Just for the record, the average job posting is about as exciting as reading the ingredients of a cereal box, “whole grain oats, whole grain corn, sugar, trisodium phosphate, blah, blah, blah” – boring!! The verbiage and language we use to post jobs is almost as important as where they post them. A survey by the Advertising Research Foundation found that more than 20 percent of a companies’ ad dollars are completely wasted. Why? They did not communicate their message effectively! So how do you put together an effective message for the job seeker? Unlike the printed page and classified ads, job boards provide enough physical space to present lots of information to the prospective candidate. The average commercial job board will permit postings to run at least 1,000 words, or the equivalent of two typed pages (Warning - two pages is overkill). Recruiting actively unemployed candidates does not require significant work to convince them to call about a vacancy, but to recruit the currently employed but “just looking” candidate; companies need the additional space the job board offers. Companies focusing on luring top talent away are trying to convince someone to change from, in some cases, the devil they know to the devil they don’t know. These companies must see their postings not as the electronic equivalents of classified ads, but as electronic sales brochures. These job postings need to be informative and compelling so the most reluctant candidate will be moved to consider the opening.
There are two keys to developing a job ad that works:
• Format. Most candidates have short attention spans (think Twitter and text messaging). Candidates don’t read, they scan and they do it quickly. Therefore, companies need to lay out their posts in headlines and bullets so the reader can quickly grasp key points.
• Content. Gen Y is the fastest growing generation in the workplace, and if companies want to recruit Gen Y candidates or currently employed passive candidates, these workers have to be told them what’s in it for them. They don’t want to read about requirements and responsibilities—those are the employers’ concerns. They want to know why the position might be attractive to them.
Most individuals in the apartment industry are good at verbal selling; they have to do it every day while leasing apartments, selling products or just selling ideas. On the Web, however, selling is done with the written word, and most people don’t have as much practice with that medium. Content is King for the Job Seeker!
Check back with us next week and I will outline a job posting template that works! Use the subbscription feature on our blog page and you will automatically be notified when we post a new articles of interest.
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