Creating Top-Notch Job Content


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With thousands of employers vying for the attention of candidates online, job descriptions are recruiting's most critical piece of marketing content.

Learn how to make your jobs stand out with compelling content that attracts the talent you're looking for, with actionable tips you can use to:

-Improve candidate quality
-Differentiate your opportunities
-Understand how your jobs are performing

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Creating Top-Notch Job Content

  1. 1. Creating Top-Notch Job Content
  2. 2. Jason Whitman SVP, Client Services @jasonwhitman Before we get started
  3. 3. Jobs added this week 556K
  4. 4. Job seekers looking for their next opportunity 140 Million
  5. 5. How do you reach them?
  6. 6. 1. Who’s your audience? 2. What motivates them? 3. How do you measure? First steps
  7. 7. Who is your ideal candidate? What are their biggest needs? Where do they find information about your company? What do they value most? Creating personas
  8. 8. Understand who influences their decisions Know what types of online and offline networks the candidate is a part of Understand what they already know about your company and what they need to find out External factors
  9. 9. Run a survey among new hires Conduct interviews across your organization Use analytics and social media engagement to gain insights Tie it all back to the core values you look for when hiring Getting the info
  10. 10. AgendaAttracting talent with your job content
  11. 11. Content is King
  12. 12. 1. Get Attention Open with a strong, attention-grabbing paragraph. Then, keep it going. Don’t lose the candidate’s attention with a generic description.
  13. 13. Reporting to the Director of Marketing, the Public Relations Manager will plan, coordinate, and execute PR initiatives and to maximize sales of [company] and its brands.
  14. 14. The Communications team manages the voice of Airbnb. We're a small team of ex-political operatives and former Olympic athletes that deploys to locations around the globe -- whether it's broadcast interviews in Berlin or a speech in San Francisco, we're there. We're quick on our feet, whether it's in a briefing or on the dance floor, and we're never first to leave the party.
  15. 15. 2. Target Use phrases that people will search for, and use the job title to describe the main aspects of the job. “Events and Sponsorships Manager” is better than just “Marketing Manager.”
  16. 16. Use analytics to find common themes Indeed Job Analytics
  17. 17. AgendaSee what’s trending in your industry Indeed Industry Trends
  18. 18. Agenda “Account Manager”
  19. 19. AgendaCase Study: Payment Processing Company Jan 20 – Feb 19 Feb 20 – Mar 19 % Change Clicks 812 1,106 36% Impressions 195,812 177,543 -9% Click through Rate 0.4% 0.6% 50% Cost $988.31 $950.71 -3% Applications 88 170 93% Conversion Rate 10.8% 15.4% 42%
  20. 20. AgendaCase Study: Market Research Company Marketing Research Analyst or Statistician Marketing Research Analyst or Statistician (MBA & SPSS knowledge required) • New title delivered fewer total clicks and applies • Candidates self-selected and were more qualified
  21. 21. 3. Be Open Give job seekers a sense of your organization’s style and culture.
  22. 22. The management approach [the organization] values most includes coaching to improve performance through gracious communication, accountability in goal setting and visionary leadership.
  23. 23. 4. Make every word count And saying less can be better.
  24. 24. Say just what’s needed… delete the rest! Job with descriptions between 700 and 2,000 characters get on average 30% more applies. Keep job titles to 80 characters or less.
  25. 25. AgendaCase study: Wrap Supply Company Locations No Locations % Change Daily Clicks 36 55 53% Daily Impressions 4,279 4,234 -1% Click through Rate 1.0% 1.4% 40% Applications 44 74 68% Cost per Applicant $6.91 $3.47 -50%
  26. 26. 5. Be Precise Use skills and phrases that people will search for. If you are hiring a “Java Developer,” call it that.
  27. 27. Use job trends to inform your writing
  28. 28. Pair with search trends for further insight
  29. 29. 6. Avoid Jargon “Senior Web Designer” is better than “Designer III,” even if you know what that is.
  30. 30. AgendaLook for common terms in your industry Indeed Industry Trends
  31. 31. 7. Be Honest Don’t exaggerate or underplay the responsibilities of the role.
  32. 32. Use titles that reflect the role you’re looking to fill Job title: coordinator Description: supervisor
  33. 33. Use titles that reflect the role you’re looking to fill This role uses “Director of Sales” as the job title, but the company is looking for an individual contributor.
  34. 34. 8. Learn from others Understand your competition and learn strategies you may be able to borrow.
  35. 35. AgendaLearn from competitors Indeed Search Insights
  36. 36. 9. Always Be Testing Experiment, challenge assumptions and test constantly.
  37. 37. Testing job titles and descriptions Marketing Coordinator III Marketing Event Coordinator 24 86 55 599 Job Title Location Organic Clicks Sponsored Clicks San Francisco, CA, US San Francisco, CA, US
  38. 38. 10. Have Fun Being an expert on the content that delivers great hires is awesome.
  39. 39. How does your job content impact applications and hires? What methods of promoting jobs work best? What quality indicators are you tracking? What data do you use to plan and measure campaigns? Measuring Performance
  40. 40. Let us know how we can help! @indeed