How displaying decent job copy increases applications
I found an article recently by freelance copywriter, Aubre Andrus*, which succinctly highlighted the benefits of writing compelling job copy, a subject I am passionate about. Nothing infuriates me more than poorly-written, lazy job advertising.
So I thought I’d share the piece with you, which, with a few amendments, is summarised below:
When it comes to a career search, jobseekers are not the only ones selling themselves. As a recruiter servicing your clients, you must also showcase the greatest features and opportunities if you want to attract the best. And while job boards and social careers sites provide a platform for displaying employment brand, the job postings must look as good as they sound to make the most of the time and cost of advertising with them.
There are thousands of marketing-related jobs listed online, and it’s just as easy to click away from a bland or confusing posting as it is to click away from an unwanted ad or a rambling article. Here are a few common oversights that may be keeping the best talent from seeing your jobs:
- You haven’t provided remuneration details. When reading news articles, people want information as quickly as possible. For jobseekers, salary and location details are top of the agenda. It’s a factor that may make or break someone’s interest in your job listing. If you don’t provide this info you could be wasting valuable time for you, your client and your prospective candidate.
- SEO wasn’t considered. Your client’s internal jargon is exactly that – internal. And jargon. It’s not what job seekers are searching for. When listing a job, change job titles into conventional phrases that people understand and will type into a search engine. For example, instead of ‘Digital Strategy Project Director’,” try “Online Marketing Manager’. Also, avoid the newfangled use of ‘ninja’ and ‘guru’.
- There are no faces in your branding. A picture captures people’s attention and brings words to life. It’s no different for a job listing. Of course, you can’t – and don’t want to – put your mug-shots on the job copy but statistics prove that branding your jobs with company colours, banners and videos attracts more applications from the ‘serious’ and ‘discerning’ jobseeker – the ones you want!
- Your layout isn’t user-friendly. Ever looked at a post online and thought, “Too many words!?” You don’t want potential talent skipping over a great-fit opportunity because the post was too long or too confusing to read. Stick to the key points, making them relevant and interesting. Job descriptions must be divided into clear, easy-to-read sections. Break up blocks of text with bullet points, spaces and images, and use a font that’s large enough to read.
With these simple and easy edits, you’ll be attracting new talent before you know it.
Cracking stuff!
*Aubre Andrus is a freelance writer and official word nerd based out of Madison, Wisconsin who specializes in creative copy with a fresh and fun kick. This word warrior has championed all types of written wonders as a tech blogger, social media consultant, web copywriter, national magazine editor, and reporter. She’s acted as the voice of much-loved brands including American Girl, EXPRESS, and WIRED. Follow Aubre via @aubreandrus
