Archives For Step 2 – Advertising Your Job

Building a strong candidate pool is one of the hardest parts of hiring. In order to build a candidate pool, you need to advertise your job.

“Back In My Day – I put an ad in the paper and someone came and applied to my job!”
Advertising was simpler back then – you paid some money, usually a flat fee, and ran an ad for a week or two in your newspaper.  And resumes came pouring in.

Now – clicks are king, the internet has taken over as the new source for news and jobs, and figuring out where and how to post your job has become much more complicated and costly.

When people began transitioning to internet advertising, they left the old business model in place.  You paid a flat rate for the ad (usually charged by the word), and you job ad ran for a set amount of time. a As new markets were opened up by the internet, people started bidding and paying for clicks, or views to their ad.

Now, there’s an even newer model for advertising your job. Bidding and paying for Applicants directly.  This new market is the newest model  and is proving volatile to say the least.

The upside of using a Cost Per Applicant is  that you only pay when someone actually applies for the job.   The downside, though, is that it will probably take longer and overall be more expensive per applicant, as the marketplace is still small for CPA and the number of sites offering this option is still limited.

At NewHire, we keep an eye on the job board market so our clients get their best candidates, and we’ve been looking at CPA data for the last year to see how to make use of this.  We’ve found a few distinct tiers of  Applicant cost.  Jobs that have a large number of applicants, like Administrative and Food Services jobs, have a relatively low CPA (under $20 per applicant), Jobs in Sales and Management have a higher CPA (between $20 and $40 per applicant), perhaps because they need more seasoned or specialized applicants.  Jobs in the Insurance and Medical industries, and Engineers of all sorts, have the highest CPA (Over $40 per applicant).  This is probably due to the small supply of qualified applicants vs. the demand.

Here is a graph of CPA by Job Category:CPA By Job Category 2015-2016We also analyzed the Cost Per Applicant by job board. We wanted to know if there is a noticeable difference in the cost of acquiring candidates from various job boards that charge on a pay per click basis.

We estimated this by taking the number of applicants we received from each job board (based on Google Analytics) and comparing that number with the spend on the job board for last year.   In the graph below, you can see that the more general job boards, Indeed, Careerbuilder, and Craigslist. have a lower CPA.  Specialty job boards like Bevforce and CPA exclusive boards like AppCast are more expensive, as they are targeting a smaller set of possible applicants and therefore generating less overall traffic.  At the highest end, our Passive candidate search is the most expensive, and coincidentally the most specialized and targeted.2016 CPA By Source EstimatedLike the stock market, CPA costs are constantly changing, as job boards enter and leave the marketplace. Additionally,fluctuations occur in what’s considered a hot job, or a desired location. We keep our eyes on the market to help our clients get the best candidates for their jobs, whatever the source!

For many people, finding and navigating this unfamiliar territory of niche sites can be like traveling to a galaxy far far away. But don’t panic – there is a hitchhiker’s guide to understanding niche job boards at your fingertips.

If your open position is not drawing the quality or quantity of candidates on the major job boards you were hoping for, then it’s time to diversify your advertising options. When you’ve exhausted all your major player resources, who do you turn to?

This is where niche job boards and networks can become valuable assets in filling those gaps. Niche job boards are industry specific and cater to job seekers who have a more unique skills set for particular job types. For instance, you’ll find that Salesjobs.com is beneficial for finding candidates who are solely visiting the site because they have had a career in sales or are in pursuit of a career in sales. When you’re looking for someone with an extensive background in sales, within a unique industry, and the ability to perform certain tasks, posting your job on Salesjobs.com might be useful to you.

Niche job boards

As an Advertising Coordinator, I recognize it can be difficult to wrap your head around what to do on these sites when exploring for the first time. So I’ve written a brief overview guide to help you get started.

Find a niche site that is relevant to your job.

It’s tempting to find a free niche site and post every job title you have on it. But don’t do it. It’s confusing for candidates who are meeting a certain skill set for that site. The only way it’s acceptable is if it’s a general employment site that accepts all industries and job types, which is quickly becoming more rare to find for free. Some job sites might even require that your job undergo an approval process before it goes live, so it’s only in your best interest to do so.

Confirm with a company representative that you can re-direct to an outside ATS.

