Once you have created outcome based job descriptions, as described in Part I, that focus on selling the candidate the job, the next step is to get that job description in front of the right people.
This is where describing candidate skills is helpful. What are the ‘musts’ required from the candidate?
Now, who are you looking for? Determine the candidate’s general profile (this is a good time to use the ‘person description’ that I know you wrote even though I told you not to).
|Which job boards, social media sites, and websites do they use? This is something you can do manually, although it might not be worth your time. If it’s not worth your time, what should you do? Many people look to the generalist job boards. And for many jobs that is the right answer – or if it’s a job with an unfamiliar audience – but utilizing a network effect, niche sites, and trying social media targeting options might present better outcomes. Most importantly, your processes must be measured. When you start experimenting with new options, always measure for success.|
If you don’t have the time or inclination to manage this process, try leveraging a network or a job distribution option.
Now that you have access to an audience, you need your job to show in the top three search results… preferably in spot #1. Marketing techniques will help recruiters here. Most search results on job boards are keyword-driven. The keywords in your job ad will impact how it ranks in the search.
What job titles are you using? You have two choices – what the candidate would expect and what they would not expect. If you are working with a large, traditionalist job board, trying to stand out will most likely backfire. You are competing with 100K jobs across a million job sites. Your job ad title and the keywords you use will impact where the ad lands in the results. What will the candidate type into that small search box? Those are the terms that need to be in your title. If you are working with a small board or one that is entirely based on keywords – pick a straight-forward job title that will assure you make it into the list, and more importantly in the top spots.
Many of the aggregator job boards send candidates to other properties to complete their apply process – this might be on a company website or another job board. If you aren’t in the top of the results, the candidate you want will be busy applying for other jobs on other websites.
There is also room to be smart and creative in crafting your job postings. Talk about the mission of the company or your culture. Free beer and ping pong tables are nice… giving back and volunteer days are more substantive. To help yourself with the rankings on the job boards, including lines at bottom of your job description like ‘what other companies might call this position,’ can increase the number of hits you get. It’s a valid add not only because it’s helpful to the candidate, but more importantly, it amps up your keywords so that you increase your chances of showing up at the top of the job page listing.
Now that you have candidates looking, it’s time to sell them on the role. This is where your ‘outcome-based’ jobs from Part I come into place. Tell a short story of what it’s like working at your company, then dedicate 2/3 of the job to listing results the candidate is expected to reach and how they will be measured.
Congratulations – you’ve got them!
Download our whitepaper for more helpful tips on writing ‘outcome-based’ job ads.
This post was originally published in 2016, and has since been updated.