The latest so-called evidence of this phenomenon is in this Wall Street Journal online article, which discusses how more companies today are enhancing their own Web sites in efforts to attract talent (a tactic I wholeheartedly agree with); but it also seems to imply that because of this, companies no longer have a need for job boards in their recruiting strategies.  That’s where I don’t so much agree, and here’s why…

• First there’s the fact that millions of job seekers are visiting some of these job boards every day, enabling companies the biggest opportunity to get in front of their largest audience at once. While having a comprehensive, informative careers page on your company Web site is an excellent recruiting tactic, that alone is not enough for most businesses to attract the volume of applicants they may need to fill their needs.  
• Then there’s the argument that advertising on large job boards generates too many applicants for employers to sort through, which is fair to say…but that’s also exactly why CareerBuilder, at least, gives clients access to several free extras like free custom screener questions and resume search agents: to free up time and move the process along. As well as offering full screening services.
• But most of all, it’s simply a misconception that job boards have failed to evolve with new technology and offer no services beyond job postings or resume searches.  What about services like careers site creation and hosting, SEO enhancement, employment branding and applicant flow management, to name a few? 

Just look at Sodexo, a company that is moving toward these new strategies the WSJ.com article mentions – such as using widgets on its Web site to reach job seekers – while still incorporating job board services into its overall recruiting strategy. In a recent e-mail to a CareerBuilder sales rep, a spokesperson for Sodexo wrote, “While we may seek to reduce the resources allocated to traditional job board postings, we are able to take advantage of other offerings from the CareerBuilder team, such as direct mail marketing, enhanced job branding and research regarding our talent pool.”  

(Oh, and even in regards to today’s golden child of recruiting strategies – social media – CareerBuilder too is offering services geared toward helping employers establish and manage their social media presence and further connect with job seekers and is the only authorized recruitment reseller of Facebook products. Snap!)

I’m not saying that employers should consider job boards as their one and only way to find and recruit new employees…I’m just saying that you still need to consider them. Companies that diversify their candidate attraction and talent management practices will always be more competitive. And don’t you want to be a winner in the war for top talent?

It’s true, some job boards might not make it in this new economy, but (spoiler alert!) CareerBuilder is here to stay. Though you may think of us as ‘just a job board,’ CareerBuilder is more than meets the eye (kind of like Transformers), and we’re constantly evolving to meet changing employer – and job seeker – needs.

Avoid the nine items below to increase search relevance and success, and attract better candidates. Doing so, along with the other suggestions we’ve made, will help ensure you get the most out of your job posting efforts. So beware of the following:

1. Keyword abuse – By all means, make sure you include the key words for the position throughout the posting. But don’t appear as though you’ve lost your grasp of sensible communication by pasting “senior copywriter” 42 times within the job description in the hopes that the plethora of references will improve search results. Doing so will drive away candidates, rather than attract them.

2. Being too broad – Narrow your focus. Stay on target and give details, details, details! Make sure candidates know exactly what job it is you’re posting. By just creating a general posting for “attorney,” you reduce the relevancy for search success. Include areas of expertise, industry niches, and other data that zooms in on the position’s specifics.

3. Multiple job openings in one posting – In this economy, we’re all trying to get more bang for the buck. But rather than getting more traffic when advertising more than one opening in a single posting, what you actually get is more confusion and fewer responses. It makes things too crowded and reduces search engine success by having too much unrelated information.

4. Unrecognizable abbreviations – We all know what RN and CPA stand for … But what about HSG&SP/S SU or C/D OP ACHF? Chances are, job seekers will be much more likely to search for the titles “Housing & Special Services Supervisor” or “Computer & Data Operations Assistant Section Chief.”

5. Trying to use HTML in title – Don’t get fancy—save the HTML for the job description.

6. Bad combinations – Combining keywords with a slash (/)or dash (–) without using a space between can prevent your job titles from being read properly by search engines. So if you have a secretary/clerical position available, make sure it’s spelled out as Secretary / Clerical.

