Tailoring your job ads, careers site or careers page, and other marketing material to your targeted audience will help you connect with job seekers.
Large companies, aware that not all content resonates equally with all job seekers, will often divide their careers site into two portals: one for experienced job seekers and the other for college students. Similarly, when recruiting on campus, they share marketing material designed for a student audience. There are other best practices as well, including those aimed at diversity.
Although small and midsize companies may not have the resources – or the number of hires – to justify large-scale efforts, there are areas where a company of any size can focus for better message alignment.
When Advertising Internships. What do college students want from an internship? High on the list is a chance to acquire real work experience. With this in mind, provide position details. Also emphasize the hands-on nature of the work, and the opportunity to learn from accomplished professionals.
In addition, tout future employment opportunities, with your company and/or in the industry. In other words, suggest a career path.
Finally, highlight any benefits that may appeal to these job seekers. Does your company offer flexible hours? A casual, fun environment that includes free lunch Fridays?
When Advertising Part-Time Jobs. Here again, think like a job seeker. A flexible schedule is high on the list for part-time workers. If you’ve got it, flaunt it.
Similarly, a salary commensurate with experience is more likely to pique a person’s interest, as opposed to a “competitive salary.”
Are part-time employees eligible for benefits? If so, make sure you include this information.
Not every job seeker interested in part-time work wants to transition to full time. However, it doesn’t hurt to let people know they have options. A simple statement about advancement and growth opportunities will get the message across.
When Advertising Entry-Level Positions. No one wants to start at the bottom and stay there. Let job seekers know that an entry-level position provides an opportunity to learn about the business, acquire skills, and grow.
If the position includes benefits, highlight these benefits—in detail.
If the job includes a training program, provide specifics. Similarly, if there are other learning opportunities (ongoing training, tuition assistance), share this information.
Consider suggesting a career path. For example, “Many of our entry-level associates move up to management positions.”
When Targeting Specific Populations. When targeting a specific group of candidates, get specific. For example, if you’re targeting parents returning to the workforce, emphasize family-friendly benefits and flexible work.
Likewise, when reaching out to diverse candidates, speak about your commitment to diversity and inclusion. Include photos of your diverse workforce at your careers site and in other marketing material.
Generic job postings, careers sites, and brochures may seem like the way to go in order to appeal to a wider audience. But generic messaging tends to come across as bland. On the other hand, if you tweak your content ever so slightly for your job seeker audience, you’ll generate more interest—and more applications.
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Paula Santonocito, Contributing Editor for Recruiting Daily Advisor, is a business journalist specializing in employment issues. She is the author of more than 1,000 articles on a wide range of human resource and career topics, with an emphasis on recruiting and hiring. Her articles have been featured in many global and domestic publications and information outlets, referenced in academic and legal publications as well as books, and translated into several languages. |