This document discusses the importance of employer branding in job content and descriptions. It notes that candidates only spend around 50 seconds reviewing a job description before deciding if it is a good fit or not. As such, job descriptions need to grab attention, be open about the role and company, use precise and jargon-free language, learn from what other top companies are doing, and test different approaches. The document advocates testing job titles, descriptions and promotion methods to better understand what drives applications and hires. It also stresses the importance of measuring various quality indicators to improve recruiting performance over time.

2. Carmen Bryant
Strategist, Employer Insights
Indeed
Janice Chung
Senior Client Director/Media Strategist
JWT INSIDE

3. #1 job site
in the world
180M global visitors
each month
#1 mobile app in
20+ countries
The first job search engine

4. Unspecified Job Board
CareerBuilder
LinkedIn
Craigslist
Monster
SimplyHired
Glassdoor
Kijiji
SnagAJob
More people are hired here than anywhere else
Source: SilkRoad
Job Search Engines
vs.
Boards External
Online Hires
1% 1%
1%
2%
2%
4%
5%
10%
10%
54%

8. Culture is communicated through Employer Branding
Employer Value Proposition
Persona Development
Message Development
Messaging Architecture
Creative Expression

9. Careers Site
Social Media Channels
Collateral
Paid Advertising

11. Where does all the great branding go?

12. If the candidate is already searching for a job on
my site, they are interested in my
company/opportunity. I’ve already got them, so I
need to just tell them about the job, nothing
fancy needed.
It’s a great way to filter out candidates
who don’t know what they are doing – if
they are intimidated by a job posting, I
don’t need them anyway.
I need to tell the candidate
everything about this job –
otherwise, I will get unqualified
candidates.
Candidates don’t really take the time to read
long job descriptions, they just skip to the
qualifications needed section. Let’s just give
them the minimum information needed.

13. Yes, candidates are paying attention
to your job posting content…

15. Content is King

16. How much time are candidates really
spending with your job content?
49.7 seconds
before they decide the position is a poor fit
76.7 seconds
if the job matches their skills/interest
Source: www.theladders.com/career-newsletters/how-we-really-read-job-ads

17. How do we then apply employer
branding to job content?

18. Target
1

19. Agenda
Indeed Industry Trends
Use analytics to find common themes

20. Agenda See what’s trending in your industry
Indeed Industry Trends

21. Agenda
“Account Manager”

22. Agenda
Jan 20 – Feb 19 Feb 20 – Mar 19 % Change
Clicks 812 1,106 36%
Impressions 195,812 177,543 -9%
Click-thru Rate 0.4% 0.6% 50%
Cost $939.93 $904.03 -4%
Applications 88 170 93%
Conversion Rate 10.8% 15.4% 42%
Case Study: Payment Processing Company

23. Agenda
Candidates self-selected and were more qualified
Include critical requirements for your job
Marketing Research Analyst or Statistician
Marketing Research Analyst or Statistician
(MBA & SPSS knowledge required)
New title delivered fewer total clicks and applies

24. Get attention
2

25. Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers to
join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than just a
job, and have a few great projects to show off. You can take a
concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw talent
and perform well in search
Spotify job posting

26. Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers
to join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than
just a job, and have a few great projects to show off. You can
take a concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw talent
and perform well in search
Spotify job posting

27. Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers
to join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than just a
job, and have a few great projects to show off. You can take a
concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw
talent and perform well in search
Spotify job posting

28. Be open
3

29. Use job descriptions to attract
the right talent audience
“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.”

30. Be precise
4

31. Agenda Pair with search trends for further insight
Indeed Industry Trends

32. Avoid jargon
5

33. AgendaLook for common terms in your industry
Indeed Industry Trends

34. Learn from others
6

35. Agenda Understand Market Performance
Indeed Industry Trends

36. Agenda Understand Market Performance
Indeed Industry Trends

37. Test everything
7

38. Job title Location Organic clicks Sponsored clicks
Marketing Coordinator III New York 24 55
Marketing Event Coordinator New York 86 599
110
654
0
150
300
450
600
750
Organic Clicks Sponsored Clicks
Testing job titles and descriptions

39. How does your job content impact
applications and hires?
What data do you use to plan
and measure campaigns?
What methods of promoting jobs
work best?
What quality indicators are
you tracking?
Measuring performance

40. Case Study: T-Mobile
Presentation Description

50. Questions

51. Thank you!