Whilst doing a bit of PC spring cleaning I came across this list. It originates from OnlineMediaExperts (OME). We fully endorse their wise words. And even though job boards are not the only on-line game in town these days, it is still relevant and worth a reminder.
The overall point is that by investing that little bit extra in using a reputable third party to manage postings, a company or organisation can massively improve their ROI from their on-line budget. With more companies than ever offering multiple postings at knock down rates (see point 4), it’s possibly even more relevant now than when first written.
1. Writing ‘creative’ job titles
Remember that keywords are what count online, so go for the most obvious description going, otherwise you will appear way down the search results pages. Online, people are impatient and they skim read. So job titles need to be clear, intuitive and instantly understandable. This is not the time to get creative. If it’s a sales manager you’re looking for, don’t title the job ‘Business Development Co-ordinator’. There’s plenty of room to embellish the role and screen out unqualified applicants in the body copy. A good advertising agency will provide an off-line and on-line version of the ad when copywriting.
2. Loading jobs and leaving them there
To maximise your online investment, you’ll need to actively manage your campaign once it’s live. Most job boards allow you access to a back office so you can edit your vacancies. Use this to enhance adverts that aren’t performing, to subtly alter requirements if you’re not getting the right quality response and to delete jobs that are no longer live. If you can’t find time to do this, let someone else take the strain.
3. Using the same format across all sites
Don’t fall into the trap of thinking one size fits all. Monster’s search engine is different from fish4jobs’, which is different again from Jobsite’s. Find out how they differ and modify your adverts accordingly. It costs you nothing and will dramatically improve your results.
4. Falling for free trials
Online recruitment has matured. The best jobsites are well-established, wellmarketed, profitable enterprises. Very few of them offer free trials any more – despite the current market – because they don’t need to. If you follow the free trial trail, you will probably be left with the ugly duckling sites that are unlikely ever to turn into swans. Plus free trials do actually come at a price: set-up costs, internal resourcing and time spent
sifting irrelevant response. If you really want to save money, invest in understanding which sites work for your organisation and maximising your investment with them.
5. Not asking for proof
Anyone can set up a website. So what independent verification are the sites you use offering you? Is it ABCe, Noras or simply the salesperson’s wishful thinking? Good sites have audits and good clients demand this – how else are you supposed to properly profile the relevance of a site to align with your
requirements? Best practice in this area, looks at specific response stats rather than audience profiles
6. Reviewing rather than recruiting
Online recruitment is complex and moving so fast that it’s easy to get bogged down in reviewing your Search Engine Optimisation (SEO) strategy, applicant tracking, online application and job posting processes, discussing a website redesign and much more. While all these processes are incredibly important, don’t let them get in the way of you getting on and actually migrating your recruitment activity online. By simply placing more vacancies online, you can drastically reduce your recruitment advertising costs and your reliance on costly recruitment consultancies. The basic USP of job boards is not at all complex: they are just a better and more efficient way to access the people you want to recruit, so get on and do it now.
What’s great about recruiting online is that it does not need to be daunting, incur huge expense or time. New things can be tested on a controlled level with minimum fuss. These tests will generate specific results that you can evaluate. As long as they make pleasant reading, you can simply keep stepping things up a gear.
7. Not matching the application to the applicant
Internet media is all about being able to access information swiftly and – in the case of online job hunting –being able to apply for a job with ease. If you don’t offer certain kinds of candidates this, they will quickly move on to something else. However, for clients, it’s all about finding a balance between screening out unqualified applicants and maximising response levels. The key is to match your application process to your applicant. Possibly it’s fair enough to ask a senior recruit to fill out a thirty minute online application
whereas, for a call centre vacancy you’d do better to give the applicant a short form, ask for an emailed CV or give a hotline number. Sounds straightforward but many organisations don’t find it so.
8. Not measuring, not tracking
Internet media can give you all the information you could ever want (plus loads you don’t) about the performance of your campaign. Make sure the relevant stats are followed through at your end. Out of the response you received, how many went through to interview, how many were hired. How does this cost per hire compare to recruitment via national, trade, local press or recruitment consultancies.
9. Believing Search Engine Marketing (SEM) is the answer
SEM should be used in conjunction with a well-presented, well-written careers website and natural search. Instead it’s often a sporadic activity dictated by budget availability. Then, when budget runs out, candidate awareness of your jobs dies with it. Always get expert advice in this area to avoid getting ripped off, a decent search engine marketer will never present SEM as a cure-all.
10. Waiting to be found by the right candidates
There are lots of ways to actively increase awareness of your online campaigns, rather than passively waiting to be found by candidates. Push email techniques is one good way to get your message and vacancies in front of your relevant audience directly. A well-designed html email will enable you to build your employer brand, boost response and get you straight onto a jobseeker’s desktop rather than relying on them finding you.