As a recruitment professional looking to grow your recruitment business and attract top candidates, you’ll likely be considering digital marketing options like Pay Per Click (PPC) and Search Engine Optimisation (SEO). Both are powerful recruiting tools for driving candidate engagement and strengthening your employer brand, but each has its pros, cons, and ideal use cases.
This guide by Eclipse recruitment software will help you decide whether PPC or SEO (or both) are the right tools for your recruitment strategy.
PPC vs SEO: What’s the Difference?
PPC involves using platforms like Google Ads or Bing Ads to bid on relevant keywords so your recruitment agency website appears at the top of search engine results pages (SERPs). For example, bidding on keywords like “Legal Recruitment” costs around £2.22 per click, while more specific terms like “Legal Recruitment London” are approximately £2.45. PPC is quick, targeted, and ideal for generating potential candidates in real time.
SEO on the other hand, is all about earning organic rankings on job boards and search engines by building domain authority, using the right recruitment software, such as Eclipse Pro Core to manage content and candidate communication, and creating relevant content. SEO is a long-term investment in your recruitment process that helps attract candidates who trust and value your business.
The Pros and Cons of PPC for Recruitment
Pros of PPC
Instant visibility If you need to fill open positions fast, PPC gets your recruitment agency software or job advert in front of candidates immediately. Hyper-targeted campaigns: PPC allows you to target keywords, locations, devices, and languages, helping you reach the right talent pool and improve candidate screening. Supports the bottom of the funnel: Phrases like “nursing jobs Surrey” attract candidates ready to apply, an effective recruitment tool for immediate placements. Retargeting capabilities: Use Google AdWords’ re-marketing features to stay connected with potential candidates who previously visited your site. Easy to measure: You can generate reports, track conversions, and make data-driven decisions quickly.
Cons of PPC
Can be expensive: Keywords like “marketing recruitment agencies” can cost upwards of £5 per click, which adds up quickly for small businesses. Time-consuming management: PPC campaigns need constant monitoring and adjustments to stay ahead of competitors. Ongoing investment: Costs will increase as competition for high-demand keywords grows.
The Pros and Cons of SEO for Recruitment
Pros of SEO:
Free organic traffic: SEO-driven visitors come without a cost-per-click, saving valuable budget over time. Sustainable results: Once your website is optimised, your content continues to attract candidates without additional spend. Builds trust: Organic search results are seen as more credible, helping improve candidate experience and supporting your hiring process. Long-term value: Investing in SEO creates a long-term asset for your recruitment business, supporting both candidate management and client acquisition. Low maintenance: After initial optimisation, SEO primarily requires monitoring and occasional updates to stay effective.
Cons of SEO:
Slow return on investment: SEO can take 3 to 6 months before you see results. Competitive landscape: Established recruitment agency websites with advanced tools and larger talent pools will hold an advantage. May require expert input: Recruitment CRM experts or recruitment automation software specialists may be needed to integrate SEO into your existing systems.
PPC vs SEO: Which Should You Choose?
If you need immediate results and have the budget to support it, PPC will help you attract candidates and manage clients quickly. This can be especially helpful for startup staffing agencies or when filling time-sensitive roles.
However, if your recruitment business is more established and you’re looking to nurture long-term candidate engagement while improving your recruiting process, SEO will deliver sustainable results. The best recruitment software often supports SEO features like job board integration, career page optimisation, and performance reviews, all contributing to a better candidate experience.
Can You Combine PPC and SEO?
The most effective teams use a blended approach. While SEO builds your organic rankings and strengthens your employer brand, PPC allows you to fill urgent open positions and refine candidate assessments. Recruitment CRM systems and applicant tracking systems help manage complex processes like resume screening, offer letters, and background checks, making it easier to balance both strategies.
By combining SEO and PPC, you can:
- Stay visible across social media platforms, search engines, and multiple job boards.
- Attract both short-term candidates and build long-term credibility.
- Use recruitment automation software and data-driven decisions to allocate budgets smartly.
- Support managers with timely performance insights and smooth transitions between recruitment campaigns.
Not sure how established your website is?
Check your domain authority using tools like Majestic’s backlink checker. You can also use website graders to assess user interface quality, candidate communication efficiency, and how well your existing systems integrate with your recruitment CRM.
Final Thoughts
Both PPC and SEO are vital recruiting tools in modern recruitment business strategy. Whether you prioritise quick wins or long-term growth depends on your business needs, recruitment team priorities, and budget. With the right recruitment software, applicant tracking system, and recruitment CRM, you can optimise your recruiting process and hiring decision-making to attract top talent and enhance candidate engagement.
If you’re ready to take the next step, download our free eBook on how to implement inbound marketing for your recruitment business. Start generating valuable insights, improving candidate experience, and making informed decisions that help your recruitment agency thrive.
