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Audit Your Recruitment Process Marketing Content to Delight Job Seekers

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Use this audit checklist to evaluate and improve the effectiveness of your recruiting process-related content.

I’m not the first one to say that recruiters, human resources professionals and marketing specialists should team up to create content that engages top talent in your recruitment process. However, how many of you have actively engaged in measuring the impact of that HR/marketing “bestie” partnership?

If you don’t have a benchmark from which to grow, your organization will have a tough time figuring out which recruiting content is worth the investment of time and money.

Maximize the effectiveness of your recruiting content with a periodic audit of your hiring process-related promotional assets. Establishing KPIs for content will make it easy to quickly identify existing content gems, as well as guide you in developing additional content that will resonate.

Auditing your recruitment content is as easy as 1-2-3

Let’s examine the audit process and recap with a free recruitment process marketing content scorecard.

1 – Determine your recruitment content audit’s focus

You can’t decide if you’re investing your time and resources to produce recruitment content wisely until you settle on the scope of your audit.

Don’t sweat it if you can’t tackle a comprehensive audit in your first attempt. If you can–great–though it will depend on your recruiting volume and what you’ve previously tackled in terms of content analysis.

It’s okay to segment an otherwise comprehensive audit into smaller sub-audits–just have an overall plan in place for which audit type should be attempted first.

Potential content audit focuses:

  • Employment brand quality: consider whether your recruitment content is well written, and whether it aligns with what you’ve defined as your organizational employment brand.
  • Hiring process stage: analyze whether a specific hiring process stage is addressed in each of your content assets, and if job seeker questions characteristic of that stage are answered by the content.
  • Job board optimization and search engine optimization (SEO): review your job listing rankings on third party job boards and recruitment content performance on external search engines to identify improvements that will create better digital awareness for your employment opportunities.
  • Content compliance: examine whether your content meets any industry- and/or government-related compliance requirements for your organization, including an analysis of your career content’s ability to attract a diverse set of job candidates.

2 – Settle on your audit evaluation factors

Your recruiting content evaluation process will be based on the type of audit you select. The audit factors must be easily measurable and align to your project scope.

Because this audit is a wonderful opportunity to connect the human resources and marketing teams in your company, ask the project champions from each of those departments to determine the ideal recruiting content audit criteria.

If we select a hiring process stage audit as an example, then HR and marketing might jointly evaluate factors like the content’s

  • alignment with overall employment brand,
  • specific hiring stage focus (e.g. awareness, consideration, conversion, retention and advocacy),
  • attempt to answer stage-appropriate job seeker questions,
  • call-to-action for the next step in the hiring process,
  • current distribution and promotion method by stage type, and
  • likelihood of being easily utilized by hiring stage stakeholders

As you prepare for an audit, you should also plan your intended project deliverables. Aside from a quantitative score for each recruitment content asset, deliverables can include other action steps to enhance content quality.

Potential hiring process stage content audit deliverables:

  • Documentation of all current content assets by hiring stage
  • Content gap analysis for certain hiring process stages
  • List of questions that individual content assets should answer at each hiring process stage
  • Action steps for your content library – content to retain, revise, create or expire
  • Template for creating content for each hiring process stage
  • Distribution strategy for each asset based on hiring process stage and content type (e.g. owned media such as your own career site, earned media such as a guest blog placement on an industry website, or paid media such as a sponsored job listing on a job board)

3 – Rank your recruiting process content

After you’ve married the appropriate content criteria with each asset, you’re ready to score your recruitment process content!

Please recognize that some things can be quantitatively evaluated (e.g. how many out of X job seeker questions are answered?) while others are subjective (e.g. does the narrative’s language support our employment brand initiatives?).

Now’s your chance to create your own evaluation form to standardize your existing and future recruitment content.

Need some help designing your employer’s scoring process? ExactHire created this recruitment process content scorecard to help you hit the ground running.

 

ExactHire Recruitment Process Content Scorecard

Recommendations that resonate

Your audit data is chock full of ideas on where you can start making an immediate impact on your recruitment process marketing. Best of all, it’s backed by a standardized content scorecard.

Use your scorecard analysis to spot trends. Does one aspect of your hiring process consistently fall short? Could others help implement some of the action steps due to their expertise in one stage of the process?

Backed by your audit data, you’re on your way to constructing a high-level recruitment process content strategy that will reinforce your employment brand and help convert more new hires.

ExactHire Named a Nominee for 2016 TechPoint Mira Awards

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It was a big year for the ExactHire team in 2015, full of many exciting developments including the addition of brand new positions and a steady stream of product enhancements. The positive momentum is continuing as we’re thrilled to announce that the Indiana technology growth initiative, TechPoint, has named ExactHire a nominee in the Innovation of the Year category for the 2016 Mira Awards.

