Great Job Postings in the Age of “Googlization”
Posting job openings has always been a relatively simple step in the recruiting process. Write your description of what the job entails, post it onto the right media platform, and wait for the candidates to pour in.
Today, the competition for talent is fierce and writing content to advertise a job opening requires a lot more finesse and digital savvy.
An effective job post not only has to be attractive to a high volume of premium candidates, but has to attract them to the point where they will actually apply for the position online.
Achieving this goal requires a content that is all about “love at first sight”, presented in a way that search engines can find it – the technical side of an effective job posting.
Here’s some quick tips for our recruiter partners on how create a job post with all the SEO (search engine optimization) and SEM (search engine marketing) considerations in mind…
1) Lead with the Right Job Title….
This might seem obvious, but it’s important to mention the actual job title in the post – and multiple times. In search engine lingo, the frequency with which you use a keyword is called “keyword density” – which is one of several factors in the sophisticated formulas that search engines use to understand your content and rank it accordingly. I can’t tell you how many times I’ve read a job post that leads with an esoteric job title that only they know what it means, or uses the job title once and then refers to it as “this job” or “this position” throughout the text of the job posting. Search engines like key words repeated often. Figure out how to do that and you’ll increase your response rate considerably.
2) Test Your Content
A simple way to check your keyword density is to create a word cloud out of your job post using a tool like WordItOut. Take a look at which words are highlighted the most, and you might be surprised. One of my clients tried it and noticed that the most frequently used words in her job posting were “nonconformance,” “all” and “product.” Unfortunately a job seeker looking for a job in Quality Control would not have used those keywords in their “search”,. and therefore would not have come across this job posting.
3) Be Concise
Remember that each word takes up precious real estate. Job seekers spend a maximum of 30 seconds reading a job post, and even when your post catches their attention, they will only read 20 percent of the content. The optimal word count for a job post is about 400 words or less, includes short paragraphs, bullets whenever possible, and incorporates headings with keywords. Yo have to tell your story simply. More words don’t help!
4) Sell the Brand
Because attention spans are short, your content must demonstrate what the jobseeker will gain by working for your company—and quickly. The first paragraph should be a brief description of the job, followed by a few words about your company culture. Next, list the compensation, benefits, and perks that makes your brand attractive. Include the essential and minimum requirements for the job. Finally, close the posting with how to apply, especially if you offer multiple application routes. Make sure the words you use, represent your brand.
5) Motivate and Engage
Write like the candidate who is reading your job posting is the only candidate that matters. Most job postings are too bland…so have fun with the description. Tell a story. Don’t use phrases like “the successful candidate will …” It’s generic and a turnoff. Write “here’s how one employee described the job.”
Or, get even more creative with your approach. Schedule a competition for interested candidates, embed a test or schedule a virtual job fair.
6) Show, Don’t Tell
People retain 65 percent of what they watch, but only 16 percent of what they read. Visuals increase readership by up to 80 percent, and video content is shared 1200 percent more than text and images combined.
Increase your job posting engagement by using multimedia whenever possible. You can record short videos of employees in action or managers describing the job. Post those videos on YouTube, and embed or link your videos to your posting.
No question, you’re in a race for talent. While many companies are investing heavily in employment branding and upgrades in the candidate experience, the first step to becoming recruiting savvy is to get your job opportunities in front of more eyeballs. Following basic SEO and SEM practices is an inexpensive piece of that puzzle!
We’re inviting our clients and recruiting partners to learn more about Recruiting in the Age of Googlization, by joining us on Tues. April 10th at 1:00 pm EST/10:00 am PST for a live 1-hour webinar with Ira S. Wolfe. Our webinar is called Workforce 2020 – Get Ready Now! Click here to register for this thought leader event designed for employees new to their recruiting role, or wanting to enhance their recruiting effectiveness.
This webinar is valid for 1 PDC toward SHRM-CP and SHRM-SCP recertification and is pending approval for HRCI credit.
This article was written by Ira S. Wolfe is a nationally recognized thought leader in talent management and an expert in pre-employment assessment testing, workforce trends, and social media. Wolfe is president of Success Performance Solutions (www.succcessperformancesolutions.com), a pre-employment and leadership testing firm he founded in 1996. He is the author of several books, including Recruiting in the Age of Googlization. Ira can be reached at firstname.lastname@example.org
PACE Staffing Network is a 2017 and 2018 Best of Staffing winner and a leading Northwest staffing and recruiting agency who has been helping local employers find and hire talented employees for over 40 years. To contact the PACE team call 425-637-3312 or email us at email@example.com