Baptcare was recently awarded a Google Grant, free publicity that has doubled our website traffic. Using that Grant we’ve created adverts to promote our nonprofit organisation’s vacancies and seen a big rise in the number of job applications we’ve received. Maybe you could do the same for your website’s job ads.
Like most charities, we’ve published vacancies on our website and in print. Visitors would see an ad that we’d placed in the jobs section of the local newspaper and then visit the website to download more information - but very few visitors seemed to discover the ads just by searching Google.
Unfortunately, Google isn’t ever completely up-to-date, it updates its indexes every few weeks, so a job vacancy might come and go on the website without Google noticing it (by the way, setting up an XML SiteMap can help Google spot your updates quicker).
However, if you create an ad using Google AdWords it appears immediately to people searching Google for relevant keywords. Plus, if you have a Google Grant then your ad tends to get prioritised above those of for-profit websites. Our charity’s job-related ads have consistently been positioned above those of well known jobfinder websites and usually our ads are in the #1 position for keywords such as “aged care nursing” and “residential care nursing”.
I create an ad on Google for each of our vacancies, with the ad’s URL pointed to the relevant page on our website. I’ve also created a few ads that point to more generic pages on our website on topics such as “Why work for Baptcare” and “Aged care nursing”. These ad campaigns are only displayed to people in Victoria and Tasmania, the areas that we work in.
What’s the happy result?
According to the HR department, we’ve had a big increase in the number of people applying for jobs, and the quality of the applications has not dropped. So our Google Grant has produced a measurable, very practical benefit.
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