In its 17th year, the Mira Awards annual program honors “The Best of Tech in Indiana” each year. This season, 98 nominees in 14 award categories were selected from 168 applications by an independent judging panel comprised of 40 subject matter experts who evaluated and ranked the applications.

It’s an exciting time to be a part of the tech community in Indiana, and we’re honored to be included in the following list of ground-breaking Indiana organizations:

Innovation of the Year

To learn more about the TechPoint Mira Awards and the organizations represented in each category, click here.

Want to bring more efficiency to your recruiting, onboarding & hiring processes? Schedule a demo today.

Schedule Demo

 

5 Steps to Better Job Description Click-Through Rates

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In most organizations, marketers don’t own the task of writing job descriptions for new opportunities available within their organization. This responsibility generally belongs to people in human resources or recruiting.

And even if those folks have marketers review a draft before it posts (at least for marketing positions, that is), many times the urgency of the request prevents anyone from worrying about fine-tuning the job listing’s content. However, skipping this crucial step can make it even harder for you to fill that position quickly because the job description isn’t converting as many applicants as it could.

Fortunately, taking a little time up front to create a job description editorial checklist can make refining just-in-time job requests a piece of cake in the future. Here are five ways to garner better job description click through rates for your company’s opportunities.

1. Make Landing Pages Mobile Responsive & Job Board Friendly

Surprise, surprise, right? This goes without saying these days. However, while many organizations have corporate websites that have long been coded with mobile responsive design, the same doesn’t always hold true for the third party job portals they use to manage the job posting and application submission process. In many cases, the landing pages to which your paid and organic search listings point are actually the job description pages of an applicant tracking system (ATS).

Not only does Google reward mobile-friendly applicant tracking solutions, but major job board aggregators like Indeed.com will reward these sites with higher mobile SERP rankings as well. In fact, even if an employer sponsors an ad on Indeed, the ad won’t be placed as high in mobile search results as other sponsored ads that do point to mobile responsive job portals.

In addition, the best job portals have integrations with sites like Indeed and LinkedIn that allow job seekers to auto-populate their employment application with data from their existing profile. It’s clear that application submission CTRs have a greater chance of improving when your job listings are more readily visible and you make it easy for applicants to start the application process.

2. Don’t Write Vanilla Job Titles

Unless of course it’s some kind of French Vanilla premium custard, I suppose. But seriously, if you are looking for a Web Developer, be specific with your job title wording so that you can be found by the candidates that are truly qualified to do your Front End Javascript Developer job, even if you really just call it Web Developer II internally.

For hints, study your competitors’ opportunities for job title variation ideas that might accurately represent your employment need. Just remember that your job title can’t be so long that it will be cut off in SERPs or wrap to too many additional lines when applicants view your position listings page on their smartphone screens.

3. Model Your Snippets Based On Job Seeker Preferences

Depending on whether you host job descriptions on your corporate website or you use a recruiting software application, you may or may not have easy access to write a customized meta description for each job listing page.

In the event that you don’t have that functionality, you must carefully craft the first couple of sentences of your job description body text to include the keywords that will resonate with job seekers.

Above all, consider your labor market as a means to hone in on the type of unique selling proposition you should highlight in the first section. Here are some potential approaches:

  • Skills / Duties – This is the approach I recommend most of the time. Think about the occupation-specific keywords that job seekers are most likely to use to search for your job listing and include them in the first sentence so they show up in the snippet candidates see in SERPs. This will make it more likely that your organic listing will appear higher in results, too. Specifically, restate the job title in the first sentence.
  • Pay – Know that when you include numerical details about compensation in your job listing (even if they are at the bottom of the description) the search snippet may include the dollar amount. Some employers choose to include this information to attract and convert potential applicants who are especially compensation focused (e.g., sales professionals) or because they are paying a higher wage for certain positions relative to other competitors in the market.
  • Availability – If it’s difficult to source applicants for shift work in your area, then your leading keywords should include commentary on the working hours and days of the week required for the right job candidate.
  • Company Brand – If you are an extremely large organization, then you may be able to get away with leading with information about your company in the first paragraph. This would only be a viable approach if your potential job applicants are likely to search the internet based on your organization’s name. This approach is more suitable for sponsored job board ads that you know will have premium real estate, despite a shortage of position-specific keywords in the snippet.

4. Write for Readability First, Then Add Keywords

Instead of forcing a job description to use potentially awkward-sounding long tail keyword phrases, wordsmith a description that is both compelling and informative to applicant personas. Once the initial draft is done, go back and sprinkle in the most important keywords, as well as relevant co-occurring terms. Finally, be mindful of the keyword density for your job description so that the finished product isn’t keyword-stuffed.

5. Use Images & Video

Even though most job board search results point to landing pages that include familiar text elements such as job title, position preview, essential responsibilities and qualifications, that doesn’t mean you can’t break the mold and utilize images and embedded video. Many hiring software platforms will offer job description WYSIWYG editors that support the inclusion of images and video. Just make sure to include keyword-rich alt tags and video transcripts with your visual assets.

