Routinely, year over year, the Job Board Doctor outlines in the Job Board Survey Results that job boards are looking to add new products to their job board to drive revenue, differentiate the job board and ultimately to assist in higher application rates. If your job board is apart of the majority, we can assume you are open to new opportunities in the industry to add new products to the job board. In the 2015 and 2016 Job Board Survey Results by the Job Board Doctor, adding new products for the employer is listed as the top action planned in the next 12 months. From our discussions with job board owners amongst the industry, they are excited by the thought of adding products, but don’t know where to begin or how to implement. As such, we wanted to share a number of ideas for you.
#1 Employer Branding
According to 2017 Recruiting Trends Report, 48.9% of organizations report they will increase spending on employer branding to make their open positions easier for ideal candidates to find. Employers are focusing their efforts on increasing the quality of inbound candidate traffic as currently 50% of inbound applicants do not meet even the basic requirements for the roles they apply for. As a job board, what avenues could your site provide to assist the employer in their branding efforts and increase the quality of the inbound traffic.
Ideas to help an employer advertise their brand
- The company’s core values
- What ‘a day in the life’ looks like
- Explanation of the job perks (salary, benefits, company policy on promotions, training opportunities)
- Employee testimonials
#2 Encourage employers to embed 30 second videos into their job postings
According to Trish Davis, director of talent acquisition, recruitment products and vendor relations at Fidelity Investments in Ithaca, N.Y embedding short, authentic videos—featuring hiring managers and co-workers—within job postings will increase job seeker engagement. Analytics by Sparc has indicated people will spend at least twice as long looking at a job post with video and will share job ads at least four times as often if they contain video. Sounds like a win-win for the job board owner and employer!
#3 – Targeted Email Campaigns
Your employers should have an ideal candidate in mind with the specific requirements such as education, work experience, skills, and location. Take a moment to ask the employer the following question, “may you describe your ideal candidate for ‘x’ job’. Once, you are armed with the information about their ideal candidate, use the database of candidates and analytics on your job board to match up your audience with their ideal candidate.
For instance, imagine the power of sharing with the employer the fact 150 registered candidates perfectly match their ideal candidate profile and your job board can deliver a personalized email to that audience. A nice side note* – throughout the industry we have seen job boards charge up to 6 times their standard job posting ad to send such a personalized email campaign.
#4 – Targeted SMS Campaigns
As mentioned in #3 – Targeted Email Campaigns, you will follow the steps of inquiring into their ideal candidate. This time, instead of offering the ability to send the candidates a personalized email campaign, you can offer them the ability to send the candidates a personalized text message. As the industry has already experienced, SMS campaigns can be highly effective in rapid response rates;
- 98% of all SMS are opened
- 90% of SMS is read in under 3 minutes
- 36% Click-Through Rate
#5 – Feature Employers on your social media channels (Facebook, Twitter, LinkedIn)
Last month, we wrote about a tactic on Facebook to help increase the click through rates by 12% by leveraging the Photo Carousel method. To get the best results, we would recommend gathering 5 images from your employer either about their brand or a description of their current job opening to include the carousel. If the employer is unable to produce any material for the advertisement, check out free services like Canva that will allow you to quickly create social media sharable material. An option could be to add this service into your product offering by limiting one featured employer per day/week/month for exclusivity and build up a consistent following for this post.
We hope these ideas may be worthwhile for your job board business and applicable to the employers advertising on the job board. If you are interested to learn more about how to implement these type of services, please contact our staff at firstname.lastname@example.org or (561) 509-5986.
- On February 6, 2017
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