#1 – Your job descriptions suck.
Your job description must attract high quality candidates while discouraging unqualified ones. Small mistakes like grammar and spelling errors are huge turn offs for high quality candidates. Here are three musts for your job descriptions.
Upgrade your job title.
Job titles are the first thing that your potential employees will see when they view your job. Like a news headline, you must provide enough information to draw in your audience, without overwhelming them with too much information at once. If the title is not good or related to what the reader is requiring they will be gone.
In this example we searched for a “Social Media Manager” and got both of these results. The first result is an exact match, we went ahead and liked that search so we can visit it later. In the second result, the company is attempting to be creative with their title, but it is excessively long and doesn’t clearly state the desired position. Because of this, job seekers are less likely to click on it. Due to their sloppy title, this company is inadvertently driving traffic to their competitor’s job postings.
Being concise, using main keywords related to the job, avoiding gimmicky language will help you obtain high quality candidate traffic.
Also note: Using digits and roman numerals after a job title is confusing. Those are generally internal identifiers to your company. Again, candidates shy away from clicking on your job posting because the title is not clear.
Format Your Job Details.
The job description of your post is the place to sell your brand and show off your company’s character to attract applicants. But even if you have the most interesting and funny job description in the world, bad formatting can cause applicants to quickly lose interest. People often overlook this simple but crucial aspect of a job post – – you would be stunned at the amount of jobs that are not formatted correctly.
The two examples above are real postings for companies hiring “Content Specialists”. In fact the position on the right (not formatted) is offering a significantly higher pay. Clearly the company is willing to spend more money to find quality candidates. One of the easiest and low cost things they can do is simply format their job description.
Keep in mind that formatting your position in Word or Google Docs will not guarantee that it will look the same when you paste it into a job distribution platform. You cannot afford to be lazy here – taking the time to be thorough and make your description easy to read will keep your readers engaged and more likely to apply.
Let’s move onto the content for your job description and wrap up #1.
Prioritize Your Content.
Do you ever get frustrated when you read an entire article, only to find the information you were looking for at the very, very end? Job seekers feel this way when you hide important dimensions of your jobs at the bottom of the descriptions! Put the information job seekers want to see at the top of your post: where the job is located, what the company is, how much the position pays, and if it’s full-time or part-time.These details should be included in the area of the screen called “above the fold” – this is the area that the user can see before they need to scroll. This is your most valuable area.
On the Find.Jobs platform we do this by default. If you do not have this with your current platform, you must add it the beginning of you job post. The stats on this slide from NN Group are not an exaggeration – in some instances we see bounce rates (how fast a user leaves a page) from job seekers of 2.0 seconds on a poorly prioritized job detail page.
In this example we have a position with a quick service restaurant. This restaurant client lists key details about the position, growth opportunities for the candidate, and how they train their employees all in the area above the fold. They do an amazing job of quickly delivering the vital information that candidates desire.
#2 – You are targeting the wrong people (unintentionally).
Audience targeting is when you tailor your job advertisements, brand, and career site to get in front of the people you would ideally like to hire. Unfortunately, most hiring organizations miss easy targeting opportunities, and end up having to weed through unqualified candidates.
Make sure your post touches the right audience.
Audience targeting is often unintentionally overlooked by hiring organizations and managers. When using a job posting solution or job distribution platform, it is important to know what audience is targeted. As an example, if you are hiring a position that requires candidates to be US citizens and you receive a substantial amount of candidates that come from Canada, the platform you are using is serving the wrong audience.
This applies to your CPC campaigns as well. Companies like ours do not use CPC for this exact reason. For example, if you have a budget of $15.00 / day for your job post, you may end up with a ton of irrelevant candidates. This is because people who are outspending you on CPC get their ads run in more ideal time slots. This pushes your jobs back into hours when more non-ideal candidates may be looking.
Your job may be showing very early in the morning in the United States,and at premium times in other countries. To avoid this, companies like ours charge a flat fee, ensuring your post will be visible at optimal times. This option even generally ends up costing less than CPC models.
Furthermore, if your job is being distributed to other job boards – these secondary job boards can oftentimes have drastically different demographics than the parent website.
Our organization is the only company that owns all of the jobs boards that positions are distributed to. We can control the audience where others cannot.
Add tagging when available.
Once you have the general targeting locked in with your preferred partner for the right demographic data, you can now start to hone in on your ideal job seeker audience. This is finding the most ideal candidate for your open position.
You will now need to select your employment type and fill in compensation information. Some employers prefer to reserve compensation information because they do not want current employees to evaluate the open role and, frankly, ask for raises. But omitting this information can be a costly mistake. We advise including compensation information as it is very important to Google for Jobs (more on that later). If you really want to keep compensation data private – you are better off listing your company name as confidential.