One of the biggest pains in recruiting during the screening stage is having all of your candidates in different places. Because most niche sites require you to create an account to build your posting, it’s important before purchasing to check with a representative that they will allow you to re-direct candidates to an outside ATS so that your candidates can be in one place. If you’re using NewHire, you can have all of your candidates directed back to your landing page which will consolidate all of your applicants into one place.

Pricing & Payment

Pricing methods vary widely across niche sites – you’ll see everything from pay-per-click sponsorship and pay-per-applicant advertising, to 30-day postings and subscriptions. You’ll likely have to pay with a credit card so have one handy that you can use for payment. Pay attention to what you’re buying – if you’re not careful, you could be getting yourself into a subscription that charges monthly. Try to stick to 30 day postings to start with while you’re getting your feet wet, and when you find job sites that work for you, you can expand to purchasing other advertising methods.

Pricing varies by job board but keep in mind each board you invest in is a risk and you could potentially be left with no candidates. Be cautious of niche sites who charge a high price with no refund or free trial run.

Niche job board tips
So the answer to everything is not 42; there are a lot of different things to consider when navigating niche job boards. The moral of the story here is that you should be using them when you can. They are great for filling in those gaps in your candidate pool that major job boards are not able to reach, and you can’t go wrong when some of them are free! Keep your eye out for the minor details when posting for the first time on new sites, and in little to no time you will be a less of a hitchhiker and more like a navigator!

A new “salary estimator” feature Indeed is currently testing and rolling-out for mobile jobseekers may have significant impact on the effectiveness of your Indeed advertising campaigns. For some time, Indeed has listed applications that include compensation information with a brief blurb on how they are displayed. Recently, Indeed expanded that feature to include an estimated compensation for mobile users. This salary estimate is displayed both for positions that list the compensation in the ad and for postings that do not explicitly list a compensation range.

Salary estimator

This is an example of the new feature in action. Notice the grey text indicating “$30,000 – $33,000 a year estimated by Indeed”.

How does it affect applications with no compensation figures listed?

If Indeed’s salary estimation is exactly accurate, the worst that can happen is that candidates find out your role’s compensation earlier in the process than you wanted. More likely, the estimated range will be higher or lower than your actual ideal range. This will be particularly true as they continue to refine their estimates (it’s only in beta and will presumably get more accurate over time) and if your position has a broad title. Each of these bring clear negative ramifications for your recruiting process. If their estimate is lower than your actual range, it’s possible that highly qualified candidates that would seek a higher compensation will be deterred. If Indeed’s estimate is higher than your range you will receive more candidates than you would otherwise, but when it comes to negotiation, candidates may have unrealistic expectations of what your offer will be. It is worth reiterating that this is currently in beta and is only being tested; it will not effect every job or every market.

Why is Indeed doing this?

Based on data Indeed collects, candidates are more likely to engage with job postings when salary figures are available. Ultimately, Indeed’s goal is to increase the likelihood that candidates click postings and to improve the candidate experience when job searching by giving them additional information.

What can you do?

Our best practice continues to be to list compensation figures in your application when you can. This change to Indeed is just one more reason why it is better to list a competitive compensation and to remain in control of how candidates perceive your jobs.

In our high-tech, modern internet age, life moves pretty fast.  And no device helps us navigate the day-to-day struggles like a smartphone.  It’s something that has become ubiquitous and indispensable, which is pretty remarkable considering it’s a device that didn’t exist ten years ago.   Smartphones have changed the game for many industries.  From scheduling to gaming, to watching and making movies, or taking your office on the road, we can do practically anything with a mobile phone nowadays —  Even look for jobs.

Whether you are an employer looking to hire, or a candidate in search of a new job, mobile technology is impacting you. Smartphones make it easy to connect to job sites and see and apply to open positions.  Many career sites that allow someone to store their pertinent details online now have smartphone apps to make looking at jobs even faster and easier.  With the rise of internet browsing by mobile job seekers , we decided to parse through some of our recent traffic data and analyze what mobile job seekers are doing when they visit NewHire® jobs.  Our conclusions have shown, mobile users are like window shoppers.  Most candidates are “just looking”  – and few are actually buying.

