How to Optimize JobPostingsfor Social Media Sharing
2  InternEdge Social Recruitment  Extend Your Campus Reach  Your internship and entry-level positions  attract more qualif...
3       How to Optimize Job       Postings       for Social Media Sharing       by Adam Singh     Adam Singh is the Co-Fou...
4     Contents     Introduction……………………………………………………………………………………………5     The Value of Social Sharing……………………………………………………………...
Introduction
6  The most effective job postings are the ones that produce conversions from job  seekers to quality applicants. In addit...
The Value of SocialSharing
8     Social networks are arguably the most powerful, cost-effective recruiting tool     you can use.     Not only can you...
Customizing theMessage to YourTarget Audience
10   For your job postings to produce quality conversions, – get be widely shared,   with and produce applicants from indi...
11   Based on those profiles, you can outline the details of each persona by asking   yourself several important questions...
12   Create Engaging Job Postings   Now that you have taken the time to create candidate personas, you know   where your i...
Make Your JobPostings MoreSocial Media Share-Friendly
14   You have an engaging job description that speaks directly to your target   audience and reflects your employer brand....
15   Social Sharing Buttons   According to a recent study from BrightEdge Technologies, websites that include   social sha...
16   Considering the power that calls-to-action have, they are surprisingly easy to   create. The format of CTAs can vary ...
Examples fromCompanies ThatGet it Right
18   Yelp   Yelp does a great job at customizing their message to their candidate persona.   This job posting is sells bot...
19   HUGE Inc   Huge describes their internship in a way that makes it seem larger than life.   They are direct and to the...
20   TiVo   TiVo’s job posting is conversational in tone: “Here’s what you’ll get to do as a   PR Intern” and “What you’ll...
21   Meetup   Meetup does a good job of using images to present the company culture to   prospects. In addition, the openi...
22   Groupon   Groupon makes it simple and convenient to share positions with your network.   They use a third party tool ...
Conclusion andAdditionalResources
24   Social media is an amazing source for quality candidates, but optimizing job   postings is only the beginning of soci...
25   Extend Your Campus Reach   RECRUIT MORE EFFECTIVELY ON SOCIAL MEDIA   Sign up for InternEdge to start promoting your ...
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How to Optimize Job Postings for Social Media Sharing

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Learn how to optimize your job postings to generate quality referrals through social media sharing!

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http://www.internedge.com/ebook-how-to-optimize-job-postings-for-social-media-sharing

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How to Optimize Job Postings for Social Media Sharing