Finally, we can’t stress how important it is to tag your position with proper job categories. As our example shows, our job posting platform allows you to select a major and minor category. This sorts your position, allowing it to appear in more searches and on more niche job boards which cater to that specific role. Adding job category tagging holds tremendous targeting value for getting your position in front of the right candidates.
#3 – You don’t follow up.
Tracking candidate progress is hard. There are a plethora of available tools that aim to solve this. From very advanced applicant tracking systems to basic excel sheets, the candidate pipeline needs to be kept up with.
The majority of candidates never hear back. Job seekers find this frustrating, and go on to tell their family, friends and even post on social media about their bad job seeking experience. This is staggering seeing as how 55% of job seekers abandon applications after reading negative reviews online (talent now). There are many solutions that provide automated follow ups. Some ATSs do this, but there are plenty of email automation services that can take care of this for you, too. There is also the fact that you can manually email candidates – old school. Using steps in this outline will improve efficiency by removing irrelevant candidates. That leaves more time for follow up and interaction.
Keep in mind that everything has a price. Not following up with all candidates definitely has a high price for your brand and future hiring.
#4 – You’re not using video.
Using video for one way interviews is easier and more efficient than having a phone screen. It allows the interviewer to get a much more true-to-life impression of a candidate than can be had with a phone conversation; video lets you see the candidate’s presentation, confidence, and charisma. It also allows interviewers to visualize the candidate working at their company.
Instead of holding a conversation on the phone for upwards of 30 minutes, hiring managers can now ask their candidates a series of important questions and have them answer them in video form. They can get a feel for the candidate’s communication skills and personality while also getting the important questions answered. Screening candidates this way is much more rich than a drawn-out phone conversation.
Technology here is generally not a barrier. Though, depending on the role, demographic, and location of the position, this may not be ideal for all positions you hire for.
#5 – Use Google for Jobs
If you want to get seen by as many qualified candidates as possible, this tactic is by far the most important to maximize your post visibility. Google for jobs allows job seekers to find your positions within their search engine.
Companies that are not implementing Google for Jobs will undoubtedly lose high quality candidates to those companies that do. Unfortunately, Google for Jobs has a technical barrier you must overcome. On the other hand, there are companies like ours who offer solutions to remove this barrier and make it accessible to every hiring organization.
Google for Jobs mutually benefits job seekers and employers. Job seekers love using Google for Jobs because it comes naturally to them; Google is the first place most job seekers turn to when looking for employment. Furthermore, Google is by far one of the most trusted brands in the world. If a job seeker sees your position here,they trust that they can engage with it.
It also provides job seekers with a superior search experience. As in the example above, the job seeker can search with terms like “jobs near me” that are generally unsupported by other platforms. They can quickly do a search like this and find employment opportunities that are close to their residence. This is a huge benefit to employers – large segments of unqualified candidates are simply not located in the right place.
Finally, Google accounts are synced with their job search. Job seekers can revisit their search history, can access their email and other daily use applications, and more. There is a reason that the majority of job searches are happening on Google – people love and trust this resource.
Employers benefit tremendously from using Google for Jobs. If your job appears in a Google for Jobs search, it populates at the top of the page, before any other results! Companies pay huge sums of money to reach the top of a Google Search page. Now, the Google for Jobs platform allows you to do it without spending buckets of money on advertising.
Google for Jobs also very clearly presents the job description, title, location, and where you can apply. Remember when we talked about how important job description, prioritizing content, and tagging was… here is the payoff. All of that data is clearly represented. Companies that use Google for Jobs effectively hire more efficiently and bring on better talent.
Last but not least, Google for Jobs allows job seekers the ability to apply right from the search. As you can see from the results above, three of our job boards allow options for applying to this cashier position. The Google for Jobs platform makes it incredibly easy for job seekers to find and interact with your posting. Now that you know why Google for Jobs is a powerful tool, we can show you how to harness it to make your jobs stand out.
Companies that are implementing Google for Jobs see dramatic competitive advantages in hiring. The technology barrier to get into Google for jobs is high if you want to perform well. That is why we have developed the “Discovery Engine”.
The Discovery Engine takes in all of your jobs, applies tagging and formatting, and prioritizes them in Google for Jobs. Our goal in developing this product was to allow all hiring organizations to take advantage of Google for Jobs – not just organizations that have high spend capabilities or those with robust development teams.
Getting started with Google for Jobs is extremely easy with Discovery Engine. No coding, No complex pricing, and no technical audits. You can increase your traction with quality candidates today by simply using Discovery Engine.
If you are interested in learning more about Discovery Engine or our suite of recruitment products schedule a meeting with our team today.