By giving potential job candidates a feast for the eyes, as well as more finely-tuned job information, you are more likely to engage them to click through to your landing page and start the application process. Use these five ideas to do exactly that and start converting more job applicants today.

 

This post originally appeared on Relevance.

Image credit: Teclado / Keyboard by Microsiervos (contact)

How Content Marketing Can Help Attract Top Talent

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If you’re a marketer at a small- or medium-sized business (SMB), you’re likely no stranger to wearing many hats and thinking of creative methods for doing more with less. And while your earned, shared and owned media efforts may be overflowing their respective buckets, you might be faced with just a little trickle of budget available for your thimble-sized paid media opportunities. Or perhaps that has even run dry?

The SMB scenario can make it challenging to compete for market share with your Fortune 500 counterparts, so it’s no surprise that it can be just as tricky to attract top talent through dazzling content marketing efforts, too. But it can’t be ignored, either. In March of 2015, recruiting difficulty for companies reached four-year highs for the 11th consecutive month. And that’s for companies of all sizes in the U.S.

The key is to make the most out of available resources– starting with formulating a strategy for the recruiting process in the same way you would for customer acquisition. In this first article of a series, we’ll examine persona development and a few ideas for generating initial awareness and interest for your employment opportunities through the use of content.

Define Applicant Personas

Keep this simple at first, as you can always debate the finer differences between job category target personas later. Start off with two different persona definitions. For example, choose one of the following pairings:

  • Exempt vs. nonexempt employees
  • Executive-level vs. associate-level employees
  • Customer-facing (sales, customer service, marketing) vs. internal department employees (IT, HR, operations, accounting)

Once you’ve defined your initial personas, think about how each of their preferences will shape how they respond to recruitment-specific forms of content marketing. Use that info as a guide to map content marketing efforts to each stage of the recruiting and hiring process. We’ll use the executive-level vs. associate-level employee example in the next section.

Create Awareness & Interest Around Your Job Posting

Depending on the scope of your candidate search, it’s quite possible that your future employees won’t be familiar with your company before spotting a link to your job listing. If that’s the case, their first experience with content from your organization may be via a third party such as a job board or an executive recruiter. If you pique their interest, then you could eventually have a chance to grab their attention on your company site and/or careers portal, too.

Here’s how you might be able to appeal to the executive-level and associate-level personas with an integrated approach using earned, shared, owned and paid media:

Associate Persona

Earned

Free external job boards and job board aggregators arguably fall into the earned bucket because you’re not necessarily guaranteed that job postings will publish. Your odds of inclusion will depend on the reputation of your careers portal and whether you try to game the system by posting multiple positions by the same title and/or frequently refreshing the start dates for jobs.

Make sure your job description includes not only the key responsibilities of the job and the essential requirements, but also a brief description of your organization (including location and general size, since they don’t know you) that paints a compelling picture of the unique opportunities available with your firm.

Name the key benefits offered that make people passionate about working at your smaller company (e.g. flex time, work from home policies, casual dress, beer Fridays, paid volunteer time, etc.). Stand out from most other job postings hosted on third party sites with a video of an employee describing the highlights of the job and then embedding that video in the job listing.

Shared

Social media is a common means for savvy organizations to be discovered by job seekers. Automatically post new job listings to social media via an integration with your hiring software. Be sure to include relevant jobseeker hashtags, including those descriptive of the position, but also of the geographic area, to generate awareness for your positions.

Owned

Assuming you’ve intrigued job seekers enough to read through the bulk of your job description (and its ideal length will of course depend on the job, persona and company culture), give them links to additional information if they want to sink their teeth into the role details before committing to an employment application.

Appeal to a persona’s preferences with the appropriate writing style (e.g. entertaining top 10 lists for extroverted marketers or detailed flow chart graphics for operations professionals). Here’s one such blog that has worked well for ExactHire in the past. Take it a step further and publish these position snapshot blogs on Medium, LInkedIn and other platforms that may resonate with your persona.

Paid

Perhaps the most obvious source of this media type for recruiting is the use of paid job boards such as Monster, CareerBuilder, Dice and more. It can be a budget stretch for SMBs to use these resources frequently; however, if they are to be fruitful, make sure that the message is crafted in a way that captivates, informs and converts the job seeker to the point of application.

Smaller companies that don’t command brand recognition should focus on putting position-specific keywords at the beginning of the posting, and elaborate on organizational details at the end of the job listing. That way, the job listing snippet that appears to the job seeker will correlate with the search performed by the job seeker.

Executive Persona

Earned

Consider business, news and industry-relevant publications within the geographic scope of your applicant search and pitch them on spotlighting your organization for its unique employment benefits, planned growth increase, corporate culture, etc. Higher level candidates are especially likely to read these resources and appreciate the fact that your organization was news-worthy enough to command prime media real estate.

