How Google can help secure your Employer Brand By Roisin Venter

The estimated number of internet users is well over 1.1 billion people and one of the most common activities is searching on the major search engines and applying for a job. It has never been more important to secure your employer brand in all the search engines.

Let's go through an example: Apple Mac. Probably one of the biggest brands in the world and right up there alongside Microsoft and Pepsi. They have a fantastic job portal which makes it very easy to navigate and apply but once an actual job term is searched for there is no presence in the search engines.

What if I were a 3D graphics designer living in California looking for a job and passionate about the apple brand? I would type '3d jobs apple' into Google, Live or Yahoo! and see what comes up.

When I did this the search returned job portal after job portal and definitely no branded Apple jobs even though they had several dedicated job postings. As Apple is one of the biggest brands in the world I would expect they would have optimised their job board adequately to outperform the job portals. Not a very robust employer brand securing strategy.

What is the point of spending budget to advertise your job adverts on job portals when you have a perfectly good job board yourself? You just need to apply the right search engine marketing strategies to your own job board to get your own adverts right up there in the search engines.

The Internet today is a giant public library with a decidedly commercial tilt to it, and if I were a business owner, I would definitely want my companies brand to be right up there with the 'Pepsi' and 'Google' brands of today, which is possible in this 2 dimensional world that is the internet, and I would want the candidates applying to my jobs to want to work for my brand, and to have the same passion for my brand as I do.