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Creating Top-Notch Job Content
Jason Whitman
SVP, Client Services
jason@indeed.com
@jasonwhitman
Before we get started
Jobs added this week 556K
Job seekers looking for their
next opportunity
140
Million
How do you reach them?
1. Who’s your audience?
2. What motivates them?
3. How do you measure?
First steps
Who is your ideal candidate?
What are their biggest needs?
Where do they find information about your company?
What do they value most?
Creating personas
Understand who influences their decisions
Know what types of online and offline networks
the candidate is a part of
Understand what they already know about your
company and what they need to find out
External factors
Run a survey among new hires
Conduct interviews across your organization
Use analytics and social media engagement to gain insights
Tie it all back to the core values you look for when hiring
Getting the info
AgendaAttracting talent
with your job
content
Content is King
1. Get Attention
Open with a strong, attention-grabbing
paragraph. Then, keep it going. Don’t lose the
candidate’s attention with a generic description.
Reporting to the Director of Marketing, the
Public Relations Manager will plan,
coordinate, and execute PR initiatives and to
maximize sales of [company] and its brands.
The Communications team manages the voice of
Airbnb. We're a small team of ex-political
operatives and former Olympic athletes that
deploys to locations around the globe -- whether
it's broadcast interviews in Berlin or a speech in
San Francisco, we're there. We're quick on our feet,
whether it's in a briefing or on the dance floor, and
we're never first to leave the party.
2. Target
Use phrases that people will search for, and use the
job title to describe the main aspects of the job.
“Events and Sponsorships Manager” is better than
just “Marketing Manager.”
Use analytics to find common themes
Indeed Job Analytics
AgendaSee what’s trending in your industry
Indeed Industry Trends
Agenda
“Account Manager”
AgendaCase Study: Payment Processing Company
Jan 20 – Feb 19 Feb 20 – Mar 19 % Change
Clicks 812 1,106 36%
Impressions 195,812 177,543 -9%
Click through Rate 0.4% 0.6% 50%
Cost $988.31 $950.71 -3%
Applications 88 170 93%
Conversion Rate 10.8% 15.4% 42%
AgendaCase Study: Market Research Company
Marketing Research Analyst or Statistician
Marketing Research Analyst or Statistician (MBA &
SPSS knowledge required)
• New title delivered fewer total clicks and applies
• Candidates self-selected and were more qualified
3. Be Open
Give job seekers a sense of your organization’s
style and culture.
The management approach [the
organization] values most includes
coaching to improve performance through
gracious communication, accountability
in goal setting and visionary leadership.
4. Make every word count
And saying less can be better.
Say just what’s needed… delete the rest!
www.indeed.com
Job with descriptions between 700 and 2,000
characters get on average 30% more applies.
Keep job titles to 80 characters or less.
AgendaCase study: Wrap Supply Company
Locations No Locations % Change
Daily Clicks 36 55 53%
Daily Impressions 4,279 4,234 -1%
Click through Rate 1.0% 1.4% 40%
Applications 44 74 68%
Cost per Applicant $6.91 $3.47 -50%
5. Be Precise
Use skills and phrases that people will search for.
If you are hiring a “Java Developer,”
call it that.
Use job trends to inform your writing
Pair with search trends for further insight
6. Avoid Jargon
“Senior Web Designer” is better than “Designer
III,” even if you know what that is.
AgendaLook for common terms in your industry
Indeed Industry Trends
7. Be Honest
Don’t exaggerate or underplay the
responsibilities of the role.
Use titles that reflect the role you’re looking to fill
Job title: coordinator
Description: supervisor
Use titles that reflect the role you’re looking to fill
This role uses “Director of Sales” as the job title, but the
company is looking for an individual contributor.
8. Learn from others
Understand your competition and learn
strategies you may be able to borrow.
AgendaLearn from competitors
Indeed Search Insights
9. Always Be Testing
Experiment, challenge assumptions and test
constantly.
Testing job titles and descriptions
Marketing Coordinator III
Marketing Event Coordinator
24
86
55
599
Job Title Location Organic Clicks Sponsored Clicks
San Francisco, CA, US
San Francisco, CA, US
10. Have Fun
Being an expert on the content that delivers
great hires is awesome.
How does your job content impact applications and hires?
What methods of promoting jobs work best?
What quality indicators are you tracking?
What data do you use to plan and measure campaigns?