Shared

For executives, their first exposure to your organization may be the LinkedIn InMail a recruiter sends them describing your opportunity. Work with your recruiter to craft a message representative of your culture and position that will resonate with that persona.

Start or join a LinkedIn group relevant to your industry and regularly participate in discussions that may catch the eye of potential executive recruits. Use the forum as a means to advertise the availability of your organization’s opportunities, as well as to comment on desirable traits in successful performers.

Owned

Create content that describes the factors necessary to be deemed successful six months into the position. This resource can live on your own domain and should also elaborate on the corporate culture and convey the typical day or week (or why it is atypical, if that is a selling point). This is often an emotional, warm-fuzzy accompaniment to the typical job description.

Paid

If history has proven that a specific job is a beast to fill (i.e. it requires a boat-load of high-level certifications or is a highly technical job in a remote location), then even the thriftiest of recruiters may need to invest in paid media for this persona type. Conduct research to uncover the most likely outlet for your opportunity. Sponsored social posts with substantial targeting capabilities are a good place to start, and messaging should entice high-level job seekers by appealing to what makes your organization a special and rewarding challenge for the executive (e.g. “Even if you haven’t heard of us, you should check us out and here’s why.”).

By defining your applicant personas and thoughtfully considering what would initially attract them to a job opportunity with your company, you dramatically increase the number of chances you get to convert job seekers into applicants. Stay tuned for the next post in this series for tips on guiding intent within your potential applicant base and using content marketing to increase the number of employment applications your organization receives.

This post originally appeared on Relevance.

Image credit: SaaS Marketing Strategies by Seven Atoms (contact)

How Can My Jobs Page Better Engage Job Seekers? – Whiteboard [VIDEO]

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If your company is looking for tips on how to increase the number of applications received for job openings, then check out this Whiteboard Chat. In this video, Jeff Hallam offers suggestions on how to streamline your Jobs page to make it easily navigable, and able to engage job seekers to share your career opportunities with others, sign up for future job alerts and easily complete an employment application.

Video Transcript:

Hi, today we are going to talk about how to make your Jobs page more attractive and more engaging for candidates. The reason this is such a big deal is there’s been quite a seismic shift in what’s happening out there in the job landscape over the last couple of years. It wasn’t that long ago that employers could do about anything that they wanted and require about anything that they wanted and people were so desperate for work that they would jump through about any hoop that was put out there in front of them. And that has changed dramatically with the improvement of the economy and with things getting better out there. And candidates, are starting to become a little more demanding and a little more discerning in terms of what they are and aren’t willing to do. So having a page that can actually catch peoples’ eye and get them engaged right out of the gate is often times kind of your ticket to entry to be able to play in that talent game. And so a lot of these are going to be things that you may have thought of before or may have heard of before, but maybe haven’t actually implemented from your end.

So one of the first of those is consistent branding with the rest of your corporate website. So instead of simply putting up a logo and a white page, make sure that the skin of the site, the images that are used, the frames, etc…everything matches up with the rest of what people would see on your corporate website. It makes it appear more natural, it makes it seem like it’s a little bit more a part of your organic site, and again it’s one of those things that can help people feel more confident about what group they’re actually applying for a job with.

And I mentioned images, and skin…no question that every opportunity that you have to inject images, and especially video, into your careers site is always going to be a plus. It catches peoples’ eye, people remember pictures, they remember videos, much more than anything we are going to write out there in terms of words and phrases.

It should go without saying, but maybe and I think this is important, I’m stunned at how often I can go to a page that’s set out there for somebody’s jobs and it’s not clear to me where I can actually find a job opening. So as you design this part of the site, make certain that it’s very clear to someone where they can find your openings so that they don’t have to look around for that. Again, while it may not seem like a big deal, you could lose people very quickly in that process.

This is also a great opportunity to tout any achievements of the organization…you know we were named to the top 10 employers in the region…we grew at a certain exponential percent, etc. Those are all opportunities, along with being able to get some perspective from current employees as to why do they enjoy working here. Those are things that are people, other than you as an HR professional, or as the owner of a company, talking about why this might be a great place to work.

Once someone has navigated to the site and they’ve found a job and they are interested in it, typically they are going to land at and should land at a page that will tell them more about that opportunity so they can determine if they really are a good fit there. This is fairly typical where you would find this…some issues that we sometimes will see that are fairly common. First off, only giving people the option of reading that job description and apply. If they don’t apply, one of the first things you can do now is use mechanisms, whether it’s social media, email or a combination of the two, to give them avenues to stay connected with your organization. Things change. They may like their job and are okay today, and they may hate it two months from now. You may not, this may not be the ideal job for them, but you may have a new job that opens up six months from now that may be perfect for them. So giving them a very simple and easy way to stay connected to you allows them to stay in an environment where once that change occurs there’s a much better likelihood that you will connect with them.

