How to write powerful online job copy that attracts the best talent worldwide. Jeremy Pointer Global Business Development Director

Transcription

1 How to write powerful online job copy that attracts the best talent worldwide Jeremy Pointer Global Business Development Director

2 Who are we? Launched About jobs.ac.uk 15 years ago by University of Warwick 1,385,555 unique users per month (ABC audited) 7,100 customers worldwide including 875+ universities 554,222 PhD qualified jobseekers Jobseekers from 225 regions worldwide 10 times more effective than other recruitment media combined for academic and research appointments

3 We have a truly global audience N.America /Caribbean 37,410 UK 1,208,082 Europe 175,965 Asia 88,676 M.East 11,084 Africa 19,398 S.America 4,157 Australia 19,398 Unique users by location

4 What is the biggest recruitment challenge for universities? Source: jobs.ac.uk Recruiter Survey May 2013

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10 Can online job copy help? A well-constructed job ad acts like a funnel: Attracting a wide audience Promotes your brand and reputation Discourages weaker candidates (setting the standard) Reducing recruitment costs (direct and indirect) Increasing process efficiency

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15 What makes an effective advert? Clear Concise Informative Relevant Exciting Different Memorable

16 Who are you targeting? What you say depends on who you re talking to So make sure your advert connects with your audience through: Language Expression Motivation

17 Use the person specification The best place to start defining your audience! Use it to determine 3 most important essential requirements 3 most important desirable requirements that might differentiate a candidate

18 Remember They need to be meaningful attributes that will differentiate and that you can measure excellent international publication record international reputation in his/her field hold a PhD (or be near to completion), or the equivalent in academic/professional qualifications and experience Health and Safety qualification (such as NEBOSH) PhD in Biology articulate communicator

19 Remember: Make it hard for jobseekers to say no!

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21 Advert checklist A good advert will include: Descriptive job title Short punchy introduction to your university The job role - the opportunity! The job requirements - profile of the ideal candidate Salary and benefits Clear, simple call to action

22 Advert checklist A bad advert will include: Too much technical detail about the role Too much technical jargon Too many unnecessary words Uninspiring descriptions of the role Too much emphasis on the job Not enough emphasis on the ideal candidate

23 Descriptive job title Short intro Concise job role Job requirements

24 Benefits Call to action

25 Is the job title meaningful outside of your organisation? Warwick Q-Step Manager Assistant Phlebotomist Adjuncts Manager - Centre for Interdisciplinary Methodologies Nurse part-time faculty

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28 Attention span is short on the web 4,000+ jobs advertised daily on jobs.ac.uk 3:00 avg. minutes per visit 7 avg. jobs viewed per visit 26 avg. time spent per advert (seconds)

29 What makes an effective advert? Clear Concise Informative Relevant Exciting Different Memorable

30 Be clear, be concise Emphasise what is key De-emphasise what is secondary Eliminate what is unimportant!

31 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 Sub headings to separate university introduction, job duties and candidate specifications etc Highlight important points in bold Don t just copy and paste job descriptions! Never assume the jobseeker knows

32 But don t be too concise! Would this make you want to apply?

33 job boards work on a keyword relevancy basis when matching job vacancies with jobseeker searches

34 Be legally compliant Gender discrimination Racial discrimination Age discrimination Disability discrimination Be careful of superlatives that might be seen as discriminatory e.g. Early career Energetic Young team Must have 5 years experience

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36 What makes an effective advert? Clear Concise Informative Relevant Exciting Different Memorable

37 You need to stand out

38 So what's your story? Emphasis your brand Reflect the personality and ethos What s different from others? Why should jobseekers choose your University?

39 Be bold

40 Be interactive

41 Be different

42 Be clever

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44 Summary 1 Target your audience Think about the structure Clarify your message Optimise with keywords 5 Think creatively!

45 Thank you! Any questions? Jeremy Pointer Mob: +44(0)