The Ultimate Guide To Online Recruitment Advertising
The Ultimate Guide to OnlineRecruitment AdvertisingEssential best practice and top tips for recruiters
2Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment Advertising21Benefits of Online Recruitment AdvertisingWhether you want to post a single vacancy or an entire campaign, there are manyadvantages to posting your vacancies online.IntroductionAs one of the industry’slongest-established jobs boards,jobs.ac.uk has helped thousands ofemployers worldwide to recruit thebrightest talent for over 15 years.This ebook will cover:Online recruitment tools, such as jobs boards, use the power of the internet to matchpeople to jobs and employers - making the process of finding the right candidatesquicker, cheaper and more efficient. The benefits of online recruitmentHere are some benefits of online recruitment: How to write an effective job advertLow costSpeedNaturally we believe advertising yourjobs online is the first step to ensuringyou have access to the widest and mosttargeted pool of talented jobseekers– and at less cost! How to maximise your campaignOnline recruitment is very inexpensive,especially when compared to traditionalhiring methods such as print advertising.From targeting specific jobseekers toemployer branding, jobs boards also offera variety of extra tools and support toensure you get a lot more for your money.Online recruitment can significantlyreduce the time it takes to hire the rightpeople. For example, jobs posted onlinecan go live very quickly with recruitersimmediately receiving applications.Reach a wider audienceOnline recruitment can give a recruitergreater control over the recruitmentprocess and makes it easy to measurethe return on investment. For example,most job boards are able to provideinformation on the number of times a jobadvert has been viewed.But how can you guarantee you’rereaching the right audience? How canyou engage the best talent on jobsboards? How can you ensure you get thevery best response to your job advertevery time?To help, we’ve put together somehandy tips and techniques to improvethe success of your online recruitmentadvertising. Choosing the right jobs board Measuring successHappy recruiting!With over 2.4 billion internet usersworldwide1, the sheer scale of onlinemeans that recruiters can reachsignificantly more jobseekers. Forexample, jobs boards, such asjobs.ac.uk are visited daily by thousandsof jobseekers worldwide, providingrecruiters with the opportunity to reacha large global market. With the increasedadoption of smartphones and tablets,getting your vacancy in front of the rightcandidate has also never been easier.www.internetworldstats.com December 20131MeasurabilityEase of usePosting a job online is straightforward.A lot of jobs boards offer user-friendlyself-submit options or will have adedicated account management team tohelp answer any queries and supportall aspects of a recruitmentadvertising campaign.
3Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment Advertising3Choosing the Right Job BoardJobs boards are one of the most essential tools for online recruitment.Therefore, choosing the right jobs board for your vacancy is crucialto the success of your online recruitment campaign. If your jobadvert is on the wrong job board, you could be wasting valuabletime and money.This section provides you with the key questions you need to ask whenchoosing a jobs board.Whoa is theirWhotargetis audience?their target audience?Does it deliver the right candidates for your job? There is little pointadvertising on a jobs board whose audience are primarily Sales &Marketing when you are looking for Biology Lecturers.Generalistvs.niche job boardsGeneralistvs. niche job boardsbThere are two different types of job boards – generalist and niche. Ageneralist job board (e.g. Total Jobs or Monster) will cover a majority ofindustry sectors and provide access to a broad spectrum of jobseekers.Whereas, niche job boards, such as jobs.ac.uk, will cater for a specificindustry sector and provide recruiters with a more targeted audienceof jobseekers.There are several benefits to using a niche jobs board forrecruitment: Attract jobseekers with a specific skill set or backgroundcAre there similar vacancies on the site?If the jobs board doesn’t carry jobs like yours then it will not attract peoplelooking for jobs like yours. Also look to see who advertises on the site. Are anyof them your competitors?dHow many people use the site?How many unique users per month does the jobs board have? Is this figureindependently audited? What are the audience numbers for your specificdiscipline?eWhat is the demographic of the audience?How much experience does the audience have? What is their highestqualification? Where are they located? Researching the demographics willhelp you to determine how suitable the site is for advertising your vacancies.fHow much does it cost?How does the cost to advertise a job compare with similar job boards?Is it more or less expensive? Also beware of jobs boards which offer freeadvertising which offer little back in terms of audience size or qualityassurance.gWhat other services do they offer? More relevant, targeted applications Reduced competition from other employers Industry-specific resources such as salary checkers, blogs and careerinformation - helping to attract passive jobseekers The account management team will often have a more in-depthunderstanding of your sector and the candidates you are lookingto attractAdvertising jobs is just the start. Look out for button advertising, email alerts,recruitment microsites and CV database access; all which can help to increaseyour chances of online recruitment success. Be sure to ask about what elseis available.
4Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment Advertising4hIs there account management?Many job boards offer the option to post a job yourself, but this isn’t alwaysthe best option. Most recruiters aren’t experts in online recruitment orchoosing the right keywords/categories to make their adverts work on a jobsboard. Therefore, an Account Manager can be a great source of advice andassistance to ensure your recruitment campaign is categorised correctly andis successful.iGet independent adviceLook for independent figures to back up job board statistics. For example,NORAS, the world’s largest online recruitment research survey, provides freeindependent data to help you assess and compare the audiences of differentjob boards. Visit www.noras.co.uk for details.How to assessa jobboard achecklistHowto assessjob board checklist How many jobs are on the site? How many jobs are similar to the one you are recruiting? For senior or specialist roles, what jobseeker targeting optionsare available?How to Write Effective Online AdvertsWriting an effective job advert to attract the best talent is a very important partof using any jobs board. After all, get it wrong and you could find yourself siftingthrough multitudes of irrelevant applications or worse, no applications at all!A well-constructed online job advert acts like a funnel which can: Attract better candidates Discourage weaker candidates Reduce applications that waste your time Reduce total processing time Increase recruitment efficiency Promote your brand and reputationHere are our top tips to help you write powerful online job adverts:Whotargeting?Whoare you targeting?a are youWhat you say depends on who you are talking to so make sure your advertconnects with your audience through language, expression and motivation. Tryputting yourself in the shoes of your ideal candidate. What will they be looking for?Try searching for similar jobs to the ones you want to advertise. Also ask someonewho is already doing the same job about what would make them apply.Remember: make it hard for the right jobseekers to say no! How long can your advert be displayed for? 1 month? 2 months? How many competitors use the site? (Identify similar roles,compare pay etc)TOP TIP How large is the jobseeker audience? Unique users? Jobs byemail subscribers?The person specification is the best place to start defining your audience! Use itto determine: How qualified is the jobseeker audience? The three most important essential requirements Where are the jobseekers located? The three most important desirable requirements that might differentiatea candidate Do they have a CV database? How does the site attract jobseekers? When searching for the job title on search engines, does the websiteshow on page one of the listings?The attributes also need to be meaningful that you can measure. For example,“a Prince 2 qualification” or “PhD in Biology” will be better than using “flexible”or “professional”.
5Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment AdvertisingbOptimise the use of keywordsIs your advert ‘searchable’ online? Jobs boards work on a keyword relevancybasis when matching job vacancies with jobseeker searches, so make surerelevant keywords that jobseekers would search on (e.g. specific skills or jobtitles), appear in your job advert.TOP TIPdThink about your opening paragraphMake sure your opening paragraph is short, punchy and informative - this isoften the first thing a jobseeker will read after the job title. Some jobs boardsalso show the first few lines of the advert in their search results so don’t wastethis opportunity with generic or less important information.eLocation, location, locationJobs boards place more “weight” on keywords in the job title to helpmake the best match possible with jobseekers’ search terms. Therefore,avoid vague or general sounding job titles that could be completelymissed by jobseekers. For example, “PhD Research Studentshipin Chemical Engineering” is more likely to attract better targetedjobseekers than just “Research Studentship“.A key element of how people search for a job is location so it’s essential thatyou include the town/city, region, country or even campus where the positionwill be based.Also try inserting skills and keywords or repeating the job title in thebody of the advert text to increase the “ranking” of your advert.Jobseekers are far less likely to apply to a job with no salary. If a precise salaryis unknown or negotiable, try using a salary band so that the advert will stillshow in job searches made by salary.cAvoid internal or ambiguous job titlesIs the job title meaningful outside your organisation? Don’t alienate or confuseyour target audience with internal jargon that makes little sense to jobseekersoutside of your own organisation and sector.fgInclude salary information where possibleBe clear, be concise!Attention span is short online so you need to get to the point. Fast! Here aresome tips to make your job advert sharper! Avoid buzz words, acronyms or technical jargon Break text up and avoid words that add ‘padding’ Use short paragraphs and bulleted lists for easy reading Use sub headings to separate introduction, job duties and candidatespecifications etc. Highlight important points in bold Don’t just copy and paste job descriptions!
