Writing Job Postings

What Makes a Great Online Job Ad?

With 1.5 million job listings online, how do you get job hunters to look at yours?

Think like them.

Who are the hunters? What level of experience do they have--not just with work, but with the internet, too? What are they looking for, how do they look and what needs do they have? Knowing before you post your listings can make a difference in whether someone will respond.

Target Your Words

Entry level hunters are not likely to be overly savvy internet users. So if you're target is an entry level type, focus on the well advertised sites such as MonsterBoard. Any site with the name "job" or career" might work, too, because the keyword search at this point is apt to be simple: job, career, jobs in xx location, xxx category, etc.

Of course, as you go up the food chain, the searching skills of the hunters often improve which means that your strategy and placement need to change also. For instance, college grads who've done a few years of intern, co-op, or entry level work, will know more about job hunting. They'll be familiar with their industry's jargon and their searches will reflect this. The search terms might now include "junior accountant positions, NYC, big 8, cost-benefit analysis". So, if you're looking for this audience, you need to be more specific in your posting. Of course, some hunters will often also have ties to their industry's professional organizations, trade journals, and specialized mailing lists. Job postings in those contexts are likely to be viewed.

Then, too, there are the mid-level hunters, products of downsizing or burnout, who are looking for new lines of work. They understand what they're good at but may not know exactly what kind of job they want. In this case, titles often don't have much meaning. The keyword searches are a bit more complex and even esoteric. Often, they'll use a job search agent, allowing them to create one or more profiles with select keywords. Skill-based words and industry concepts will often be entered as the search criteria. For instance, a search consisting of "coordination, training, communication, conflict resolution, and decision making" might be used. Clearly, to attract these hunters, your job ad needs to make use of keyword nouns that highlight the skills your recruit needs or the functions that will be engaged in. But sometimes this group also seeks more. They've been working for a while and want a job that suits their lifestyle. Some look for "family-friendly" environments or "educational benefits". Here, understanding the hunter's needs can make a big difference between what is read and what isn't.

At the executive levels, searches often involve titles and acronyms. But particularly favorite phrases include "hidden job" and "compensation package. They don't often search the mega boards. Rather, the niche sites might be peeked at, ambiguous emails in professional lists may appear, and an occasional article in a high-profile or niche trade journal will be published. A search through Deja News to see where people are looking and noting which phrases they use can guide you in creating the posting.

And remember those who want contract work. They'll use "short-term", "freelance", "telecommute", "temporary", and "consultant", and "contract" among others.

So the way you word your ad, and the keywords you use, are some of what determines whether it is looked at. Check of Career Path for a listing of some of the keywords hunters use most often. Also check out the keyword page by Search Engine Watch.

Headlines

Titles count. If you have a position for an accounting assistant, for example, word it so it stands out from the hundred other accounting assistant positions. An unusual headline may work well, particularly if you're looking for creative types. For instance, according to JFP Resources, one of the postings that received a ton of hits was "Want to Work for a Bunch of Fools".

Placement

Particularly skilled job hunters know the value of their time; they expect others to understand it also. For that reason, the sites you place your ad on need to be chosen carefully. Do the sites load quickly? Is there a reasonably accurate search available? Are the jobs listed new ones or are they a compilation of those listed on other sites? Is there an email notification system for those who come up empty on their searches? Does the site allow keyword searching? According to Search Engine Watch "only 6 to 20 percent of users say they use predefined topics".

Essentials and Not

A Web posting can be detailed. Use that to your advantage. And while interested candidates will more than likely want lots of info on the prospective company and its goals, including a mission statement, pictures of the president, and an outline of the organizational chart in the posting itself doesn't cut it because it offers no information that lets the hunter know whether s/he would like the position.

Consider this post for a marketing research intern:

*producing presentations using market research data
* researching the computer market for trends in the industry
* assisting in the development of sales tools
* assisting in the day-to-day activities of the dept., by implementing research studies, proofreading, distribution of information, etc.

Natural questions would include "produce how?" and "what do they mean by day-to-day activities--are they talking about copying and mailing?"

The same ad also began with a lengthy paragraph about the organization--information that could easily have been found on the Web--either by the poster providing a link, or the hunter doing a simple search.

Use the space you have. Hook your hunters. Include what they must know in order to make an informed decision as to whether the job suits them. Date the posting. No one wants to waste time looking at a job that's been up for 88 days. Include:

• a clear description of the job functions
• the duties and responsibilities inherent in that job
• a realistic picture of the working environment and overtime expected
• the name of a real contact (rather than the generic "respond to Human Resources at XX Company")
• a date for the posting and a deadline for resume submissions

Other welcome additions include links to the company's site for those who are interested and information about how to submit a resume -- whether by email or snail mail or fax is appreciated. And, if it's by email, specifying the type of file to attach is quite helpful--for both parties.