The Secret to Successful Job Postings: Understanding Job Seeker Behavior to Maximize Visibility and Applications

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