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Tips for creating an effective online job posting
By NEHRA, 11/29/2004
Online job recruitment is here to stay and just about everyone is doing it. Like print ads,
your goal is to stand out from the competition. But that's where the similarity ends.
In today's fast-paced environment, job candidates are quickly surfing the Internet for the
next big wave, or in this case, job opportunities. Here are some tips to help you capture
their attention and optimize your online recruiting investment:
1. Organize your content
Present your content (job description, company info, etc.) in an easy to read format, one
that you would find appealing to read.
2. Be specific
Provide job seekers with enough information so they can decide if this position is
appropriate for them. Include job title, brief overview of the position, job requirements,
necessary education, key employee benefits, and contact information in your posting.
3. Use traditional titles
The title "Computer Geek" might stand out in a field of job postings but your posting
might not come up when candidates search with traditional job titles. Stick to established
job titles. This way you know you won't get missed.
4. Tell job seekers what's in it for them
Tell jobseekers upfront what's in it for them. Describe your culture using terms that
appeal to the type of candidates you are trying to attract. For example, if you are a hip
California based-technology company looking for an outside sales rep, consider starting
your posting off by asking candidates to envision themselves cruising the California
Coast in their convertible as they follow up on established leads.
5. Tighten job specifications
Rather than saying "five plus years' experience", consider saying "5-7 years' experience required". This will help minimize the number of responses you receive from overqualified candidates.
6. Use important keywords
Candidates search online job databases using keywords. Include keywords that are unique
to the job so your job posting is easily found.
7. Be concise
Less is better. Focus primarily on what job seekers need to know. Direct them to your
website for the details.
8. Disclose your company name in the job posting
Even during tough economic times, candidates are hesitant to apply for jobs without
knowing the name of the employer. Whenever possible, reveal your company name. This
will increase the number of qualified respondents, particularly those with industry experience.
9. Provide location
Many online job postings encourage candidates to apply for positions electronically and
no longer include a snail mail address. Remember to include your town so candidates can
assess whether the position is geographically desirable.
10. Provide the company URL
Make it easy for readers to find your website. Include a direct link to your website in your posting.
11. Include preferred method of contact
Let employees know the method of contact you prefer.
12. Proof your posting
It's important to avoid typos, particularly when posting jobs online. If the job title is
misspelled, your job opportunity might be missed entirely.
13. Know your audience
Candidates who use the Internet for job searching are generally computer savvy. Make
sure there are electronic ways to apply to your job posting.
14. Quality, not quantity
Keep in mind the goal is to attract quality candidates - not to gather a huge stack of resumes.
15. Be creative
Take some chances and measure success based on the number of quality hires you make
as a direct result of your online posting.
Roberta Chinsky Matuson is the principal of Human Resource Solutions
and is also a NEHRA member. She can be reached at or by calling 617-566-8978.
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