  1. 1. How to Optimize JobPostingsfor Social Media Sharing
  2. 2. 2 InternEdge Social Recruitment Extend Your Campus Reach Your internship and entry-level positions attract more qualified applicants in less time when you use social media for recruiting, which allows your team to focus on hiring the very best fit.  Increase Job Seeker to Candidate Conversion  Build a Subscriber Base of "Raving Fans"  Increase Internal and External Referrals  Attract Better Talent Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  3. 3. 3 How to Optimize Job Postings for Social Media Sharing by Adam Singh Adam Singh is the Co-Founder and President of InternEdge. He has held various management and business development roles with top Fortune 500 companies including Charles Schwab and Wells Fargo. As a Search Consultant, he helped companies recruit highly sought after accounting and finance executives. Adam earned an MBA in Management from the University of Miami and a BSBA in Finance from the University of Central Florida. Follow me on Twitter @adamhsingh Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  4. 4. 4 Contents Introduction……………………………………………………………………………………………5 The Value of Social Sharing……………………………………………………………………7 Customizing the Message to Your Target Audience………………………………8 Make Your Job Postings More Social Media Share-Friendly…………………13 Examples from Companies That Get it Right………………………………………17 Conclusion and Additional Resources………………………………………………….23 Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  5. 5. Introduction
  6. 6. 6 The most effective job postings are the ones that produce conversions from job seekers to quality applicants. In addition, they are engaging enough to inspire social shares. These descriptions engage readers, showcase your brand, culture, and environment, communicate the skills needed to succeed in the position, and end with a compelling call-to-action. In this eBook you will learn how to optimize job postings, so they will be shared across social media. You will understand how to customize the message to increase engagement, and you will discover the tools that make it easy for readers to share. Finally, you will get coaching and guidance on adding a compelling call-to-action, which is the key to getting those viewing your posting to apply. You will also see some examples from companies that get it right. Before we jump in, let’s talk a bit about why there is so much focus on social sharing. The best performing job postings engage readers, showcase your brand, culture, and environment, communicate the skills needed to succeed in the position, and end with a compelling call-to-action. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  7. 7. The Value of SocialSharing
  8. 8. 8 Social networks are arguably the most powerful, cost-effective recruiting tool you can use. Not only can you promote your open positions and your company’s brand to your direct network of fans and followers – you also have the opportunity for your content to reach their personal networks, which is the true value of sites like Facebook, LinkedIn, Twitter, Google+, and Pinterest. Recruiters can significantly extend their company’s reach by making it easy for others to share information to their own social circle. A survey by Pew Research Center indicates that Generation Y’s willingness to share content on social media will not slow down, even as they get older and take on more responsibilities. As recruiters, our objective is to attract, engage, and convert job seekers that match the profile of our ideal employee. The old saying goes, “Birds of feather flock together,” and that holds true for social media. The ROI (Return on Investment) occurs when your content reaches qualified prospects who in turn share it with peers who are also a good match for your available positions. Share this eBook Share this eBook WWW.INTERNEDGE.COMWWW.INTERNEDGE.COM Download PDF Version 
  9. 9. Customizing theMessage to YourTarget Audience
  10. 10. 10 For your job postings to produce quality conversions, – get be widely shared, with and produce applicants from individuals that are right for the job, you must have a detailed picture of your target audience. Who are your ideal employees and prospects? What are their concerns, needs and interests? Where can you reach them – on search engines, social media, or blogs? These questions will help you develop what we call candidate personas – comprehensive profiles of the individuals that would be just right for your postings. Personas are fictional representations of your ideal employee, based on real data about employee demographics and online behavior, along with educated speculation about their work, educational and personal histories, motivations, and concerns. Start developing personas by top performers who are already doing the job. Repeat this exercise to create a unique profile for each position in your company. It’s likely that the personal qualities, attitudes, and values of your ideal employee profile will be the same across jobs. However, the abilities and skills required to do the job are likely to differ depending on the position’s responsibilities. Be as detailed as possible with each profile. Include a detailed description with information like job title, role and demographics. Share this eBook Share this eBook WWW.INTERNEDGE.COMWWW.INTERNEDGE.COM Download PDF Version 
  11. 11. 11 Based on those profiles, you can outline the details of each persona by asking yourself several important questions: → How would you describe these employees? What characteristics and traits do these employees have in common? → What core attitudes, beliefs, and values do these employees have in common? → How do these employees differ from your other employees? What qualities or characteristics make them stand out from the rest? Examine Candidates’ Online Behavior Next, develop a profile for each persona around typical online behavior. You know who they are and what their needs are; now think about all the ways they research a potential employer. Consider these points: → What do they do online? Do they read blogs? Are they active on Twitter, Facebook, or other social networks? What kind of search terms do they use? Are they email newsletter subscribers? → What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts? → Where do or did they go to school? What professional or other work- related associations do they belong to? What hobbies and activities are they involved in? What causes and organizations are they passionate about? The result of this process should be a detailed description of your personas’ use of the internet. The more detail you pack into the development of your persona, the easier it will be to create messages that speak directly your ideal prospects. In addition, you will be better able to promote your openings and your employer brand. Share this eBook Share this eBook WWW.INTERNEDGE.COMWWW.INTERNEDGE.COM Download PDF Version 