Likewise when you look at the description itself, try very hard even though we’ve been schooled from days gone by that we have to put every single thing about a job in the description, understand that very few candidates are actually going to read that full description. They’re going to look for bullet points, look for keywords and phrases and that’s when you drive whether they think they are qualified and whether they apply or not. So try to crunch that down as much as you can, make it as clear and concise as you can, but make sure you still keep all the relevant information in there about what will this job look like day to day, what are some key skills that somebody needs to have or qualifications to be considered for that opening.

Now when somebody gets to the point where they are actually ready to apply, again we talked about kind of the shift in the landscape. It’s not any more evident than here where that shift has occurred. So whereas, as recently as two or three years ago, I could require of my candidates a full online application and I would get plenty of applicant flow, that probably is not going to cut it in today’s environment. So, more and more you are seeing organizations make that process a little easier for people. Letting them auto-fill a lot of their application information from their LinkedIn profile. Letting them fill a lot of that information from job sites like Indeed where they can create profiles in advance. Doing those types of things once you’ve gotten to this point in the process now kind of continues to reinforce that perspective you’ve tried to set up up front with those candidates of being a welcoming, cool, neat place to work.

So, when you look at all of this, again, the idea of this is really nothing more than to try to bring to light some core things that you can do that can help make you stand out a little bit more in the eyes and in the minds of people who are out there looking at your career site. And again, doing it this way, making some of these changes and keeping some of these things in mind ultimately can help you as you go through and compete with other organizations in the war for talent.

5 Easy Enhancements to Make to Your Company’s Careers Portal

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When was the last time you took a good look at your organization’s recruitment site through the eyes of a potential applicant? I’m talking about just the career-related content you feature on your branded applicant tracking software portal. You can’t remember? Well, whether you don’t recall or perhaps just need a gentle nudge to revisit the candidate experience side of your ATS software, in this blog I’ll outline five simple adjustments to make to the content you feature to entice individuals to apply to job listings on your company page.

While we may work in the HR/recruiting realm and therefore be intimately familiar with the inner workings of our recruiting software, all too often our familiarity may be too focused on the administrative side of an applicant tracking system. And even though much care was undoubtedly given to the intricacies of your employment application and career-related content during your implementation process with an ATS vendor, odds are it’s not something you regularly consider now that you are actively using the tool. Give the following ideas some thought periodically and then make adjustments to keep your career site visitors engaged.

1 – Make the Transition from Corporate Web Site to Career Site Seamless

Careers Redirect Link to ATSIf your organization utilizes an applicant tracking system, then you have the option of easily controlling the presentation of employment-related information on your external ATS site, rather than waiting on your corporate site’s webmaster to make changes to company site pages on your behalf. Some organizations will opt to host career information on the company site and then just list job openings on the ATS site; while others will simply have an “Employment Opportunities” link on the company site that points straight to the ATS site where all employment information is housed.

Regardless of the approach your business takes, just make sure that it doesn’t take your company site visitors too many clicks to get to your job descriptions and application on the applicant tracking software site. Also, since your job listings will live on the ATS site, make sure that you don’t duplicate your efforts by having the descriptions available on your company site, too. Not only would this be confusing for your applicants, but it also could potentially hurt your job listings’ rankings in search results since your two different sites would be competing for the same traffic in the search engine result pages (SERPs).

I recommend keeping things simple by having a redirect link on your corporate site that says something like “Careers,” “Employment” or “Job Opportunities,” and that points to the URL for your applicant tracking system’s external welcome page.

2 – Use a Welcome Page With Pictures and Clear Site Navigation

Careers Site Welcome Page PicturesWhether potential applicants are redirected from your main company web page or are referred from job boards or social media sites, it’s important that you have a general welcome page available to provide interested applicants with more information about employment with your organization. People that come to your careers portal after leaving your corporate site will obviously land on your welcome page first; however, those directed from external job boards will land on a specific job description page within your careers site. Nevertheless, before the latter site visitors apply, they may wish to click on your welcome page link in the site navigation and investigate your organization further.

As a result, it is critical to have an engaging and informative page within your ATS site that serves as a welcome to site visitors. It can briefly describe the types of employment opportunities generally available with your company, as well as what you are looking for in the individuals for hire. Be sure and include interesting visuals such as photographs or videos of the people and products or services that make up your organization.

3 – Customize Your Jobs Page With Instructions & Social Media Tools

When applicants take time to peruse your available job listings, it’s important to make the experience pleasant. For example, if you regularly have many jobs open at a time, then make sure your Jobs page offers applicants the ability to filter job listings by criteria such as location, employment type and department. That way applicants can get to relevant information more quickly. Also, if you occasionally do not have any openings listed, make sure there are clear instructions inviting site visitors to return to your careers portal regularly as well as encouraging them to subscribe to your automated job alert notices.
Get Notified of New Jobs | ExactHire
Lastly, if your company manages any social media pages, then include social media “follow” icons to make it easy for potential future employees to engage with your organization on social networks.

