A job ad is often the first encounter between a candidate and your organisation, and their initial impression can be long lasting. It’s also important to remember when preparing a job ad that it should be optimised both for job sites like Indeed, as well as for potential candidates.

To help set you up for success, here are seven top tips to keep in mind when developing your next ad. 

Make it clear who you’re looking for — keep the title concise and to the point

Search engines like Indeed work by scanning job titles and descriptions to show the most relevant match to a jobseeker’s query, which is why including a clear title is so important. Titles with no less than five and a maximum of 80 characters that avoid all caps will optimise search results to make your listing easily discoverable. 

Good job ad titles specifically list the main aspects of the job in as few words as possible, enabling a  potential candidate to instantly identify whether the advertisement matches what they are seeking. Avoid special characters and casual phrases unless they are specifically required. 

Highlight what you’re offering and what you’re looking for in the job description

The key to writing an effective job description is to strike a balance between being concise while providing enough detail that job seekers can self-qualify. 

When reading a book or news article, if the first paragraph fails to hook us we’ll likely move on, and it’s no different with job ads. In a market this crowded, candidates are reading plenty of listings for similar positions, so adding something unique and interesting early on will improve your chances of holding their attention. 

Focus on quality over quantity – job ads that stick to between 700 and 2000 characters get up to 30 per cent more applicants than longer listings. Always keep your desired candidate in mind, be honest and never underplay the responsibilities of the job or you could risk attracting the wrong person. Finally, many candidates want to understand who they’ll report to and to understand how they will impact the organisation as a whole, so be sure to make mention of this.

Show what makes your organisation unique

Remember, a job ad is selling the position and your organisation, so you want these to sound appealing. Highlight the core features of the business and paint a picture of what it’s like to work there, while being mindful not to clog up the listing with unnecessary words. Touch on the key aspects — your core values, company culture and how it is cultivated, and benefits associated with the role. 

Only highlight the skills and education level you need 

Some skills are required while others are desirable. Be clear about what you’re looking for in the ideal candidate and describe these skills clearly. The same goes for the level of education the role requires. Candidates are measuring themselves against each posting to see if they meet your requirements, so be as specific as you need to be, but don’t include skills and qualifications as non-negotiables if they aren’t.

Spotlight the potential for development 

Millennials and Gen Z will soon make up much of the workforce, with both groups seeking and prioritising development opportunities. Organisations should therefore highlight any learning opportunities in their job postings, as well as the potential to develop and progress within the role.

Avoid gender biases

Gender stereotypes can subconsciously and unintentionally filter into your listing and segregate your pool of potential candidates. Adjectives such as ‘aggressive’ or ‘polite’ have gendered connotations and applicants may not personally identify with these phrases. Fortunately, websites such as gender-decoder are free to use and run through the copy of job ads, highlighting gendered language.  

Finish with a call to action

Be clear in setting applicants’ expectations. Does your hiring process contain multiple steps or interviews? Is there any specific testing involved? Spell this out in your call for qualified candidates to apply. Unsurprisingly, applicants can be deterred by a multi-step hiring process without pre-warning. Explicitly stating what the hiring process will entail informs the applicant and saves you a multitude of emails and phone calls. 

Attracting quality candidates has rarely been more competitive, so ensure you’re giving yourself the best chance of hiring success by being thoughtful, creative and concise when drafting your next job ad.

Kate Furey is Indeed’s Career Insights Specialist and APAC Corporate Affairs Director. Kate has a dynamic global background in communications, marketing and journalism. Kate’s passion lies in helping people find jobs they love.  

The post What makes an outstanding job ad? appeared first on Recruitment Marketing.

So how can employers distinguish themselves from their competitors? The answer is through employer branding. Currently, 72 per cent of recruiting leaders around the world agree that employer brand has a significant impact on hiring and organisational success. By differentiating themselves in the labour market, organisations can reap the rewards of recruiting, retaining, and engaging the right people for their business.   

