Employment Hero Organic Growth Opportunities

Create interactive salary reports with textual analysis for thousands of roles, locations, and seniority levels. This play attracts both job seekers and SMB decision-makers by providing unparalleled compensation insights.

Example Keywords

• "ui designer salary melbourne"
• "restaurant supervisor pay uk 2025"
• "average hr manager salary malaysia"
• "sales engineer commission structure singapore"

Rationale

High-volume, high-intent keywords are currently dominated by job boards. Employment Hero can out-differentiate with proprietary payroll data and attract SMB decision-makers comparing compensation.

Topical Authority

The domain currently has minimal ranking for salary terms, representing a massive untapped opportunity. Leveraging real, anonymised payroll data will quickly establish EH as the most authoritative source for compensation benchmarks.

Internal Data Sources

Use anonymised, aggregated payslip data from 300k+ employees, job ad data from jobs.employmenthero.com, and the LinkedIn API for skills trends to create differentiated, data-rich content.

Estimated Number of Pages

40,000 – 60,000

Build pages that calculate the total cost to employ specific roles in various countries, breaking down gross salary, statutory contributions, and fringe benefits. This directly targets CFOs and founders evaluating global expansion and Employer-of-Record services.

Example Keywords

• "total cost of employee accountant canada"
• "hire sales rep germany cost"
• "software engineer payroll taxes france 2025"

Rationale

These pages capture extremely high-intent searchers at the exact moment they are evaluating budget and expansion plans. This provides a direct funnel to Employment Hero’s high-value EOR and global payroll product lines.

Topical Authority

While the domain is strong in payroll, it lacks content on the 'total cost' of employment. This play leverages existing payroll calculation logic to build authority in the strategic financial planning space, differentiating from simple salary websites.

Internal Data Sources

Combine anonymised, aggregated payslip data with the statutory tax tables and currency exchange rate APIs already used by the core EH product to provide a uniquely accurate and comprehensive cost breakdown.

Estimated Number of Pages

25,000 – 30,000

Publish data-rich dashboards for key HR metrics like employee turnover and absenteeism, benchmarked by industry and region. This establishes Employment Hero as a thought leader and an indispensable resource for strategic HR planning.

Example Keywords

• "average employee turnover retail uk 2025"
• "absenteeism rate benchmarks healthcare australia"
• "gender pay gap tech canada 2024"
• "average overtime hours manufacturing malaysia"

Rationale

No competing SaaS vendor publishes real-time HR benchmarks sourced from actual payroll and HRIS events. This play creates a powerful content moat, attracting high-value links and traffic from HR leaders and industry press.

Topical Authority

The domain already ranks for definitions of HR terms, but not for data-driven benchmarks. This is a natural and powerful extension of existing authority, moving from 'what is' to 'what is good'.

Internal Data Sources

Utilize aggregated, anonymised HRIS and payroll metrics (turnover, sick leave, pay gap, tenure), augmented with public data, to provide insights that are impossible for competitors to replicate.

Estimated Number of Pages

10,000 – 12,000

Create evergreen legislative guides and calculators for every jurisdiction, covering topics like minimum wage, overtime, and paid leave. This captures high-intent search traffic from businesses trying to navigate complex compliance obligations.

Example Keywords

• "colorado minimum wage 2026"
• "florida paid sick leave law"
• "singapore cpf contribution rates 2025"
• "uk redundancy pay calculator"

Rationale

Google already sees Employment Hero as credible on compliance topics in AU/NZ. Scaling this strategy globally deepens that authority and captures users with urgent, high-conversion needs for compliant payroll software.

Topical Authority

The domain has strong existing authority on AU/NZ compliance and moderate authority globally. This play systematically expands that authority to every market EH serves, creating a comprehensive global resource.

Internal Data Sources

Upload the internal payroll rules engine and award interpretation tables as a custom knowledge base for the LLM. This ensures accuracy and allows for the creation of interactive calculators based on proprietary logic.

Estimated Number of Pages

15,000 – 20,000

Develop a comprehensive library of download-gated policy templates with contextual how-to guides, tailored for specific industries and jurisdictions. This play attracts prime ICPs (HR managers and business owners) looking for actionable resources.

Example Keywords

• "anti-harassment policy template australia"
• "pto policy template usa"
• "drug and alcohol policy construction industry"
• "grievance policy nursing homes uk"

Rationale

Searchers downloading policies are actively trying to solve a problem and are highly likely to be in the market for HR software. Providing high-quality, jurisdiction-specific templates that are scarce elsewhere is a powerful lead generation magnet.

Topical Authority

The site has partial authority from a few existing policy pages. This play massively expands that footprint, establishing EH as the go-to source for any HR policy, thereby building a wide top-of-funnel audience.

Internal Data Sources

Leverage the library of EH’s in-platform policy templates and internal compliance SME notes (uploaded as PDFs) to generate content that is both practical and legally sound.

Estimated Number of Pages

8,000 – 10,000

Improvements Summary

Revise job description pages for waiter, sales assistant, and restaurant manager roles to target high-volume keywords, expand content depth, and add structured data. Introduce new supporting pages, internal links, and downloadable templates to increase relevance and user engagement.

Improvements Details

Update H1s and meta descriptions with exact-match keywords like 'waiter job description' and role synonyms. Expand each page to 1,200-1,500 words, covering duties, skills, salary, and career progression, and add FAQ and How-To sections with schema markup. Launch additional job description pages (e.g., bartender, barista), create a pillar guide, and implement a robust internal linking structure to connect all related content.

Improvements Rationale

Targeting precise keywords and adding structured data addresses low current rankings and missed SERP features, while expanded content and internal links improve topical authority and user experience. These actions are expected to move pages into page-1 positions, increase organic traffic, and drive more template downloads and leads for recruitment products.