4 – Create Page Links That Discuss Your Company Culture, Benefits & Hiring Process FAQs

ATS Career Content Navigation LinksIn the age of information, your potential future hires want to find out about your organization when they first land on your careers portal. Make it easy for them by creating links in your site navigation that take visitors to more information about what its like to work at your company. Those of us in Client Services at ExactHire are always pleased to see clients featuring lots of rich, relevant content on their ATS portal – it goes a long way in driving more people to your site, as well as engages them to be more likely to finish submitting an application. Here are some ideas on content to feature:

  • Describe the culture of your company
  • What to expect from the interview process
  • Frequently Asked Questions (FAQs) about working at your company
  • Employee benefit information (insurance, vacation, tuition reimbursement, etc.)
  • …And a page devoted to employee testimonials (more on this below)

5 – Feature Employee Testimonials With Pictures, Quotations & Even Video

Use Employee Testimonial Videos | ExactHireWho better to convince job portal visitors to apply than your current employees who love their jobs! If you haven’t already, round up a group of your top talent…particularly, the individuals who truly are employment brand ambassadors for your organization. Once assembled, solicit your team for candid testimonials about why they work at your business. Pose different questions to different people so you have some variety in your responses when you feature their statements on your employment site:

  • What attracted you to this company?
  • What advice do you give to applicants?
  • How do you describe the culture of this organization?
  • What surprised you most about the company once you started here?
  • Where do you see your career going within the company?
  • What does it take to succeed and thrive at our organization?

Then, record video of their enthusiastic answers to the employee testimonial questions and/or feature their picture next to their quotation on your Testimonials page.

Regardless of which career site enhancement techniques you may employ, the bottom line is that its best to regularly take stock of your approach to ensure that your employment brand is putting its best foot forward. Please share your own ideas for boosting the effectiveness of your career-related content in the comments section!

Ready for a more professional, branded careers portal presence for your company? Visit our resources section or contact ExactHire today for more details.

 

Image credit for video thumbnail: R&L Truckload

Header image credit: Starting Blocks at Vacant Starting Line Before Event by tableatny (contact)

How to Write a Job Description Optimized for Job Boards and Internet Search, Tip 5

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Location, location, location! No, I’m not talking about prime land real estate; however, the same old catchphrase can apply to your job listings and job board real estate depending on how well your company’s geographic location aligns with the location of your targeted applicant pool. In this fifth installment of the “How to Write a Job Description Optimized for Job Boards & Internet Search” series, I’ll discuss how strategically using features available within your applicant tracking system can remedy an organization’s ailing efforts to get listings in front of out-of-town applicants.

Skills Gap: Qualified Applicants Don’t Live in Your Neighborhood

Awhile back I was chatting with one of our clients. She works for a company within the automotive industry and frequently needs to hire individuals skilled in trades, such as mechanics and technicians capable of working on large diesel engines. She usually has a number of similar positions open across multiple facilities, but the facilities are not in really large metropolitan areas…rather bigger towns scattered across the Midwest. In particular, one of those larger towns happens to be about thirty minutes from Indianapolis via interstate.

She has found that if she can get the word out, sometimes skilled individuals who reside on the edge of Indianapolis are willing to drive to her facility for work…after all, it is in the opposite direction of most rush hour traffic. However, it is much more challenging for her to engage qualified applicants that are closer and, perhaps at times, more aware of her job openings. She is definitely experiencing a skills gap in her town when it comes to technical positions.

So naturally, having had some success reaching Indianapolis residents and engaging them to come to her town for work, she wants to continue to get the word out and expand the geographic scope of her applicant pool. However, with so many postings skimmed by job seekers, she needs to do it in such a way that it is still clear that the opportunity is based in her town…and not in the city thirty minutes away. After all, she doesn’t want to waste her time, or even the time of her hiring managers, if a few applicants that don’t realize the position is really in the smaller town (and therefore do NOT want to make the commute) get through the cracks.

Strategic Job Locations & Setting Expectations Clearly

The key to this obstacle is to use your job description to make it clear that your opportunity is based in the town, but also ensure that it appears in the search results for applicants who may not be specifically looking for jobs in that town…but rather in the nearby city. Check with your applicant tracking system provider to see if alternate job locations can be enabled for the job boards to which you push your job ads.

