The science behind the most successful job ads from 2014
In 2014, data science has significantly shaped the way you write your job ads. Who ever thought writing a job ad would be so technical?
For years, we have crept inside the minds of candidates to extract what they want, what they think and how they interact with the ads you write. While the user experience will always be an extremely important part of the puzzle, it now only represents 50% of the task at hand.
This year, data science has fundamentally changed the way we think about the content we produce. Today, SEEK has new ways to broadcast your ad content to highly-targeted and relevant candidates. But it all relies on the content you create. So, are you doing a good job? Have you evolved the way you think about your ad content and what you want it to do for you? Ask yourself these two questions:
1. Does my job title make sense?
- User experience – candidates interact with job ads that ‘sound like me’. If your job ad is foreign to them, they will skip over it and move on to the next opportunity.
Data science – the best indicator of a relevant match is through the job title. Candidates are going to connect with a job title if they:
- Have previously held this job title.
- Currently hold a portion of this job title.
- Currently perform tasks that relate to this job title.
At SEEK we use your job title to match your job ad to the most relevant active and passive talent pools, through SEEK's Weekly Roundup and SEEK Talent Search.
- Solution – use job titles that make sense to the market, not just your company. For example, at SEEK, we have a Habitat Manager role. In the marketplace, other companies traditionally refer to this position as a Facilities Manager. When we advertise for this role, we need to take this into account and change the title to attract the right candidates and fully leverage SEEK’s data science capability.
2. If I was a candidate, would I want to read my ad?
User experience – candidates, like all internet users, scan read. They are skimming for information that can help them check in or out of the content. If your content is not scannable, then candidates can:
- Become exhausted and not engage with your job ad.
- Miss important pieces of information.
- Not understand what the opportunity is, which could result in attracting irrelevant candidates and deterring the relevant ones.
- Data science – algorithms work best with rich, structured content. It is your content that determines how effectively SEEK can extend the reach of your job ad to the most relevant, active and passive talent pools through data science. Clearly themed and segmented paragraphs, optimise the effectiveness of SEEK’s matching algorithms.
- Solution – to create rich content, be specific. Instead of saying ‘you will run reports’, say ‘you will generate end-of-month reports using SQL’. Candidates will appreciate the added detail and our algorithms will be able to find that needle in a haystack for you. Create structure by inserting bolded sub-headings before each new paragraph. Candidates will know what each paragraph is about and will be able to scan through the content to find sections of interest. It will also force you to stay on topic and not blend company, role and benefits into one big clumsy paragraph. This in turn will help SEEK's algorithms match the most relevant candidates to your job ads.
If you’re already planning for 2015, register your interest in attending an ad writing webinar by emailing SEEK's Client Product Specialist team.