We’ve found that our mobile traffic has skyrocketed in the last year. But all that extra traffic is just people looking at job ads, and not actually applying. Our conversion rate* (the number of applicants divided by the number of candidate views)  in that time has plummeted.  Interestingly though, we’ve also found that people in specific jobs or industries are more predisposed to apply by mobile device.

Highlights!

Mobile candidate traffic, on jobs advertised by NewHire®, has exploded this year.  In 2015  approximately  22%  of candidate traffic was from Mobile. this year, through October 2016,  that traffic has increased to almost 39%. of our total job seeker traffic. This increased mobile traffic is ALL JOBSEEKERS including people who only view applications AND people who actually apply.

Mobile Activity 2014-2016

Tip: Click our graphs to make them larger!

Mobile Desktop Views 2014-2016

Mobile Desktop Applies 2014-2016

When we dig deeper we see that mobile job seekers are window shoppers. They look but when it comes to applying for jobs on their mobile device, they are not buying. Our Mobile Views doubled this year compared to 2015. However those mobile viewers MOSTLY DID NOT CHOOSE TO APPLY TO THOSE JOBS ON THEIR DEVICE.  In 2016, through October,  we’ve had almost 300,000 views from Mobile devices, more than double all of 2015!  However, our mobile Apply count for 2016 is just about the same as for 2015.  Our 2016 Conversion Rate* for jobs has plummeted for Mobile traffic. There has not been been a noticeable increase in applicants to correspond with the increase in views.

Mobile Conversion Rates 2014-2016

But the story is more complicated. It turns out that some jobs attract lots of mobile applicants and others attract very few.  People who DO apply to jobs from their devices are doing so in some interesting industries.  The jobs with the highest Mobile Apply activity in 2015 and 2016 include those in the Medical field, those in Skilled Trade, Drivers, and Food Service Workers — these are all professions where someone doesn’t spend a lot of time sitting at a computer and probably won’t be filling out a job application that way.

Conversely, we noticed very low Mobile Apply activity for jobs including Executives, Managers, Engineers and Human Resources workers, who usually have better access to computers during their normal routines.

Top Mobile Activity By Job Industry

Mobile Activity by Job Industry

Why are Mobile users just window shopping? There could be any number of reasons. It could be related to job  or industry or location. It could be that candidates are looking and then coming back and applying later on either a desktop computer, or on their device. Or it could be that mobile employment applications are only important for some jobs and much less important for others.

Tl;dr or Key takeaways on Mobile Jobseekers

  • Mobile candidate traffic is rising and will continue to be important force in the employment market place in 2017.
  • Many mobile applicants are just window shopping and not applying for work.
  • For specific jobs including drivers, food service workers, skilled trades and medical – mobile is an important for capturing applicants. Be sure these types of jobs are advertising  on mobile platforms and be sure you have a mobile optimized application process.
  • For job in engineering, human resources or at the executive level mobile is much less crucial for capturing applicants.

Definitions:

  • Views = the count of people who look at a NewHire® candidate landing page and application. This link is an example of an application.
  • Applies = the count of people who submits an employment application to NewHire® for a specific employment opportunity.
  • Conversion Rate = Applicants (Applies/ Views) people who successfully fill out a job application) / Viewers (People who view a specific Job application

 

 

At NewHire, we like to keep an eye on where our candidates are coming from so that we can ensure our clients are getting the most ‘Bang for their Buck’ when they advertise.  In 2015 Indeed surged ahead of the pack, with ZipRecruiter close on their heels. CareerBuilder was the biggest loser of them all, with their average candidate views per job, tumbling.  Craigslist fared little better. And LinkedIn continued its trend of lack-luster performance.

For the majority of 2015, our advertising package featured postings on CareerBuilder, Craigslist, Indeed and LinkedIn.  The graph below shows the number of candidate Views Per Job from each of these sources.  As you can see from the graph, CareerBuilder and Craigslist performance have both been declining for several years.   They’ve gone from almost 200 views per job in 2010 to slightly over 20 views per job in 2015.  That’s a huge drop-off for the King Kong of the Recruiting Boards.  Craigslist, too, has seen quite the decline as more competition in their particular field has appeared.