For example, it is important to be upfront about the fact that your position is based in your town on your careers page. You may go so far as to also say as much in the first two sentences of your job listing to be sure that the town name appears in snippets of your posting in search engine and job board results pages.
Setting Location Expectations - Job Listings
Then, when pushing certain job listings to free and paid external job boards, designate the larger nearby metropolitan area as the “job board city” since applicants often do geographic searches on external job boards. After all, many more searches are likely to be done on the city than on the smaller town. And, while some of those applicants will dismiss the small town job opportunity when they note in the first few sentences that it is based in the town a half hour away; others will check it out–as they might reside in an area of the city that is relatively close to the town. Plus, they never would have thought to search for opportunities in that town, specifically. This can be especially compelling when you consider that a city like Indianapolis is so spread out that it can take nearly an hour to go from a suburb on one side to another on the opposite end of the city.
Specify Job Board City | ExactHire

Big City Skills Can Meet Small Town Opportunities

If you ever find yourself in a similar scenario scrambling to entice applicants to come to your quaint out of the way town, consider the approach I’ve outlined here. However, bear in mind the importance of still making it clear to applicants that do view your job description that the position is indeed located in your town…and not the big city. This technique isn’t about bamboozling applicants with the location bait and switch, it’s about harnessing the power of job board geographic searches to put your listing in front of applicants when it might not otherwise have been seen. Then, it is still up to the applicant to consider the merits of the scenic drive.

How to Write a Job Description Optimized for Job Boards and Internet Search, Tip 4

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Is writing job descriptions more of an art or a science? It is perhaps less of a science than it used to be since practices like keyword stuffing are now counterproductive while the focus is truly on producing quality content (as it should be) these days. I’m going to take the easy way out and claim that its a blend of both art and science…or perhaps, strategy is a better word. Gone are the days of packing job descriptions full of keywords to improve on-page optimization and propel your careers portal and job listings to the top of the search results list.

The Three P’s of Job Description Keyword Use

However, many factors have changed in the mystical realm of search engine optimization (at least it seems mystical to me at times) over the past few years and one thing is clear…relevance is king. So while keyword stuffing to the point that a reader was tripping over the same word every paragraph in a text used to be a somewhat effective trick, search engines like Google have since put algorithms in place to penalize such practices.

So what’s a savvy recruiting and HR professional to do to make sure new job opportunities are seen by inquiring applicants? In this fourth installment of the How to Write a Job Description Optimized for Job Boards & Internet Search series, I’ll highlight the Three P’s of Keyword Use in Job Descriptions: presence, popularity and placement. We’ll demonstrate keyword optimization for Indeed as an example.

Are Relevant Terms Present in Your Job Description?

While this is the simplest concept of the Three P’s, it nonetheless is the foundation for success in optimizing your job listings for search results. It really just requires that the most relevant keywords for your target applicant pool are present in your job description. The tricky part lies in the fact that you may not always know which keywords resonate with candidates that are well-qualified for your available career opportunities. To rectify the situation, think about employers in your market that source applicants from the same talent pool – in particular, the ones that seem to be beating you out when it comes to attracting potential new employees. Scour their job listings and take note of the terms they use in job titles and the first paragraph of job descriptions. Are you using the same types of terms in your jobs?

For example, let’s take a construction firm that is seeking a new electrical superintendent for a large industrial contract. When I did a search on Indeed for “construction superintendent electrical,” there were only 707 listings nationwide (since I didn’t specify a location).
Electrical Superintendent Construction Job Results | Keyword Optimization For Indeed
However, with a little research of my competitors, I might find that they have job listings titled “Project Manager” with very similar descriptions to my own Superintendent listings. A slightly modified search for “construction project manager electrical” on Indeed yields 4,752 jobs.
Electrical Project Manager Construction Results | Keyword Optimization For Indeed
So, you might find that it becomes important to include the phrase “project manager” in your listing a few times…perhaps more so than “superintendent.” This may affect your job title decision, as well.

Keyword Optimization For Indeed | Density Considerations

Once you are confident of the right one or two key terms or phrases that you’d like to pepper into your job opportunity text, you must consider the frequency with which these words are used. As I mentioned before, in the past some recruiters stuffed words into the text for best results, but that won’t work anymore. In fact, while “keyword density” isn’t as integral an ingredient in your rankings recipe as before, you definitely don’t want to use terms too often…probably not much more than three percent of your total word count in fact. As with salt, a little can help bring out the flavor in your soup, but too much can quickly ruin the whole recipe. Similarly, too many of the same words in a job description will seem artificial and boring to the potential applicant. Remember the law of diminishing returns.

Consider writing your job description to flow naturally without minding keyword use. Then, go back and reread your text and insert your desired terms a few times. Lastly, think of synonyms and other related phrases and place those in the listing, as well. For our construction example, other words/phrases that might naturally occur with “construction project manager electrical” might include: field labor; electrical superintendent; industrial project; construction project; bid analysis; electrical contractor; and, lead electrical consultant.

These “co-occurring terms” will be recognized by search engines as complementary to your true targeted terms and are just another ingredient in the rankings effort. Plus, they offer the reader more variety and depth…which is more likely to result in the site visitor converting to become your applicant.

