The keyword 'accountant' unsurprisingly represented the most searches in 2017. 'Graduate' also featured
prominently, representing 6.4% of all searches. Employers seeking graduate accountants should consider
the top drivers that attract graduate candidates to their business. According to
SEEK's Laws of Attraction study, graduate accountants are motivated by salary / compensation, career
development opportunities and the location of the job.
'Part time' was among the top three most-searched keywords in the Administration & Office Support industry
in 2017, accounting for 6.5% of all searches. Employers offering part time work should highlight this
in the short description of their job ad to ensure their ad is seen by more candidates.
Almost 12% of the top keyword searches in Advertising, Arts & Media included role type, such as 'communication'
and 'events'. Employers should consider including a clear description of the role within their job
ad highlighting key responsibilities such as 'event management' to appear in front of more candidates.
'Graduate' was the top search term in the Banking & Finance Services industry in 2017. Employers offering graduate
roles should consider the top drivers that attract graduate candidates to their business. According
SEEK's Laws of Attraction study, Banking & Finance graduate candidates are looking for roles that
offer career development opportunities, salary / compensation and job security.
The search terms 'part time', 'casual' and 'work from home' all register in the top keywords for Call
Centre & Customer Service candidates. This is in line with
SEEK's Laws of Attraction study that reveals that work-life balance is the number one driver of
attraction for candidates in this industry. Employers should consider highlighting benefits such as
flexible working hours and compensation for overtime to pique the interest of candidates.
While 'ceo' registered in the top five most-searched terms in this classification in 2017, the keywords
'manager', 'general manager' and 'project manager' accounted for 18.5% of all searches. Aside from
the role type, candidates searching for roles in this classification also searched by specific sector
keywords, such as 'sport', 'heath', 'automotive' and 'education'. Employers would be wise to highlight
such terms within their job ads when seeking senior talent.
With job titles such as 'social worker' making up a quarter of the top keywords in Community Service
& Development, employers should consider the importance of including simple and relevant titles within
their job ads, avoiding lengthy or complex titles that may not be commonly searched for by candidates
in this industry.
Candidates seeking roles in the Construction industry utilised role specific keywords in 2017. 'Project
manager' was the most searched term, followed by 'supervisor' and 'labourer'. Utilising common keyword
phrases such as these in the title of your job ad will ensure your role is discoverable by candidates
who are using relevant and specific terms to hunt for roles in this industry.
'Project manager' was the top keyword in Consulting & Strategy, with the term accounting for 6.3% of
all searches in this classification. While keywords can increase the number of candidates viewing your
job ad, it's important not to overuse keywords. Sense check your use of keywords by reading the job
ad aloud. If it sounds forced or awkward, reduce the number of keywords utilised.
Industry specific terminology and software should be considered when writing job ads in the Design &
Architecture industry. With keywords such as 'revit, 'autocad' and 'archicad' all appearing in the
most-searched terms, candidates may be searching for roles based on their skillset or the technology
used within an organisation.
Unsurprisingly, 'teacher' was the top keyword in the Education & Training industry in 2017. Employers
in this industry should consider supporting common terms such as teacher with keywords, such as 'primary
teacher' and 'early childhood teacher' to enable candidates to select the roles relevant to their skills
Candidates looking for roles in the Engineering industry entered the keyword 'graduate' more than any
other term in 2017. In fact, 'graduate' was searched 6% more often than the term 'engineer' in this
industry classification. According to
SEEK's Laws of Attraction study, graduate engineers are motivated by career development opportunities
and job security.
Candidates searched for 'part time' and 'casual' opportunities within the Farming, Animals and Conservation
industry in 2017, with 'part time' registering as the top keyword for the year. 'No experience' also
appeared in the top 20 keywords, indicating that candidates in this industry may utilise this keyword
to find unskilled or entry-level roles.
When considering keyword use in your ad, consider the typical ways people in your industry describe their
work, and how they might search for their position on SEEK. Our data reveals that Government & Defence
candidates search using keywords such as 'administration', 'project manager' and 'customer service'
when looking for roles in the industry.