Indeed, meanwhile, has maintained a healthy number of views per job. ZipRecruiter, our newest partner, demonstrated a robust start  for 2015, with 70 average referrals per job.  LinkedIn, meanwhile, has meandered along, and has not experienced any growth over the years. Recruitment ads also appear on many other smaller sites,  including our own NewHire job board. All of these smaller players are included in the category we call “Other” Together these smaller players represent an important source of candidate traffic.

Views Per Job Per Year

We also have some breakdowns of our applicants (the people who have successfully filled out a job application on our system) for the last several years, and can see where they were referred from.  That data, pictured below, shows a similar picture.

Applies Per Job Per Year

Our newest partner, Ziprecruiter, is the big winner.  For only being with us for six months, they’ve already proved a better choice than CareerBuilder, Craigslist or LinkedIn for bringing in candidates who turn into applicants.  Indeed also surged back up in 2015 after dipping in 2014.  As in the the Views graph above, the losers are CareerBuilder, Craigslist and LinkedIn.  All three of these boards have lost traction over the last few years.

This year, as in the past, these metrics have led us to make changes to the advertising options we offer our clients. As always, crafting a great recruitment advertisement will improve your candidate draw, but being on the right job boards is key. Look for details from the NewHire team about changes in the works to provide you with the best candidate sourcing strategies needed to address your recruiting needs.

Webinar broadcastWant to know more about the changing world of recruiting and hiring? Check out our Webinar series, where you will learn to take complete control of the 6-Step Hiring process that defines who fills that next open seat. 

This is a true story about a mid-sized manufacturing company in Oklahoma that needed some help finding the right person for their job…

 

For any company, recruiting can be a daunting task. From putting the ad together and advertising to managing a large pile of applications and resumes – the entire process can be a headache for business owners or hiring managers who don’t have the right tools in place before they start. Especially when you are stuck handling the process single handedly or on a small team, screening alone can dominate your time. Much of this is true for companies in the manufacturing industry – companies like Progressive Stamping, who reached out to NewHire.

When Dave Younge, President at Progressive Stamping, initially contacted NewHire, he expressed interest in establishing a recruiting process and getting assistance filling an Account Manager position.

“I wanted a person that would be a good fit to our organization’s culture.  I did not want a person who had great skills and experience but was a poor person with whom to work.  I shared this concern with Sean Little (Account Manager) and asked how NewHire could make that happen.  He demonstrated the technology and explained how they could customize the application.” – Dave Younge – President of Progressive Stamping

He needed the framework to get started, and then he would be able to drive the hiring process forward on his own. With these things in mind, he purchased our NewHire Elements service.

Continue Reading…

Social recruiting is becoming increasingly prevalent with companies, surpassing the use of traditional recruiting. Social recruiting is defined as recruiting candidates by using social media platforms. Popular social media sites that are used for recruiting include LinkedIn, Facebook, Twitter, Google+, Branchout, Viadeo and XING. These social sites can be used to effectively source out candidates.

So the big question is why should recruiters use social recruiting in addition to traditional recruiting? One of the biggest reasons is the enormous reach that social media has today. According to Statista Facebook, Twitter and LinkedIn are the top three social media platforms today. Facebook has 936 million daily users, Twitter has 300 million monthly active users and LinkedIn has 364 million members.

According to a study done by Jobvite here is the breakdown of the number of jobseekers using social media platforms for their job search activities.

index

Other important reasons to use social recruiting along with  traditional recruiting is social recruiting can focus on multiple goals at one time as traditional recruiting has only a single focus. In addition, there are multiple benefits that social recruiting will provide for an organization that traditional recruiting will not.

Social Recruiting Benefits:

1.       Find Quality Candidates

Social recruiting will allow you to connect with the potential candidate and get to know them better through social media. For example the type of content and tweets that the potential candidate posts will give you a glimpse of the candidates personality, interests, industry knowledge, etc. This will give the recruiter some foresight to see if the candidate may be a good fit with the company culture.

2.       Build a Great Company Brand

Social recruiting can build your company brand and foster a great reputation.  Twitter will allow you to boost your brand visibility by engaging with jobseekers through tweets and post positive information about the company which will promote a good reputation.  On Twitter your company can share links from your company blog which will provide great insight to the jobseeker on your company culture and industry news. Facebook can provide the candidate the opportunity to see how you interact with customers regarding your products and services. LinkedIn can provide the potential candidate the opportunity to actively participate in industry group discussions which will give them great visibility to recruiters.  A person who is social media savvy can be an attractive candidate to a company which the company can envision the potential candidate helping the company brand by contributing to sharing posts and spreading the word about the company’s philanthropy and company initiatives that affect the industries they work in and communities they serve.