7. Ineffective job titles – Some job posters use the title function as a marketing ploy or jumble things up rather than just providing the straight forward position title that job seekers want to see. Don’t put “Will 2008 Be a Year to Remember?” or “*$*$*ONE OF A KIND OPPORTUNITY!!!*$*$*” in the job title line. Just stick with the facts, and basic, fully spelled-out job titles.

8. Typos – Nthing shws unprofesionalism more so then when your job pasting has typos or grammatical errors in it. Given that thes is your first pont of contactw ith a potential job canddiate, you want to make a good first impersonation. Don’t just rely on spellchecker (a few would have passed the test in this paragraph). Read, re-read and read again.

9. Clutter – Like typos, a cluttered job posting doesn’t make much of a first impression. It’s fine if your desk is a mess, but make sure your posting looks “clean” before opening it up to the job-seeking public.

With your job posting, you’ve got the basics down, and your job description is top-notch—selling the position, your company, and providing the right information to ensure only qualified candidates will apply. But is it getting enough expressions of interest (EOI)?

Currently, the market has an overabundance of good talent, which means you want to make the most of the opportunity you have in attracting the best candidates. With a few tricks up your sleeve, you can add a little magic to your job postings to make them even better. While you don’t want to create an illusion that misleads a candidate for the sake of improving the amount of response, these tricks will enhance the presentation and attraction of your job opportunity:   

Expand Your Location
Rather than just narrowing in on your exact location, make sure you include surrounding cities and metropolitan areas. For example, if your job opening is located in Marietta, Ga., you should mention Atlanta as well as the surrounding North Atlanta suburban areas. Likewise, Dallas-based companies should include nearby communities in the Metroplex. Wherever you are, make sure neighboring communities are part of the search criteria. Not only does it broaden your market, but it lets candidates pinpoint your location and helps them determine potential commuting time.

Discuss Compensation
For many, the primary factor in deciding whether or not to respond to a job posting will be how much pay the position offers. But often times, companies are reluctant to reveal exactly how much the wages will be. So do you show them the money? (By that we mean disclose it). While the exact hourly wage or annual pay may not be fully determined, you should reference compensation information whenever possible—even if it is only a salary range. Don’t leave them guessing or risk disappointing them with a figure that’s unexpectedly low for the job. Especially make mention of the fact the salary is higher than the industry average, if that’s the case. At the very least, let the job seeker know that you understand pay is a vital piece of information by having a benefit statement, such as:

“Great pay—higher than industry average, commensurate upon experience, bonuses paid each quarter, opportunities for additional commissions.”

Show Off Your Brand
First impressions, while not always accurate, certainly make an impact. Incorporate your brand identity by including logos and/or slogans in the job posting which can increase applications by 13 to 21 percent. Doing so adds credibility of being an established, professional company, and not a recruiter—as some job seekers are leery of working with a third party—or a questionable entity. Branding also enhances recognition by the job seeker who may see your logo either in the market place or while looking for future job opportunities. Show off who you are to increase your visibility and put candidates at ease.

Associate with Multiple Industries
Cross the lines of industry that surround your job description. If you are a pharmaceutical company wanting to recruit a sales manager, link your posting to multiple industries, such as sales and marketing, healthcare and pharmaceutical. Many professions can be cross-posted, such as public relations, accounting, web design and programmers just to name a few. Doing so allows candidates to pull up your job posting in more searches. Just make sure it makes sense.

Encourage Online Applications
A recent CareerBuilder.com study found that enabling online applications increased the total amount of applications by more than 25 percent. As mentioned previously regarding spicing up your job descriptions, if a job seeker is online looking for a job, chances are they are more apt to apply by that method as well. Make it an easy proces, which will in turn make the process of managing applicants easier for you, limiting the amount of calls and mail inquiries you receive on your end.

The most important part of a job posting is the job description. It can also be the most difficult to create. In my last Hiring Site entry regarding job postings, we discussed the basic elements of your help wanted invitation. But because what you say in your job description carries so much significance in relation to the kinds of candidates your posting will attract, it seemed appropriate to drill down that topic a little further.

