The best recruiters use the best resources to ensure their success. And, when it comes to reaching talent online, their choice is clear. It’s WEDDLE’s Guides for Recruiting Success. Get yours today!
WEDDLE’s 2011/12 Guide to Employment Sites on the Internet. This is the 10th edition of the Guide the American Staffing Association called the “Zagat” of job boards and social media sites.
WEDDLE’s Guide to Association Web Sites. This book details the recruiting resources and capabilities that are available at the Web-sites of over 3,000 professional and technical associations.
Finding Needles in a Haystack. This one-of-a-kind guide lists over 25,000 keywords and keyword phrases, across 5,400 job and position titles in 28 industries and professions.
Give Your Job Posting Titles a Bite
When the director of the movie “Snakes on a Plane” thought about changing its name to “Pacific Air Flight 121”, the lead actor Samuel L. Jackson threatened to quit. When asked why, he said, “Snakes on a Plane, man! That’s the only reason I took the job. I read the title.” He could have just as easily been describing the power of job posting titles. They may not cause people to take a job, but they do get them to bite on the ad.
Job posting titles are important because they are what a candidate sees first when searching a job database on your corporate career site or a job board. Unlike with a print publication, the posting itself is invisible until they click on the title and open up the ad. In other words, candidates on the Internet must make a conscious decision to look at your content, and their evaluation is based solely on the information that’s provided in the title.
To be effective, a job posting title must both inform and pique the curiosity of the reader. That’s true of all job seekers, but especially those who are passive. To motivate them to read on, a title must provide:
And, it has to do all of that in the 35-50 characters typically allocated for a posting title.
The Elements of a Good Title
A job posting title with bite has three key elements that form the acronym LSS.
How do these elements fit together? Typically they are simply separated by dashes. For example, one of the best titles I ever saw was posted several months before what everyone thought would be the computer crisis of Y2K. It read: WI – C++ Programmer – $1.2M bonus.
The job was posted by a firm in Wisconsin that was worried it would lose its IT talent to other employers desperate to address the computer change-over for the new millennium. Its response, which it also used to lure talent away from those same competitors, was to promise the members of its IT Department that they would split a $1.2 million bonus if they stayed with the company.
No less important, this same employer had developed that sizzle by doing its homework. It had pulled together a small group of its best IT performers and asked them a single question: “Why did you come to work here?” Not surprisingly, there wasn’t a single answer, but there were two reasons that did stand out.
One was financial, which was why the company decided on highlighting the $1.2 million bonus. The other, however, was quality of life. This employer was located in upstate Wisconsin where there were a lot of outdoor activities to enjoy. So, what did the company do? It posted the job a second time, but with a different title. It read: WI – C++ Programmer – Great Fishing.
A job posting tile can seem like a trivial thing to worry about, especially with so many people in transition these days. The best talent, however, always have choices, so a title must be written for them. It must have both enough information and sizzle – enough bite – to convince them your posting is worth their time to read and consider.
Thanks for reading,
Visit me at Weddles.com
P.S. Please tell your coworkers and friends about WEDDLE’s Newsletter. They’ll appreciate your thoughtfulness, and so will we.
Get WEDDLE’s 2011/12 Guide Today
Called, the “Zagat of online recruiting.” by the American Staffing Association, WEDDLE’s Guide to Employment Sites on the Internet is the Gold Standard of guidebooks to the 100,000+ job boards, social media sites and career portals now operating on the Web.
In these challenging times, being a smart consumer of employment sites is a core competency of recruiters. Make sure you measure up.
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