The job post is the very first touch point most employees have with your company – it’s the first introduction to who you are, what you do and how the employee’s role contributes to the overall purpose of your organization.
This white paper explains how to create job postings that will catch the eye of top candidates, and provides strategies that will increase applicant rates.
Whether it’s a blurb on LinkedIn, a snippet in an online community bulletin board, or a formal post in a nationwide online job board, top employers view job postings as advertisements.
According to CareerBuilder, candidates peruse job advertisements for roughly one minute before ultimately deciding whether to apply. The Wall Street Journal reports that candidates spend an average of 49.7 seconds reading a questionable job description, and nearly 77 seconds considering a promising posting.
When it comes to fashioning visually appealing job descriptions, include each of the following simple elements, when possible, to dramatically improve the quality of your job posts and increase your application rate.
- Graphics such as logos and slogans
- Relevant job titles, industries, and keywords
- Bullets and bold type
- Compensation information
Logos, Slogans and Brand Representation
Including your organization’s logo with your job advertisement is the simplest branding technique; it’s easy to do and doesn’t take up much room, leaving valuable real estate for text and other images. Yet, it can work wonders to add legitimacy to your job postings.
CareerBuilder found that 75% of candidates claim that the appearance of a job posting affects their choice to apply. CareerBuilder’s research also uncovered that including a business logo or slogan can increase the number of submitted applications by 8%.
“The best candidates don’t just apply for a job, they apply to join a company. In addition to logos and slogans, take branding a step further and incorporate your organization’s mission, vision, and values into the job post to really communicate their potential role within your organization,” says Staci Johnson, Vice President of Marketing for Roth Staffing Companies.
Whenever possible, the best job postings include videos or links to outside videos.
- Postings that feature video icons typically receive 12% more views than postings that do not.
- CareerBuilder clients that embed a video into their postings experience a 34% higher application rate than video-free post.
Consider embedding any of the following videos in your next job advertisement.
- A recruiting video describing the job position or featuring the recruiter who posted the advertisement, with a call to action and contact information.
- A brief feature introducing your business and the positive workplace culture (such as the video created by Roth Staffing Companies). www.rothstaffing.com/company/story
- If a departing employee was successful in the position and is vacating the position under amicable circumstances, he or she may be willing to help create a short recording describing the ideal employee and encouraging candidates with certain qualities to apply.
With today’s phones, iPads, and video creation apps, videos can be very easy to create.
Relevant Job Titles, Industries, and Keywords
People really do judge books by their covers; search engines and applicants will never even view your business’ advertisements if they don’t see relevant terms in the titles of your job postings.
Be creative and detailed, but use enough generic key words so that the posting shows up when candidates search for jobs. For example: JOB TITLE: Marketing Ninja and Filing Genius are not job titles that will show up in a candidate’s search. Stay traditional with the job title.
It’s equally important to include keywords throughout the job description. For example, when advertising an accounts payable position, intersperse terms such as “finance,” “finance and accounting,” “A/P,” “data entry,” and “payroll” throughout the advertisement.
Bullets and Bold Type
Just like hiring managers, job seekers want to review and absorb key information quickly. They are unlikely to wade through paragraphs of text in order to uncover the position requirements and benefits.
“Do your candidates a favor by featuring key position requirements—make-or-break items that candidates absolutely must have to be hired—in a bulleted list,” says Sarah Bader, Roth Staffing’s Manager of Talent Acquisition. “Try to limit the list to no more than eight bullet points, as anything longer than that tends to distract readers or lose their attention.”
Many hiring managers may be averse to mentioning compensation in a job advertisement for fear of warding off top talent. However, if done tactfully, featuring this information can help attract talented professionals.
Don’t worry about being too specific—you can always include a general statement like “Position pays higher than industry average with several opportunities for quarterly bonuses.”
When it comes to attracting top candidates … these individuals are looking to see what the position pays and may skip the effort of applying for your position if there is no salary info provided.
The Structure and Anatomy of the Best Job Posting
Using the elements described in detail earlier in this paper, Ultimate Staffing consistently combines everything together using the below structure for all our job postings.
1. Job title with recognizable terms
2. Brief one or two sentence summary of the position at the top of the posting
3. Job description of approximately 300 words that includes relevant keywords and phrases with a focus on company culture
4. Bulleted list of job requirements and skills including soft skills and personality traits
5. Bulleted list of benefits
6. Recruitment video or film about the organization, if available
7. A link to the online application
It All Starts with the Job Posting
It may not be easy to set aside some time to fashion the best job postings, but a best to work for organization starts with catching the eye of the right candidates and building motivated, engaged teams that can help you accomplish your business goals.