When your employer brand is strong, exceptional talent are always eager to join your team. Companies like Apple and Google consistently fill open roles at lightning speed with the best talent in their respective fields because their employer branding is so strong. It draws applicants in from all over world and provides these companies with the best candidates.  

Many organisations that have a strong brand become an employer of choice for jobseekers. Earning this label automatically expands the pool of potential applicants and roles are often filled quickly and effectively. Furthermore, a strong employer brand leads to 50 per cent more qualified applicants, which is a powerful tool in highly competitive sectors or where niche skills are in serious demand.  

It’s important to never underestimate the power of social media in the hiring process either. Platforms such as Instagram and LinkedIn are regularly consulted by jobseekers to understand company culture and values to help determine whether or not to apply. Indeed’s data shows 78 per cent of people will investigate a company’s reputation before applying, with 88 per cent of millennials placing importance on joining the right company culture. Social platforms are an essential space for all companies to share their employer brand and highlight their culture and employee initiatives so they can distinguish themselves in the job market.   

In addition to finding and obtaining the best talent, strong employer brands transform the hiring process into a cheaper and faster practice. In our current job market, listings can be lost in the sea of openings, however, a strong employer brand can allow your company to become an employer of choice, and candidates will actively seek out potential openings.  

Investing in your employer brand also provides significant returns throughout the hiring process. Companies with an attractive employer brand are likely to find they no longer need to heavily advertise or promote their open opportunities on job sites as they are a sought-out workplace with candidates actively searching their website for job openings.  

Companies with strong employer brands can also save on salaries, with candidates on average happier to accept a lower offer if the employer aligns with their values. That is not to say companies should award anything less than what the candidate deserve—rather, those with negative brands pay more on average to secure top talent. As a baseline, it costs close to $5,000 per employee when they fail to invest in their own reputation, so it’s easy to see how the costs can quickly add up.  

When it comes to building a strong and positive employer brand, workplace culture and organisational values are key. An attractive employer brand is one that truly embraces and promotes diversity and inclusion, employee health and wellbeing, work-life balance, and team cohesion. It’s one that speaks authentically about corporate values and purpose, and prioritises workplace psychological safety, culture, and overall employee satisfaction. 

The benefits of staff happiness and a positive workplace culture are well documented, but in terms of the job market, it means companies are often able to avoid taking a job to market as it is quickly filled by referrals. In contrast, a study found that an alarming 49 per cent of respondents wouldn’t recommend their current place of work to a friend or family member.  By investing time and energy into their employer brand, companies can benefit from increased referrals from their employees and thereby avoid the crowded job market altogether.  

The importance of employer branding in our current job market cannot be understated. Job seekers today have the pick of the bunch, which means investing in employer branding can separate your company from the rest. Actively highlight your employees and what you offer them, how you’re improving company culture, and the values your team stand by. Don’t just promote your company but work behind the scenes to ensure your employees are happy and fulfilled at work, as this will provide in dividends.  

Kate Furey is Indeed’s Career Insights Specialist and APAC Corporate Affairs Director. Kate has a dynamic global background in communications, marketing and journalism. Kate’s passion lies in helping people find jobs they love.  

The post Why employer branding is key in the current job market appeared first on Recruitment Marketing.

The challenge for employers, therefore, is not only to attract stellar candidates but to maintain a competitive edge when it comes to sealing the deal. In order to snap up a high-quality hire, employers need to be increasingly flexible, fast, and willing to negotiate. 

But what does the right person look like? A candidate with a keen understanding of your industry and organisation will be an obvious stand-out, but don’t overlook someone with complementary or transferrable skills who may bring a fresh perspective. Someone with a background in teaching may be skilled in leadership, organisation and empathy, in the same way someone with a background in journalism will likely excel in research, planning and written communication. When reviewing applications, consider the candidate’s background and skill set and look for transferable skills that could benefit your business. 

The same can be said for hard versus soft skills. While hard skills — that is, technical knowledge or training — are necessary for successfully performing any role, employers should view soft skills as equally important and valuable. Unlike hard skills, soft skills like resilience, empathy, persistence, creativity, and emotional intelligence are considerably more difficult to teach, yet can have a significant impact on an employee’s performance and team cohesion. 