In writing the job description and requirements, you essentially have two minutes to sell the job seeker on both the opportunity and your company—it’s your one chance to make a great impression and attract the right candidate. Last time, we explored job postings regarding a parachute deployment specialist. This go around, we’ll look at the key components of a job description as they relate to another budding career, one that’s actually somewhat recession-proof: a pepper spray technician. [Link Warning: Headphones or low volume recommended due to reactions and one utterance that, while humorous, could be slightly offensive to some].

With each of these five tips, we’ve added an example of the pepper spray technician posting to help you write the most effective job description and attract the best candidate possible. It is–by no means–the perfect job description, as every position and company should have a unique style, and many circumstances or details will need further elaboration, but this example will give you a good foundation.

Introduce yourself
For starters, open the job description by quickly identifying your company, the reputation it has for being a leader in your industry, and the impact it has made. Then transition into the basic functions of the position, introducing some of the character traits that are important to you and your company. Like any article, novel or TV show, the opening is where you must hook the audience—convince job seekers to keep reading.

 ”For 60 years, ACME, a company that makes everything, has bettered the lives of consumers of all ages through our wide array of products and dedication to innovation, imagination and integrity. We are currently seeking a qualified candidate with superior analytical skills, a strong worth ethic and the ability to provide excellent, detail-oriented communication while under extreme duress to serve as one of our adventurous Pepper Spray Technician II positions. In this capacity, the PST II will help troubleshoot and further develop our ACME-branded pepper spray products.”
 
 
Funnel
Following the introductions of your company and the position, dive into the guts of the opportunity, providing an overview of the position and then narrowing in on the details. These should include the job’s general duties and daily responsibilities. Provide as much information as possible to ensure that questions are limited and there are no surprises for candidates. Consider asking current employees in similar roles for their suggestions on the advertised role.
 
“The Pepper Spray Technician II will work with engineers, PST I’s and other members of the Lachrymatory Agent Analysis Team to:
• Provide analytics covering a wide spectrum regarding the unique effects of pepper spray discharges utilizing various chemical make-ups
• Be directly responsible for simulation of instances whereby pepper spray would be used in crowd control or self-defense
• Serve as the expulsion recipient of different ingredient variations
• Provide immediate feedback on detailed experiences each chemical combination provides
Other daily responsibilities will include providing administrative support to Lead Engineer.”
 
 
What Makes This Opportunity Great
There are many other opportunities and employers out there … what makes this one great? Let job seekers know what sets your company apart so they can make better-informed decisions. Some of these attributes have already been addressed in the example, such as being well-established, but here are some others to include: your company’s position in the industry, growth trends, a description of the work environment, casual or business dress, benefits, career development and advancement opportunities, and key corporate beliefs.
 
“In this career-oriented position, pepper spray technicians will help create groundbreaking discoveries in the field of chemical warfare and riot control, a rising concern for many West Coast higher education institution administrations, championship sports team communities, correctional facilities and WTO-host cities, helping to make these locales and the world a better place, as well as helping further cement ACME’s position as an industry leader.

You will also join a fun, business-casual atmosphere where excitement and adventure are part of the daily routine. ACME is committed to having a diverse, honest work place that believes its employees are its greatest asset and provides ample industry training, full health coverage (on-site), tuition reimbursement and a broad range of corporate ladders to climb within our many different corporate divisions.”
 

Qualifying
Detailed requirements enable job seekers to determine whether or not they are under- or over-qualified for your position, providing an initial screening process for applicants. Be honest about the absolute requirements versus the desired skills.

“Previous experience of one to two years handling oleoresin capsicum or other lachrymatory agents in laboratory or civil protection environments is desired. BA degree or higher in criminal justice or chemistry required. Interested individuals with allergies related to black pepper or any previous visual impairment should consult a physician before applying.”

Call to Action
End the job description with a directive of how the job seeker should apply. This can be an indicator for the type of applicant you are getting—did they follow the guidelines set forth? How creatively did they adhere to your directions? Also, consider the easiest way for managing the process. Our recommendation, obviously, is doing everything online to keep things streamlined and fax machines, printers and paper out of the equation. Also most online job seekers are more apt to apply via that method. Regardless, use what best fits your needs; just ensure it’s easy for applicants as well.

What results have you seen from your job descriptions? How have you managed to add some umph to them?