Mind the Placement of Job Description Text

So far you’ve learned to use just a few instances of relevant phrases in your job description…but not too many. Truth be told, a little can go a long way as long as you are using the right terms thoughtfully. That’s where placement comes into play. Even though you might include desired phrases only a few times in your job listing, they can pack a punch in rankings battles if you position them strategically within your text. Here are some effective placement techniques:

Now that you have a better understanding of how to use keywords strategically within your job listings, including being mindful of the Three P’s, you are well on your way to becoming a job listing ninja!

To see how ExactHire’s recruiting software can help streamline your job description optimization efforts, please schedule a live demo.

5 Ways to Use Video in Your Recruiting & Hiring Process

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Looking for ways to spice up your company’s recruiting brand? Check out this quick list of five ways to use videos in your recruiting and interviewing processes. Then, start converting more of your career site visitors into actual applicants, and eventually, new and engaged employees.

1 – Highlight Videos on Your Company’s Careers Portal

Use Video to Promote CityThis may be the most obvious and already widely used idea; however, it just might be one of the most effective for engaging your site visitors to stay on your pages longer. A wide variety of subject areas can be covered on the branded careers portal available through your applicant tracking system (ATS). Videos might focus on the following topics:

  • Testimonials given by current employees about why they enjoy working at the company
  • Highlights from various company events and charitable projects to demonstrate the company culture to potential applicants
  • Informational videos about the city or region in which your business resides – this is particularly helpful if you do a great deal of nationwide searches for candidates and relocate new employees to your area

2 – Make Your Confirmation Emails Memorable & Informational

These days it can be very difficult for even medium-sized businesses to personally respond to each individual that submits an employment application. As a result, its quite common for organizations to use their ATS to set up auto-generated email responses whenever a new application is received. These are critical as they confirm to the applicant that his/her submission was successful, and they can greatly reduce the number of phone calls received by applicants who want to check on the status of their application. However, even though personalization strings can be used in these email templates, how exciting is email text for the applicant who is anxious to learn more?
Use Video in Application Confirmations
In your email message, why not embed or link to a video that your company has created to explain the steps involved in the hiring process:

  • In the intro, thank the applicant for his/her interest in your company.
  • Explain how long it might take to process all applications for the position and when responses are generally sent to inform applicants of next steps.
  • Describe the different interview phases that are usually involved in the hiring process – including time intervals between each phase as well as who is generally involved from the company.

Not only will applicants be impressed that you have created a video for this step, but they will come away from the experience with more information about what to expect — without additional effort from your recruiting staff.

3 – Embed Video in Job Descriptions in Your Applicant Tracking System

When adding a new job listing to your ATS, embed code from your video hosting website to feature relevant videos from right within your job description. In this scenario, videos focusing on your office or field environment, and/or interviews with other employees in the same position or department would be well received. ExactHire applicant tracking system even has a designated field allowing video embed code to be pasted in when adding a new job description.

R+L Truckload & Global Logistics in Fort Myers, Florida, is a big believer in incorporating video into the organization’s job listings. Many different employees have roles in the videos it has produced. Here’s how one of its videos appears within the ATS on a recent job description:
Use Video in Job Descriptions | ExactHire
And, check out their video:

4 – Insert Safety Videos Into Employment Application & Survey Applicants

Embed Safety Video on ApplicationsIf certain positions available in your organization require heeding important safety procedures or following certain protocols, then consider the benefits associated with embedding a video for applicants to watch during their employment application submission. This can be a powerful way of better qualifying your applicants for a position that normally attracts a high volume of application submissions – especially if many of the submissions have traditionally been from people who aren’t qualified or truly engaged in the role.

A short video might discuss certain steps that are followed as a regular part of the job. In the application, ask applicants to watch the video and then answer a series of short questions about the video. Serious applicants who want to work for your organization will watch the video and then answer the questions correctly. Candidates who are just applying for anything and everything will hit the video speed bump and think twice about taking the time to finish. For those candidates who do answer the questions, utilize scoring and/or disqualification filters in your ATS to rank applicants based on the number of questions they answered correctly.

5 – Video Resources for Long Distance Interviewing

There are times when it isn’t practical or cost-effective to interview candidates in person. Luckily, a number of affordable (and in some cases free) tools are available to enable organizations to video conference with applicants. Companies that conduct nationwide searches for specific positions can especially benefit from the modern convenience of interviewing applicants on-screen. Applications such as Skype, Google Hangouts, FaceTime, and GoToMeeting are just a few that can meet this need.

Take it a step further and record the video interview to make it available to other managers who are unable to participate in the interviewing process. Or, reference the recorded session to remind yourself of interviewee answers when you are comparing final candidates and near making an offer.

Image Credit: Indianapolis at Night by Rob Annis

 

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