By Kayla Matthews
It’s hiring season and there are so many qualified candidates out there ready to work for your company. Filling a job opening can take months and you want to make sure you hired the right candidate who is committed to your business’s future. Today’s economy is raising candidate expectations and recruiting challenges.
According to a recent study, 74% of recruiters believe that hiring will become more competitive in the next 12 months. Therefore, it is essential to market your company’s job openings to the right audience to capture the attention of a future employee. To hire top talent, HR teams need to stay on top of modern recruitment strategies.
If your business is serious about adding and attracting the right candidate, we have suggested four ways to market your job listings.
1. Stand Out From The Crowd
Let’s start with the most important way to market your company’s job listings. You need to stand out from the other tens of thousands of job openings. Drop the boring description that sounds like any other job listing. Create a tone that is unique and resonates with the reader. This way they can feel like you are speaking directly to them.
When writing your job post, include future plans for the position so candidates are aware of the potential growth they have with your company. This will target motivated job seekers who are looking to stay with the same company for an extended time.
Don’t forget to sell yourself. If there is something unique or awesome about your company, include it on the job description page so applicants are aware of your company’s culture. As you are writing the job advertisement think, “Why should they want to work for us?” Job seekers will also want to know what sort of benefits the job will have or potential salaries.
Be extremely clear on what your expectations are. Is it a part-time or full-time position? Employee or freelance? According to Indeed, jobs with descriptions between 700 and 2,000 words get on average 30 percent more applications. Make your posting easy on the eye with bullet points, listing responsibilities and qualifications.
2. Target The Right Audience
One of the most important aspects of the hiring process is hiring the right person for the job who also fits the culture of the company. In order to find the right fit, be sure that your job description expresses your company’s brand to attract the perfect candidate.
When job seekers are job hunting, it is important for them to know who the organization is. Give a brief backstory of your company and explain what your business does. If there is more information about your open position, then the right candidate will want to apply because they know what the company stands for and what they are expected to do.
Extend your outreach for a prospective employer. When you only post on job boards, you are only attracting those searching for immediate placement, which means you are getting people who:
- Usually do not have a job
- Usually do not like their job
- Are actively seeking employment
- See a lot of other jobs just like yours available
It may seem obvious, but in order to reach your target audience, you must know who they are and what their needs are. Talking to your target audience is a great way to connect your job position with a potential candidate. The tone of your job advertisement should connect with them on a personal level and use a conversational, rather than a lecturing tone.
Your audience will want to feel that you understand their needs and are going to provide them opportunities to make their lives better. People tend to work harder for companies that will take care of them in return.
Take your job campaigning a step further and expand your audience to anyone- even those currently employed. The next section will cover how to reach a larger audience.
3. Use Current Jobs Sites
There are so many platforms to submit a job posting, but it is important to stay on top of current job search trends. People no longer have the mentality to just “get any job.” They look for reviews, people they know who enjoy their job, and employee satisfaction.
- LinkedIn – LinkedIn allows you to look specifically at candidates profiles. It is a digital resume platform, where either they can respond to your job listing, or a company can even reach out to a prospective candidate. This is also a great way for employers to look for credibility in a candidate as they can see how many people have “endorsed” the candidate to prove that they do have that knowledge and skills that they claim to possess. Many companies use LinkedIn to try to steal talent, and you should consider being a part of that.
- Glassdoor – Glassdoor is becoming extremely popular among millennials because they have the opportunity to read reviews from current and past employees. Job seekers also have better insight on the salary range to expect as this is displayed on Glassdoor. Another reason why so many candidates utilize Glassdoor is that they can get tips and insights on the interview process so they are better prepared.
- Colleges & Universities – Using college and university job search boards is another great way to get a truly motivated employee. Usually, as students start to finish off their degree they start searching for the right job through their alumni job portal or job board. Some colleges even let employees post their job opportunities and internships for free.
4. Get Your Employees Involved
One of the best ways to make your brand more appealing is through your employees. People will be more attracted to your company if the employees can vouch for it. Many people have watched their parents come home unhappy from a job they hated, so candidates are now looking for a job that won’t be dreadful. When current employers can express their job satisfaction through social media, LinkedIn, Glassdoor or other public platforms then more people will want to work for you.
This shows transparency between the employer and the employees. Reviews are beneficial not just for potential job seekers, but for the employer as they have the opportunity to respond to feedback and get additional insights on where things are going within your company. When an employer responds on social platforms it shows that they actually care about their team, which is an attractive quality for job seekers.
Another great way to recruit top talent is to implement an employee referral program. If you currently have great talent on your team it is likely that they are connected to others with great talents- such as friends, previous coworkers or university alumni.
Since your current employees are satisfied with their jobs, they are walking advertisements and will attract more qualified candidates to work with them. Referral hires tend to have greater job satisfaction and stay longer at companies.
Don’t Forget The Essentials
Being a trustworthy company is an attractive quality for serious job seekers. So invest in your employees’ happiness to attract top quality talent. After all the time and effort you have put into constructing a job post that stands out from the crowd, attracts your targeted audience, and is up to date in job promotion trends, don’t forget the essentials. Be sure to clearly state your location, contact information, and what the applicant should submit to the job post- resumes, cover letters, referrals.
Look for creative ways to express why your company is a great place to work. Take the time to explain why your company is unique when writing the job listing. If you follow these tools you will attract better talent and also receive more job acceptances from your top-choice candidates.
About the Author: Kayla Matthews writes about communication and workplace productivity on her blog, Productivity Theory. Her work has also appeared on Talent Culture, MakeUseOf, The Muse and Fast Company.