Where do skilled tradespeople go when career inspiration strikes?
You got it: Google.
Both aspiring and experienced tradespeople begin their job and training searches with a simple inquiry. Ranking for this inquiry, also known as a keyword, can make all the difference between you and your competition in recruiting a quality lead.
Speaking of competition. If they're already optimizing their online strategy with career page SEO, Google Jobs visibility, geofencing, partnerships, testimonials, apprenticeships, and community boards, it's time to roll up your sleeves and get to work.
Let's take a deep dive into these 7 strategies for successful trades recruiting online.
1. Career Page SEO
Does your website have a dedicated careers page?
This page is the hub of your employer marketing strategy. It's where potential talent estimates your employee value proposition (EVP). Your career page needs:
- Current job openings
- Detailed role descriptions
- Benefits information
- Mission statements
- Company culture content
- Behind-the-scenes media
Streamline the application process by including application forms under each job opening. You can integrate Google Forms or another third-party form tool. More companies are taking the gamification approach, which ushers applicants through each step, boosting completion rates.
To capture organic search traffic, optimize your career page with targeted, long-tail local keywords. Apply search psychology to ensure your SEO reflects how tradespeople actually search for jobs online. A good example would be "Licensed Residential Electrician job in Austin, TX."
Include job schema markup in your technical SEO strategy to inform search engines what your career page is about. A web developer or SEO specialist can optimize your site code with job schema, such as:
- JobPosting
- EmploymentType
- JobLocation
- BaseSalary
Job schema ensures your career page is indexed correctly.
Job seekers are always looking for opportunities, whether they're on the bus or at the mall. Test your career page for mobile responsiveness. Include an email sign-up form to capture quick interest on the go.
2. Google Jobs Visibility
Google's own job search feature aggregates listings from various job listing sites. Since it's a Google feature, it takes the top visibility spot in search results. Job seekers can also sign up for Google job alerts.
Keep this in mind when creating your third-party job listings. Be as detailed as possible and include a salary, ensuring top talent doesn't scroll past.
The SEO power of Google Jobs also speaks to the value of excellent technical SEO.
Review Google's structured data guidelines. Refer to the schema markup above, as missing job schema fields will cause Google to skip over your site for aggregation. Job posts with salaries also place higher, attracting more engagement.
Submit your sitemap through Google's search console to get the index ball rolling. Well-optimized career pages are crawled and indexed more quickly.
3. Hyperlocal Geofencing
Geofencing can boost recruiting conversion rates by deploying local job ads around relevant sites, such as nearby vocational training schools. For instance, if an established HVAC company in McAllen, TX, wants to attract newly-certified talent, it can deploy a geofencing strategy that delivers job ads to relevant segments near the STVT McAllen campus.
Look for search advertising platforms that offer radius targeting and "pin mode" for specific locations like trade schools. Google and Facebook both have hyperlocal advertising features.
Geofencing is ideal for entry-level job openings, but don't shy away from using it for more experienced roles. You could even geofence job ads near your competitor's HQ, pulling prospective talent toward your ad with a better offer.
Effective messaging is crucial for geofencing. Keep messaging local, such as "Tired of the long commute? We’re hiring HVAC leads in your neck of the woods." This message acknowledges a relevant problem while providing a relevant solution.
Optimize your geofencing strategy with retargeting. Relevant leads may not always respond the first time around, but a reminder campaign keeps your company fresh in their minds.
4. Partner With Vocational Programs
A geofencing campaign could inspire a partnership with a vocational school, creating a high-converting "pipeline" with assured training from an institution you trust. You also benefit from both digital and print marketing, as your company would appear in brochures, campus bulletin boards, and websites.
Discuss the possibility of offering guest lectures with the school's career services manager or business development director. You could also host webinars or live Zoom meetings about your company culture. These strategies strengthen your industry authority, EVP, and credibility.
Think beyond traditional internships by promoting short micro-internships with partner schools. These 10-week windows provide vocational students with valuable resume experience.
Of course, always partner with schools that provide industry-standard certifications, such as NATE for HVAC professionals or AWS certifications for welders.
5. Employee Testimonials and Company Culture
A positive work environment with upward advancement and benefits is crucial to your EVP.
On your career page, embed video testimonials from real employees. Employees and leaders can discuss their roles and what they enjoy most about working at your company.
Showcase your company culture. If your company feels like family, capture that feeling. Document teambuilding events and company picnics.
Post "day in the life" content on your career page and social media profiles. Post short and sweet reels on your company's Instagram, showcasing your company's branding, equipment, uniforms, and team camaraderie.
Since tradespeople often work in high-risk environments, especially welders and electrical lineworkers, highlight your commitment to safety. Embed videos of employees discussing the company's safety compliance on your career page.
Remember, authenticity is key!
6. Community Boards
Online recruiting is about meeting prospects where they are.
LinkedIn can be overwhelming for some job seekers. Trades professionals can often be found on industry forums, having relevant discussions about equipment, methods, certifications, and so forth.
There are also job sites that cater specifically to trades industries like HVAC, construction, and auto welding. Job ads on these sites are more likely to attract serious and experienced candidates.
Facebook is another local marketing hub. Look for Facebook groups dedicated to your industry niche. You can interact directly with group members and run targeted Facebook ad campaigns.
Approach recruiting as an ongoing strategy. Stay active in industry groups. Keep an active general application on your career page, ensuring a great lead never slips through the cracks.
7. Apprenticeship Marketing
Apprenticeships are ideal for trades careers. Implementing an apprenticeship program also prevents aspiring professionals from going into student debt. From a branding perspective, it's great for your reputation, enhances your EVP, and shows you care about workers.
Craft an apprenticeship campaign with a winning message like "earn while you learn!" Produce videos that illustrate the journey from apprenticeship to tradesperson, outlining career milestones like certification.
Since these applicants don't have experience yet, create a "quick apply" form that captures names and emails, initiating a lead nurture campaign.
If you're recruiting for an HVAC apprenticeship program, the first email of the series should highlight the benefits of an HVAC career. Include testimonials for apprenticeship graduates who now have jobs with the company. The following email could be an invitation to a career open house.
An apprenticeship is an example of a proactive approach to recruiting.
Optimize Your Digital Recruiting Strategy
Refine your hiring strategy for the trades.
Capture high-potential leads through a strategic combination of career content strategy, technical SEO, job search visibility, geofencing, school partnerships and apprenticeships, industry niche marketing, and local networking. Maintain an ongoing interest in the job market, even when you're not actively hiring.
Digital marketing is always evolving. Follow our blog to keep your trades hiring strategy up to date!
