Increasing Online Talent Acquisition Through Conversion Optimization
Talent acquisition has become easier and easier on the web with the use of job boards, LinkedIn, and other social media channels. The question is, are you getting the right candidates applying for your jobs, or are you getting the wrong candidates (and lots of them)?
With job searching tools online, it can be incredibly easy to search and apply for jobs…even if they’re not the right ones. For example, a warehouse worker can search for “warehouse” and find Data Warehouse jobs…and apply because they are moving too quickly. If your role includes broad keyword, you may end up with the wrong types of candidates checking out your job posting.
Warehouse Worker applies for Data Warehouse Job. Bummer.
These issues can be time-consuming and will fill up your application box with unqualified candidates. In utilizing conversion optimization (aka, streamlining the process), pre-screening, and job board optimization, you can work towards driving the right candidates to the right jobs. This will ultimately allow your recruiters to more efficiently connect the dots, and eliminate the time waste of sifting through unwanted applicants.
Breaking down the issues and directions to move forward can be done through on-site optimization, off-site optimization, and content generation.
Take a look at the following chart:
Conversion optimization can help to elevate the conversion rate and the quality of the leads. Similarly, conversion optimization will also help to provide brand impact.
Optimization techniques can take many forms and be very detailed, like changing minor keywords within the job posting, or these techniques can span the website and the overall assessment of the company, like having banner ads advertising the job posting. Let’s take a look at a few specific pieces that will help to drive additional conversions and qualified candidates.
Site Job Posting Optimization and Job Description Optimization:
We’ll tackle two pieces of the puzzle. Both are done to accomplish a few different tasks, but a few of the most important pieces are to provide visibility of the jobs, and to attract qualified candidates to apply. Broad, general job posts are often picked up by job boards and job search engines, and are displayed in results for broad search queries that job seekers are using. An example, as mentioned above, would be the search for “Warehouse”…both “Data Warehouse” and “Warehouse” worker jobs will show up in the results. Job boards can provide a one-click application, so job seekers can apply for many, many jobs very quickly.
Awareness of this (hopefully) encourages you to optimize your job post to be more specific to the position, rather than being broad and general. Categorization, job title, and job description are all areas where optimization can take place to be more specific to the job position. There may always be a crossover, but through optimization, the post may be presented to additional qualified candidates for extended sets of keywords, and the job posting may be more relevant to their skill sets.
Another important factor of optimizing a job post is that it will help make your job posting stand out…to the right candidates. Also, make sure your job postings are sexy, not just the same basic language everyone else is using.
What will make your postings stand out?
Good Post-Click Marketing and Good Content:
Post-click marketing means that we have already accomplished the task of attracting the qualified job candidate, and have sold them on the position far enough to get them to click to the website. How then do we make them feel comfortable and help them to understand who we are in order to get them to apply and work with us?
Onsite company reinforcement through testimonials, reviews and easy navigation to other jobs or company disciplines will ultimately make the job seeker more comfortable. We are, after all, looking for the best of the best people, so it’s important to make sure that the job postings, website content, and information about the company is the best.
Content on the website shows thought leadership and introduces the user to some of the people within the organization. This is generally done through a blog and social media. Putting a face to someone who you may work with, and getting an idea of what types of things they are talking about, is an indicator of whether or not you’d like to work with them. In addition to this, it’s important to put out great content not only for the job seeker, but also for the industry as a whole. You’ll want to make your content interesting.
Optimizing job postings and job descriptions brings higher application conversion rates and quality candidates. Using good content and post-click marketing helps to close the deal with candidates and drive higher brand impact and awareness.
Continue to work at it.
Optimize > Test > Track > Rinse > Repeat until you are getting better and better results.
Photo credit: Data warehouse architect photo courtesy of multiview.com
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- Talent Retention Overview – Best Practices – Podcast | S1:E12
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