Some estimates suggest that more than 124 million job-related searches are made every month–and that’s just on Google. That’s a lot of candidates to grab, but you’ll end up seeing a tiny trickle of them if your job postings aren’t optimized for search.
After writing your job description, the keywords you choose to incorporate within it are what will determine how easily these candidates find your job description, whether you post to a job board or on your own website. Discoverability is the difference between 10x candidates and otherwise.
When it comes to writing a description for marketing positions, these are the keywords we’ve found you really want to include.
#1 Location, Location, Location
One of the fastest trending search keywords right now is “marketing jobs near me” – with a monthly search volume that’s nearly tripled in the last month (nearly 4000 people are searching for this every month)
Including, highlighting and mentioning the location of the job is guaranteed to help you rank and get more eyes on your posting. It’s not a coincidence that so many job posting have sentences like “come join us in Sunny Los Angeles, California”.
Even if you’re a remote business, you can smatter location keywords to help rank for the “near me” on Google. Consider something like Toggl’s hiring section: “We believe great people will make awesome stuff anywhere. New York, São Paulo, or a quiet village near Florence.”
As marketers, we have to be honest with ourselves and recognize a fact about our industry: there’s a lot of buzzwords.
Indeed, the word “digital marketing” really doesn’t mean anything nowadays as virtually all marketing happens digitally. With that said, searches around “digital marketing” and “digital marketing jobs” account for some of the highest search volumes on the list.
You might want to consider switching up your job title as well. Functionally, there’s no real difference between “marketing manager” and “digital marketing manager”, but the latter is virtually guaranteed to widen your candidate pool.
#3 Entry Level
It’s not a surprise that the phrase “entry level” has been trending among marketing job keywords over the last 12 months. More and more college students are seeing the appeal of marketing, and assuming you have as old training program, you can likely hire fresh out of school for staff-level marketing careers.
The words “entry level” make the posting very accessible – just make sure you put some basic educational requirements down so you’re not getting bombarded with unqualified candidates. Nearly 10,000 people in the US alone specifically searched for “entry level marketing jobs” and related keywords in the last year, each month.
On the flip side, of all the manager-level titles (executive, manager, senior, etc.), director performs the best, although it’s search volume has been relatively stable over the last couple of years. There isn’t the same trending upswing as with entry level positions, but if you’re looking at ways to make your higher-level positions stand out, consider the keyword “director”.
Much like “entry level”, you don’t necessarily have to title the position around it, just mention that it’s a director-level position multiple times in the posting so you can attract your ideal candidate.
Strangely, one of the trending job search keywords this year around marketing have been for “marketing assistant” jobs. In practice, a marketing assistant’s role is not that much different from an entry level marketing position – you’re enabling a marketing manager to execute.
As such, a killer job posting for a relatively junior marketing role might be something like “Marketing Assistant/Associate – Looking for entry-level marketing stalwart in the Raleigh area” – pretty cool, right?
Making Your Candidate Search A Success
The above guidelines give you a great starting point of what primary keywords should be mentioned in your marketing job description. However, there are some other tips your business should follow in order to ensure that you find the right applicants.
Do Your Own Research
Every position is unique and every company is unique. It’s often helpful to include localized keywords as well in addition to branded keywords.
Do Your Own Marketing
In addition to using keywords to help your job description get ranked, you should also be marketing it yourself to help it get the attention it deserves.
Don’t Mess Up The Job Title
The one thing people see before they see your job description is the job title itself. Don’t say “Rockstar Marketer” or use some other unrealistic, non-traditional job title that’s difficult to find with key search terms. Use a clear job title that is likely to be searched for.
Don’t Drag It Out
The goal is to keep things clear and concise. No one wants to be met with a wall of text–especially not candidates who are likely applying to many different job postings hoping for the right opportunity to come along.