FlexJobs has long been a master of “The Authority Play,” and their use of press releases (PRs) is a masterclass in modern SEO and brand positioning. Here is a link to their latest.
While some companies view the press release as a dying medium for dry corporate announcements, FlexJobs uses it as a high-octane engine for search engine visibility and backlink equity.
Here is an analysis of why their strategy is so effective and the lessons other job boards can steal from their playbook.
Why FlexJobs’ PR Strategy is Brilliant
1. Transforming “News” into “Data Assets”
FlexJobs doesn’t just announce company news; they release proprietary data. By publishing reports like the “2026 Work-From-Anywhere Jobs Report,” they create a “hook” that journalists actually want to cite. When a news outlet like Forbes or CNBC picks up the story, they link back to the FlexJobs site, creating high-authority backlinks that are nearly impossible to get through standard outreach.
2. Aggressive Internal Linking (The “SEO Spiderweb”)
If you look at the PR you linked, you’ll notice they don’t just link to their homepage. They embed deep links to specific, high-value landing pages (e.g., “remote jobs,” “work-from-anywhere,” “flexible jobs”).
- The Benefit: This passes “link juice” from a high-authority domain like PR Newswire directly to the internal pages FlexJobs wants to rank for in Google.
- The Result: It tells search engines exactly what those destination pages are about, boosting their rankings for competitive keywords.
3. Owning the “Remote” Narrative
By consistently putting out PRs on the state of remote work, FlexJobs has trained Google to see them as the ultimate Topical Authority. When people search for “remote work trends,” FlexJobs doesn’t just show up because they have job listings; they show up because they are the primary source of the industry’s data.
4 Lessons for Other Job Boards
If you run a niche or general job board, here is how you can replicate this success without a FlexJobs-sized budget:
1. Stop Announcing, Start Reporting
Don’t issue a PR saying, “Our Job Board Reached 10,000 Users.” Nobody (except your mom and your investors) cares.
- The Lesson: Use your own database to find a trend. “Salary for [Role] has increased 15% in the Midwest” is a headline a local news station or trade publication will run. Attach your brand to the data.
2. Master the “Deep Link”
Most companies make the mistake of only linking to their homepage in a PR.
- The Lesson: Every PR should have 2-3 links to “Money Pages.” If your PR is about healthcare hiring trends, link directly to your
/healthcare-jobscategory page. This builds the SEO strength of that specific page, making it easier for candidates to find it via Google.
3. Use the “Syndication Effect”
When you use a wire service (like PR Newswire or BusinessWire), your release is republished on hundreds of local news sites (Yahoo Finance, regional TV station sites, etc.).
- The Lesson: Even if these are “no-follow” links (which don’t pass direct SEO power), they create Brand Signals. Google sees your brand name and URL being mentioned across the web in a high-authority context, which increases your overall “Trust Score.”
- I also own the HR Technology Wire which targets the HR sector if you want a more targeted approach that also offers syndication.
4. Create a “Permanent Home” for the PR
FlexJobs always links the PR back to a dedicated blog post or landing page on their own site that contains the full report.
- The Lesson: Use the PR as the “trailer” and your website as the “movie.” This forces the traffic to move from the wire service to your ecosystem, where you can capture them via email signups or job alerts.
Summary
FlexJobs understands that a press release isn’t just a megaphone; it’s a digital footprint builder. By combining proprietary data with aggressive internal linking, they’ve built an SEO moat that keeps them at the top of the “remote work” search results year after year. For other job boards, the message is clear: Data is the best marketing collateral you own—start publishing it.
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