Better Candidates via Better Postings
By Jeff Desmond, JobsInDE.com
The printed newspaper isn't exactly "dead," but the way job seekers look for jobs has evolved. Online job ads typically have no word limits and the model to pay-per-word is gone.
Today, most jobs on the web are found through a search engine or using a job board's search options. Search engines look for keywords in a job title and in a job posting. More relevant keywords within your job title/posting means better visibility for your jobs.
Think Like a Job Seeker
Make sure your job posting includes all of the possible keywords that a job seeker might use to search for it. For example:
A large net can catch more fish, but if you're looking for one big specific fish, you have to use the right bait. Take the time to craft a thorough description of the job requirements, duties, qualifications and expected tasks for each job posting. Include keywords that are associated with your industry and specific to the job opening you wish to fill.
Once you've posted your job, try to find it. This may lead you to edit the posting to make it stand out or perform better when searched.
Here are four pro tips that will make your job posting stand out from the rest:
1. Include a Salary Range
Whether hourly or salary, you probably have a good idea of what you can pay for a job. Even a broad range annual salary, such as "20k-35k" or "50k+" will allow job seekers to make some assessments before applying. Setting a starting salary gives a base for salary negotiation and can weed out candidates who are out of that range before investing time in them.
2. Use Pre-screening Questions
Screening candidates "in" or "out" via the application process will make your job infinitely easier, especially if you receive a lot of resumes/applications. You can do this by simply asking some Yes/No questions. Examples of pre-screening questions include:
- Experience: "Do you have at least three years of database analysis experience?"
- Certificates/Licenses/Qualifications: "Do you hold a valid CDL Class A drivers license?"
3. Is Your Job Title Click-worthy?
Before the job seeker sees your well-crafted job advertisement, they will see the job title and have to decide whether or not to click it. How can you convince them? Does it make sense to use a familiar title or should you make it a little more descriptive? To stay professional and be taken seriously, always refrain from titles that use punctuation, all caps and false promises such as: "!!!MAKE A MILLION DOLL@R$!!!."
4. Make It Look Good
Remember, a job posting is an advertisement for your company's employment brand. Use your logo and/or company colors to brand the job posting as your own. Incorporate images of your location, employees, product, and company events. Add information about the work environment using testimonials from employees in similar positions.
Taking these steps will not only improve your online job postings, it will improve the caliber of resumes that you are receiving.
Jeff Desmond graduated from the University of Southern Maine with a degree in communication. As a member of the JobsInDE.com marketing team, Jeff carved a place for himself in internet marketing, design, communications, copywriting, SEO, and personal and employment branding. There isn't a marketing area that Jeff hasn't dabbled in and he's happy to write about it. If you'd like to suggest a topic, you can reach Jeff at jdesmond (at) JobsInDE.com.