Consultants are writing job adverts that are putting people off your jobs. Technology can’t help. Better job boards won't help. Training is the only thing that can save them.
What do your job ads say about the company that is recruiting? David Ogilvy often described as the “Original Mad Man,” and “The Father of Advertising,” said “Don’t punt. Aim out of the ball park. Aim for the company of immortals”. Are your consultants selling the roles correctly? Do people feel a connection?
The amount of time that candidates spend reading individual jobs online is tiny. Seconds. If you aren’t right for them then they are on to the next. Consultants spending 5 minutes at the end of the day posting and writing jobs isn’t giving the vacancy enough care or consideration.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”. – David Ogilvy.
If your job detail doesn’t capture their imagination, speak to their aspirations, fall in line with them on a cultural level then they aren’t going to finish the job advert and they certainly won’t apply.
Here are 5 things your consultants need to do to improve on their job ads:
1. Meet the clients
Understand why people work for them and why they stay. Feel what it is like in the offices. Know what colour the front door is. Check they have a microwave in the kitchen. Is the office chatty? Brilliant! Use this in your job ad. Paint a picture so that people can see themselves working there.
2. Pander to the egos
What would the right candidate tell his friends about the job and about the company?
Find out how other people have got to where they are in the business (these team members might become candidates in the future too). What are their backgrounds? What are their transferable skills? Be honest if there are required skills and put them in the job description. You don’t want calls from unqualified candidates because you forgot that GCSE maths was a pre-requisite.
4. The real salary
If you know that the client won’t pay over £45k then candidates expecting £50k need not apply. “They’ll increase the package for the right candidate” is a horrible way to sting along candidates if you know deep down they won’t.
5. Manage expectations
Outline the process and set some expectations. If you aren’t going to get any feed back for the next 6 weeks whilst they interview internally then let the candidate know. It will save you time in the long run.
Writing good quality and honest job ads will not only attract the best people but will also help to filter out those who aren’t. Both things will help to make your consultant more productive and more profitable.
If it takes ten, 20 or 100 calls to pick up a job, then give the job some respect. Search engine optimisation of your vacancies is key to getting them found from search engines, on the job boards and also helping the rest of your recruitment website to rank well. Search engine optimisation looks at the way that your job content is written, the way jobs are displayed on your website and how other pages connect to your jobs. For this to be effective you would need to have your website looked at by a recruitment SEO expert and your sites recruitment technology assessed.
On the content side recruitment consultants can be trained by a recruitment marketing consultant – such as one of 4MAT’s team. Cheat-sheets and job advert writing plans can be provided to make sure that consultants are remembering the basics.
Clients may give you a job title that isn’t the industry standard (one company’s Account Coordinator might be an Account Manager). It is essential that you understand what people are searching for and writing your content, job titles, etc accordingly. Researching various keywords based on job titles and recruitment sectors makes this easier to achieve. Again 4MAT’s recruitment marketing consultants can help with this research. Contact us.
If you have any tips on how to write good job ads please feel free to post them in the comments section below.
For more information on Search Engine Optimisation or for advice as to how to write better job adverts please click here to contact one of our consultants.