Archive for category: Workforce Management

What’s in a job’s name? Sometimes…not enough. Particularly, if the job opportunity your company is trying to fill has an über common job title. So common in fact, that its chances of appearing near the top of search results for your intended applicant audience are nil. In my third installment of the “How to Write Job Descriptions Optimized for Job Boards & Internet Search” blog series, I’ll discuss three techniques for giving your job title (and therefore job description) a fighting chance of being seen by the right candidates.

#1 – Research Employers Targeting the Same Applicant Pool

Let’s say that you have a “Project Manager” opportunity within your smaller organization. If your business is small or mid-sized, then it may be sufficient to simply refer to this role as a Project Manager among internal staff members…even if the role is focused on project management within IT security, for example. However, when it comes to pushing your available job listing to external job boards (like CareerBuilder, Monster, Dice, Indeed, etc.), using “Project Manager” as your advertisement title is pretty vanilla and unlikely to put your unique opportunity at the top of the results list for the best-qualified, most engaged applicants for your role.

So, how do you pick an effective and more specific job title that will appeal to individuals who will be a good fit for your role? Start by making a list of other organizations with which you often compete for talent in a given job category. Initially, do a search on the job boards that you intend to use by typing in Project Manager. NOTE: If you do not use quotation marks when you type in this title, then you will see a list of the most relevant (and typically recent) job listing results that include both the words “project” and “manager” somewhere in the job listing…though they may not actually all be “Project Manager” positions. Then, try a Boolean search using “Project Manager” in quotations to see all the job listings that have an exact match to that two-word phrase…these are more likely to be roles that stay true to the keyword phrase. Your two separate search results lists may very well be quite different.

Next, search for job listings posted by your competitors for top talent. What names are they using for their job titles, and on what page of the search results do you encounter these titles? If they are near the top of the list for a keyword search that is likely to be similar to a search done by one of your applicants (check out #2 below to see how your applicants are searching), then your organization should pick the same kind of job title. If their listings are buried in the search results, then don’t mimic their naming technique.

#2 – Reference Keyword Analytics in Your Applicant Tracking System

Odds are that if you are using one of the best applicant tracking systems, you have a treasure trove of analytical information about your careers site visitors at your fingertips. A solid ATS will feature access to in-depth analytics tools…often available through an integration with a product like Piwik or Google Analytics. Within your analytics package, take a look at the data on which keyword phrases are referring traffic to your careers site from different search engines. Take it a step further and see which phrases are resulting in conversions – this typically includes both applications started and applications completed within your applicant tracking software. While you will find that some keywords referencing certain job titles may bring a lot of traffic to your site, that doesn’t necessarily mean that those site visitors find what they are seeking…which would be evident if they bounce and do not start or complete an application.

Look for trends in the reported keyword phrases that do result in completed applications, and then continue to utilize those words in your job titles and descriptions. Or, if some of the keywords reported do not result in conversions but you feel strongly that the tides could change with some minor adjustments, then start incorporating those keywords into actual job description titles. Understand that visitors may be referred to your careers portal because those keywords are present in the body of job descriptions; however, if they don’t see the keywords in a job title once they land on your job openings page, then they may never click through to the description to find them, and then convert to submitting an application.

NOTE: When reviewing your reporting and analytics data, you will only see a subset of all keyword phrases used by applicants as some search engines will restrict sharing the keywords used to refer traffic (for example, Google won’t share keywords used by individuals who are signed into a Google-owned account type while conducting a search).

#3 – Be Descriptive and Double Down on Your Job Title

While it may be not be practical for an employee to have a job title that is more than seven words long on a business card, it’s not a crime to advertise a job listing with a different title than what will actually be used internally once an employee is hired. Going back to our Project Manager example, this two-word title just may not cut it in the search results. However, if you add some more words to the title…like synonyms, location details, certifications required, etc., then your opportunity is more likely to be seen by applicants who have a clear vision of their ideal job.