In fact, according to Indeed’s recent Graduate Outcomes research, a growing number of employers are prioritising soft skills over hard skills, likely in response to the challenges of the pandemic. The survey found that in 2021, over one third (35 per cent) of employers said they’re now searching for recruits who are hardworking, productive, professional, organised and reliable, compared with just 23 per cent of employers prioritising these traits in 2020. 

Similarly, when it comes to company culture, consider hiring a culture add rather than a culture fit. A culture fit is someone who fits in with your organisation’s existing culture, while a culture add is someone who brings with them valuable elements that your culture lacks – whether that’s a different skillset or a different way of thinking. In other words, where a culture fit preserves familiarity and enables cohesion, a culture add brings something different that contributes positively to your company, making them a valuable addition.

During the recruitment process, be mindful of your approach. Recent research by Indeed explored job seekers’ and employers’ biggest pet peeves when it comes to recruitment and found that the majority of job seekers (66 per cent) are put off when interviewers are rude, distracted or disinterested during interviews, and an additional 40 per cent hate being asked personal questions. 

While it might go without saying, employers should remember to be enthusiastic, engaged, respectful and professional throughout the recruitment process, recognising that in many cases, you’ll be the candidate’s first taste of the organisation and its culture, so you’ll want to make a positive, lasting impression. 

It’s also vital to remain open and transparent throughout the interview and recruitment process, particularly around things like salary, benefits and the requirements of the role. Indeed’s research found that over half (54 per cent) of respondents say encountering discrepancies between the role described in a job ad and what is mentioned in the interview could make them discount a job opportunity, while 65 per cent want to know their salary, flexible working options (56 per cent) and non-salary benefits (21 per cent). It’s also important to ensure you’re able to speak honestly and positively about your organisation’s culture and values, as 38 per cent of job seekers want a role that aligns with their personal values and provides a sense of fulfilment and purpose.  

Finally, it’s crucial to ensure you’re communicating with candidates openly and frequently throughout the recruitment process and minimising as many complex or unnecessary interview steps as possible. Indeed’s survey revealed 50 per cent of job seekers are put off by too many interview or pre-interview steps, and 55 per cent want more regular communication and feedback throughout the interview process. For this reason, it’s a good idea to review your organisation’s recruitment processes and consider how these could be streamlined – particularly in the current market, where an efficient recruitment process could be the difference between quickly locking in a stellar candidate or having them snapped up by a competitor. 

When you think you’ve found the right person, you’ll want to act quickly and let them know they’ve been successful. As soon as you’ve made your decision, waste no time in reaching out and making an offer – and the more competitive the better, however don’t play all your cards at once. 

Remember, job seekers have the upper hand in the current market, which means there’s a good chance your candidate has other opportunities or offers to consider. If you’re confident they’re the right person for the role, be willing to negotiate. Be clear on what you’re able to offer in terms of salary and benefits but remember to sell the organisation and the opportunity too and highlight the positive attributes that differentiate your business from competitors. 

Most importantly, ensure this process is as efficient and streamlined as possible. Opt for phone or Zoom calls over in-person meetings where possible – a matter of hours could be the difference in securing a great asset or missing out. 

The reality is that in a job seekers’ market, it’s employers – not just candidates – who need to be prepared to put their best foot forward. To avoid missing out on a stand-out hire, you must be willing to review your approach; be flexible, broaden your search and don’t be afraid to recruit outside the box, and be prepared to speak to your organisation’s culture and values, not just the requirements of the role. This approach will allow your business to remain competitive and attractive in an increasingly crowded market and find the right hire for your team.

Kate Furey is Indeed’s Career Insights Specialist and APAC Corporate Affairs Director. Kate has a dynamic global background in communications, marketing and journalism. Kate’s passion lies in helping people find jobs they love.  

The post How to avoid missing out on a stand-out candidate appeared first on Recruitment Marketing.