The top search term in Healthcare & Medical in 2017 was 'registered nurse'. This keyword was used 7%
more often than the shortened keyword 'rn'. Employers in this industry should consider limiting the
use of abbreviations within job ads to widen the number of candidate searches they appear in.
‘Chef' was the clear leader for most-searched terms in the Hospitality & Tourism industry, accounting
for more than 7% more searches than any other keyword.
The keyword 'human resources' was searched 5% more often than the shortened 'hr' in the Human Resources
& Recruitment industry. Employers should be mindful of utilising full keywords to ensure their job
ads are seen by more candidates.
This year's top 20 search terms in Information, Communication & Technology included 'java', '.net',
'sql' and 'oracle'. This indicates that candidates may be searching for roles based on their skillset
or the technology used within an organisation. Industry specific terminology, acronyms and technology
terms should be considered when writing job ads for the ICT industry.
Just under 5% of searches in the Insurance & Superannuation classification included the keywords 'project
manager', followed closely by 'graduate', which registered 3.6% of searches in 2017. With more than
a third of candidates on SEEK using keywords to search for roles, understanding the top search terms
in your industry is crucial when writing job ads.
10% of all searches within the Legal classification included the word 'graduate'. According to
SEEK's Laws of Attraction study, the top three factors most important to graduate candidates are
career development, work-life balance and job security. Employers looking to attract graduate candidates
should highlight these opportunities in their job ads where relevant.
The keyword 'driver' was the leading search term in the Manufacturing, Transport & Logistics industry
in 2017, accounting for 4.4% of all searches. More specific role types also featured prominently in
the top results, including 'truck driver' and 'forklift driver'. Employers should consider the importance
of including simple and relevant titles within job ads, avoiding lengthy or complex titles that may
not be commonly searched for by candidates in this industry.
Candidates searched for 'graduate' roles (3.5% of searches) and 'marketing manager' roles (2.2% of searches)
most prominently within the Marketing & Communications industry in 2017. With candidates also searching
for specific sectors, such as 'fashion', 'automotive' and 'sport', employers should highlight this
within their job ad when seeking Marketing & Communications candidates.
The top search term in Mining, Resources & Energy in 2017 was 'operator', which accounted for 4.8% of
all searches in this classification. While keywords are important, it can be tempting to overuse the
most relevant keywords in your job description. If you job ad copy is repetitive or hard to read, consider
reducing the use of keyword phrases.
When considering keyword use in your ad, consider the typical ways candidates in your industry describe
their work, and how they might search for their position on SEEK. Our data reveals that Real Estate
& Property candidates search using keywords such as 'property manager' and ‘development manager’ when
looking for roles in the industry.
There were more searches for 'casual' and 'part time' in the Retail & Consumer Products industry compared
to searches for 'full time'. Employers offering casual or part time work should highlight this in the
short description of their job ad to ensure their ad is seen by more candidates.
The keywords 'fmcg', 'retail' and 'automotive' all featured in the top five most-searched keywords in
the Sales industry in 2017. Employers recruiting for Sales positions should consider promoting their
sector prominently within their job ad to help inform candidates about the nature of the role.
'Graduate' was the top search term in the Science & Technology industry in 2017, followed closely by
'research'. Employers looking to attract graduates in this industry should promote career development
opportunities, work-life balance and job security, in line with
SEEK's Laws of Attraction findings.
With 'part time' and 'work from home' both registering in the top three most-searched terms in 2017,
work-life balance and flexibility is key for candidates looking to work for themselves.
Search terms 'social media' and 'online' have worked their way into the top ten most-searched terms in
2017. This could indicate that candidates are searching by interest area (i.e. working in sport) as
opposed to industry. Employers should consider highlighting areas of interest within their job ad to
appear in a more candidate search results.
The term 'electrician' was the clear leader for most-searched terms in Trades & Services in 2017. 'Electrician'
was searched more often than the terms 'apprentice' and 'apprenticeship' combined. Employers should
consider the importance of including simple and relevant titles within their job ads, avoiding lengthy
or complex titles that may not be commonly searched for by candidates in this industry.
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