How to Make Sure Your Post Gets the Attention of Talented Applicants
When my clients create a listing for a position, their goals are twofold. First, they want plenty of applicants to see the post and respond. A wider pool (up to certain point of diminishing returns, which we’ll address in a later post) means an overall increase in high quality applicants and a selection process balanced in the company’s favor. Second, they want this avalanche of responses to come from candidates with all of the minimum qualifications required by the position. An overwhelming response to a post is neither helpful nor cost effective if ninety percent of the respondents don’t make the first cut.
So how can you create an ad that’s both carefully targeted and appealing enough to draw attention and generate interest?
Know Your Target Candidates
First, understand your intended audience. Have a sense of their skills and professional goals, but also try to intuit who they are as people. Are you looking for older candidates with many years of experience and strong ties to the local area? Or freshed-faced, mobile young candidates who don’t mind frequent travel?
Know Where to Find These Target Candidates
Don’t carpet-bomb the internet. That is, unless you want to sift through hundreds of inappropriate applications. Once you know who your candidates are, find industry or university-specific sites where your posting will be impossible for them to miss.
Know How to Bring Them In
Speak directly to your target audience. If you want a candidate with an upbeat attitude and a quirky sense of humor, write your post in this tone. If you want a serious candidate with grim determination and relentless drive, make sure your job description reflects this sensibility. Likewise, consider the perks you decide to list. If you want cultured, curious applicants with an interest in art, mention your proximity to local museums. If you want ambitious candidates, mention your company’s growth potential. Before you publish your post, read it carefully from the position of your ideal candidate. If you were in her shoes, how would you respond to this message?