategies can have a profound impact on your talent acquisition efforts. By optimizing job listings for search engines, you make it easier for the right candidates to find you. This not only improves the quantity of applicants but also the quality, as your listings will be more likely to reach those actively searching for roles that match their skills and preferences.

Moreover, considering search engines’ preference for locality in search results underscores the importance of including location-based keywords in your job listings. This approach aligns with the behavior of job seekers who, despite the flexibility of remote work, often show a preference for roles within a certain geographic area.


In today’s digital age, where the competition for talent is fierce, Employer SEO offers a strategic advantage. By understanding the nuances of how job seekers search for opportunities and how search engines rank content, employers can significantly enhance their visibility and attractiveness to potential candidates. Craig Fisher’s insights into Employer SEO underscore the evolving nature of talent acquisition and the need for HR professionals to adapt their strategies accordingly. Employing these SEO tactics is not just about being seen; it’s about being found by the right talent, at the right time.