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How to Write Effective Job Ads for Your Hiring Funnel

February 16, 2017

By (Sean Falconer)

learn how to hire an all-star marketing team

What’s so hard about writing an online job ad?

On the surface, it seems simple enough. Just describe the job’s responsibilities, label it with the role you’re hiring for, and post the ad. While that strategy might get you a few results, there are some best practices that can maximize your ad’s views and clicks. In turn, that can help attract the best candidates.

But how do you do that? Download our free guide here for more interviewing and screening tips to build  your team.

We’ve outlined five tips to help you write the most effective job ads. Starting with a look at how candidates search for jobs, we’ve uncovered how something like the title — which might seem simple in theory — can actually have a profound impact on your hiring funnel.

How Do Candidates Search for Jobs?

With job boards like Indeed, Glassdoor, Snagajob, and Proven, candidates typically begin the application process with a search for terms relevant to their desired positions. When results appear, they’re reviewed quickly. In fact, you have about eight seconds to hold someone’s attention, which we estimate is about how long it takes for a candidate to decide if the description is good fit.

The image below outlines the basic flow and decisions made during a candidate’s search process. Each decision point, shown in green, is a potential lost opportunity with a strong candidate.

Job Seeker Search Process.png

With that in mind, there are actionable strategies you can start using today to reduce this kind of drop-off from your ads.

5 Tips for Effective Job Ads

1) Put the role in the title.

It might seem obvious, but you’d be surprised how many job ad titles are missing the key ingredient — the role you’re hiring for. Including it in the title is not only valuable in search, but it also helps the job seeker understand the relevance of your ad.

Many job search engines use exact matching between the search query and the job post. If the query doesn’t appear in your ad title, bad news — it probably won’t show up for the candidate. You want to make the decision to click simple for the job seeker, and having an exact match between the query and your ad title is the most straightforward way to do so.

2) Use the most common terms to describe the role.

Many companies have internal language used to describe different roles — for example, you might refer to your customer service representatives as “customer ninjas.” But think about that. Is your ideal job candidate likely to be entering a query for “ninja”?

The general population of job seekers probably isn’t using terms like that to search for relevant positions. This is one place, therefore, where you can use a common set of terms — with too much specialized language, you …read more

Source:: HubSpot Blog