The Secret to Successful Job Postings: Understanding Job Seeker Behavior to Maximize Visibility and...
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Transcript of The Secret to Successful Job Postings: Understanding Job Seeker Behavior to Maximize Visibility and...
TODAY’S PRESENTER
Ken ShaferSenior Business Manager
@knit_hat
● Responsible for identifying shifts in the hourly hiring marketplace
● Helps employers make the most of Snagajob products so they can successfully navigate an ever-changing business environment
3Agenda#hourlyinsights
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Introduction
Market data—why does this matter?
Search behavior—what are we seeing on Snagajob?
Improving job postings—what can I do about it?
Questions
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We’re . The largest marketplace for hourly work
Poll Question #1What grade would you give your current sourcing strategy?
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MarketData
Market DataWhy it matters to get seen
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How do market forces affect competition for
employees?
How is the hourly space uniquely
impacted by changing market conditions?
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Unemployment Rate and Search Trends for “Jobs”
UER Search
Market DataWhy it matters to get seen
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Unemployment rate and the workforcePeople appear more willing to work minimum wage jobs in a “down” economy
Market DataWhy it matters to get seen
10Market DataWhy it matters to get seen
Market DataSUMMARY
1 The squeeze is on
2 An improving economy means fewer people are looking for jobs
3Those who are looking are less willing to work minimum wage jobs, they feel they can be selective.
Searchbehavior
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Results-Page Views: Keyword vs. No Keyword
Search behaviorDo keywords matter?
55% Keyword45% No Keyword
14Search behaviorTeam Member vs. Crew Member
56% Team Member44% Crew Member
Team Member vs. Crew Member
15Search behaviorvs. cashier
Team Member vs. Crew Member vs. Cashier
11%
14%
75%
Crew Member
Team Member
Cashier
16Search behaviorWaiter vs. Server
96.1% Server
3.9% Waiter
Server vs. Waiter (2015)
17Search behaviorWaiter vs. Server
91% Server
9% Waiter
96.1% Server
3.9% Waiter
Server vs. Waiter (2014) Server vs. Waiter (2015)
18Search behaviorManager vs. Supervisor
88% Manager only12% Supervisor
Manager Only vs. Supervisor
19Search behaviorIndustry jargon
69% CNA31%Certified Nursing Assistant
Certified Nursing Assistant vs. CNA
20Search behaviorSpelling matters
96% Babysitter
4% Baby Sitter
70% Childcare
30% Child care
Babysitter vs. Baby Sitter Childcare vs. Child Care
Improvingjob postings
Poll Question #2Which areas of your sourcing strategy do you think need the most improvement?
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Real-world optimization caseImproving job postings
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We were struggling to find meat cutters for a national grocery retailer in Virginia Beach. When we changed the job title from ‘Meat Cutter’ to ‘Butcher’ we saw significant shifts.
The role remained the same, but our results improved dramatically. Our test proved not that Butcher will always win over Meat Cutter, but that experimenting with how jobs are
advertised in a given local market can generate huge benefits.
Job Posting Title Click Rate Application Rate
‘Meat Cutter’ 3.7% 12.7%
‘Butcher’ 6.5% 14.2%
A little backgroundImproving job postings
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When asked: “What does your hourly-paying job mean for you”...
35+
25-34
16-24
0% 20% 40% 60% 80% 100%
...a way to pay bills while you pursue other interests?
...the start of a career path within that employer’s organization?
...a step along a path toward a salaried position somewhere else?
...a position you see yourself having for a long time?
Content is kingImproving job postings
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Pay Info On Top
Hours
Sell yourself!
Benefits
2XRESULTS
Tips for high-performing job descriptionsImproving job postings
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LocationBe specific. Include public transportation info if possible
RequirementsKeep them up top, make them easy to scan
Hours/ScheduleHelps to qualify your candidates
Pay and benefitsOnce again, make easy to scan
Sell your companyIt’s OK to brag, but keep it short
GOAL
Try to have these in each job description
HOW
Think ‘mobile first’— keep it short and simple
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Being specific can improve search visibility too!Improving job postings
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● Describe all tasks that are needed - Count inventory nightly, restock work area, greet customers, bake bread
● List skills and requirements - Ability to drive a forklift, use a meat slicer, basic math skills
● Include other aspects of a successful candidate - willingness to wear a uniform, work outside, lift 50lbs, opener/closer/keyholder
● List required hours and days
● Include certifications, if required
Questions?
HRCI Activity ID: 297508Recertification Credit Hours Awarded: 1Specified Credit Hours: HR (General)
SHRM Activity ID: 16-9MZO6Professional Development Credits (PDCs): 1
SAVE THE DATE
Top Employer Trends for 2017
Webinar
December 13, 2016
NEW VENUE. MORE GREAT INFORMATION.
Save the date for HourMinds 2017 in beautiful Charleston South Carolina. Join us for conversation, and networking on all things hourly. We can’t wait to see you there.
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MAY 15-17, 2017 BELMOND CHARLESTON PLACE CHARLESTON, SC HOURMINDS.COM
Thank you