3.       Help Establish The Company Mission / Promote Company Culture

Social recruiting can bring additional benefits to your organization by helping establish the company mission and promote your company culture. Experienced and educated job seekers tend to place a high importance on a company’s mission. Therefore, if you want to attract the best talent your company mission must be attractive and compelling for a job seeker to want to join your team. The job seeker also must feel like they will fit in well with your company culture. The potential employee will want to feel comfortable in an environment in which they are able to thrive in and successfully contribute to fulfilling the company goals.

What is the future of social recruiting? With social networking being increasingly prevalent users have become both consumers and content producers which will create a higher level of engagement between users and companies. With this higher level of engagement companies and recruiters will need to provide more robust company profiles along with employment opportunities online. To be successful with this new form of recruiting companies and recruiters will have to increase their online presence. This will change your recruiting strategy tremendously. Recruiters will need to switch to an ongoing commitment to recruiting instead of sporadic recruiting practices. This will catapult many recruiters into an entirely new era of recruiting which will change the way you approach recruiting forever.

Things are going great. Candidates are flowing in everyday and you are sorting through as they arrive. Two weeks have now gone by and the traffic is starting to fade. You think, “Oh no!! But I haven’t found the right person yet!” Nothing to fear, you just need to re-advertise! It costs money to find the right person, but in the end it will pay off when you fill an important role in your company.

Advertising Jobs

There are a couple of reasons why you might need to re-advertise, and once you discover that reason, you should consider the best times to actually do the re-posting. It’s not always a quick fix – so you should also consider patience a necessary virtue during this time. Take the time to understand what might need improvement to attract a great pool of candidates.

Here are some reasons and solutions you might need to re-advertise:

1. You’ve advertised, but candidates eventually stopped applying.

Candidates look at new postings first. As your ad ages, it will generate less traffic as newer jobs are being posted. Additionally, your sponsored budget runs out, or your job board posting could have expired.  It can be effective to repost to bring your job up to the top and to attract fresh attention for candidates.

Time to Re-Post: If you really need more people, consider re-advertising two weeks after the initial posting – if it is a sponsored budget, start a new campaign as soon as the previous runs out. It is also an option to run an ad on one job board at a time to save money in case you come to find a job board isn’t working. This way you can focus your spending only on what is working.

2. You didn’t get many candidates.

If this happens, you might re-examine your job ad to make sure there is an attractive employee value proposition, compensation listed, and detailed job duties. Your job title might also have an affect on your candidate pool. If your title is too specific, it might be more difficult for candidates to search on. You should also watch out for labeling your job too generically such as a customer service representative, when you really want someone with advanced subject knowledge and extended experience.  Also examine the market of the industry to see if it is a good time to advertise.

Time to Re-Post: Take the time while your current advertising is running to re-work the job ad and try an alternative job title.. Get expert help on the compensation range if you’re unsure, then develop a solid employee value proposition. Once you’re ready with this, re-advertise or update your current ads to reflect your changes.

3. The person you hired didn’t work out. It happens.

Sometimes the candidate changes their mind about the position or thinks they are not a good fit. When this happens, especially when they held a vital role in your company, you need to revamp your recruiting to search for the right person

Time to Re-Post: If it’s an immediate need in your company, start advertising right away. See a recruitment expert at NewHire to get you up and running. Take a day before you advertise, to look at your ad once more to ensure you are attracting the right qualified candidates to your job.

Has your company experienced any of the situations above? Let NewHire help you get back on track and set you up with a job ad constructed by an expert and a wide range of advertising options. Just remember, every job deserves the right person!

Our Quest Food Management Blog Series:

Part 1: Overview

Part 2: Analytic Results Infographic

Part 3: A Professional Case Study

Part 4: NewHire Advantage- Conclusion

 

Want to learn more about how NewHire can help your company hire better? Request a demo here, or give us a call at 877-923-0054.