Wallpaper peeler, sleep clinic yawn counter, turkey wrangler and parachute tester … are these the best Halloween costumes of 2008? Actually, they are excerpts from a very interesting list of the most unusual jobs current employees admitted to once having which Amy spotlighted earlier this month. 

The titles alone were intriguing—but also imagine the job posting that would have been crafted for each position. What would it say? Let’s consider the parachute tester, for instance, taking the sophisticated approach:

“Looking for exciting and adventurous work? Want to help save the lives of others?

For 60 years, ACME, a company that makes everything, has bettered the lives of consumers of all ages through our wide array of products, and currently desires qualified candidates to serve as one of our talented, thrill-seeking Parachute-Deployment Specialists.

In this capacity, the individual will accompany other members of the PDS team on high-altitude excursions to ensure the proper mechanics, durability and methodology has been utilized in producing ACME-brand parachutes before the commencement of beta-testing with sky-diving members of the general public. Your parachuting involvement will also help determine flawed operating systems and advance our ground-breaking technology to help protect the lives of daredevil recreationalists, military specialists and rescue team members. College degree, previous experience not required.”

Or the very straight forward one:

“Got nothing to lose? Help test our parachutes. If successful, you’ll help save a life and earn extra cash. If not, well… let’s just say upfront, ‘thanks for helping us find the flaws in our design.’”

It makes quite a difference in how it’s written, doesn’t it?

The challenge with writing job postings is you want to sell the opportunity as effectively as possible while being careful not to embellish the description, otherwise you’ll mislead the candidate who found the posting when typing Schenectady, NY parachute tester in his or her search query.
 
The ultimate goal is not just attracting candidates, but getting interest from the most qualified among the field of numerous job seekers. A bland, mediocre or inaccurate job posting will get you candidates who are bland, mediocre or bad fits. But investing time and effort into creating a well-crafted job description will net a huge return in the best pool of candidates. We’ll explore job postings further in subsequent posts, but for starters, let’s look at five basic tips to writing an effective job posting:

Seek Yourself
Before diving into your own job posting, check to see how others are listing similar positions. Determine which ones stand out, and the strengths and weaknesses for each. Check the layouts, how the position is presented and what the companies say about themselves. Scouting the “competition” will give you an idea of where to start when crafting your posting.

Write the Right Words
Most job seekers will use specific search words relative to the available positions they hope to find. Therefore, your posting should have as many relevant key words as possible. For instance, if your posting is for a nurse, include the word “nurse” repeatedly along with “registered nurse,” “RN,” and “BSN,” among others. Try not to overuse the same keywords again and again, but at the same time, avoid titles that would be unfamiliar for the position. Ask yourself, “Would I use this to search for the position?” “Care-giving health professional” or “accoucheuse” probably won’t net many results. Make the words work effectively for you.

Give Details
Don’t leave little to the imagination. When job postings have more detailed descriptions, candidates tend to apply more. Therefore, make sure you include the following items: a description of the position and requirements, the duties it will involve, information on the company and the opportunity presented, and a breakdown of the benefits and intangibles. Providing all of this data will allow you to weed out some unqualified candidates and pique the interest of those who are. Don’t worry about sharing TMI—you’d rather offer too much than too little information.

Use Good Job-Posting Feng Shui
Make your posting easy to read, directing candidates through it quickly and effectively. Using HTML, bullet points, italics, bolded and underlined statements, paragraph breaks, centering and other formatting features will create a reader-friendly posting that highlights the most important aspects of the job. A posting that is pleasing to the eyes will also give a good first impression of your company.

Sell Your Sizzle
Open with information about your company. While current employment trends show more job seekers than opportunities, employers should not take that to mean they will have the pick of the litter. People are still hiring, so there is more than one opportunity for the best talent out there. Therefore, sell your company to the job seeker, explaining not just the position’s responsibilities, but why your company is considered a great place to work and what it’s doing to stand out in your industry.

If you happen to actually be looking for a parachute tester, feel free to use the description within this post and (warning: shameless plug) take advantage of our Job Postings to attract the right skydiving candidate or whatever open position you have available with your company.