With thousands of employers vying for the attention of candidates online, job descriptions are recruiting's most critical piece of marketing content. Learn how to make your jobs stand out with compelling content that attracts the talent you're looking for, with actionable tips you can use to: -Improve candidate quality -Differentiate your opportunities -Understand how your jobs are performing

1. 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

10. AgendaAttracting talent
with your job
content

11. Content is King

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

18. Agenda
“Account Manager”

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.

35. AgendaLearn from competitors
Indeed Search Insights

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