6www.jobs.ac.uk The Ultimate Guide to Online Recruitment AdvertisinghIs it legal?As a recruiter it is your role to ensure that your job advert is free of any formof discrimination. Being familiar with the legislation in the country you areadvertising in can help you avoid the pitfalls.In the UK, the Equality Act 2010 legally protects people from discriminationin the workplace and in wider society. The Act protects people from beingtreated less favourably because they have a protected characteristic.The relevant protected characteristics in employment which should beconsidered when writing your job advert are: Age Disability Gender reassignment Marriage and civil partnership Pregnancy and maternityTweet this ebook, share on Facebook, LinkedIn or Google TOP TIPWhere possible, do not use job titles which have a distinctly male orfemale connotation, as well as referring to the job holder as “he” or“she”. Instead, where possible, use job titles that have a gender-neutralconnotation.Be aware that inferences can be drawn as to age from words such as“graduates”. Make it clear that it is skills and qualifications that are ofinterest and not the age of the applicant.Statements encouraging applicants from particular racial groupsshould not be used, unless the job in question meets the limitedconditions for taking positive action.Driving licence requirements may disproportionately excludedisabled persons and should not be cited in job adverts unless theyare genuinely essential for the performance of the job and where noreasonable alternative method of performing the travelling dutiesis available. Race Religion or belief SexAdvert Checklist Sexual orientationA good advert will include:A bad advert will include: Descriptive job title6 Too much technical detailabout the roleiClear & simple call to actionMake it as easy as possible for jobseekers to apply. Always direct them straightto the relevant job on your careers site. Alternatively use an email addresswhere they can attach their CV. Try not to have more than one call to action asthe applicant could get lost in the process or find it too lengthy. Short ‘punchy’ introductionto your organisation6 Too much technical jargon The job role - the opportunity!6 Too many ‘unnecessary’ words The job requirements - profileof the ideal candidate6 Uninspiring descriptionsof the role Salary and benefits6 Too much emphasis on the job Clear, simple call to action6 Not enough emphasis onthe ideal candidate
7Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment AdvertisingExample of a good advertLecturer in Sustainable Horticulture1: Descriptive job titleThe University of Life, a leading international greenknowledge institution located in a beautiful campus inHolland, is looking to recruit a Lecturer in SustainableHorticulture.2: Short introduction3: Concise job role4: Job requirements Proficient in both spoken and written English Good communication skills and capable of workingwell in a team Geared toward innovation.We offer:To help strengthen the Bachelor’s Study Programme andthe Professional Master’s Study Programme, we are lookingfor a Lecturer who can actively contribute to the furtherdevelopment and implementation of the curriculum in thefield of Sustainable Horticulture in an international settingand who has a background and network in horticulture.In return we offer an attractive salary and benefits whichinclude working from a beautiful campus, relocationassistance, gym and childcare facilities and attractiverates for private health insurance.Position responsibilities:To apply for this Lecturer in Sustainable Horticulturevacancy online, please click on the ‘Apply’ button below. Teaching in a competence-based environment Contributing to education reform in relation toSustainable Horticulture Supervising internships, graduation assignmentsand projects Supervising students Maintaining contacts with the working field of horticulture,specifically the international industry and research institutes.Position requirements: University degree in the field or a Higher ProfessionalEducation degree with additional/appropriate workexperience in the field of horticulture and/or biology Affinity with the international horticulture working field Pedagogic-didactic certificate or the willingness to acquire itthrough further schooling; Attention for the wishes and needs of studentsTo apply:However, for further information about this vacancy,please contact Professor Van Damme at the University ofLife by telephone 316 22233344.5: Benefits6: C all to action
8Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment Advertising5Example of a bad advertLaboratory TechnicianAn opportunity has become available for a LaboratoryTechnician to join our department. The role will involveproviding technical support for undergraduate andpostgraduate practical teaching and research. Applicationsare invited from candidates with a degree in a scientificsubject together with previous suitable skills andexperience. You must also have an understanding of Healthand Safety regulations and procedures, and experienceof implementing these in a laboratory environment. Idealcandidates will be young and enthusiastic.Job Ref: A-5896Application deadline: 20th December1: No Salary information2: No introduction to institutionor department3: Minimal information about the jobHow to Maximise Your CampaignWith often thousands of jobs live on a jobs board at any one time, makingyour job advert stand out and helping to emphasise your organisation’s brandis important.In addition to standard job adverts, jobs boards offer a vast array of enhancedfeatures to ensure your recruitment campaign is as successful as possible:4: Job requirements not clear5: Discriminatory text6: No call to actionaEnhanced job advertsWhereas a standard job advert on a jobs board will typically be text based, anenhanced job listing will often include employer branding and also appearmore visible in the search results to help improve the number of responses.For example, An Enhanced Advert on jobs.ac.uk is a fully branded job advertwhich is highlighted blue in the search results to make it more visible tojobseekers – increasing the number of views and applications.bSponsored email alertsOn a typical jobs board, jobseekers can create email profiles and preferencesso that they automatically receive newly posted and relevant jobs direct totheir inboxes (often called ‘Jobs by Email’). Often recruiters can sponsor theseemail alerts to help target jobseekers with specific skills and experience e.g.jobseekers subscribed to biological sciences. The benefit? You can reachboth active and passive jobseekers and drive only relevant applicants toyour advert.cBanners and buttonsMany jobs board offer banners, buttons or MPU’s (Mid Placed Units) which areimages that usually appear at the top of a high-traffic web page. Buttons andbanners can be used to prominently highlight a specific job vacancy to helpchannel more jobseekers to your job advert. They can be also be usedto promote your employer brand to a large, worldwide audience.
9Tweet this ebook, share on Facebook, LinkedIn or Google www.jobs.ac.uk The Ultimate Guide to Online Recruitment AdvertisingdMultiple-advert campaignsLooking to promote a group of vacancies together? Some jobs boards offersolutions to advertise multiple vacancies. For example, a Linking Page onjobs.ac.uk is a branded web page which can display multiple job advertstogether to help promote large recruitment campaigns.jobs.ac.uk also offer Campaign Sites which are small, purpose-builtrecruitment websites which are fully branded and can be used to promotemultiple jobs, departments or even an entire organisation.aRecording and monitoring the recruitment data from each media source iscritical for determining effectiveness. An Applicant Tracking System (ATS) –which efficiently and electronically manages your recruitment process - caneasily automate source tracking. Also ensure that your application form listsindividual media sources. In the absence of an ATS, try assigning uniquereference numbers to job adverts (e.g. JAC123 for jobs.ac.uk).beCV databaseMany jobs boards also offer the ability to search from thousands of CVsuploaded by jobseekers. Advanced filters within the CV database enablerecruiters to search for CVs by specialism, location, education and more toinstantly find the best CVs and fill vacancies more quickly.Visit here to find out more about jobs.ac.uk’s enhanced productsCollect and monitor your recruitment dat
Essential best practice and top tips for recruiters. www.jobs.ac.uk The Ultimate Guide to Online Recruitment Advertising Tweet this ebook, share on Facebook, LinkedIn or Google As one of the industry’s longest-established jobs boards, jobs.ac.uk has helped thousands of
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