Five Steps to More Candidates from Your Job Advertisements
In this article, you’ll learn the five steps we use to optimize our job advertisements and turn them into qualified applicant generating machines.
1.Choose the right market or markets for your position.
If you have a Manufacturing Supervisor position, then it probably doesn’t belong on Dice! It is vital to find job networks that generate candidate traffic in line with the skills your job requires. This goes for social media as well. If you do not have the right targeting or data for a custom audience, it will not make sense to choose Facebook, Instagram, or TikTok as a marketing channel. It is challenging to identify which job publishers will deliver returns for your job. Start by working with as many publishers as possible to determine where you find the most substantial ROI.
2.Pick the right economic model for the distribution of the job distribution.
This is a fancy way of saying, don’t fall for the wrong model. Many sites will peddle duration-based postings, but without appropriate CPM (cost per impression) metrics associated with your payment, it is best to avoid them. Others will charge annual fees for job slot coverage, again without appropriate CPM metrics; these typically don’t work. Additionally, many will charge CPC’s (cost per click) with costs way higher than usual.
3.Determine the maximum you are willing to pay for a qualified candidate that is a skills-based match.
This way, once you go live with your job posting, you can evaluate the market you choose for your job and the economic model and conserve budget in case of making a mistake in 1/2.
4.Choose an exact name for your job title and avoid abbreviations or symbols in the title.
Programmatic recruitment marketing vendor, Appcast, evaluated thousands of job advertisements and found that those with title abbreviations (Mgr instead of Manager) or symbols (“-) had conversion rates less than half of their optimized title counterparts.
5.Write the job ad with a mindset of sharing “what is in it for the candidate.
Forget the braggadocios employer sales propositions, leading with the overly dry requirements, or outlining a laundry list of conditions that minimize your talent pool. Start with a clear description of the benefits the candidate would receive upon becoming a hire. Then get into the story of the company, and finally, the requirements.
All of this work aims to generate qualified candidates that are skills-based matches to your job specification.