Why candidates are applying to your competitor’s job ads & not yours…
The world of advertising changes quickly – just think, a few years ago, advertising was dominated by print media & billboards. Now, we are in an era of programmatic advertising with personalised and highly targeted content.
The same applies to job ads. A year is a long time in the recruitment advertising space. Last year it was all about benefits, company culture and employee perks highlighted in your advert. This year the game has changed…. It’s now all about humanising your content and sharing authentic, accurate information about your organisation that will resonate with candidates.
If you want the best talent to apply to your role - and not your competitors, you need the best ad. Here are our  tips for creating relevant, exciting ads that will get candidates applying:
1. LOCATION, LOCATION, LOCATION!
When you are looking for restaurants in your area, you don’t just search ‘Restaurants’. Typically, your search will contain ‘Restaurants in [location]’. The same goes for jobs! And with over 50% of job searches starting at Google, your specific location is a powerful keyword for SEO. It is a misconception that by listing your location as broad as possible, your ads will likely show up in more search results. The best way to optimise your ad based on location is to be specific.
2. IT'S ALL ABOUT THE MONEY...
It sounds taboo, but its 2019 and salary information no longer needs to go unspoken.
While salary isn’t the only reason why candidates move or apply for roles, it is one of the key aspects that will attract a candidate to your vacancy. It gives a clear indication of the level of experience required and the seniority of a role.
Your competitors are now listing the salary details within their job ads, and by hiding this detail you are at a serious disadvantage when it comes to talent attraction.
3. SPELL IT OUT
You won’t purchase items online without knowing exactly what it is and/or how the product works. The same applies to job ads – you won’t apply for a job if you don’t fully understand what it involves!
Cryptic job ads that are vague and confusing will result in no applications. Include details of the team this role will work with, what a typical week looks like and projects your candidate can expect to manage.
4. SHARE YOUR STORIES
In one of our earlier blog post, we explained the importance of storytelling for a strong employer brand. By incorporating your company’s story, you can convey your company culture and resonate with your candidates. Your story is unique to your company, and none of your competitors will be able to emulate that.
Tell the stories of your employees or consider including a ‘Day in the life of’ segment to not only share your story, convey your company culture, but paint a clear picture of the role on offer. Utilise video or include links to your social media pages. Candidates love to click on interactive and live links. In 2019, we are visual people. Work your company’s photos, videos and story into the candidate journey.
5. TALK ABOUT THE FUTURE
In today’s candidate market, job seekers are looking for opportunities where they can see themselves growing, progressing and developing their career. If your organisation is expanding, include it in your job ad! Explain what this will mean for your team, and where you are hoping to develop your organisation structure. Look to the future to inspire candidates.
If you’re ready to freshen up your advertising strategy, contact us.
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