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.

You’ll rarely catch me without yarn in my backpack, purse, or pocket. I’ve been crocheting on and off for over 15 years. It calms me, helps me focus, and it’s fun! For a long time, friends and family encouraged me to open my own shop, so I finally took the plunge in late January earlier this year.

When Cozy Corner Crafters was born (I’m a fan of alliterations) I thought “Ok, I can just put a listing out there, and the right person will buy it.” So I typed up a short paragraph, added some photos and waited. And waited. And waited. After a few weeks I thought “Why isn’t this item selling?” I went back to the drawing board, and started reading articles about improving listings. I started to notice that other shops selling similar items had much better images, bonuses for buying, details about their shop story, and more – all of which I had failed to do.

I started to realize that I jumped into opening this listing without much research and development. I had no story up, no shop policies, or why someone should buy from my shop versus a competitor.

As I’ve learned in my time at NewHire thus far, a crocheted bag listing is the same as a job advertisement. You can’t just write a paragraph about needing someone to fill a role at your company, put it online and expect people to apply. You have to develop your ad and decide who your ideal candidate is. There needs to be detailed information about what your company does and how a candidate would fit into the role. Most importantly, figuring out what sets you apart from your competition. Whether you are environmentally friendly, award winning, or everything you make is fully handmade like my shop, this is important to drawing in the right person.

Recruiting

At Cozy Corner Crafters, I believe that “Every handcrafted item made with love and care will be someone else’s treasured flair.” Just as it matters to me that I sell an item, it matters to me that it went to someone who appreciates my workmanship and shop. Similarly, at NewHire, we believe “Every Job Deserves The Right Person.” We achieve this by ensuring that your job advertisement, just like my Etsy listings, are setup to succeed and draw the right candidates.

After researching and improving my listings, I’ve had a lot more sales. It of course depends on the market at the time how well an item will draw. The same goes for getting candidates to apply to your job ad, but the more improved your ad, the better chance you have at recruiting the best candidate for your open role.

Here are a few tips for improving your job advertisement:

  • List compensation information – ask yourself if you are in line with competitors
  • Add your Employee Value Proposition (EVP) – what sets you apart from competition?
  • Tell candidates about your company – what do you do?
  • Details about the role – how does a candidate fit into your company?
  • Qualifications and requirements – what do you need from the candidate, are these realistic for the market?
  • Questionnaire – make it easy to fill out, one page, minimal memo style questions

Ask NewHire experts on how to get your job ad to tip top shape so you can hire better, faster and smarter!

How to Hire Better Shorts

Putting the best people in the right seats is the biggest problem identified by most business owners, especially as it applies to critical sales roles. Here are the 5 most common reasons most companies struggle with hiring quality salespeople.

#1 Companies outsource their recruiting and the responsibility.

Recruiting is something that a company Hiring Quality Salespeoplehas to own. They can no longer outsource the work and the responsibility. That makes it too easy for people internally to throw up their hands and transfer failures associated within the hiring process to the outsourced firm. If companies are going to improve the quality of their hires, they have to own the process.

#2 There is a lack of a consistent process for constantly searching.

Most, if not all, companies make the mistake of looking for candidates only when they have an opening. This leads to many problems:

  • Being held hostage by salespeople with “large books”. Companies feel they cannot do anything about them for fear of losing the “books” since there aren’t any replacements.
  • Feeling desperate to fill a chair with a warm bottom when there is a vacancy. A body,
    anybody, is better than no one sitting in the chair (branch).
  • Not replacing underperformers because there isn’t a pipeline of candidates to choose from. The underperformers stay around too long; others know it and realize that they don’t have to perform to keep their job, so overall team production continues to decline.

#3 Companies are not getting quality candidates entering the process.

The traditional model of recruiting today is one where the placement firm tries to convince their client why a candidate should be hired. Companies should, on the other hand, work extremely hard to disqualify candidates because there are specific skills that apply for that sales job and many/most candidates do not have those skills. Bottom line, the company has to assess at least two things: 1) Do they have enough of the right strengths to be successful? 2) Will they sell versus can they sell?

#4 There is poor communication about the specific role and expectations of this new hire.

Too often, everyone is so excited about putting the deal together (getting the seat filled) that no one takes the time to get into the details of the day-to-day requirements of the job. This leads to early misunderstandings about the role and eventually, failure on the part of the new hire to meet the expectations of the company. Failure to “negotiate on the 1st tee” leads to misunderstanding and failure to execute on the sales goals.

#5 The on-boarding process is inadequate.

Most companies are ill-equipped to effectively on-board new sales people. They spend time introducing them to the “culture” of the operation, the mechanics of the job and how to get things done. They introduce them to HR, their support team, marketing and their partners. And, yes, there is discussion about goals, sales activities and how to enter data into CRM. And then… the new hires are on their own.

Companies think that they have hired their next sales superstar and then, 12 months later, they cannot figure out what went wrong. They look at the numbers and discover that the new hires are producing “just like everyone else in the middle of the pack.” The process most companies have in place currently to recruit and hire salespeople perpetuates this problem. This is what makes the Hire Better Salespeople process so compelling. Our program works to eliminate “middle of the pack” performers by screening for sales talent upfront. From the application, to the assessment, to the interview, the main objective is to identify those that can and will sell. Partnering closely with our clients ensures that responsibility cannot be transferred, consistent candidate pipeline work occurs and new hires are set up for success upon starting.

Hire Better Salespeople was developed to eliminate the frustration and guess work when sourcing and hiring quality sales talent. Stop hiring mediocre performers today and start seeing success with Hire Better Salespeople and NewHire.


 

Alex Cole

Alex Cole is the Managing Director & Recruitment Specialist for Anthony Cole Training Group. She attended the University of Dayton and holds a double major in Marketing and Sales, with minors in Theater and Psychology. She is specifically focused on Anthony Cole’s latest venture Hire Better Salespeople. She helps companies recruit, assess and develop the right salesperson for their team.

“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.

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