Measuring Performance
Let us know how we can help!
indeed.com/hire
blog.indeed.com
@indeed

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Creating Top-Notch Job Content

  • 2. Jason Whitman SVP, Client Services jason@indeed.com @jasonwhitman Before we get started
  • 3. Jobs added this week 556K
  • 4. Job seekers looking for their next opportunity 140 Million
  • 5. How do you reach them?
  • 6. 1. Who’s your audience? 2. What motivates them? 3. How do you measure? First steps
  • 7. Who is your ideal candidate? What are their biggest needs? Where do they find information about your company? What do they value most? Creating personas
  • 8. Understand who influences their decisions Know what types of online and offline networks the candidate is a part of Understand what they already know about your company and what they need to find out External factors
  • 9. Run a survey among new hires Conduct interviews across your organization Use analytics and social media engagement to gain insights Tie it all back to the core values you look for when hiring Getting the info
  • 12. 1. Get Attention Open with a strong, attention-grabbing paragraph. Then, keep it going. Don’t lose the candidate’s attention with a generic description.
  • 13. Reporting to the Director of Marketing, the Public Relations Manager will plan, coordinate, and execute PR initiatives and to maximize sales of [company] and its brands.
  • 14. The Communications team manages the voice of Airbnb. We're a small team of ex-political operatives and former Olympic athletes that deploys to locations around the globe -- whether it's broadcast interviews in Berlin or a speech in San Francisco, we're there. We're quick on our feet, whether it's in a briefing or on the dance floor, and we're never first to leave the party.
  • 15. 2. Target Use phrases that people will search for, and use the job title to describe the main aspects of the job. “Events and Sponsorships Manager” is better than just “Marketing Manager.”
  • 16. Use analytics to find common themes Indeed Job Analytics
  • 17. AgendaSee what’s trending in your industry Indeed Industry Trends
  • 19. AgendaCase Study: Payment Processing Company Jan 20 – Feb 19 Feb 20 – Mar 19 % Change Clicks 812 1,106 36% Impressions 195,812 177,543 -9% Click through Rate 0.4% 0.6% 50% Cost $988.31 $950.71 -3% Applications 88 170 93% Conversion Rate 10.8% 15.4% 42%
  • 20. AgendaCase Study: Market Research Company Marketing Research Analyst or Statistician Marketing Research Analyst or Statistician (MBA & SPSS knowledge required) • New title delivered fewer total clicks and applies • Candidates self-selected and were more qualified
  • 21. 3. Be Open Give job seekers a sense of your organization’s style and culture.
  • 22. The management approach [the organization] values most includes coaching to improve performance through gracious communication, accountability in goal setting and visionary leadership.
  • 23. 4. Make every word count And saying less can be better.
  • 24. Say just what’s needed… delete the rest! www.indeed.com Job with descriptions between 700 and 2,000 characters get on average 30% more applies. Keep job titles to 80 characters or less.
  • 25. AgendaCase study: Wrap Supply Company Locations No Locations % Change Daily Clicks 36 55 53% Daily Impressions 4,279 4,234 -1% Click through Rate 1.0% 1.4% 40% Applications 44 74 68% Cost per Applicant $6.91 $3.47 -50%
  • 26. 5. Be Precise Use skills and phrases that people will search for. If you are hiring a “Java Developer,” call it that.
  • 27. Use job trends to inform your writing
  • 28. Pair with search trends for further insight
  • 29. 6. Avoid Jargon “Senior Web Designer” is better than “Designer III,” even if you know what that is.
  • 30. AgendaLook for common terms in your industry Indeed Industry Trends
  • 31. 7. Be Honest Don’t exaggerate or underplay the responsibilities of the role.
  • 32. Use titles that reflect the role you’re looking to fill Job title: coordinator Description: supervisor
  • 33. Use titles that reflect the role you’re looking to fill This role uses “Director of Sales” as the job title, but the company is looking for an individual contributor.
  • 34. 8. Learn from others Understand your competition and learn strategies you may be able to borrow.
  • 36. 9. Always Be Testing Experiment, challenge assumptions and test constantly.
  • 37. Testing job titles and descriptions Marketing Coordinator III Marketing Event Coordinator 24 86 55 599 Job Title Location Organic Clicks Sponsored Clicks San Francisco, CA, US San Francisco, CA, US
  • 38. 10. Have Fun Being an expert on the content that delivers great hires is awesome.
  • 39. How does your job content impact applications and hires? What methods of promoting jobs work best? What quality indicators are you tracking? What data do you use to plan and measure campaigns? Measuring Performance
  • 40. Let us know how we can help! indeed.com/hire blog.indeed.com @indeed