Employers: Optimize Your Job Posts


Here are some tips to get the most out of your online job ads:

1. Take stock of your “workplace equity”.

These are the things that differentiate you from competing employers and make your company a great place to work. Do an inventory with a sheet of paper. Leave no stone unturned. Go beyond salary and common benefits like health insurance. Is your office close to daycare or good restaurants? Is it in an uncongested area with short commutes? Does your workplace offer a comfortable atmosphere that fosters creativity, reward for a job well done, and the opportunity for advancement? In a job market this tight, where even traditionally tight-fisted companies are matching offers, little things that improve a candidate´s quality of life can make a big difference.

2. Use an attention-grabbing job title.

Typically, when a job seeker defines what they´re looking for by keywords, an Internet job site returns only a list of ad titles, or strings of text, for jobs that match. Because only the ad title is displayed, the job seeker is forced to determine which jobs to review in detail based on that single line of information. Some job categories are so deep that your ad´s title can appear somewhere in a list of 50 or more competing titles. Writing an ad title that stands out is therefore a very critical component of a posting´s success. To call attention to your ad, creativity in the job title is of utmost importance. For example, instead of “programmer,” say “Java Master”.  With Hireveterans.com you have the opportunity to create a more descriptive title, exploit it to the fullest. “Internet marketing guru – great pay – bonuses – stock options – telecommuting”

3. Use the word “you” and help the job seeker to envision their role in the company.

Create an active, personal job ad by speaking directly to the reader and by helping them envision their day-to-day activities.   Explain how their role will have an impact on the customer and co-workers.

4. Be very specific about job qualifications and skills.

For example, instead of writing “computer skills”, mention specific programs like Microsoft Excel that your company uses. Being specific will result in a higher percentage of inquiries from qualified applicants.

5. Say a few words about your community if you´re conducting a regional or national search.

Does it have low crime, good schools, low-cost housing?   If you´re not sure, contact your local chamber of commerce, which usually excels at finding good things to say about its community.

6. Mention any facts about the job and the company that convey job security.

If your company is a startup, why will it be around ten years from now? If it´s well established, how will it adjust to meet the challenges brought by today´s upheaval in the marketplace?

7. Finally, don´t overlook any of the basics.

Create a checklist to ensure you´ve included details like department, who the employee reports to, job code (if applicable), full- or part-time status, contact name, e-mail, fax number, location/address, where to find out more about your organization (if you have a website, for example), and targeted start date. E-mail address is especially crucial in a tight job market where seconds count and can mean the difference between hiring an outstanding candidate or losing them to the competition. Phone number is optional and should most likely be omitted if you anticipate a large number of applicants.

Above all else, recognize that the only reason a person pursues a job is because they feel it will somehow improve their lot in life. Read your finished document. Have you communicated how your opportunity does this? True, creating a comprehensive online employment ad can be time-consuming. But in the long run, a thorough job ad actually saves time by attracting a higher percentage of well-informed, qualified, interested applicants. It acts as a pre-screening tool, since less qualified online job seekers often eliminate themselves from consideration.