  12. 12. 12 Create Engaging Job Postings Now that you have taken the time to create candidate personas, you know where your ideal employees are online and how to speak to their motivations. Don’t just advertise available positions with job descriptions that consist of a dry list of boring qualifications and requirements. The best performing job postings are the ones that tell your company’s story. They provide an experience to the reader. Not only do these descriptions explain what is needed to succeed in the position – they also reflect the brand, culture, and environment of the business. Incorporate multimedia in your job postings to bring life to your brand. Include video testimonials from current employees or interviews with managers. Add an image from your last community fundraiser. You get the point. (For examples, see the section on Companies that Get It Right.) Now let’s move on to the tools you need to get your job shared across social media. The best performing job postings are the ones that engage readers by telling your company’s story. Share this eBook Share this eBook WWW.INTERNEDGE.COMWWW.INTERNEDGE.COM Download PDF Version 
  13. 13. Make Your JobPostings MoreSocial Media Share-Friendly
  14. 14. 14 You have an engaging job description that speaks directly to your target audience and reflects your employer brand. Now enable readers to easily spread the news about your opening with their Facebook friends, Twitter followers, and LinkedIn connections. The more prospects you drive to your job posting, the more candidates you will generate. Here are ways to make your content more social media share-friendly. Enticing Meta Descriptions When you share your jobs on sites like Facebook, LinkedIn, and Google+, they automatically pull in a description from the web page where the job is posted. Most sites generate this description from the URLs meta-description. While meta- descriptions no longer mean very much for search engine optimization (SEO), they are very helpful for social media optimization. Be sure each job posting you create includes an enticing meta- description to motivate social media users to check out your positions and share them with their own social networks. Attention-Grabbing Images Similarly, when posting content, most social media sites will also pull in an image for display. Make sure your social media shares are visually appealing by including at least one image with your job postings. This can be your company logo or another image that represents your brand. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  15. 15. 15 Social Sharing Buttons According to a recent study from BrightEdge Technologies, websites that include social sharing buttons generate seven times more mentions than those that dont. Adding social sharing buttons for sites like Twitter, Facebook, LinkedIn, and Google+ to every posting is a great way to encourage your site’s visitors to share your job postings in social media. To make it easier, there are third-party services like AddThis and ShareThis that provide an integrated social sharing toolbox that you can add to your web pages for free. Compelling Calls-to-Action A call-to-action (CTA) is an image or text that prompts visitors to take action. Examples of these include prompts to apply to a job or share content on social media. An effective CTA results in more prospects and conversions for your job posting. Primary CTA Secondary CTA Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  16. 16. 16 Considering the power that calls-to-action have, they are surprisingly easy to create. The format of CTAs can vary from simple hyperlinked text and screenshots with some text overlay, to elegant banners and popup overlay. Here are a few tools and resources that are helpful for generating call-to-action buttons: → Microsoft Word → PowerPoint → Pre-made Images → Outsourcing CTAs to Designers Make the Call-to-Action Powerful and Persuasive Clarity is the most critical component of calls-to-action. Make sure your CTAs convey clear messages that are specific and action-oriented. The most effective CTAs have these qualities: → Convey Value: Your CTA should answer the question “What’s in it for me?” → Create Urgency: Convince your reader to act by answering questions like “Why should I do this immediately?” You can do this by using adverbs like “now” and “today.” One example of such a call-to-action would be “Apply Today.” → Make It Personal: An example would be, “Like our culture? Become a part of it!” Test out variations on these themes to determine which are most effective with your audience. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  17. 17. Examples fromCompanies ThatGet it Right
  18. 18. 18 Yelp Yelp does a great job at customizing their message to their candidate persona. This job posting is sells both the position and the company without being overbearing. The description includes just two short bullets for each team, but it takes the time to tell a story about this internship and why it’s important. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  19. 19. 19 HUGE Inc Huge describes their internship in a way that makes it seem larger than life. They are direct and to the point. “Here’s what we need. What about you?” Their call-to-action placement is extremely effective, due to the contrast with the white space around it – a successful recipe for conversions. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  20. 20. 20 TiVo TiVo’s job posting is conversational in tone: “Here’s what you’ll get to do as a PR Intern” and “What you’ll need to enjoy your internship.” They make this position social media share-friendly by using a third-party service to integrate with LinkedIn. Visitors can see which of their current LinkedIn connections already work at TiVo. Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  21. 21. 21 Meetup Meetup does a good job of using images to present the company culture to prospects. In addition, the opening statement is friendly and inviting: “Meetup has had great luck with our internship program in the past and we expect this summer to be no different!” Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  22. 22. 22 Groupon Groupon makes it simple and convenient to share positions with your network. They use a third party tool that integrates with the major social networking sites so you can share the position or update your status. Pretty cool tool! Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  23. 23. Conclusion andAdditionalResources
  24. 24. 24 Social media is an amazing source for quality candidates, but optimizing job postings is only the beginning of social media recruitment. Once you’ve implement the basic principles, you’ll have a foundation to start taking your social recruitment efforts to the next level. In summary, here are some of the key takeaways for further optimization:  Create personas for your different types of ideal employee profiles so that you can create more engaging job postings that convert the right prospects.  Add meta descriptions, an enticing image, social sharing buttons, and a compelling call-to-action to all of your job descriptions.  “Always be testing!” Test all variables on job postings. The best format is the format that performs for your company. There’s always room for improvement.  Research companies that get it right and look for ways that you can improve upon what they are already doing well. Got it? Awesome! Now get optimizing and start reeling in those quality candidates! Photo credit: fredcavazza Share this eBookWWW.INTERNEDGE.COM Download PDF Version 
  25. 25. 25 Extend Your Campus Reach RECRUIT MORE EFFECTIVELY ON SOCIAL MEDIA Sign up for InternEdge to start promoting your internships, entry-level positions, and employer brand across social media today. www.InternEdge.com/Recruitment-Marketing Share this eBookWWW.INTERNEDGE.COM Download PDF Version 

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