For example, try “IT Project Manager – Security Analyst Job – Indianapolis” instead of just “Project Manager.” Why? Because search engines and job boards give more weight to titles in search results because they are often denoted by h1, h2 and/or h3 tags — these tags are a more significant part of a site’s source code structure. Also, you are casting a wider net to make other applicants aware of your job…like individuals who don’t necessarily search for project manager but perhaps something similar (like “IT Security Manager,” “IT PMP” or “IT Security Analyst,” etc.).

Secondly, reiterate the title of your job (or even the shortened version – Project Manager) in the first line of your job description. You know from “How to Write a Job Description Optimized for Job Boards & Internet Search, Part 2” that the first lines in the description often make up the snippets of content in search results…which again, are given more weight by search engines and job boards when ranking results. If you’re skeptical, check out the job listing results on Indeed in the image below…notice that the only “Project Manager” results returned for a Project Manager search (without quotation marks) in Indianapolis also have the title in the first line. The job listings that don’t double down on including the title are buried in other pages of results and less likely to be seen by applicants.

Next time you push a job listing to an external source, remember to think carefully about title selection. By researching other employers in your space, incorporating data from your applicant tracking system’s analytics and using keywords appropriately, you will be more likely to improve the response for your job listing.

It can be challenging to write a thorough and compliant job description that will satisfy your human resources and legal departments, while at the same time making it…dare I say…sexy enough to cause potential applicants to click through for more information or to apply for your job. After all, most job seekers won’t just know that your company is hiring and think to go directly to your applicant tracking software careers page; in fact, many will see your job listing for the first time on external job boards or previewed in Google SERPs (search engine results pages). You hope they see your job listings there, that is.

If you use the right techniques to write effective, search-friendly job descriptions, then your target audience of applicants will notice your job listings on search engines and job boards like Indeed, Monster, CareerBuilder, etc. This blog is the first in a series I’m writing about how to find the happy medium between including must-have job content and optimizing your job listings for search. In this post, we’ll begin to cover the strategy behind the actual words you use in your job descriptions, as well as the order in which you place them.

Reorder Your Job Listing Content

Depending on the size of your organization, the frequency of hiring and/or the brand association with your company name, you may regularly include an “about us” or company overview paragraph in each of your job descriptions. This can be especially true of companies that are a little smaller or less well-known, and is often an area used to showcase the basic info about the product or service of the organization, as well as some commentary about the company culture. Here’s an example:

So while this overview section is often placed at the beginning of a job description, that placement might actually be hampering this job listing’s click-through rate (CTR) from certain sets of search results. For example, search engines will display the first 160 or so characters of a page’s body text (unless a specific meta description has been designated by your webmaster for that page). In the case of the above job description, we see in the Google search results highlighted below that the text displayed is the company overview section – because it was at the beginning of the job description.

For some of your applicants this may not be a big deal, but others will move on to the next search result for a different job that better describes the actual position in the first few lines – this may especially be the case for highly competitive job titles that return many pages of search results.

Examine Search Results Within External Job Boards

So how do the results for this example job listing appear in different job boards?

CareerBuilder:

Indeed:

As you can see, results vary from one board to the next. For example, on CareerBuilder the company overview header is squished ahead of part of the body text. On Indeed, the first few lines of the “Position Overview” section of the job listing are displayed. While this is actually the best scenario because that section should have all the meat, I’m not sure that the most compelling information to attract candidates is the fact that the applicant would be supporting a certain office.

So, why take a gamble on what information will appear in search results for your job listings? Instead, keep the company overview section – but put it at the end of your job listing. Then, write an engaging first sentence that restates your job title and includes relevant keywords to grab the attention of potential applicants as they scan through hundreds of similarly named job title search results. Stay tuned for future blogs in this series discussing keyword use and job titles.

Interested in learning how ExactHire’s applicant tracking software can help optimize your job listings for search? Contact us today to schedule a live demo.